Instead of viewing the slower leasing season as a problem, view it as an opportunity— or several. A chance to switch up your message, to focus on resident events, to catch up on tasks that were abandoned during busier months and more.
Work smarter and lease more apartments with the help of these highlights from our latest #AptChat. (Click on the links to jump straight to a specific question.)
- Q1: What are the key things you focus on in your marketing as we move into the slower leasing season? How do you prepare?
- Q2: Do you find your marketing mix changes during the slow season? Do you typically increase ad spend, cut it back, or hold steady?
- Q3: Does your messaging change during the slow season? Do you find that prospects’ expectations/questions change much?
What are the key things you focus on in your marketing as we move into the slower leasing season? How do you prepare?
Taking care of current residents so we don’t have to put so much effort into renewals down the line. #aptchat https://t.co/uJeVaBupl5
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 Investing in “Smile” capital #aptchat
— Jonathan Saar (@JonathanSaar) August 30, 2016
@AptChat A1: Resident retention! Fall/Winter is a great time to focus on fun resident events as well. #aptchat
— KAMo (@kimbean_) August 30, 2016
A1. Hey #aptchat! We are focussing on leveraging every lead to its fullest potential-LOTS of follow up. That, and focus groups of prospects
— Holli Beckman (@Apartmentalist) August 30, 2016
A1. Cont. We find we learn the most from those shopping us that don’t lease. #aptchat
— Holli Beckman (@Apartmentalist) August 30, 2016
@AptChat It’s always the simple obvious things!How did they feel about the greeting? Did the vibe on the website+ that story match the prop?
— Holli Beckman (@Apartmentalist) August 30, 2016
@AptChat Q1. Focus on increasing conversion. Telephone–>In Person Visit in particular. Every lead marketing drives is worth more. #aptchat
— Stephanie Oehler (@StephanieOehler) August 30, 2016
@StephanieOehler But if the weather is cold, should we focus more on leasing online? #aptchat
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
Interesting point to consider… https://t.co/0LDYPXRLHa
— Apartment Chat (@AptChat) August 30, 2016
@jasminebrooks44 I caution against LP sending prospects who have called back online where you can’t control the steps. CONT..#aptchat
— Stephanie Oehler (@StephanieOehler) August 30, 2016
@StephanieOehler @jasminebrooks44 Don’t send them back to the site. Send them to a landing pg or nurturing campaign. #AptChat
— 30 Lines (@30lines) August 30, 2016
@jasminebrooks44 P2. However, Does anyone in #aptchat land have updated stats on sight unseen online leasing these days?
— Stephanie Oehler (@StephanieOehler) August 30, 2016
@StephanieOehler @jasminebrooks44 Maybe @RENTCafeGenius or @EntrataSoftware might have some stats on this? #AptChat
— Apartment Chat (@AptChat) August 30, 2016
@SatisFactsLia @StephanieOehler @jasminebrooks44 or with Satisfacts, who always have them 🙂 #aptchat
— Heather Blume (@artchickhb) August 30, 2016
@artchickhb @StephanieOehler Dpndg on your demo, if you have good online tours and video, u might b able to go for online leasing #aptchat
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 @artchickhb Very true! In trying to grow this conversion, my focus would be on creative and effective follow up. #aptchat
— Stephanie Oehler (@StephanieOehler) August 30, 2016
I advise clients to make & conquor a procrastination list – all the things that r easy to put off doing during the summer rush #aptchat
— Heather Blume (@artchickhb) August 30, 2016
@artchickhb Good article here about that. Lists rock https://t.co/MPMK2Rae0Q #aptchat
— Jonathan Saar (@JonathanSaar) August 30, 2016
@AptChat easiest to put off? For the Leasing team it’s filing, hands down, followed by retention, then outreach marketing #aptchat
— Heather Blume (@artchickhb) August 30, 2016
Do you find your marketing mix changes during the slow season? Do you typically increase ad spend, cut it back, or hold steady?
@AptChat ooohhh I can’t wait to hear others answer this one!! #aptchat https://t.co/MRBJyKOR49
— Holli Beckman (@Apartmentalist) August 30, 2016
@Apartmentalist @AptChat Back in my ILS days, clients were willing to try short term premium placements during the slow season. #aptchat
— Stephanie Oehler (@StephanieOehler) August 30, 2016
@AptChat A2 that all depends on the market, prop and historical data. I have such a mix of location/prod that it’s not a 1 size fit #aptchat
— Michelle Wood (@MichelleWood06) August 30, 2016
@AptChat typically we stay the same and increase our efforts retention,resident events etc.. In some cases we will increase spend #aptchat
— Michelle Wood (@MichelleWood06) August 30, 2016
What about a name your price approach in slow season? 🙂 Might help you get some leads vs renter seeing price and going away. #aptchat
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 How do you present that on the website, when you usually have limited flexibility to customize floor plan pages? #AptChat
— 30 Lines (@30lines) August 30, 2016
@30lines Use a ‘contact us’ button that will open a form where prospect will be able to enter their contact info and their price #aptchat
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 or locked in renewal rate option? Lease now & we will Garuntee no more than a 5% increase – W.C. Smith does this #aptchat
— Heather Blume (@artchickhb) August 30, 2016
@artchickhb The name your price offer would be for new leases
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 We do this offline, during close, using pricing generated by revenue management software #aptchat
— KAMo (@kimbean_) August 30, 2016
@kimbean_ So you give the prospect options?
— Jasmine R. Brooks (@jasminebrooks44) August 30, 2016
@jasminebrooks44 We call it “customized pricing”, work with a range of move in dates, and more flexible lease terms
— KAMo (@kimbean_) August 30, 2016
Does your messaging change during the slow season? Do you find that prospects’ expectations/questions change much?
@AptChat A3: We focus on indoor amenities during tours, and try to highlight covered parking and new windows in winter #aptchat
— KAMo (@kimbean_) August 30, 2016
@kimbean_ @AptChat nothing annoys me more than shabby looking indoor amenities during the winter. What a total waste. #aptchat
— Heather Blume (@artchickhb) August 30, 2016
@artchickhb@AptChat Truth! Sparkling pools don’t entice anyone in the heart of January! Turn on that fireplace! #aptchat
— KAMo (@kimbean_) August 30, 2016
Our next #AptChat is slated for Tuesday, September 6, 2016 at 12 pm Eastern, and we’ll be discussing how to plan your marketing budget. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!