There was a bit of a conversation yesterday on Twitter on lead tracking. Apparently there is a bit of a problem in keeping track of all traffic that comes to your property. The conversation helped validate a couple of key points for me. You can’t rely solely on technology to respond to leads and as Eric Brown pointed out if there is no incentive to input the data then they don’t do it.
Technology can be very useful in tracking all of your traffic but the point is you have to use it. Property management software and lead tracking companies help optimize data into a much easier format to make decisions with but there still needs to be a human driving the bus in order for any destination to be reached. Sometimes we can get very complacent with technology. What did you do before you had these options? Endless paperwork? Spreadsheets ten feet high?
Moving on to Eric’s point now, there needs to be much more than a policy. True you’re the boss and policies should typically not be questioned but there is always the buy in challenges whenever a team is asked to accomplish a task. Hanging out onsite a few times and running my own team for many years we hear the same old expressions: “I am too busy and I don’t have time”. This is where it needs to become more than just a policy. Get rid of the opportunity for excuses to hinder results.
Sometimes little visuals like the one here help a team get the overall picture. It’s all about current and future residents! However itneeds to go much further. What incentives are you providing? (Please comment below.) If you don’t have incentives necessarily at the very least does the team understand that by tracking data it helps with current and future occupancy? Policies are easy to write but can be a pain to implement. At Brainstorming sessions in September I was able to meet quite a few folks from CLK Multifamily Management who had won the trip to the sessions as a result of meeting their leasing goals. I was so happy for those team members and thought highly of their corporate individuals who implemented this.
Please share your thoughts on this in the comment section below. What are you doing to make sure data is entered and used to optimize occupancies? If you value the blog posts I write please think of subscribing so you don’t miss a post.
Written by Jonathan Saar