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Top 5 Mistakes Leasing Agents Make

Top 5 Mistakes Leasing Agents Make
Let me start by saying, everybody makes mistakes. But the only way to correct those mistakes is to acknowledge them and work on fixing them. Whether it's a lack of training, laziness or case of the "Mondays", it's important to make sure you are on the top of your game each day. Here are the top 5 mistakes leasing agents make and how to correct them:Lack of FollowupI've seen a lot of leasing agents focus their follow-up efforts on renters who have toured the community and showed a real interest in the community or property. But not many take the time to follow-up with EVERY lead (including ones that haven't seen the community already) that comes across their desk. Sometimes that lead that requested information but never set up a tour is busy. Following up on all your leads is vitally important.Not Gathering Enough InformationSo you have a prospects name, email, move date and price range. But what about the other stuff? One fundamentally selling technique is building rapport with a potential resident. Selling involves matching a renter's needs with your product. Ask questions like: where do you work? What are you most looking for in an apartment? What's your decorating style? Is view important? Do you have a pet? What do you do for a living? Get to know your prospect! Touring Only Sample UnitRenters want to see the space they are going to live or something close to it. Showing them a bottom floor unit that is staged when the......
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Best Ways to Engage With Gen Z as They Enter the Housing Market

  The multifamily industry has spent countless hours the past several years diagnosing the tendencies of millennials. But just as the industry has started to understand this diverse generation, a new one is entering the market – Generation Z. Gen Zers are even more tech-savvy than their millennial predecessors and are the first generation to grow up exclusively in the digital age.   Members of Gen Z, born in 1995 or later, have never experienced a world without mobile devices—or texting. They grew up with Facebook and left the social media platform for better options. According to Forrester, 34 percent of teens think Facebook is for “old people.” Facebook doesn’t provide the customized or private experience Gen Zers expect from the brands they engage with via social media. They are more likely to use Snapchat and Instagram for their direct messaging and temporary content.   As Gen Z begins leasing apartment homes, marketers need to recognize these changes and communicate through the channels they use and in the ways they demand. Here are a few tips:   Text – Don’t Call Communication preferences continue to change across all demographics, but the text evolution is even more magnified for Gen Z. Think mobile first because, Vision Critical has found, Generation Z spends an average of 26 hours per week on their mobile devices.That means they’ll probably search for your community on their smartphone rather than on a desktop. Marketers should make certain that information about their communities is clear and mobile optimized. If Ge......
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How you can you make the leasing process one that builds trust and value?

My apologies to my blog followers. I haven’t been consistent in sharing these weekly updates for The Leasing Show.  Here are 4 weeks worth of shows for you to dig into.  Really appreciate you listening.  Episode 23 – What is mutual mystification? In this episode I talk about the importance of eliminating mutual mystification. Stop making assumptions that everyone thinks the same way.     Episode 24 – Getting a No is OK You should be on a mission to build credibility and trust. What better way than to make sure the customer knows it's OK to say no.   Episode 25 – Time is a Critical Agreement As I highlighted in episode 24, we're here to build credibility and trust. If you are not discussing time with a customer than you are putting the relationship at risk.   Episode 26 – Stop Spilling Your Candy in the Lobby Shout out to Tim Roberts @TrustPointe for introducing me to this concept. It seems so obvious, but new technology and old school sales training has us spilling all our candy. Have a question for the show? #LeasingShow on Twitter or message me online somewhere.   Episode 27 – What does expensive mean to you? It's important to understand what expensive means to you because you must understand that it's nowhere near the same for everyone else. If you have a question or topic idea for the #LeasingShow tweet @theaptnerd or message me online somewhere.   Episode 28 – Are you ready to ask questions? I'......
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Top 5 Social Media Tools for Apartment Marketing

Top 5 Social Media Tools for Apartment Marketing
Social Media is now an integral part of any apartment community or portfolios marketing. However, many don't have the right tools to handle the daily struggle of creating and managing their social media presence and campaigns. That is why we here at BreadBox brought together our top 5 favorite Social Media tools to make the process easier and ultimately, create a better social media experience for your apartment marketing. Buffer | buffer.comBuffer is a stripped down, yet intuitive social media posting tool. It makes it very easy to schedule posts, analyze performance, and manage all your accounts in one place. It works with all major services (Facebook, Twitter, Instagram, Google, etc.), and has a "queue" system to post based on a predetermined schedule. It's a great platform to manage all the Social Media posts for your apartment community or portfolio. PRO TIP: Get the Chrome buffer extension. It allows you to share web pages or images directly from your browser without even opening the app.  Pablo | pablo.buffer.comThis little-known service from Buffer, allows you to create social media posts with minimal design knowledge. Just choose an image, add some text, add your logo and download your finished post. You can even upload your own image to use, scale it to fit any service (Pinterest, Instagram, Twitter, Facebook) and comes with some pre-made templates. Your team can create compelling posts in minutes. Oh, and it's FREE!  Feedly | feedly.comFeedly is the gold star of "content aggregators". It allows you to pull in news stories from your ......
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The Best Outreach Marketing Tool: Your Service Team

You are spending money advertising your community online, to businesses in your area, for campaigns designed to reach out to the right demographics.  Your company has a Reputation Management Department specialized in damage control, as most of the potential renters are checking online reviews before considering to become your residents- I called that reactive marketing. What if I told you that you are underutilizing the best marketing tool that is already at your disposal: your service team. Consider this:  Your current residents are the best vehicle for spreading the word about how great is to live at your community to their friends, family and co-workers. Most of them only walk into your office only three times: when touring the community, signing the lease and turning in keys at the move out. The only associates they may be in contact with for the length of their stay are your service team members.  Besides residents families and close friends, chances are that nobody else except your service team has the privilege to enter their homes.  Focus on making your service team visits count: professional appearance and efficient service goes a long way.  As a consequence, you will end up with: a happy resident, hopefully followed by a great online review and a recommendation for your community and less work for your Reputation Management Department. This way, you are turning your resident into a promoter. Not only that they are doing free advertising for you, but they may end up renewing their lease, therefore......
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SEO & Apartment Marketing: The Next Step

SEO & Apartment Marketing: The Next Step
A very long time ago (circa 2008) the leasing world was a simpler place. Place an ad on Craigslist or in a newspaper, and sit back and watch the renter leads flow in. The most complicated it ever got was when you wanted to add a template to Craigslist. Those were what I would call "the good old days."  Flash forward ten years and the leasing world could not be more complicated. From ILS sites, listing syndication systems, Social Media, Blogs, Google Adwords, Remarketing and more, there are numerous marketing channels to choose from. However, there is one area that could be the most important, but seldom gets the attention it deserves, Search Engine Optimization (SEO). Curiously most apartment communities either don't think SEO can have a significant impact, or are dissuaded by trying to compete with the "big boys." Whatever the reason, SEO needs to be the next step in your apartment communities marketing efforts.  What is Search Engine Optimization (SEO)?  Search Engine Optimization is the process of building a strong search engine presence to ensure visitors can more easily find your website amongst all your competitors online. The primary aim is to improve your websites page ranking so that renters will see your website when they type specific keywords or phrases into search engines like Google.  In simplest terms, it's getting your website to the top of search engine results for searches that your renters conduct (i.e., apartments in Charlotte, rentals in San Antonio, etc.) Why is Search Engine......
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Property Managers, Should You Get Off Facebook?

Poor Facebook. It's been getting a bad rap nowadays, what with the news that 87 million users had their private information stolen by the political research firm Cambridge Analytica.

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Correcting Apartment Information Online Using YEXT

What is YEXT? Have you ever had a problem with a property having the wrong address, hours, or phone number listed online? In a nutshell, YEXT provides a simple solution to this problem for multi-family property managers. While the name sounds funny, YEXT is an incredibly useful online marketing tool for multi-family property managers. Founded in 2006, YEXT is now publicly traded on the New York Stock Exchange and the leading platform for managing online business information. In addition to solving problems with online business information, YEXT will also monitor online reviews about your property. How does YEXT work? From a marketing standpoint, having the wrong phone number or website listed for a property is a major problem. How do prospective residents contact your property? YEXT provides a dashboard where property managers manage their property’s information, including: Property address and phone number Property description and hours Website and email contact Map location marker Photos and videos Social media profiles Once the information is updated, YEXT connects to 100+ publishing partners to publish the updated information. They publish information to every major online site you have heard of, including Google, Facebook, Bing, YELP, YP, plus Apple Maps. In addition to the major sites you are familiar with, they publish your information correctly on sites including local.com, 411.com, 2findlocal.com, HotFrog, and more. Not sure how your property’s information is currently listed? Click here to run a free scan using YEXT. Saving property managers time Consider that your property has the wrong phone number lis......
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Is Funny Effective?

I love all the different forums that provide opportunity to share questions, thoughts and ideas about the property management business. The other day though, I didn’t like my response to someone’s question/post because I sounded like “a no fun, Debbie Downer".  The question was, does anyone know of a funny, but still professional, way to do video for an apartment community.  My response was that I wouldn’t do funny because people looking for a new home consider it a serious matter, not a matter for entertainment. I’ve seen lots of video’s that communities have made using pets, giving funny tours etc...where it’s obvious they had a lot of fun doing it and feel it was successful. The question to determine its success though is what was the objective?  Is it to promote camaraderie among staff, is it to show the light hearted side of the staff to the current residents, or is it to appeal to prospective residents to entice them in your community's direction? Anything you put on-line has the opportunity to affect the latter.  Like any other marketing project you have to have a clearly defined objective, in other words you need to think about the end at the beginning.   In full disclosure my company produces video’s for MFHI so it would be easy to construe that I have a bias. So I would like to use an analogy that most can relate to - finding a new hair salon.  Simply interchange apartment with salon and leasing staff with stylists.You ar......
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How Do I Stop Sharing Price Too Early with a Prospect?

This week I discuss how to deal with people like me, developing trust, why you shouldn’t share price too early, how to take control on the phone, and what to do with people that need to “think about it.”

Episode 18 – Dealing with Dominant Personalities

A dominant behavior style can be challenging to deal with sometimes. Today I share some ideas to help you deal with people like me. :)

 

Episode 19 – Developing Trust

No one likes to be sold. You must build trust with your prospects. I share some ideas on building trust in today's episode.

 

Episode 20 – Sharing Price Too Early

Price is an important factor, but you need to figure out the motivations of the customer before your share your price.

 

Episode 21 – Taking Control on the Phone

If you've ever found yourself just answering the customer's questions, then this episode is for you.

 

Episode 22 – Handling Excuses

Before you let them walk out the door, drill down on that excuse they just gave you. I share some ideas on this today.

 

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