May 21

The Critical Role of Automation in Lead Management

Posted by: Entrata | Category: Leasing,Marketing,Technology

Imagine if many mundane daily household tasks could simply be automated. Trash cans automatically transferred from the garage to the curb on pickup day. Groceries neatly placed in the fridge on the proper shelves. The backyard efficiently mowed on a weekly basis because you scheduled the lawnmower to do it at a certain time. 

Much tedious busywork also surrounds the lead management process. But unlike those household tasks, many lead management procedures can be automated now. 

Efficiently managing leads with help from automation not only saves valuable time for associates. It also helps boost conversion rates. Today’s most forward-thinking lead management tools enable properties to automatically schedule messages to prospects that are prompted by certain events, timelines or actions throughout the renters’ journey.

“It has revolutionized the way that we operate,” said Jen Larimer, Community Director for RangeWater Real Estate. “We are able to connect with the residents within our community, and the prospects that are visiting us as potential residents, in new ways that we couldn’t before. It also helps us create a more consistent experience.”

With robust automations like those offered by Entrata’s Contact Points, connections aren’t just consistent, they can be much simpler.  Here are a few examples of how automation can enhance communication processes for prospects and current residents—and allow associates to escape many of the time-consuming, routine tasks within the lead management process: 


Self-guided tours: When a prospect schedules a self-guided tour, automation can be set up within the system to send a confirmation text to the prospect. 

Applications: When a leasing agent marks a tour as complete in the system, it can trigger the system to automatically send an application to the lead.

Resident automation: Automatic communications to residents can be scheduled at designated increments of the lease cycle. This can begin immediately when the lease starts,  since the system establishes a contact point on day one.

Payment contact point: When a resident pays rent, they can receive an automated message with their receipt. Gone are the days when leasing teams had to reach out to each resident to confirm a payment was received. 

Lease renewals: Property teams can use their lead management tool to ensure renewal notifications are triggered a certain number of days before the current lease ends.

Work orders: When a work order is submitted, automated communication can be sent to the resident.


While these are some of the primary examples, auto-responses can be generated for virtually every significant step within the renter lifecycle. That starts at the most critical juncture—initial outreach from the prospect. 

“Even if the auto-response is generic, the prospect knows the property got their message and the leasing agent has a little more breathing room,” said Ginny Decker, SVP of operations at Monument Real Estate Services.

Due to automation, leasing agents no longer have to mark up their calendars with certain reminders to follow up with prospects, and they don’t have to start from scratch on each communication. And they can be assured that existing residents are continuing to receive communication from the community at proper intervals. 

“The ability to build out contact points for our residents that are different—and timed differently—than contact points for our leads makes our actions feel intentional, no matter what type of customer they are,” Ashley Poyer, VP of Sales at PeakMade Real Estate. “You can take it even further, and handle leads that came through the leasing center differently than someone who we toured.”

Far from being cold and impersonal, automated communications help communities  maintain the ability to tailor and modify particular messages, when necessary. The personal touch is not lost, but continues at the forefront of non-routine communication while automation makes everything else easier and more efficient.