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An Outdated Website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 Having an outdated website can really turn off prospects and make you look less knowledgeable than you are.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 Use modern layouts rather than outdated templates.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?

Think Differently About Email Marketing

Companies view email marketing as a better return on investment than social media, content marketing and PPC. In fact, marketers sent out 838 billion emails in 2013! Since email campaigns are still a helpful marketing tool, we're reflecting on how to better communicate with prospects and customers.

Email icons floating above laptop computerTake a look at your current email campaign and put yourself in the prospect's shoes. Starting off the day, they open up their overflowing inbox and see your company's email.

This is the make-it-or-break-it moment.

Will your message get mixed in with the rest of the deleted items or pique your recipient's interest? That all depends. Ask yourself the following questions to see if you're on the right track.

Is Your Communication Personalized? 


We're not just talking about addressing the recipient by name in the first line of the email. While using a person's name is a good way to grab their attention, it's not enough. The content needs to target their personal wants and needs (which you can figure out based on their previous purchases, which pages they have visited on your site, the types of resources they've downloaded, etc.).

 

Does the Recipient Know Who You Are? 


When done right, email is a conversation, not a commercial. The conversation begins organically when a prospects opts in to receive emails from you (usually this will occur when they fill out a form to download one of your resources). You can keep the conversation going by sending them interesting, relevant content containing a checklist, blog or e-book to help them become familiar with your company. Want more information about how to start these organic conversations? We found this HubSpot blog helpful.

 

Do You Tell Recipients What to Do Next? 


It may seem forward to tell your recipients what you want them to do after they read your email, but trust us, it's beneficial for the both of you. Readers want to know where to get more information, how to download the content you just mentioned, etc.

And you don't just want them to open your email. You ultimately want them to click the links inside it and follow through with a conversion! A concise, visible and fun call-to-action is a great way to point the recipient in the right direction. (Ever thought about including a Click To Talk button in your emails to encourage your prospects to contact you directly?)

 

Are You Tracking Your Response Rates Accurately?


In 2013, MarketingSherpa found that 17 percent of marketers failed to track their organization's email metrics. By not accurately measuring ROI, businesses often waste money on projects that aren't even working. Though emails are an inexpensive way to communicate with your prospects, they're still an investment. Find an accurate way to track your online and offline response rates so you can put your money toward email marketing strategies that actually work.

Email marketing is alive and well, and it can be a great asset to your marketing campaigns. Know of more tips not listed here? Let us know in the comments below!

Three Slightly Crazy Alternatives to Downloading Our New App

Out of the office but don’t want to be out of the loop with your team, leads and customers? We’ve got an app for that.
Who's Calling's new RESCUE mobile app
Our RESCUE app helps you follow up on lost leads, review call activity and manage calls when you’re out of the office. It’s free if you are already a Who's Calling customer with RESCUE. (If you don't have RESCUE, give us a call and we'll tell you how you can get this feature.)

Even if you don't have RESCUE, you can use the Click To Talk dialer feature to track outbound calls. Pretty cool, right?

While we think our app is the best way to keep in touch with your leads and employees, we also recognize that there are some great alternative methods of management and communication out there.

Check out our reasons why some of these ideas might be crazy enough to work (but downloading our app might be a better choice). 

Carrier Pigeons 


When you’re away from the office and need to assign leads to an agent for follow-up, send a carrier pigeon! This communications tactic hasn’t been around since the 1920s, but who doesn’t love vintage? It's so in right now.
Carrier pigeon

Your employees can send the pigeon right back to you to notify you that they’re on the job! (It will arrive within at least 48 hours, depending on your location.) The feathers and poop may slightly interfere with your work environment, but it’s a small price to pay for keeping people in the loop.

Or… you could download our app. You can contact customers with the touch of a button, your employees can automatically update you when they’re making callbacks and you can assign leads to them within seconds for follow-up. You’ll be able to respond to leads more quickly than with the pigeon, but it’s definitely not as cool.

Robot Clone


Example of a robot cloneThis may sound a little out there, but hear us out. This mechanical masterpiece will definitely cost a bit more up front, but in the end, you’ll be twice as productive. If you need to leave the office for a few hours, you can simply place the robot clone in your office chair and switch it on. Your employees won’t even know the difference (though the Terminator voice might be suspicious).


It will answer your phone, take notes, analyze your reports, start a robot apocalypse and terrorize your staff. Not a win-win for everyone, but undeniably more efficient.

Granted, you could just go to iTunes or Google Play and download our mobile RESCUE app. With this technology, you can make notes on follow-up calls, review mishandled call details in real time and view reports and listen to calls from anywhere (and… you know, not destroy humanity as we know it).

An Intern


An intern
If robots don’t tickle your fancy, why not try some interns? Request that they eavesdrop on employee phone conversations and call you every 10 minutes with updates. (It’s a great learning experience for them on how to make friends and influence people in the workplace.)

Please note that you'll have to supply your posse of interns with copious amounts of caffeine beverages to keep up with the workload, but they'll get the job done.

Of course, once again, you could just download our new app on to your iPhone or Android. Seriously! You can have your calls routed to your smartphone, set up push notifications for mishandled calls and track outbound customer contact (even calls made from cellphones), without making your interns feel awkward.

Convinced our new RESCUE mobile app is a good idea? Good! Download it today! Hit up our support team after you download it to be sure your account is set to track your new mobile activity.

How to Fix Call Handling Mistakes Without Resetting Your Life

The movie "Edge of Tomorrow" came out today, and the premise is that Tom Cruise has to reset his life every day until he solves a problem. Well, it got us wondering why we can't do the same with call handling. Then the answer came to us: It's because we're in real life, and resetting your days is impossible.

Fortunately, you can still solve phone service problems, just in a more realistic way. If you have several missed or mishandled calls each day, you don't have to reset your day to try to catch those lost leads. You can make a comeback with a call rescue product that utilizes live call evaluation professionals to review your calls. Here are two ways this product can help you recover lost leads.

Catch Missed Calls Immediately


Who's Calling RESCUE applicationHave you ever stepped away from your desk for a coffee refill to come back and find that you missed a call 10 minutes ago? Missing a call from a prospect can be detrimental, considering 72 percent of first-time callers who hang up won't call your business back.

You can receive missed call notifications immediately with a product like RESCUE. By calling leads back, you can reduce the chance that you'll lose them to competitors and also prove that you provide good service.

Fix Call Handling Errors


If your staff is mishandling calls, you could be losing a lot of business. Over 78 percent of customers have bailed on an intended purchase because of poor customer service. Don't be part of this statistic. Improve your customer service to retain as much business as possible.

Find out exactly where your team needs to improve by having a team of call evaluation experts listen to your calls. They can then flag recordings that indicate a caller could use a little more TLC. This saves you time from having to review the calls yourself and will ultimately keep your customers happy.

For more information on how RESCUE can help your company, check out this post.