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The Multifamily Industry Doesn’t Have a Lead Problem, It Has a Customer Experience Challenge

The Multifamily Industry Doesn’t Have a Lead Problem, It Has a Customer Experience Challenge

In today’s climate, many apartment communities have more leads than they know what to do with, and multifamily teams are struggling to service those leads, according to Bobbi Steward, Vice President, Marketing, at BH Management Services.  From phone call answer rates to email response times, communities have more on their plate, often with less resources than before.  

I had the joy of speaking with Bobbi about how her company implemented the Marketing Focus 5, which identifies the five biggest growth levers for very specific tactical areas in their marketing.  She also touched on the impact of their website and the partnerships she has with different ILS’s who have a similar strategic vision, such as Zumper’s approach with organic, mobile-first lead generation.     

She also delved into reputation management and review response’s impact on SEO, and then did a deep dive into the always controversial discussion of lead attribution!  I highly recommend watching all the way through, as there is lot of fantastic nuggets throughout, and if you like this type of content, make sure to subscribe below, or on our Youtube channel!

How do we pick companies to talk to?

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The Power of Self-Guided Tours and the Importance of Letting Prospects "Trade in Their Own Currency"

The Power of Self-Guided Tours and the Importance of Letting Prospects "Trade in Their Own Currency"
Self-guided tours were inching their way towards the multifamily mainstream before the coronavirus hit.  Now, with the need for social distancing still here, they're much more common across the apartment industry. And when you see the impact they have on leasing, I think you'll realize this is a solution that is here to stay.  Consider the case of an apartment operator that implemented SGTs early in Q2 of this year. During that quarter – granted, this is only three months of data – the management company experienced some pretty staggering results:  Prospects who completed a self-guided tour at any point in the leasing process had a 54% higher conversion rate compared to those who only took an agent-led tour. One out of every four prospects who used an SGT leased.  67% of prospects who leased after self-touring completed an SGT as their first tour. 33% of prospects who leased after self-touring completed an SGT as a subsequent tour.  The average prospect completed 1.5 tours.  The Big Picture Clearly, SGTs can have a tremendously beneficial impact on a community's leasing efforts. But while some prospects prefer to self-tour, some still want to go the traditional, agent-led route. Prospects need to be able to "trade in their own currency," by which I mean an operator has to enable a lead to interact with a community in the way the prospect wants to.  Think Baskin-Robbins: they have 31 flavors because different people want different stuff! Another company to consider is Zappos – anyone who’s ever do......
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What Is The Best Type of Lead? (And a chance to win a Dropcam!)

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b2ap3_thumbnail_Best-Type-of-Lead-Survey.jpgLeads come in all shapes and sizes — from online guest cards to walk-ins. Sometimes, a lead will tell you everything you need to know and other times, you only get a first name and phone number. Will some information make you stop everything and call a lead? Please take 10 minutes to help find out what you value in terms of lead information and which type of information would help you convert more leads. Enter your email at the end to be entered to win a Dropcam (a cool, wifi monitoring camera). Winner will be chosen at random.

Click Here > > What Is The Best Type of Lead?

 

 

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