Marketing

The marketing department at Rental Housing Journal is dedicated to informing real estate and property management industry professionals about the latest trends, products & services and best practices in marketing. Features include articles and columns on customer service reviews, closing sales, sales management , apartment leasing best practices, apartment marketing, SEO, social media marketing, inbound marketing and more.

apartment marketing real estate sales
Wed
16
Apr
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Touch Points: Intentional Customer Interactions

By Pam McKenna
Do you ever wonder what your customer really wants? Do you have a plan for finding out, or does it happen by accident or not at all? The more you engage with customers the clearer things become and the easier it is to determine what you should be doing. So, how often do you engage with the customer and are you intentional with your interactions?
Setting up a touch point system will help you create a series of intentional interactions with your residents which will help you to better understand their expectations. This can be accomplished utilizing the outlook calendar and will involve the entire team. Start it off with a move in orientation led by the leasing team using the opportunity to educate your residents on what your community has to offer. Include where to find the nearest trash and recycling areas, how to use all the appliances in the apartment and any other specific information that would start them out on a good note.

Sun
06
Apr
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ASK THE SECRET SHOPPER: Appointments

ASK THE SECRET SHOPPER

The value of setting up appointments from telephone inquiries has been clearly established.
Yet, it seems that the number of callers being converted into visitors is not always producing
a high percentage of rentals. A recent question submitted by a manager of a large apartment
community may shed some light on this subject:

Q: I know it’s important to set appointments from my phone contacts, but does it really matter who ends up giving a tour when the client arrives? I manage and lease out of a busy office and we all work together, but sometimes I wonder if we would have a higher closing ratio if each of us helped our own clients. What do you think?

Sun
16
Feb
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Social Media and Marketing

Why is social media important to your business and how does it play a role in marketing? Social media is a low cost way to communicate with your customers, both current and future. The number one goal of social media is to build relationships and connections. Brian Solis, social media expert states, “Welcome to a new era of marketing and service in which your brand is defined by those who experience it.” Your connections and relationships help to build exposure to your community.
The last time I was out of town, we were looking for a good place for dinner. I turned to Monocle on Yelp to help with my search and found ratings from other customers as well as comments on their dining experience. I was able to pull up the menus, find pricing and even read comments on what attire would be appropriate for the restaurant. We were pleased with the results and truly enjoyed our dinner, posting our experience on Yelp’s site.

Thu
19
Dec
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Changes in the Apartment Housing Market

Many different variables drive the demand for apt. housing. Tenants consider location, tax policy, employment, tenant age, location of family members, availability of healthcare and education when making housing decisions.

Thu
19
Dec
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Creating a Sense of Urgency – Shop Talk Service Evaluations

Available for a limited time! Only one of its kind! Offer expires at midnight! These and similar phrases are used to make people “spring boldly into action.” They conjure up images of people rushing into department stores and retail outlets to take advantage of incredible offers on quality merchandise, especially during the holiday season. The advertisers and merchandisers are trying to create a sense of urgency in the minds of their customers; which will motivate them to take immediate action. They are in the “sales” business and want the customer to immediately purchase a product and part with some of their money!

Thu
07
Nov
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Customer Service – A Forgotten Skill?

At our recent quarterly Membership Meeting, speakers Josh McDonald from Holland Partner Group and Jill McNiesh from FPI Management gave a presentation on the value and benefits of new, modern technology that has changed the way we do business in property management. Trends impacting our industry such as social media, web advertising and mobile technologies have allowed the housing prospect to access information and make informed decisions before ever calling the property or stepping foot on the community. A company or property’s online marketing presence as well as online reputation has never before been so essential to business.

Thu
07
Nov
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Time to Convert a Rental Property Prospect Visit to a New Resident: Under One Week

Santa Monica, Calif., October 1, 2013 – Rent.com is releasing its annual property managers’ report, which captures trends in the rental market directly from apartment property managers nationwide. In the 2013 survey, property managers provided insight on the current and predicted demand for rentals, expected rent increases, how to retain residents, and the changing demographic profile of American renters.

Tue
08
Oct
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Time to Convert a Rental Property Prospect Visit to a New Resident: Under One Week

Santa Monica, Calif., October 1, 2013 – Rent.com is releasing its annual property managers’ report, which captures trends in the rental market
directly from apartment property managers nationwide. In the 2013 survey, property managers provided insight on the current and predicted demand for rentals, expected
rent increases, how to retain residents, and the changing demographic profile of American renters.

Renting Still Trending

Rent.com found in its most recent survey that the rental market is still red hot. Compared to a year ago, 82% of property managers tell us that it takes the same
amount of time (52%) or less time (30%) to convert a prospect who visits a rental property to a new resident. Additionally, 44% say there are more applications
received per rental property on the market.

Tue
27
Aug
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Dupre & Scott Video Report: Apartment Marketing As An Unbreachable Moat For Your Business

Dupre & Scott talk about apartment marketing and branding in the weekly video report entitled "How to Build a Moat". Does your property management company company have a marketing materplan?

Overview: Warren Buffet says, “In business, I look for economic castles protected by unbreachable moats.” So, how should apartment investors allocate their advertising and marketing budget this year to build their own unbreachable moat? Here are some ideas. We think that if you implement 60% of them you will have built your own unbreachable moat.

 

Tue
27
Aug
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21st Century Ratings and Reviews: How to Win Friends and Influence People in the Digital Age

In the age of digital marketing, it’s sometimes challenging to embrace some of the biggest and time-tested tenets of customer satisfaction. “After all of these years, the primary thing that people have the most problems with are interactions with other people,” explained Patrick Morin at AIM 2013 in the conference kick-off presentation 21st Century Reviews: How to Win Friends and Influence People. Morin--one of the country’s top rated Dale Carnegie certified speakers and a partner at the Cross Partnership--joined multifamily industry consultant Margette Hepfner for an exclusive application of Carnegie’s customer service mantra to the world of online apartment ratings and reviews, an arena where Hepfner noted the following trends: • A lack of a review can be as harmful or more harmful than negative reviews. • Consumers will recommend or purchase from a product or service with a four out of five star rating 80 to 84 percent of the time.

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