Enter your email address for weekly access to top multifamily blogs!

Property Management Minutes

Thoughts and Observations on Marketing, Leasing, Maintenance and Property Management Operations

You’ve Got Mail, An Email Lead Is Waiting


The indicator that an email lead has been received from an Internet Leasing Source (ILS) is the most exciting start to a day that a leasing professional can imagine.

A prospect has viewed your online brochure.  Since it includes a description of your apartment styles, details and pictures of your amenities; pricing information and security deposit information; this lead is a lease in the making.

The pending email lead indicates the prospect is ready to move forward.  They’re ready to have a conversation or an email chat for more information or to confirm availability.  To use a fishing analogy, the hook is set you need to reel them in.

All too often, we underestimate the urgency of this inquiry.


It gets lost in the office opening agenda;

  • Turn on lights
  • Check the model
  • Start the coffee
  • Get maintenance started for the day

All too quickly,  its 11 a.m, or worse yet, time for lunch.  Even the volume of our incoming email could distract us from giving this lead the attention that it needs.

The response to the email lead is forgotten.   The information is sent later in the day, hopefully.

No Response From Email Leads

The follow up tracking log shows a response was sent to the email lead.  The conversation stops there,  the prospect doesn’t respond.  Attempts to follow up go unanswered, discrediting the advertising source; “unable to contact the prospect.”

Internet inquiries and email leads are time sensitive.   Without a unique feature or amenity, your community is one of many the prospected has selected.  The prospect has probably selected two or three potential properties that meet their search criteria; all variables being equal, the property that responds first will get the sale.

If a prospect came into the leasing office offering;
-they know the rental rate
-they know the security deposit policy
-they’re familiar with floor plans and unit availability

Would you ask them to have a seat until you made coffee and checked the model? OF COURSE NOT!

We’d have the guest card, application in hand. We’d ask for the prelease or deposit in an instant. Apartment sold! Next!

Take Action On Email Leads

An Internet lead will not patiently wait for us to find time in our day to respond. Individuals using email want immediate responses.  Whatever resources we can utilize to minimize the time between an inquiry and a response.  This can increase the closing ratio with an email leads.

Internet leads are often ready to commit to an apartment.  If we will give them the opportunity.

Start your day.   Check your email.   Look for an email lead…There’s a sale waiting for you.

Rate this blog entry:

People in this conversation

Leave your comments

  • Lisa Smith

    So very true! Great write-up! We try to keep our leads integrated into our CRM system to stay organized. It's nice when leads will flow directly into our primary contact panel.

A few months back, we had the opportunity to speak on a panel at the CFAA Rental Housing Conference with Max Steinman from Landlord Web Solutions discussing apartment marketing and digital content. Max brought up a good point about the lead-to-lease timeframe, saying apartment managers and landlords need to respond to email and telephone inquiries in less than 24 hours. He posited that leasing agents who fail to follow up promptly inevitably lose potential tenants.  &nb...
CRM is all about systems which enable organizations to manage, analyze, and optimize their (potential) clientele. So in the multifamily industry, that’s going to be new and existing leads from any variety of marketing techniques (e.g., signage, guest cards, phone calls, police scanners), along with currents residents, who are continually evaluating the subsistence of their present residence; and then guiding the customer lifecycle from pre-conception to maturity, as well as observing performa...
I attended “Prioritizing Lead Channels and Maximizing on Marketing Spend” session at the NMHC OpTech Conference, and came away with many insights I thought you all would enjoy. Ø Virginia Love, Waterton Residential:  Growing importance of tracking the visit set ratio.  This is the percent of leads that turn into a visit.  With all the discussion on cost per lead versus cost per lease, it’s interesting to see Virginia placing emphasis on this midpoint metric. Ø Lynette Hegeman, G...