With the 2017 NAA Education Conference & Exposition just days away, it seemed like the perfect time to discuss a few of its marketing-related sessions and topics with #AptChat Nation.
Unsurprisingly, you had a lot to say, and one of the conference’s speakers even chimed in with leasing tactics and advice that got us super excited for her session. The following are highlights from that chat. (Click on the links to jump straight to a specific question.)
- Q1: 1st marketing session up: “Fast Fixes for Slow Markets” w/ @kategood. Are you seeing a market slow down in your area?
- Q2: What are some of your favorite tips when it comes to persuading prospects to sign the lease? What are unethical tactics to avoid?
- Q3: Lots of focus on data and technology as it applies to marketing and leasing this year at #NAAEdu17. Do you think the training is keeping up with marketing technology? What tech would you like to see more training on?
1st marketing session up: “Fast Fixes for Slow Markets” w/ @kategood. Are you seeing a market slow down in your area?
Houston has been slow for over a year but we are starting to recover. #aptchat
— Kate Good (@kategood) June 6, 2017
New props offering 3 mo free. My prop avoided this and we are 96%. My program will be about how the strong standout. #AptChat
— Kate Good (@kategood) June 6, 2017
I am ❤ your 96% not the 3 mo free. That kills me.😭
— Stephanie Oehler (@StephanieOehler) June 6, 2017
It is hard to be competitive when there are huge incentives on new product. Best thing is to clearly define your market. #aptchat
— Kate Good (@kategood) June 6, 2017
Whether you are now or not- you will sometime. Always good to be ready for the down cycle. #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
Yes! You can’t just stop marketing when you get full. Worst idea ever. #AptChat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
GREAT marketers should always be prepared for a downturn – we have plenty of fair warning, yet don’t react until #’s are tanking #AptChat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
Yes. It is also not the time to reinvent. Do more of what works. #aptchat
— Kate Good (@kategood) June 6, 2017
We beat the concession war by offering cold hard cash! We gave much less than what the market was giving in free rent. #AptChat
— Kate Good (@kategood) June 6, 2017
Cash wins every time! Love @kategood‘s strategy! #aptchat #NAAEDU17 https://t.co/M7X77im5e4
— BG MULTIFAMILY (@bgmultifamily) June 6, 2017
Changes bonus to revenue payment for revenue generated vs. number of apartments leased. #aptchat
— Kate Good (@kategood) June 6, 2017
Did switching bonus to revenue pmt. increase take-home income for employees? #aptchat #NAAEDU17
— BG MULTIFAMILY (@bgmultifamily) June 6, 2017
More money for less leases but there are not as many apts to lease. The balance works. #aptchat
— Kate Good (@kategood) June 6, 2017
Love the out-of-the-box thinking! #aptchat
— BG MULTIFAMILY (@bgmultifamily) June 6, 2017
Extend hours to 8pm. People sign more leases after 5pm. Best LC’s will want to work 11-8pm. #aptchat
— Kate Good (@kategood) June 6, 2017
These tactics prove that you must understand your customer. Do business when/where/how they want to do business. #aptchat #NAAEDU17 https://t.co/jYI3YJ0XhS
— BG MULTIFAMILY (@bgmultifamily) June 6, 2017
Let prospects schedule their own appointments. Don’t make them call/email. Fill up that appt calendar w/out doing the work! #aptchat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
Love it! Give the leasing #PowerToThePeople @Marketing_Mommy! #aptchat #naaedu17 https://t.co/uc5qlQnTXZ
— BG MULTIFAMILY (@bgmultifamily) June 6, 2017
We see about 90% of prospects who are given the opp. to schedule their own appt. actually show up. How’s that for a Conv.Rate? 😉 #aptchat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
And then follow up to make sure they know you are expecting them. Send some pre-tour info. #aptchat
— Kate Good (@kategood) June 6, 2017
You should always hire well, but ESPECIALLY in competitive mkts. Need a team who wants to win & is willing to go above and beyond #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
I don’t have a problem paying more for a hot shot. #aptchat
— Kate Good (@kategood) June 6, 2017
GREAT point! People buy the salesperson before they ever buy the product. #aptchat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
Yes. You want someone who wants to make a lot of money sitting at your front desk. They will work their tails off and this helps. #aptchat
— Kate Good (@kategood) June 6, 2017
A1: Agree with Kate here – be available at times your competition isn’t, or in ways they aren’t. @AptChat #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
At times this was our only competitive advantage. #aptchat
— Kate Good (@kategood) June 6, 2017
Sometimes you only need the 1. Good message for LP struggling with product confidence. #Aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
The first person to respond to a lead leases the apartment 7 out of 10 times. Speed to the lead! #aptchat
— Kate Good (@kategood) June 6, 2017
Be obsessive w/your follow up. Show that you really want this lease. Relationship is everything. Don’t stop until they call block! #aptchat
— Kate Good (@kategood) June 6, 2017
We have clients sending personalized FUP vids as a closing tactic. Shows you’ll go above-and-beyond, and is great for relationship #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
Weekly team meetings help identify early changes in your market. It is important to shore up and strategize before the competition. #aptchat
— Kate Good (@kategood) June 6, 2017
.@kategood after these few tweets, now I can’t wait for your session at #NAAEDU17! #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
Same! #AptChat https://t.co/tnTtDDpIO1
— Apartment Chat (@AptChat) June 6, 2017
Thank you!! I have a lot to share but now I’m going to get back to my Honeymoon!
— Kate Good (@kategood) June 6, 2017
What are some of your favorite tips when it comes to persuading prospects to sign the lease? What are unethical tactics to avoid?
Never bad-mouth or put down the competition. Outline competitive advantages but #keepitclassy #aptchat
— Kristi Fickert (@Marketing_Mommy) June 6, 2017
Agree 110%. Competitors almost always are better than you at SOMETHING – be honest and transparent, and you’ll build trust #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
Don’t save first discussions on pet fees, etc. with them until the very end as they are signing. #ThisIsHowCancelsHappen #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
Preach! Should be part of qualification early on, otherwise you waste time. Most teams don’t have time for their LP’s to do this! #aptchat
— Jordan Easley (@Uncle_Doodah) June 6, 2017
It’s amazing how often those topics aren’t mentioned (or info is wrong) on community websites. Put it out there, let people know. #AptChat
— Mike Whaling (@mwhaling) June 6, 2017
@mwhaling this article isn’t written for B2C sales, but a lot of what the author says is universally true: https://t.co/x5EM6gUgkJ
— Jordan Easley (@Uncle_Doodah) June 6, 2017
“In the Transparency Sale, sellers will…help a buyer understand why they’re a 4.2 – 4.5, and not a perfect 5.”
— Jordan Easley (@Uncle_Doodah) June 6, 2017
You want to know the magic word in persuasive language? ….. #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
Because!!! It’s truly magic. I have a little video on this I will publish soon. #StayTuned #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
#AptChat it’s all about the “team close” using the fellow office staff in a supportive method to get that interest!
— Corcoran Management (@CorcoranMgmt) June 6, 2017
Lots of focus on data and technology as it applies to marketing and leasing this year at #NAAEdu17. Do you think the training is keeping up with marketing technology? What tech would you like to see more training on?
Seeing more “what” to do training & not “why”. Teach why CRM going to help you lease more, follow up better. #MethodToTheMadness #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
Like our prev. Discussions re: involving LP in the #s. We throw so much out w/out context. “Why” gives context -> higher adoption. #aptchat
— Stephanie Oehler (@StephanieOehler) June 6, 2017
Our next #AptChat is slated for Tuesday, June 13, 2017 at 12 pm Eastern, and we’ll be talking about Instagram and Snapchat for apartment marketing. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!