1/12 of the year is over, and the clock is ticking. Have you made progress towards your occupancy goals, or have you started the year off already behind? Your PRIME leasing season is coming - are you ready? Whatever the case, the best way to maximize your upcoming leasing opener is to call your Internet Listing Service (ILS) account rep TODAY.

Why?

#1: ILS's for the apartment industry are your BIGGEST source of traffic.

#2. Because you are UNDERUTILIZING all that they offer.

It's time to Get READY, Get SHARP, CALL! Work smarter and pull ahead of your competition. Your ILS partner can help.

(Picture provided by ShellyS on Flickr through creative commons license.)

ILS technologies change all the time. In the apartment industry, we complain all the time, and the few people who actually listen to us and DO something about it is our ILS's. The technology changes constantly, there are new marketing/advertising packages out there, new reporting capabilities. Want to know what is working and what isn't working? The one person who would know, AND willing to share with you their vast sea of knowledge is your ILS representative. The advice, training, and information your Internet Listing Service representative can bring you could amount to HOURS of research, hundreds of calls, and a TON of reading. Your rep can shave HOURS out of that process and share with you the information YOU need. And the price can't be beat - it's usually part of doing business.

Here is a list of things to discuss with your ILS representative so that you can better utilize their technology:

1. Where are you ranked in search engines in my target market/demographic? Your ILS should (at the very least) be on the first page of google.
2. What target demographics/target markets work best with your service? Not every ILS is the best in every market or every demographic. Your rep should know what their sweet spot is, and most times, they are honest enough to tell you. Some ILS's that work awesome in Minneapolis, may not work so well in Houston. KNOW which ones know YOUR market & demographics.
3. How much traffic should I expect from a listing? Ask for averages in your market, or for your type of demographic. This should be a baseline you can use to analyze if your internet listing is working or needs tweaking.
4. What search terms come up for my type of property/market? What search terms are over-used? Your representative should be able to tell you what search terms are working, not working.
5. On average, what techniques will boost the traffic? What techniques will lend to keeping a prospect on my add longer? Your representative can normally tell you what drives traffic, what keeps prospects engaged. On some ILS's, it could be the number of pictures. On other ILS's, it could be the presence of a video. Whatever the case, make sure you are asking about it in terms of YOUR market/YOUR demographics.
6. Do you have someone available to take pictures or video? What is that cost? So many times, apartment communities decide to try a new ILS, and the pictures they use are AWFUL. If you're going to pay for a listing, spend some time to get the pics/video/details right! Some ILS's may offer to take the pics for you, or can recommend someone in your area at a decent price. ASK you representative. They may have some creative ideas.
7. What analytics/reporting do you have available? AND, how do I read/interpret the results? If you are NOT utilizing the analytics of your ILS, you aren't using your ILS properly. There is A LOT to be learned from analytics. Depending on the ILS, and the detail of reporting provided, you can at least learn how people find you, when they find you, and how many are finding you. If there are advanced report/analytics available (not all ILS's provide this, but many do), it can tell you the key words people are using, where they are coming from, how long they were on your listing, etc. With this information, you should tweak your ILS listing to boost traffic and keep people engaged on YOUR listing.
8. Do you have any packages/bundles/specials available? Just like most services, they more you buy, many times, there is a discount. Sometimes the discount if for volume  - i.e. number of properties listed. Sometimes there is a bundle available, whereby you can get the regular ILS, and for an additional $XX.00 you can also get some other premium service as well.
9. Now that you have your ad written up, and your apartment community's pictures posted, ask your rep to take a look at it and critique it. They see hundreds of listings all the time - and they can spot a winner from a loser a mile away. THEY are like your Simon Cowell. Listen closely, and you can glean MUCH from their expertise!
10. Is there anything else I can do to boost my traffic/leads/closing?

With your ILS representative, ask, and you shall receive, you will become more successful, and you'll maximize your advertising/marketing dollars. And people: Be nice. These are some of the smartest, most generous sales people in the industry. They want YOU to be successful - as in turn, THEY are successful! Work with them, and it will work out well for your apartment community's marketing plan.

In this market even a small competitive edge over your competition could mean the difference between making your budget and NOT making it. Sharpen your tools now, BE ready, and make 2010 a GREAT year.

ILS: Are there other questions people should ask you? What is YOUR "sweet spot?" What is your advice on how to be SHARP amidst a sea of ads online? Leave a comment and share your experience. Feel Free to leave a link to your ILS service.

Get READY, Get SHARP, CALL!

Don't get it?  RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

Daisy Nguyen is owner and CEO of RENT SODA, a business, operations and marketing consulting company. Become a FAN of RENTSODA, connect on LinkedIn, FOLLOW RENT SODA on Twitter, visit her website, RENT SODA, or read the blog, RENT SODA, Don't Get? GET IT! for more information and regular blog entries.