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Using Open Rate to Improve Multifamily Email Performance

Introduction The majority of industries rely on email marketing to promote their content and products and engage with their users. In multifamily, email marketing can help convert prospects to residents and retain existing residents. However, effective email marketing is reliant on multiple variables; namely: Open Rate Click-Through Rate Send Frequency Optimizing these three variables will enhance multifamily email performance and increase outreach. What is Open Rate? To begin, what is Open Rate (OR)? OR is one of several metrics that reflect the level of engagement prospects have with the content you send them. The higher the OR, the higher the engagement. Before proceeding, it’s important to define when an email is considered ‘open’. An email is considered ‘open’ only when images are enabled. Most emails enable images automatically. Sometimes though, users will need to enable images manually. Number of Opens Now that you know how an open email is defined, how are those opens counted? First, there are the number of opens. The number of opens is the number of times an individual user opens an email. For example, if a user receives an email and opens it 5 times, then the number of opens is 5. Unique Opens Alternatively, ‘unique opens’ is the number of unique people who have opened an email. Again, say a user receives and opens an email and then opens it four more times. The unique open is counted as one, the total number of opens is 5. How is Open Rate Calculated? Seeing as the OR is crucial......
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10 eBlasts your Residents Actually Want

Chances are your residents have email inboxes filled to the brim with eBlasts from well-meaning companies trying to make a sale. Don’t add to their pile of digital junk mail. Instead, send them the content they care about. We have created a list of the top ten eBlasts your residents actually want!   Happenings around the community Let your residents know what fun and exciting things are happening around your property! Upcoming Events. Let your residents know about the cool activities you have planned. New Amenity. Tell your residents when your new amenities are open for business. New Features. Clue your residents in about your new features. Whether it is a new piece of gym equipment, ride-sharing stop, delivery lockers, or whatever else, your residents would be happy to hear about it. Opening Day at the Pool. Nothing says summer is here like the first day at the pool! This is one grand opening your residents aren’t going to want to miss.   From your Team While every eBlast comes from your leasing team, the emails in this category are used to make your residents feel respected by and connected to your leasing team. Holiday Greetings. Send your residents well-wishes during the holidays to show them you care and create an opportunity to connect with them. Resident Survey. Give your residents a chance to voice their opinions by sending them a resident survey. Office Closing. Keep your residents up-to-date by letting them know if you aren’t going to be around during regul......
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4 Ways to Better Utilize Your Thank You Page

4 Ways to Better Utilize Your Thank You Page
When a prospective resident submits a contact form or request for information on your website, he or she is most likely redirected to a pop-up message or page that says something along the lines of, "Thank you, your form has been submitted."   However, your thank you page presents the perfect opportunity to take your marketing efforts a step further, rather than simply acknowledging receipt of a submission.   Here are 4 thank you page ideas worth implementing:   #1 – Resident Testimonials One of the most effective marketing strategies, testimonials give your brand a major boost in the credibility department. There is no better testament to the quality of your apartment community than hearing directly from current or previous clients.  Consider including testimonials on your thank you page. For example:   Thank You for your submission! Someone from our team will be in touch with you shortly to provide more information, answer any questions you may have, or schedule a tour. In the meantime, check out what our current residents are saying about [Community Name].   Include three to four high-quality testimonials.   #2 – Promote Social Media If your community is active on social media, the thank you page is a great place to promote your channels. Include icons that link right to your social pages. You could also include some kind of offer or incentive for any individuals who follow you on social media. Again, your thank you page could read just like our previous example above with the addition of, “in the m......
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Your 'No Excuses' Guide to Welcoming New Residents. Each one. All the time. Without Fail.

The Roomba Revelation     The Roomba is one of our favorite autonomous inventions. There are a lot of ways people can spend their time, and vacuuming doesn’t have to be one of them. All you need to do is tell it what time of day to vacuum and you have one less chore to do every week. It is such a simple concept, yet it has been insanely popular. iRobot ships over one million units every year. The Roomba isn’t successful because vacuuming is a difficult task. It’s successful because it eliminates the need for individuals to complete a monotonous, time-consuming task. Let’s be honest, a lot of us would love to say we vacuum every week, but that isn’t the case. Yes, vacuuming is essential, but skipping it for the week isn’t going to stop your household from running like laundry and dishes. We are busy. Finding time to squeeze in vacuuming doesn’t always happen. Stories of innovation like Roomba inspire us to make improvements for multifamily. Multifamily agents and marketers are overwhelmed with ‘chores’ that are repetitive and quickly forgotten.  One example: Resident Welcome.   What does a Resident Welcome email campaign entail? Welcoming residents helps set the tone for the resident’s experience. It is the first interaction with your prospects after they sign a lease. The resident welcome emails help you show your customers that you care about them, not just making a sale. Unfortunately, agents are swamped with nurturing prospects, handling resident’s needs, hosting events and about a hundred other......
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Grab Their Attention: Crafting Subject Lines That Engage Readers

  It’s the background noise you hear all day long: those little pings from your computer, phone, and tablet telling you that email after email is hitting your inbox. In fact, approximately 281 billion emails were sent each day worldwide in 2018, according to Statista. No, they weren’t all sent to you, but some days it probably felt that way.   While email marketing can be a highly effective way to connect with both prospects and residents to move them along the renter's journey, it’s critical that these messages are written to make it through the clutter. Well-crafted subject lines are the entry point to strong reader engagement. They represent a marketer's best chance to stand out in a very crowded field - they’re the first thing the prospect sees and the only way you have to convince them to move forward and open your message (if you can get past spam filters, of course).   Nine Tips for Writing Effective Subject Lines Before you go any further, understand this: a subject line’s deceptively short length could take as much time to create as the email and landing page content combined. You have limited space and time in which to capture someone’s attention, so every character counts.   To make things go more smoothly, follow these nine tips to help you write subject lines that will encourage readers to open your email and engage with your call to action.   Keep them short. There's no doubt about it: fitting something compelling a......
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Customizing Your Customer Journeys

Introduction Nike is always at the forefront of of marketing innovation. For years, Nike has allowed everyday customers to customize their new kicks.     This idea of mass customization has transcended into almost every industry. Think about your last trip to Moe’s. Did you go with the standard ‘Earmuff Bowl’…or did you Build-Your-Own (B-Y-O)? If you’re like us, you went down the line and cherry-picked the ingredients you like the most. The best part, you still pay a comparable price… assuming you did go too crazy with the queso. In our last several posts, we have discussed how you can customize your communications for prospects and residents. We recommend email sets to enhance each customer’s journey. Today, we are going to talk about how you can customize your communications to fit your individual property’s needs, because one size doesn’t fit all… no matter what the tag says.     Campaign Customization Let’s imagine a property management company has two properties in the Boston area. Property A has an amazing location in the heart of Boston, however, it doesn’t have room for a lot of standard amenities like a pool, gym or clubhouse. On the flipside, Property B has luxury amenities, but is located about 25 minutes outside of the city. The standard Pre-Tour emails (showcase amenities, features, and neighborhood) doesn’t work well for either of these properties.     That’s why you should customize your customer journeys to highlight your property’s strengths.   For Property A, you may want to forgo the ‘Showcase Amenity’ email ......
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The Prospect Email Strategy Guidebook

Introduction Nurturing prospects is one of the most important steps to convert a lead into a lease. According to Hubspot, 47% of shoppers look at three to five unique marketing materials prior to reaching out to sales personnel. Lead nurturing campaigns can provide more frequent and consistent touches than a purely human workforce. Considering that nurturing emails average a 4-10% higher response rate than traditional campaigns, we think you are going to want to invest in it. So, we wanted to create a playbook that outlines how you should communicate with prospects during the 4 most important prospect journeys. Communicating with prospects consistently during these journeys makes prospects more comfortable and excited to sign a lease! Let’s explore the email options for communicating with warm and cold leads!   Pre-Tour Emails Why email prospects before their tour? Due to the introduction of big ILSes like Apartments.com and Zillow, prospects are overwhelmed with apartment options. Emailing your prospects before they tour can set you apart from the competition. Take a minute and think about how many recipes you have pinned on Pinterest. If you are anything like us, those new, tasty recipes are sitting untouched on our "Foodie” board. Even though we think these recipes sound good and we have to eat, we still end up making the same five recipes over again. Why? There are three main reasons: We forgot about our newly saved recipe. We slip into old habits because they are familiar. We don’t want to put in the work&......
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The Resident Email Strategy Guidebook

Introduction Resident retention is a hot topic in Multifamily these days. It is cheaper and easier to have a resident renew than find a new renter--- $2,811 cheaper to be exact. So why does multifamily still have a turnover rate of 53%? Most agents don’t have enough time to check in with residents regularly. We identified the five best times to connect with residents. Now, this can seem like more than your agents have time to do, but there are a lot of email schedulers that can make this a breeze for your team.   Settling the Pre-Move Jitters Before any big change in life, there seems to be a frenzy of emotions. Over the course of one minute, a soon-to-be resident can go from ecstatic to stressed to sad. With all that going on, it’s hard to remember things like when to pick up their keys or how to reserve an elevator. The last thing they want is to do is realize they needed a money order to pay the first month’s rent and all they have is a credit card. And to top it off, its a Sunday so the bank is closed. The worst part is that the leasing agent told them about the money order three weeks ago when the lease was signed. So, they only have themselves to blame. Let’s be real, nobody wants to blame themselves. So, they are going to blame you, the property management, instead. This is not how you want to start off a relat......
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Revitalize Cold Leads, Effortlessly.

Lead Win-back for Multifamily  Most CRM’s for multifamily ignore cold leads after a few months. The idea is that these leads have decided to rent elsewhere and aren’t viable prospects anymore. However, what these systems are ignoring is the high resident turnover rate for multifamily. 53% of residents do not renew their leases. Which mean 53% of the leads you ignore are going to be actively searching for a new apartment within the next 10 months. Call us old fashioned, but we don’t see why anyone would throw away perfectly good leads. Think about wine for a second. There are two approaches to drinking wine: There are the Barefoot wines that are ready-to-go. This is a popular choice for novice wine drinkers. Similar to how an basic marketing plan is only concerned with prospects who lease with you the first time around. Then there are true wine connoisseurs. They tend to be more experienced and patient individuals. They understand the value of waiting for a desired outcome. This reflects how a mature marketing plan is willing to invest in revitalizing cold leads. Before you get the wrong impression, we aren’t wine snobs. We see merit in both options. Which is why we suggest using an email marketing strategy that manages both warm and cold leads. This approach gives you more opportunities to turn leads into leases. Plus, gives you more money to buy more wine: Win - Win 🙂   How to Win-Back Cold Leads We recommend automating the cold lead communications. That way, ......
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5 Essential Automation Plays for Resident Satisfaction

5 Essential Automation Plays for Resident Satisfaction

What is the Resident Zone?

Before we jump into the Resident Zone, here is a refresher on the concepts behind Lifecycle Programming:

  • playbook is the complete guide to automated customer lifecycle marketing. It maps out personalized content to engage customers from the time a prospect fills out a guest card until they move out.

  • A zone defines where the customer falls in the customer journey.

  • A play is designed to move customers from one lifecycle stage to the next. 

 

The Resident Zone encompasses all customers from the time they sign a lease to until they move out. If you have looked through our Playbook, you probably noticed the Resident Zone has more plays than the other two zones combined.

There are three reasons why this zone has the most plays:

  1. It’s the only zone where the PMC’s make money (so we want to keep customers there!)
  2. It has the longest time frame. A customer can be a resident for years. So, it is important to keep them engaged throughout their residency.
  3. The Resident Zone has the most lifecycle stages; therefore, it has the most plays.

 

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