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Brent Williams' Apartment Blog

Thoughts, comments, and ideas about the overall multifamily industry, as well as a property-specific focus on resident retention and apartment marketing.

Improving Lead Capture and Leasing Automation

Today we are looking at capturing leads. One of the biggest challenges properties face is that transition from marketing to leasing, where we are reaching prospects through our marketing, but then they slip through our fingers before we can move them to that next step in the leasing process. Many companies are automating as much as this process as possible. So this series is about looking at challenges that communities often face, and then talking with different property management companies to understand how they approach that problem and what supplier partners they used to overcome the challenge.

So today I’m talking with Mark Ainley, Partner at GC Realty & Development, to talk about how they tackled the marketing and leasing process to convert more leads, such as working with ShowMojo.

By the way, if you like this type of content where we talk with different property management pros, make sure to subscribe to our YouTube channel and click the bell icon!

How do we pick companies to talk to?

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  Janet Cornett
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My two sense on prospect vs. lead. A lead is someone who actively chooses to be visible to a community or group of communities for the purpose of potentially leasing. An “in market, active prospect” is also actively looking to lease, but is still invisible to any community. That individual has everything they need to satisfy their short list criteria (location, experience, amenities and price) without becoming visible. Experience (peer to peer feedback in the form of reviews) is a critical part of the decision for an in market prospect to become “visible” to any given community. We advertise 3 of the 4 short list criteria (price, location and amenities) in as many places as possible (social media, owned web sites, multiple ILS platforms etc) yet when it comes to reviews I hear over and over “ we just focus on Google”. How can you be multi-threaded for 3 or the 4 short list criteria, and then be single threaded for the 4th. Also, and something else that makes this strategy flawed is this reality: Google has NO knowledge box or review content at the market (Atlanta as an example) or submarket (Buckhead as an example), and that is where most in market prospects start their criteria search. When in market prospects can’t find review content where they are searching - the absence of content is, in itself, a very powerful message about the “experience”. Get multi threaded when it comes to review content.

  Dennis Smillie
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Great thoughts about about the market/submarket reviews, or rather lack thereof.

  Brent Williams

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