Transcript Leasing and the Internet - National Apartment Association

National Apartment Association
Education Institute
Leasing and the Internet
December 2013
1
Course Objectives
• Recognize the various functions of the Internet
• Describe the demographic characteristics of a
prospective Internet resident
• Effectively track the source of an Internet lead as well as
how to record an Internet lead
• Improve online advertising and the quality of a
community’s online message
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Course Objectives
• Utilize the Internet while working with a prospective
resident on the telephone
• Close leasing leads using the Internet
• Learn how Fair Housing laws affect electronic leasing
• List ways to effectively utilize e-mail for communication
with prospective and current residents
• Access Web sites designed for the Leasing Professional
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Facts about the Internet?
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Top 3 Resources for Researching
Apartments
• 49% Internet
• 14% Referral (Friend, co-worker or family)
• 12% Print Publication
• 25% other
J. Turner Research
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The Internet Prospect
• 88% of apartment residents prefer to look
for an apartment and complete an
application online prior to visiting a
community.
National Multihousing Council
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Multi-Generational Renters
1.
2.
3.
4.
Millineums
GenerationX
Baby Boomers
Immigrants
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Guest Card
Leasing Tools
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Leasing Tools
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This is the number of times your
community met the prospective
resident’s search criteria such as price,
amenities, etc.
Since your ad generally has several
pages, this number indicates that a
large number of individuals not only
saw your ad, but looked at it in depth.
Requests for additional information are
generally sent via fax or e-mail This
represents the total number of e-mails and
faxes you received for the month.
Most online apartment publications provide
your community with a toll free number for
prospective residents. This number
represents the number of calls you received
on that toll free number.
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This number represents the TOTAL number of
leads you received at your office from your
online advertisement.
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Maximizing Online Advertising
Update online ads:
• To respond to shifts in the market
• To meet the community’s needs
• At least weekly or whenever a change occurs
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Promoting the Web address
• www.apartment.com/yourcommunityname
• www.apartmentguide.com/yourcommunityname/phonenumber
• www.yourcommunityname.com
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Promoting your Web address
• Print Material
• Voice Mail
• Telephone Listings
• Newspaper Liner Ads
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Telephone Prospects and the
Internet
1. Use the Internet to close
2. Direct the prospect to your Web site
3. Demonstrate the apartment over the
telephone
4. Provide additional Web sites to assist
in their move
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Responding to Internet Leads
• Many Internet leads
you receive are still
online
• An Internet lead will
arrive minutes after the
prospect toured the
community online
• Respond to Internet
leads immediately
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• Internet leads are
knowledgeable about
your community
• Internet leads that visit
your community are
highly qualified
• Mastering the use of
e-mail sales is critical to
leasing to the Internet
prospective resident
• Have marketing
collateral in PDF format
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Electronic Leasing
Due to technology, a prospect can:
• Access availability information
• View and decide on a floor plan
• Complete an application
• Pay fees electronically
Once approved the unit is removed from
inventory
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Electronic Leasing and Fair Housing
Every inquiry received electronically must be
handled in a consistent manner. The
Leasing Professional should always follow
specific written policies for:
•Response time
•Response content-prepared message
•Follow-up – when, how
•Response method – phone, e-mail, fax
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E-mail Etiquette
1. Use Spell check
2. Consult with a co-worker
3. Include the original e-mail when using
“reply”
4. Create standard messages for recurring
occasions
5. Send prospects your electronic
newsletter
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E-mail and Do-Not-Spam
Regulations
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•
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•
Identification as advertisement
“Opt-Out” language
Valid return e-mail address
The e-mail must NOT include “materially
false identification”
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Addressing E-mail
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•
To
Carbon Copy (CC)
Blind Copy (BCC)
Subject
Tools
The Message
E-mail signatures
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E-mail Activity
To:
CC:
Subject:
Message:
Web sites of Interest to
Multifamily Professionals
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What will you be able to utilize
from today’s session when you
return to you community?
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Leasing and the Internet
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