Staffing for Effective Marketing & Leasing: Is There a Secret Sauce?

Melanie McIntyre

9 years ago

If there’s one topic that just about everyone in the apartment industry has an opinion on, it’s staffing. And as marketing and leasing operations change, the number of people needed to get those jobs done on any given day fluctuates.

Is there a particular formula for effective staffing? Is it more about distinct skills than numbers? How is technology impacting the way you approach it?

These questions and more were at the heart of the the latest #AptChat; here are the highlights. (Click on the links to jump straight to a specific question.)

Q1: What is the staffing model you use today for your property? Do you follow a specific formula, or approach it another way?
Q2: Do you typically staff for “normal” business hours? How do you handle leasing and customer service on nights & weekends?
Q3: What are the skills that we need to hire for today? What are the things we should be training for?
Q4: Are there any mktg staffing myths that need to change/need an update? What would you want the C-suite to hear about staffing?
Q5: How is technology changing the way you think about staffing? Any differences? More touch points necessary? More automation?

What is the staffing model you use today for your property? Do you follow a specific formula, or approach it another way?

@AptChat Great Question, Mike! I don’t have properties… but I see a lot of under-staffing in my clients. #aptchat

— Heather Blume (@artchickhb) April 12, 2016

@AptChat part of the problem is that we Rstill looking at it as a “formula.” In property staffing one size DOES NOT fit all #aptchat

— Heather Blume (@artchickhb) April 12, 2016

@AptChat Maybe it did at one point in time… but the industry has evolved and so have the expectations of the renters. #aptchat #adaptordie

— Heather Blume (@artchickhb) April 12, 2016

@AptChat For smaller properties satellite employees are common. 1:100 may be just a baseline #aptchat

— Jonathan Saar (@JonathanSaar) April 12, 2016

A1: I’m not sure what our “model” is/was, but we have 1 per 100 +1 at my prop. Tends to work as long as we stay on top of things. #aptchat

— Khara (@leftnwrite08) April 12, 2016

@AptChat 1 per 100 works. But why do most communities operate with one leaser on the weekends when the most traffic is typically Sat & Sun?

— Matt Burns (@thematthewburns) April 12, 2016

A1. Our model is under review after new data/successes of a current lease up. #aptchat

— Holli Beckman (@Apartmentalist) April 12, 2016

We see that leasing agents that follow up a min of 6x’s close 42% more leases.However on some properties that 66+ interactions/ day #aptchat

— Holli Beckman (@Apartmentalist) April 12, 2016

We see that corporate marketing teams are *incredibly* understaffed. 3 people to manage 50+ brands is typical, makes it tough. #AptChat

— Mike Whaling (@mwhaling) April 12, 2016

Not Tough – IMPOSSIBLE to execute at the highest level of performance possible #aptchat https://t.co/mCIKDZnOeI

— Heather Blume (@artchickhb) April 12, 2016

Do you typically staff for “normal” business hours? How do you handle leasing and customer service on nights & weekends?

“Normal” business hours seem pretty subjective these days. Prospects email b/t 9pm-2am. Service issues arise late evenings, etc. #aptchat

— Khara (@leftnwrite08) April 12, 2016

I think those setting staffing #’s underestimate how many communication touch points there are btw application & move in #aptchat

— Holli Beckman (@Apartmentalist) April 12, 2016

@AptChat the guys over at Knock shared with me that (i think) only 64% of leads come in when we are open. The rest are overnight. #aptchat

— Heather Blume (@artchickhb) April 12, 2016

A2: I wonder if call centers or answering services help or hurt with leasing & customer service since it isn’t with on-site staff #AptChat

— RokitNow (@RokitNowInc) April 12, 2016

@RokitNowInc I’d say both. Helps meet after hour needs. Hurts when the relationship-loss and misinformation gets factored in. #aptchat

— Khara (@leftnwrite08) April 12, 2016

@leftnwrite08 @RokitNowInc It’s better than the phone ringing busy and lost leads. At least you’ve got a chance to save it. #aptchat

— Craig Meddin (@CraigMeddin) April 12, 2016

@CraigMeddin @RokitNowInc Exactly. Pros and cons on both sides of the fence. #aptchat

— Khara (@leftnwrite08) April 12, 2016

@leftnwrite08 @RokitNowInc Our phones are answered 24/7 by a live person with a sub-4 second hold time. But it ain’t cheap! #aptchat

— Craig Meddin (@CraigMeddin) April 12, 2016

What are the skills that we need to hire for today? What are the things we should be training for?

Clear communication, personable, etc., definitely important. “Will my current/future residents trust this person?” Key question. #aptchat

— Khara (@leftnwrite08) April 12, 2016

@AptChat Good conflict resolution skills are important as we deal with sensitive and personal issues daily. A3 #aptchat

— Jasmine R. Brooks (@jasminebrooks44) April 12, 2016

@AptChat And of course there are good ol’ communication skills. Oo! And organization! Gots to be organized! A3 #aptchat

— Jasmine R. Brooks (@jasminebrooks44) April 12, 2016

Are there any mktg staffing myths that need to change/need an update? What would you want the C-suite to hear about staffing?

@AptChat I don’t think the C-suite understands enough about marketing to know that we need more team members, typically. A4 #aptchat

— Jasmine R. Brooks (@jasminebrooks44) April 12, 2016

@AptChat Educate them. Be numbers people. Don’t just talk about fluff. A4 #AptChat

— Jasmine R. Brooks (@jasminebrooks44) April 12, 2016

How is technology changing the way you think about staffing? Any differences? More touch points necessary? More automation?

. @AptChat we’ve seen video (recorded & live) changing the onboarding process optimizing how employees interview & are trained #AptChat

— Realync (@ReaLyncApp) April 12, 2016

B/c of tech, there’s MORE touch points than ever. Everything from the washing machine to the package locker is making contact! #aptchat

— Craig Meddin (@CraigMeddin) April 12, 2016

As staffing continues to evolve, keep us posted on what you’re doing!

Our next #AptChat will be Tuesday, April 19, 2016 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!