That maximizes not only CRM impact, but boosts lease conversions, and it delivers more qualified leads to onsite teams. With automation in place, 100 percent of customers hear back with personalized follow-ups developed with CRM data gathered from the guest cards. When they get a quick response with continued communication, it shows them we care for them as a resident and makes their decision to lease there much easier.”Īccording to data from Nurture Boss, only 55 percent of customers hear back from an apartment community they contacted for more information. “When a customer doesn’t get a call or an email back, the lead dies, and that’s not good for either party. “Customers often send information requests to five or seven different communities and hear back from only one or two,” Staciokas said. This functionality has been revolutionary for the modern apartment search experience. This is difficult for leasing teams to do manually when there is such an influx in online leads from different platforms. One lead can be extremely important when you think about the true value of the property.”ĬRM integrations like automation and setting up marketing-based triggers also provide consistent, timely follow-up communication for all customers. We show them the reporting on how much leads and leases cost and how it actually impacts the overall value of the community. “It really comes down to discipline and accountability and making sure leasing teams understand the importance of every single lead they receive. “Lead and conversion tracking has to become part of the day-to-day and it’s important to hold team members accountable to the process,” Staciokas said. When synced with a CRM, automation tools and AI chatbots aggregate guest card information so leasing teams are set up to analyze lead sources and data around successful conversions. Guest cards are often closed after two or three touchpoints, but automation offers a much more engaging eight to 12 touchpoints, and without getting the leasing team involved. Then we can focus the automation on the sources that are actually converting to leases.”Īutomation provides the necessary touchpoints customers of today need, and the touchpoints are delivered consistently. “Coupling a CRM with automation efforts and looking at which sources are truly driving conversions helps us adjust the spend so more money can be allocated to those sources. “We always talk about the different touchpoints in the customer journey and being able to attribute where all that traffic is coming from,” Staciokas said. Leasing teams get a key snapshot into where leads are coming from and what’s truly driving lease conversions. Once thought of as something that would replace leasing teams, automation and AI chatbots have proven to be supplemental tools that help leasing teams execute their jobs more effectively and efficiently. More and more operators have started integrating automation and artificial intelligence (AI) chatbots into their CRMs to enhance multitouch attribution efforts. Tracking and Optimizing the Customer Journey While CRMs have become an invaluable tool, many operators are now experimenting with new ways to maximize its impact. Multifamily has transformed into a data-driven industry, and CRMs provide the necessary data and reporting functionality to glean that highly coveted competitive advantage and optimize conversion rates. “In this industry, we really need transparency into all the sources we’re tracking and insight to make the best decisions.” “We need to understand what’s actually working, what’s converting traffic and what we can either amplify because it’s working, or scale back because it’s not providing the conversions we want,” said Jennifer Staciokas, executive managing director of property management at Western Wealth. CRMs are the leasing professional’s main tool, and without one, companies lose a vital piece of effective data-driven leasing and customer service. Apartment operators have recently started tapping into the true potential of CRMs and how to further operationalize their systems in a new age of leasing. CRM use in multifamily skyrocketed as the “PropTech” boom launched multifamily into a new era of technology and software solutions for virtual and self-service leasing.
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