The Path of Lease Resistance: Things to Avoid in Your Multifamily Marketing

Path leading to multifamily housing
The National Apartment Association (NAA) Education Conference and Expo happened last week in Denver, CO. At the conference, those in the multifamily housing industry learned best practices and previewed some useful services and tools.

If you couldn't make it out to the conference or just can't get enough multifamily marketing tips, check out our top three things to avoid when marketing to prospective tenants.

Poor Customer Service


First things first: Are you giving all your customers candy? You should be. Just kidding. But seriously, that would pump up your customer service. On a more serious note, rather than just masking poor customer service with sugar, you should try to get to the root of the problem. Here's how.

If your employees are mishandling calls, you could benefit from using a call monitoring product. Let certified call handling professionals evaluate your phone call recordings so they can identify mishandled calls. Once you've uncovered a call that caused a lost lead, you can correct the situation with a quick call back to the prospect and hopefully turn a lead into a lease.

A quicker option is to use speech-recognition technology to identify keywords in your phone calls. You can choose specific positive and negative keywords to be identified during calls and view the reports of recorded calls as soon as they've ended. After viewing the reports, you'll know if your employees are using positive keywords such as "thank you," "ma'am" and "sir," or if they're using negative keywords such as "loser," "dummy" and "jerk." You'll be able to fix call handling mistakes right away!

An Outdated Website


Does your website look like a long-lost relative of the first website ever made? If so, it could give your prospects a bad impression of your property. Having an outdated website can really turn off prospects and make you look less knowledgeable than you are.

Most people (81 percent, in fact) look at a company's website before making a purchase decision. If your website looks like something out of the dawn of the Internet, the customer might not take you seriously when it's time to make a decision. Use modern layouts rather than outdated templates. Make sure the website is easy to navigate so your prospects won't get too frustrated and instantly exit the website.

Part of keeping your website current includes tracking what your customers are looking for. You want to know which keywords or ads are driving customers to your site. With Dynamic Number Insertion (DNI), a unique toll-free number will appear on your site based on the referring keyword or ad, so you can track whether keywords and ads are driving sales or just click-throughs.

Being Antisocial


If you're not being social, you're missing out on a great marketing opportunity to potential tenants. As of this year, 58 percent of people are on social networks, with Facebook alone at 1.3 billion users. Take advantage of all those eyeballs by engaging in social media marketing.

But just being on these sites isn't enough. You need to engage with potential tenants. If someone has a question, have your social media expert answer them ASAP! This will display reliability to your customers and ultimately bring in more tenants.

These are just a few things you can do to kick up your marketing. What other tips did you pick up at NAA?