Lead follow-up is important– that’s undeniable. Whether our leasing teams are doing it well is another story.
One reason we aren’t generally winning the follow-up game is a lack of technology. Not enough training, fear of rejection, and too many other priorities are also to blame, according to #AptChat Nation.
To learn how your team can improve, check out these follow-up dos and don’ts. (Click on the links to jump straight to a specific question.)
- Q1: Do you have a standard lead follow-up process for your property/company? If so, are you able to share a bit about the process?
- Q1a: What does the follow-up process typically look like? Who is responsible? What communication channels are you using?
- Q2: What type of info do you typically include in your follow-up communication? Does it ever change based on the prospect/status?
- Q3: What is the best way to show the value of good follow-up? We know it works, we know what customers expect. What’s next?
- Q4: What are good, simple ways to measure the success of your follow-up? Do Cost Per Lead/Cost Per Lease still apply? What else?
Do you have a standard lead follow-up process for your property/company? If so, are you able to share a bit about the process?
Concord uses @Yardi ‘s Lead Tracking Solutions PopCard for our leads. We are prompted to follow up to calls/ emails/ tours within 48 hours.
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
Our goal, however, is to follow up with a personalized communication within 24 hours. No templates is the goal!!!
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
That’s the goal in a perfect world scenario.
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
A1: In my exp. it is a written thank you w/in 24 hours of tour, then call/email every few days until they tell you “no.” #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
Integrating RealPage that helps automate work-flow. From prospect, follow-up, and move-in or alt. conclusion. #aptchat
— GusGR (@digitizer20) August 29, 2017
Correct. – Thank You notes and personalized touches are encouraged from on-site PM. #aptchat
— GusGR (@digitizer20) August 29, 2017
I always knew if teams were TRULY sending written thank you’s based on stamp usage. No requests 4 more postage=not sending them #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
A1: according to a @zillow report from last year, 35% of MF renters expect a response in a few hours or less, about 75% expect < 24h
— Jordan Easley (@Uncle_Doodah) August 29, 2017
From same report: 1-in-5 MF renters said low/no response was a challenge during their search. So, apparently not very close 🙂 #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
There’s a disconnect b/t top of the funnel follow up (before they tour) and middle/bottom of the funnel F/U (after they tour). #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
Have you seen some of the tests Donald Davidoff ran? Less than 1/3 of major operators are running any kind of drip campaigns. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
Yikes…so many missed opportunities! #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
And it’s not hard to do F/U. Whoever wins the follow up game wins the leases – hands down! Respond & be consistent & win the rental #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
A1.2: highly recommend this resource https://t.co/qlu7oDAbbD #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
A1.3: @helloHyly has an awesome scheduling tool that will send FUP emails automatically #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
A1.4: you can see @zillow‘s slide deck from Optech16 here -has more info on MF renters than my last link #aptchat https://t.co/WA3JXTxAwW
— Jordan Easley (@Uncle_Doodah) August 29, 2017
What does the follow-up process typically look like? Who is responsible? What communication channels are you using?
Honestly, I can say no email templates is the goal, but that’s probably what 80% of follow up looks like. The on-site team is responsible.
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
We use templated instant auto-responders, but they’re personalized to reflect what the prospect requested in their initial contact. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
I love auto-responders too, esp when they identify as such. It gives me confidence as a customer that I’ll be communicated with soon.
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
I don’t think there’s anything wrong with a solid template, as long as it’s flexible enough to be personalized to the prospect. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
Fully agree. But when on-site teams are overwhelmed & resources pulled back, you likely get click, select all, copy, paste, click to send.
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
100% agree and understand. You need a tool that can fill in those blanks for you on the fly. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
Right now, we just have email and phone available to us. In a perfect world, I’d love to have Facebook Messenger/ Instgram DM/ SMS to reply
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
With your marketing stack, make the leap from PopCard to @Yardi CRM. It’s worth it. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
I think that’s the plan. We have been having discussions on it and they’ll let me know so we can transition the training around it. 🤞🤞🤞
— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017
A1a: we have clients who FUP with email and include video tours of floor plans, amenities, etc. Some even personalize the video FUP #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
We have so many diff types of leads at diff stages of the process & many follow up tools available to us. We shld be rocking F/U #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
PREACH 🙌 #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
We should finally be winning the follow up game, but sadly – we are not. #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
All of the above! Ha! F/U strategy should be different early on vs. once someone has toured. #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
Some combination of all of the above, except in many cases it’s not “wrong” technology, it’s “lack of” #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
Truth. Too often “email” means sending from Outlook, with zero insights after hitting send. #AptChat
— Mike Whaling (@mwhaling) August 29, 2017
What type of info do you typically include in your follow-up communication? Does it ever change based on the prospect/status?
I just transitioned from my property team, BUT … I’ve always found the “KISS” method pretty effective. #aptchat
— Khara House (@kharahouse) August 29, 2017
(cont) Keep It Simple, [Silly]. Short and sweet, helpful info not just sales pitches, personalized. Be intentional AFTER the tour. #aptchat
— Khara House (@kharahouse) August 29, 2017
If someone toured I offered a pass to “test drive” the facilities. Stay in a guest suite, use the pool, fitness center, attend event#aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
And sometimes I had a resident ambassador and would pass their number along in follow up as a “reference” the prospect could call #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
What is the best way to show the value of good follow-up? We know it works, we know what customers expect. What’s next?
A3: When it’s MEANINGFUL follow up, showing leasing teams how a personalized approach makes a difference = great value. #aptchat
— Khara House (@kharahouse) August 29, 2017
Favorite thing to hear from a prospect: “Nobody helped me like you helped me.” #aptchat
— Khara House (@kharahouse) August 29, 2017
YES!!!! Again – it’s not hard. Be nice, be available and answer quickly. Your comps most likely aren’t doing that. So you win! #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
And how much work does it take for you to earn that response? #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
Almost absurdly little. Explain the market. Walk through options. Call sisters (even comps). Even referring to a restaurant. #aptchat
— Khara House (@kharahouse) August 29, 2017
I once f/u-ed w/ a prospect who desperately wanted to live @ one of our comps. When they had an opening, I emailed her right away. #AptChat
— Khara House (@kharahouse) August 29, 2017
(cont) She moved into the comp, and then sent FIVE referrals my way. That’s 5 leases from 1 person I helped rent with a competitor. #aptchat
— Khara House (@kharahouse) August 29, 2017
What are good, simple ways to measure the success of your follow-up? Do Cost Per Lead/Cost Per Lease still apply? What else?
F/U can directly increase closing ratios. Is anyone tracking # of F/U per/prospect to # of rentals to see direct impact? #aptchat
— Kristi Fickert (@Marketing_Mommy) August 29, 2017
Use technology to automate FUP for leads near the top of funnel, become increasingly personalized the closer to the bottom #aptchat
— Jordan Easley (@Uncle_Doodah) August 29, 2017
If you’ve got other follow-up tips, jump into the #AptChat Facebook group and share them!
Our next #AptChat is slated for Tuesday, September 12, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
