How technology can assist with offline touch points
Throughout the tech revolution, the essential skills of a leasing agent have largely remained the same. Provide a welcoming smile, regularly walk the tour path to make certain nothing is amiss and clean up for-show units so they are ready for the eyes of prospects.
It’s all part of the standardized training process, which is similar for maintenance teams and additional onsite associates. But although tech hasn’t replaced these non-digital activities, it certainly has provided a way to make them easier and more streamlined. Essentially, it serves as the conduit that can bring together various onsite teams.
New technology tools allow teams to interact more rapidly, address any community issues efficiently and expeditiously, and provide modern touring experiences for both residents and leasing staff. Here are a few examples: continue
A few years back, multi-touch attribution was a fledgling concept. The ability to accurately track an entire customer journey didn’t seem entirely feasible. But it is now a reality and has created a significant boost for multifamily marketing teams, providing greater visibility into the customer journey.
Not only can marketing teams track a customer’s path to conversion. They can also see the combination of sources that result in the most conversions and measure the step-by-step process of marketing channels that lead to higher conversion rates. This enables teams to delegate future marketing expenditures accordingly.
So what’s next? continue
The apartment world is only scratching the surface with regard to the possibilities of artificial intelligence. Marketing technologies such as automation are a bit further along in the multifamily spectrum, but there is plenty of room for growth there, as well.
The possibilities become exponentially greater when AI and martech are used in tandem.
Did you know that more than 1 in 3 people on Facebook in the US use Marketplace each month?* As an easy, convenient way to buy and sell everything from vehicles to furniture to tools locally, buyers and sellers can connect with just a few clicks. This powerful tool is developing some serious implications for the multifamily industry. Facebook Marketplace is partnering with leading house and apartment rental sites and making it easier for agents and property managers to list rental inventory on Marketplace, and for renters to find their next home. continue
Let’s face it. It’s a matter of when and not if chatbots become part of the everyday backdrop in the apartment world. But if the early advent of chatbots has taught us anything, it’s that the tech has to be consistent for it to be effective.
Using the chatbots to answer common questions for prospects is efficient and a timesaver. According to HubSpot, 47 percent of consumers are open to buying items through a chatbot, and the percentage continues to rise. But if the chatbot gets stuck in a loop when it doesn’t understand a question or can’t provide specific answers, it’s not going to result in many leases. continue
The modern renter is more tech-savvy and digitally based than ever. Yet when searching for an apartment, 40 percent of prospects are unable to find a link to apply and 43 percent of current renters are unsure how to pay rent online, according to an Entrata study.
That means the apartment industry not only has to incorporate technologies, but also ensure they are convenient, user-friendly and intuitive for prospects and residents alike – regardless of their digital prowess. The quicker marketing teams can incorporate relevant technology into their processes, the more rapidly they’ll fill up their communities, as discussed in the Apartmentalize 2019 session Technology + Marketing = Winning Combination for Apartment Renters. continue
Like technology itself, search engine optimization is a constant work in progress that twists and contorts with each new innovation. But some SEO best practices remain the same as tech continues to chug along.
Those who strike the balance of meshing existing methods with evolving concepts will have the most success in their SEO efforts and draw the most users to their websites. Here’s an inventory of what hasn’t changed – and what has – on the SEO front. continue
Like most tech advancements, the road leading to multi-touch attribution has been long and uphill. Multi-touch software has existed outside of multifamily for years, but industry-specific solutions, like those found in Entrata’s Marketing Suite, are fairly new and will continue to evolve. And like many developing concepts, the latest version is typically the greatest.
Multi-touch attribution, the practice of crediting each touch point in the renter journey on weighted basis, is a solution multifamily has been anxiously awaiting, but will quickly become standard operating procedure. continue
Car dealerships no longer rely on full-page newspaper ads. Department stores are using snail-mail campaigns less and less. Name the industry, and odds are that the way they attract customers has significantly changed in the digital age.
The apartment industry is certainly no different, as renter preferences seem to evolve on a monthly basis. That puts the onus on marketing teams to continue to refine approaches to attract and remain relevant to prospective renters. continue
The days of love-at-first-sight apartment conversions are dwindling, particularly in the digital space.
With various options in a hyper-competitive market, prospective renters have become more selective than ever when deciding on a home. In fact, the average renter peruses at least five lead sources when searching for their next home.
Those lead-source sites can vary from a community website, Internet Listing Service, social media, review sites and several others. Essentially, the renter is on a journey when selecting a home.
Marketing teams that track that unique journey can glean a competitive advantage by utilizing the data to attract more prospects. The problem is, many teams credit a conversion to the first or last site visited by the prospect. When a prospect visits several lead sources, the first or last touch point is only part of the story.
That’s why multi-source attribution platforms are becoming more relevant in today’s multifamily landscape. Many consider it a necessity. This platform takes into account every lead source visited by a prospect and assigns credit on a weighted basis. The benefits of multi-source attribution include: continue