#AptChat

One topic that always seems to stir up a lot of debate in the apartment is that of amenities. What do residents want? What generates the most interest along the property tour? What amenities are going out of style? We decided to throw the topic to you, and as usual, you didn’t let us down. Here’s what you had to say about amenities:

Do we really need a business center? I’ve been touring properties lately and they are JAMMED with residents!

• Heather Blume: You need a biz center – faxing at least and WiFi.
• Eric Brown: Why wouldn’t you invite everyone into your business center?
• Mike Whaling: It’s an opportunity for people to test drive your community.
• Erica Campbell: Biz Center doesn’t even make our top 30 amenity list on @AptsForRent.
• Justin Dunckel: We find a lot of move-ins use our business center to sign up for renters insurance, utilities, etc. while there.
• Heather Blume: A printer is a must have. A lot of people don’t have their own anymore with the shift to more paperless work.
• Nessel Inc.: You can’t assume all residents have a laptop … computers in biz center still needed, providing wifi not enough.
• Doug Chasick: Cost of broadcasting WiFi over entire prop much more $ than to biz center.
• Leigh Curry: From my studies of business center and fitness center usage – only about 10-15% of residents use biz center, but they use a lot.
• Tim Grace (Apartments.com): Concur w/ @ericacampbell – less than 1% of our users search for biz center.
• Lesa LaRocca: Common area needs to have great resident energy. Lap top checkouts, avail printer, wi-fi all must haves.
• Lisa Trosien: My tours of new construction are showing larger and more lavish biz centers than ever before. Big social impact.
• Doug Chasick: Bottom line – if it saves one resident, is it worth it?
• Nessel Inc.: We ask residents to supply their own paper and bring their own mugs to the coffee bar.
• Mike Whaling: Our designs would be in line with what you’re seeing on your tours. Still big investments being made in biz ctrs.
• Nessel Inc.: We went so far as to post resume tips and local job openings in the biz center.
• Lisa Trosien: New Lincoln property has a Mac and PC area for their biz center. Largest Mac section I’ve seen yet.
• Tami Siewruk: Biz Centers R very expensive to maintain & NOT used. Better off with an Herb Garden!
• Lisa Trosien: Putting big emphasis on social aspect as well is important. Making it about meet and greet, too.
• Ellen Thompson: One of the communities in Philly suburbs had a biz card exchange in their biz center, speaking of meet and greet.
• Lisa Trosien: Archstone calls theirs “Click Cafe”. Nice name, great ambiance.
• Carmen Krushas: Partner w/fedex and set up satellite biz offices for real ancillary income.
• Mike Whaling: Why not host a tweetup or Yelp meetup?
• Eric Brown: Our @Urbane_Space, a clubhouse converted to a cowork space, has become a buzz of activity.
• Eric Brown: Co Work space has been the biggest draw we have done, absent community wide Free Wi-Fi.

Should tennis courts be repurposed? Removed? Lots of older assets have them.

• Heather Blume: Personally, I love the tennis courts. But I like to play, and I think they make a great space for outdoor events.
• Nathalia Cruz: If they are in an area where the climate lets you use it 365 days a year, YES, if not, waste of time and space.
• Doug Chasick: Depends on your profile; 4 me question is should they be lit for nite play!
• Christian Flickinger: I think youd have more residents that are happy with a “village green” (no pun intended), dog park, etc rather thn a tennis court.
• Justin Dunckel: Remove, remove, remove. Maintenance costs are incredibly high vs. usage. Agree w/ @spoons … get a Wii.
• Kristi Fickert: Heard abt tennis courts being repositioned for roller blading/skate parks. Prob depends on demographic.
• Ellen Thompson: I think this really depends on the geography. Courts are a must in FL, I think, but maybe less so where they aren’t 4-season assets.
• Lisa Trosien: @MBrewer tore his out and put in an outdoor movie theater for his residents. Smart move!

Should tanning beds be removed as an amenity? Or added? They are VERY popular!

• Kim Cory: Ours runs all day!
• Jonathan Saar: They cause cancer—out!
• Heather Blume: Tanning beds get leases out here. That would be because of the absence of sun, so it might be a regional thing.
• Erica Campbell: Personally I like them but they have 2 be sanitized properly & u just can’t rely on residents 2 do that all the time.

Other great amenity ideas and comments along the way:

• David Kotowski: I’ve become a huge fan of salt water (saline) intead of cholorine. It’s green and cheaper to maintain.
• Justin Dunckel: There’s a big cost difference in providing global Wi-Fi in 1 highrise or midrise vs. 30 garden bldgs.
• David Kotowski: I wish some space could be set aside for a fenced dog area. Pet walks are huge!
• Heather Blume: List yourself as an available meeting space on www.meetup.com.
• Tami Siewruk: There is no blanket answer 2 amenities it is all location & profile, case by case strategy.
• Mike Brewer: Highly trained – highly professional – highly responsive people are the key amenity…all else pales in comparison.
• Heather Blume: Just allowing DOGS is huge for student communities. The dorms don’t let you have them.
• Doug Chasick: Partner w/ local biz that offer the amenities you need to compete.
• Zachary Kestenbaum: How about the “community” amenity? Encourage socializing, events, etc.
• Heather Blume: A good amenity that you can create – Guest Suites – by setting aside a couple of apartments.
• Mike Whaling: Why only promote events to residents? Why not introduce your property to other locals?
• Zachary Kestenbaum: Make the most of your amenities by letting residents view availability and reserve online.
• Joe Goers: I would think a Nintendo Wii in a clubhouse or the New Playstation Move in a clubhouse would be an Amenity.
• Heather Blume: An in-house loaner closet is a great thing to have – rug doctor, games, jumper cables, etc.
• Eric Brown: Marketing takeaway: Understand your target demographic, and what they want, and build your brand around them.

Resources:

• Blog post: Is The Apartment Gym Useless in Resident Retention?
• ForRent.com’s Top 15 Searched Amenities in February

You can read the full transcript here.

What do you think? What did we forget? Are there amenities that are working particularly well for you? Are there time-honored amenities that don’t seem to generate the oohs and ahhs they once did? Share your experiences and observations in the comments!

(This week’s #AptChat included 443 tweets from 53 different contributors.)

Social networking sites like Facebook and Twitter have been getting a lot of buzz recently, but some people would argue that apartment operators would get more bang for their buck focusing on a blog for their property. We decided to pose the question to the #AptChat group.

This was one of our most active chats ever — people are clearly passionate about this subject. There’s a lot to cover, so let’s get right to it:

Do I need a blog for my apartment community? What are the potential benefits? Potential downside?

• Ann Padgett: Blogs are a great way to increase your digital footprint.
• Charity Hisle: Do you need a blog? Maybe. Depends on what your goals are.
• Judy Bellack: Blog benefits . . . connections with and among residents, enhanced retention, great communication platform, SEO opportunities.
• Jill Corya: Blogs build stronger relationships and brand loyalty.
• Resite Online: Blogs are a good way to handle FAQs and related topics for your residents.
• Ryan VanDenabeele: I wouldn’t say you “need” one but they are an added value for your clients, team members and prospects.
• Eric at Buildium: It depends on the community & its size. Blogs have both direct & indirect benefits. Need to weigh them.
• Justin Dunckel: View a blog as an amenity, especially if content is local, relevant, and interesting.
• Elysa Rice: Benefits: increase content for search engines & local involvement; Downside: must keep current, no blog is better than ignored blog.
• Jill Corya: Blogs, in an intranet environment, can be an excellent way of sharing knowledge within the organization.
• Gillian Luce: Blogs: Gr8t way 2 get content in virtual space, increase brand awareness & engage current residents (& prospects) providing value!
• Mark Juleen: A blog can and should be the social media hub for your community.
• Eric Brown: Community Blogs can be Outreach on Steroids.
• Judy Bellack: Blogs not done well (lack of response to comments, stale content, etc.) can hurt rather than help.
• Trevor Henson: A blog also helps us keep ambient contact with the owners and investors of the building.

Where do you get the content? Who decides on ‘the voice?’

• Christian: The community, the employees, the company, qualified voices from your corner of the market.
• Ryan VanDenabeele: Content depends on your audience. Can be links from new papers, free article data bases, your people.
• Joe Foster: The great thing about multifamily blogging is that this bidness is already so incredibly personality-driven.
• Judy Bellack: Content has to be relevant, unique, fresh, interesting; and should utilize writers who know your stuff!
• Judy Bellack: You can use linked content, original content, content from residents, employees.
• Meredith Mobley: Talk to your residents. What are their FAQ? Start there…
• Charity Hisle: Ultimately, audience should become the voice. To start, anyone that cares, understands the audience can be the voice.
• Jonathan Saar: How about community site improvements, schedule of curb appeal updates, photos of changes?
• Elysa Rice: The great thing about blogging is content can be inspired from life, other blogs, movies, ads, emails, pretty much anywhere.
• Erica Campbell: Most communities already have content. Start with your newsletters, testimonials, interns, videos, photos, events etc.
• Nessel Inc.: Lists do very well. “Top 5 Places for Lunch”
• Erica Campbell: never replace your newsletter with a blog. Newsletter are so powerful and email drip marketing has so much to offer.
• Mark Juleen: Property teams can create the content. No excuses. Hire better people if you don’t think they can handle it.
• Meredith Mobley: Multiple voices can definitely be helpful. You dont have one type of renter, so its okay to have more than one voice.
• Elysa Rice: There’s a property that posts local business of the month — doctors, restaurants, all nominated by residents.

(Jason Falls also asked a great question about how social media sites like Twitter are impacting blogging. Are you focused more on blogging or social media? Are they two unique audiences? Tell us in the comments.)

Who should be the target audience for an apartment community’s blog? Residents? Prospects? Investors?

• Ann Padgett: I would think the investors would be a target audience at the PMC level, not the community.
• Judy Bellack: All of the above!
• Eric at Buildium: All of the above because information targeting one is indirectly pertinent to others.
• Mike Whaling: Have a blogger relations strategy. Who else is writing about the neighborhood? Link to them first.

Lisa Trosien asked about the goal of a community blog — is it to improve rankings in search engines or to increase engagement with your target audience? Here were some of the responses:

• Jennifer Kennedy: Our goal is both!
• Erica Campbell: Our focus is the on the user first then SEO second. Our SEO is other initiatives that are behind the scenes.
• Jason Falls: It depends. If SEO drives business, prioritize it. If engagement drives customer satisfaction, etc.
• Mike Whaling: Keywords & other on-site tweaks now account for less than 25% of SEO (per SEOMoz). Focus on creating great content.
• Charity Hisle: It is cheaper to keep residents, there should be a lead/retention balance in the strategy.

I’ve seen “fake blogs,” where a staffer pretends to be a resident. Is this a good idea?

• Eric at Buildium: Horrible idea. It’s usually pretty easy to tell. Bad image.
• Jason Falls: Never.
• Erica Campbell: This is a bad idea. That is not begin transparent and can come back to haunt you in the long run.
• Apartments.com: It’s all about transparency. No need to jeopardize your company’s reputation.
• Ryan VanDenabeele: If you get caught doing something unethical these days, the consumer will spread it on social media and kill your reputation.

What about buying blog content from one of the content providers out there? Is there a transparency issue there?

• Ellen Thompson: How is posting local events and restaurant reviews from a third party unethical if blended in with messages from the property mgrs?
• Bob Gura: The bought content of newsletters doesn’t get read.
• Dylan Schleppe: Hard to be “your message” if you bought it, eh?
• Duncan Alney: Do you like canned newsletters? If not, why would you like a canned blog? No one like artificially anything (OK, well Nutrasweet maybe).
• Tami Siewruk: Buy content all you want as long as it’s appropriate for your target audience.
• Judy Bellack: Its all about balance; you can buy great content occasionally, and combined with hyper-local and original content, a great formula.
• Tami Siewruk: You have to mix the content with your own but buying is fine as a supplement as long as it focused.
• Erica Campbell: There is a huge difference between canned content and quality re-purposed content.
• Realty Data Trust: Rather than canned content, try elance.com or similar resource for copywriters.
• Elysa Rice: I much prefer [Urbane Apartment's] route of having residents create content than repurposing other stuff.

When it comes to blogging, what’s the biggest challenge facing your organization? Scalability? Motivation? Buy-in?

• Ellen Thompson: The biggest reasons customer say they are looking is lack of time and writing skills a the property level.
• Erica Campbell: Finding appropriate ways to monetize it.
• Eric at Buildium: Blogs are not scalable… if you are writing original content then they take time. Biggest challenge is time.
• Tamela Coval: Answer may be “Trust” in the blogger.

There really were TOO MANY great comments and side conversations this week (we had 572 tweets from 62 different contributors!) — ranging from measuring success, to search engine optimization, to your favorite blogging tools. For all the good stuff, check out the full transcript.

Some example apartment community blogs submitted by #AptChatters:

• Lincoln Property Company
• The Green in the Village (Lincoln Property Company)
• The Place on Millenia (Lincoln Property Company)
• Paragon Life (Paragon Apartments)
• Coastal Orange County Living (Surterre Properties)
• The Urbane Life (Urbane Apartments)
• Regional blogs (Village Green Apartments)

Finally, there were a couple links to studies about the benefits of blogging that were shared during the conversation:

• Blogging Businesses Experience 126% Higher Lead Growth Than Non-Blogging Businesses
• HubSpot Study Shows Small Businesses That Blog Get 55% More Website Visitors

So what do you think? Are you blogging for your apartment community? Are the example blogs provided getting the job done? Got a link to another great apartment community blog? Share your thoughts in the comments!

For last week’s Apartment Chat, we decided to veer away from marketing-related topics to discuss another issue that every apartment operator faces — how to manage fixed expenses like property taxes, insurance, utilities and personnel costs. Here’s the recap of the conversation:

Have any of you used a service to fight your property tax bills? We are considering it, but paying out 1/3 of the savings seems high.

• Kimberly Madrigal: Yes, I used a fixed-fee service. Waiting to hear from County. Can do youself. Not complicated in L.A.
• Kimberly Madrigal: Had worked w/ them before during last recession and were successful w/SFR property tax reduction. Still waiting to see . . .
• Will Clark: Use it everywhere. Many good services out there for appeals. Can be complex (IN) but adds value to property.
• Kimberly Madrigal: Paperwork here is very easy. Don’t know abt where you are. Consider going to county office or check online and looking at forms.
• Will Clark: Get appraisals, cash flows, BOVs (Broker Opinion of Value), fire damage report, anything to show reduced value.
• Will Clark: LIHTC is particularly vulnerable to high appraisals. Assessors do not understand income limits.
• Lisa Trosien: I would guess that values have definitely fallen in most markets. Do you know the value of your property today?
• Will Clark: Check all your parcels. Are they correctly classified (improved, vacant, commercial, etc)?

One of my highest costs is payroll. How can I effectively cut staff without cutting service to residents? (You had a LOT to say about this!)

• Bob Gura: Trading services such as painting units rent credit is an area we are exploring.
• Heather Blume: Outsourced contract workers can be a major money saver dep. on the cost of benefits, but they’re not as stable always.
• Jeff Sandell: Hire only strong multi-taskers. No one can just be one thing and one thing only in this market.
• Heather Blume: If you (hypothetical), cut one leasing agent job right now, & then used staffing over the summer, you might come out ahead.
• Eric at Buildium: One example, posting online virtual tours may cut time spent on property tours, thus reducing staffing needs.
• Will Clark: Watch OT, explore flexible scheduling. Open late to prospects, give staff time to complete admin work. Use floaters.
• Charity Hisle: It’s important to evaluate staff carefully, to see if they ‘fit’ your company culture and values. If not, cut.
• Tamela Coval: Technology like iPhones for Service Techs is an efficient way to manage time therefore $$.
• Heather Blume: Another solution is to bring in a company like Community Northwest or CARES who can handle the retention side.
• Bob Gura: Outside of resident retention, there isn’t many things more important to take time for than property tours.
• Elena Ferranti: Change to a Wed to Sun work week to eliminate need for weekend staff. Maintenance continued Mon to Fri.
• Will Clark: Identify where people spend time and look for efficiencies. LIHTC apps, invoicing, non-resident svcs that are time sucks.
• Lisa Trosien: One company here in IL is cutting ALL benefits but keeping on all staff. Is that a solution?
• Kimberly Madrigal: UDR is using commission-only leasing agents.
• Jennifer Kennedy: I think you are better of retaining your best employees and keeping them happy – no cutting benefits.
• Heather Blume: Pay people well and APPRICIATE them, and they are more likely to be higher performers for you.
• Eric Brown: Many cuts in expenses may seem short sighted, but we have never seen economic times like these.
• UMoveFree: If you use commission-based leasing agents, make sure they are trustworthy and ethical or it could damage your property’s reputation.
• Darcey Forbes: Most companies are looking at how to reduce/consolidate staffing due to the implementation of programs like Level One or Crossfire.
• Leigh Curry: Use a health insurance auditor. Good auditors can find up to a 10% discount in total medical insurance costs.
• Bob Gura: We are coming up on one year with Crossfire and I am not impressed with the results. Our staff is much more engaging.
• Lisa Trosien: I have seen companies who do not reduce staff because they add a call center, but simply don’t replace staff who leave.
• Bob Gura: Don’t downplay stability at properties. It really impacts retention. Don’t be penny wise and pound foolish.
• Heather Blume: The owner/CEO of CSI took total pay cut my last year there in the hopes of not laying off people. Breeds loyalty.
• Lisa Trosien: REIT salaries of top execs are published; interesting to see if there’s any difference in year to year.
• Will Clark: As an owner, a good PM is always worth the NOI hit. I love seeing familiar faces and not retraining to my style and goals.
• Katie Roncadori: I think you can, as long as you have quality staff in place that actually cares about the community and the residents.
• Jonathan Saar: Broad question- but I don’t ever feel people going will aid resident service.

As a follow-up, Lisa Trosien posed this question:
Do we all believe the old rule of 100-1 units to staff doesn’t hold anymore? Thoughts?
Here’s how you responded:

• Will Clark: I can be persuaded that 1.5:100 is the new standard. Depends on age, turnover, needs of property.
• Laura at GABP: That rule didnt work when it was the industry std. How many U need depends on the quality of your people.
• Lisa Trosien: I think the # of people depends upon the level of service you provide and your tech sophistication.
• Elena Ferranti: Number of staff can also depend on history of prop. A problem prop needs much more staff.
• Bob Gura: Redesigning jobs to broaden responsibilities and staggering shifts can create a leaner more focused environment.
• Eric Brown: The number of people required verses the level of service can be overrated, More people doesn’t = better service.
• Eric at Buildium: I agree that 1 can’t manage 1,000. But a quality person will find a way to do a great job with limited tools.

We wrapped up the conversation with our picks for the Big Game — it looks like the #AptChat audience will be a house divided on Super Bowl Sunday.

There were a lot of interesting comments along the way about the training, technology, personality and motivation required to help onsite staff succeed — make sure you read the discussion, and leave your own comments below. Here’s the link to the full transcript — we had 338 tweets over the course of the hour, coming from 57 different contributors.

What are you doing to keep your expenses in check? Tell us what you think!

This week, we wanted to go on-site and explore one of the more time-honored traditions of apartment marketing — the property tour. Let’s get right to the recap, shall we?

What is the one mistake that you see too many leasing pros make when giving a property tour?

• Jennifer Kennedy: I have heard leasing consultants talk prospects out of an apartment by showing them the things that they may not like.
• Rory Ellis: Number one mistake … the premature hard close!
• Joe Foster: The notion that if the agent conveys to the prospects that time is short, they are more likely to lease.
• Mike Brewer: Giving up price at first request.
• Kim Cory: Sounding robotic … like they are reading off cue cards. Emotionless.
• Janet Rosseth: Big mistake = Forgetting the discovery phase and selling their own favorite features instead.
• Eric at Buildium: Sometimes apartment hunters don’t know exactly what they want. During the showing, continue to uncover their needs.
• Sara Goberdhansingh: When I’ve gone on apartment tours, nothing is worse than getting stuck with a tour guide who clearly wants to be doing something else.

Consumers know what they want, they’ve done their homework. How can we more effectively focus on their interests/needs/wants?

• Rory Ellis: Learn to ask leading questions, not simply give a pitch. Think consultant, not used car salesman.
• Apartments.com: Ask them what about the property brought them in to see it. Then you can focus on their needs.
• Eric at Buildium: 80/20 rule. Listen 80% of the conversation and speak only 20% of the conversation. Listening is key to finding the right match!
• Eric at Buildium: Learn from what prospects say. i.e. If a prospect mentions that she loves to bbq, then a ground level unit may be preferable.
• Kim Cory: If they are informed, have done homework & made it to your office, then it’s time ask what can you provide to help them commit & move in!
• Tami Siewruk: It’s about understanding inbound leads today & how they differ from years ago. People are different today & training hasn’t caught up.

What’s the one trend you’ve noticed while giving tours recently? How have you adjusted your strategy?

• Tami Siewruk: Trend: I just want to see the apartment. I don’t want to take the time to give you all that information.
• Tami Siewruk: Strategy: Walk & talk. Have the conversation on the way to the apartment.
• Tami Siewruk: Trend: They come educated and they already “think” they know more than you do.
• Tami Siewruk: Strategy: Find out — “ask” — what they already know about the apartment … gives you a starting place!
• Kim Cory: Strategy: Let them show you around! I bet you they have already been through most of your property before walking in the door.
• Jennifer Kennedy: Talk up the value of your community and build trust. People still buy from people.
• Kim Cory: When asked is this your first time to visit, we hear not in person, but yes online. They just want to put the images they have to reality.

What are some of the more creative ideas you’ve seen/tried on a recent tour? How did they work?

• Brian Owen: I know some communities that are giving prospects flip videos to record tours and then emailing them the video after! Brilliant!
• Tami Siewruk: We used motion-activated vids, music, lights … we had all the tech built in.
• Mark Juleen: You need to offer testimonials and stories of other residents and how they have decorated or enjoyed features of the community.
• Tami Siewruk: Has anyone used barcodes yet?

Should we even call it a tour? What can we do to make it more of a demo of the property, get the prospect more involved?
(Submitted by Mark Juleen)

• Eric at Buildium: Call it a “simulation” and paint the picture of the prospect living there.
• Mark Juleen: Screw fancy ideas. people just want to have an enjoyable experience. be consistent, ask questions, and build trust.
• Brian Owen: Give them the keys to the guest suite for a night and call it a “test drive”! Anyone done that?

What’s your best property tour secret? What the one thing that seems to work for you every time?

• Tami Siewruk: Infotainment is what they want in a tour! Make it interesting and you score!
• Jory Rozner Strosberg: You don’t need to be “sales-y” to lease apts. Create trust & comfort. My PM leased one this week. No sales exp.
• Kim Cory: How about NO secret. If they were informed before showing up & now confirmed they like what they see … ask for the CLOSE.
• Tami Siewruk: People demand more. They insist you be interesting, informative, & entertaining; it’s what potentially makes your tour memorable.

One of the more interesting side conversations that came up in this week’s discussion revolved around the Go Solo program that Urbane Apartments is using, allowing prospects to tour apartment communities by themselves. Some were for the idea, some were against it, some were just curious about it. Here are some of the highlights:

• Eric Brown: Our Tours and Rentals increased exponentially when we got out of the way.
• Sara Goberdhansingh: That’s important, too. If someone wants to wander, let them. Tour guides need to know when to talk & when to let people look.
• Eric Brown: It is the only way we do tours.
• Mark Juleen: Just like anything, it won’t work for everyone. Happy you guys are successful with it.
• Tami Siewruk: A combination is Excellent Guided & Solo gives people the control they want & the control you need.

Eric even posted the marketing collateral his company gives to each prospect to guide them on their “Go Solo” tour. You can view that collateral here.

Here’s the link to the full transcript for those who want to dig in a little deeper.

So what’s your take? What strategies for property tours are working well for you? What consumer trends do you see affecting how you do property tours moving forward? And what do you think about the Go Solo idea — is it something you’d try at your property? Let us know what you think in the comments.

Our top contributor this week was Jennifer Kennedy from Property Counselors Management Group in Florida. Jennifer will receive a iTunes gift card, sponsored by TurnSocial. Congrats, Jennifer!

Last week’s discussion about marketing apartments on Craigslist stirred up a lot of questions. So many in fact, we wanted to follow it up with a Part II to address some of the great questions that came in.

Here are some of the questions we were able to address in this second session, along with a recap of some of the highlights of the discussion:

Is there any downside to using Craigslist to market your apartments? If so, what is it?
(Question submitted by Tara Smiley.)

• Jennifer Kennedy: The only downside I could see if the time spent on Craiglist isn’t bringing any qualified leads.
• Eric at Buildium: You limit yourself to those that search for apts on Craigslist. Great start, but only a piece of the marketing pie.
• Carrie White: The search feature on Craigslist is not ideal … it is hard to cut through the clutter.
• Darcey Forbes: Downside is working with current residents who are in a lease and want that new price & communicating why the price is as it is.
• Sara Goberdhansingh: Craigslist is very easy to use for apt seekers, but I’ve noticed it’s used more on an individual basis, not really so much by communities.
• Carrie White: In my market, CL is viewed as being over-run by Locators and is not trusted by many apartment seekers.
• Kirstin Williams: Another downside is the time sunk on posting, reposting, reposting. Hard to track this hidden cost, does anyone try to?

Should you have the renter email or call you? What’s best?

• Carrie White: I prefer email…I have had my phone ring at all hours of the night b/c of late night surfing.
• Sara Goberdhansingh: BOTH! You need to let your prospects decide what the best way is for them to get in touch with you.
• Eric at Buildium: Whatever the prospect feels most comfortable doing. Keep them in their comfort zone, but be responsive either way.
• BakeExtraCookies: During business hours we see that most people call our users. After hours, the number of emails spikes.
• Eva Panagiotopoulos: Interesting question – Anyone using SMS?
• Paulette Barrett: Would suggest using a unique email address though for tracking purposes where possible.
• Brian Owen: We need to be able to adapt. If the customer wants to send a smoke signal, you better have a campfire ready to respond.
• Tamela Coval: Phone call Leads are a useful tracking & training tool, as well as measuring effectiveness of lead quality vs quantity.
• MyNewPlace: Around 70 percent of our users expect a response to email within 24 hours.
• Paulette Barrett: We see roughly 5 calls to 1 email response with the clients we work with.

We’ve tried Craigslist several times and it doesn’t seem to work. Does it vary by market?

• Tara Smiley: We get local primarily. We average 3 calls/month from people moving to the area.
• Apartments.com: Just speculating here… could it be because in some markets renters look more for privately-owned apts?
• DriveBuy: CL Austin is somewhat of an Arms Race. Your ad will be on page 1 for maybe an hour.
• Paulette Barrett: Phoenix and Dallas are two [of the more challenging markets.]

My boss is worried about scammers. How can you get scammed? How can you protect yourself?

• Nashville Web Design: Renter sends a big check, letting us deposit it, keep our part, and ask us to send the remainder to somebody elsewhere.
• DriveBuy: You can get scammed by identity thieves using your complex as a carrot to steal someone’s identity.

Does Craigslist help our Google rankings? Is there a certain style we should be using? What keywords should we use when we write ads?

• Ann Padgett: I don’t know about rankings specifically, but it can increase your digital footprint.
• Nashville Web Design: Craigslist has “no-follow” on all their links and does not affect Google rankings or page rank.
• MyNewPlace: Google crawls Craigslist and properties (or units) will rank on their SRPs. passing SEO [authority] to a given site is another story.
• BakeExtraCookies: Optimize your ads to come up in Craigslist searches. Use key words that have high # searches in your area.
• Apartments.com: PageRank is definitely important. However, sometimes just getting the spider to a page quickly is good too (see Twitter).

There was an interesting side conversation about the value of ads on Craigslist and ILSs in terms of search optimization for your community. ILSs have LOTS of data about this subject. If you are advertising with any of the ILSs, make sure you’re asking how they can help you optimize your ads to get the most out of them for your community. Other good side conversation topics included ad formatting, expected response time for new leads and the real cost of posting ads to Craigslist. You can read the full transcript here.

I think we’re officially worn out on Craigslist and the rest of the free classifieds sites for a while, but feel free to leave us your comments to let us know what is (or maybe isn’t) working for you. And if you have another topic you’d like us to discuss on a future #AptChat, just let us know!