Make it easy for someone to do a task, and more will do it—yes? This simple theory definitely holds true for the leasing world. If you make it easier for prospects to rent from you, then more renters are likely to cling towards you, and, soon, others will follow suit.
It isn’t rocket science, yet it’s a notion many rental properties tend to miss.
It’s time to put those ancient “my way or the highway” mindsets to rest, as we must all come to the realization that we have now officially entered into the age of the customer.
So, what does that mean exactly?
It means that as a property manager or owner, you’ll have to offer more for your renters than just a warm, clean place to lay their heads. Rather, you’ll need to leverage technology, data, and a little innovation to stay one step ahead of your competition at all times.
First, though, you’ll need take a step back, review your operations, and ask yourself, “How easy is it for my customers to do business with me?” If there’s an issue, can residents contact you without hassle? Can your maintenance request process use a few enhancements? What about your marketing strategy—can prospects easily find you online?
Given the booming rental market, residents now have more options at their fingertips than ever before. Throw their busy lifestyles into the mix, and you will quickly find that residents of today will certainly pass on a property if they find their basic expectations are not being met—and that’s a lose-lose for everyone.
Not only will making life easier for your renters boost retention rates, but it will trickle down to impact other facets within your operations as well, like ratings and reviews, employee morale and even referrals.
Not sure how you can make it easier for your residents to do business with you? Keep reading.
Find out who they are.
Before you can appease your residents, you first need to know who they are and what they want. Big Data has taken the marketing world by storm and is being used by both companies and properties alike to gain insights into their customer base, predict behaviors and improve engagement. Apartment communities are already collecting a ton of data on residents—many from the second a prospect connects with a property, be it in person, online or over the phone. Why not put it to good use? Those properties who leverage Big Data well are able to filter through the mounds of information to uncover solutions to improve their customer experience, making it easier for residents to do what they do best.
Use technology to your advantage.
Now is not the time to shy away from technology. As a property on the rise, you will need to become well versed in the online tools and services available that will make the most positive impact on your property. Leverage online chat tools to easily and quickly communicate with prospects who have questions or current residents with issues. Make those tedious functions like paying rent and submitting maintenance requests available through your website or online portal. You can also take advantage of Customer Relationship Management (CRM) tools and automated marketing software to handle your email marketing and agent responses. This will help in streamlining your communication strategy while ensuring your property remains top-of-mind. When it comes to the world of technology, the possibilities are endless. It is up to you to determine which channels will simplify the rental process the most for your customer base.
Don’t get discouraged.
Even after you perform the necessary research and incorporate the various technology tools into your business strategy, you may still face some bumps in the road. It will take some time for you to tweak your tactics and strategies to reveal that winning combination. And, even when you do get there, you can’t rest for long, as your renters’ expectations, wants and desires are constantly changing. But, as long as you keep them at the center of all of your efforts, you’ll win every time.
Rentbot can help.
At Rentbot, we’re all about simplifying the apartment rental process for residents—and it starts and ends with a good property website. We can help you streamline many of your daily resident functions online to make it easier for both you and your residents.
They will appreciate the seamless communication made possible through Rentbot’s virtual chat capabilities and all of the time saved from the online maintenance requests and rental payments. And because each site is designed with SEO in mind, your prospects will have no problems finding you online.
Life is hard enough already; don’t make leasing difficult too. Let Rentbot be the “woosah” your renters are looking for, and you’ll both be happy that you did.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.