Ten Tips to Improve Internet Responses

A fundamental part of the apartment leasing process is following up on internet leads. As communication continues to shift apartment leasing professionals need to be at the top of their game when it comes to follow up on internet leads. The way you respond to an internet lead is absolutely crucial to the leasing process. Your response needs to make that available apartment come alive. Mechelle Flowers the President of The Training Factor offers these ten helpful tips to improve your internet lead responses.

Ten Tips to Improve Internet Responses

1. Don’t send back a template response – it is a big turn off. They just came from your website so they don’t want a recap.92077733 300x199 Ten Tips to Improve Internet Responses

2. Ask questions to entice the prospect to communicate with you.

3. Actually answer the questions the prospect asks in their email.

4. Try to make a personal introduction/connection.

5. Use a creative subject line.

6. Use fluffy words to describe the “features” the prospect is interested in.

7. Speak in terms of benefits.. Example – Shopping is right around the corner which can trim hours off your busy schedule.

8. Keep the most important part of the email in the first 200 words.

9. Use urgent words… Let them know you don’t have many available.

10. Don’t rattle on and on about price, security deposit, pet fees, etc… They can discuss all that once they come in and complete the application.

When we bring on new clients to our program and launch their first mystery shopping campaign, can you guess what the average non response there is to internet leads? Approximately 25 % of internet leads do not even receive a response. Then there is the elapsed time it takes for the actual response. Speed of response is absolutely critical. When the email comes in, the lead is hot. The longer you wait to respond the colder it gets. Think of all your wasted marketing dollars when you review stats like these. You spend all this money driving traffic to your community but if your people aren’t coached and trained properly of what value is that?

When crafting your email you need to tell a story. You need to make the community come alive. Imagine that you are actually taking the prospect on a physical tour and put that conversation in your email. If I may add one little bonus tip to the apartment internet leasing process, make sure you spell the prospects name correctly. People typically get offended when they signed their name Bill in the email and you respond with: “Dear Bob”.

What tips can you share on how to be successful with apartment internet leasing? Please feel free to share them in the comment section below.

Written by Jonathan Saar

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About Jonathan Saar

Jonathan Saar is the Vice President of Marketing for The Training Factor. He also blogs on his personal website. You can follow along or contact Jonathan on Twitter via @JonathanSaar, Linkedin Jonathan Saar or on Google+.

  • Cynthia

    Jonathan – many of us that work with property management clients know just how hectic the pace is in the leasing office.  I will share these 10 tips with my property management clients — they will be a HUGE help and a gentle reminder.  Thanks!

  • http://www.thetrainingfactor.com/ Jonathan Saar

    Thanks Cynthia! I appreciate you taking the time to comment.

  • http://mbrewergroup.com mbrewer

    J – All great points. I especially like point number one. You are dead on yet so many companies out there, largely because of fear, template the response. 

    Hope your day rocks! 

  • http://www.thetrainingfactor.com/ Jonathan Saar

    Thanks for your thoughts sir.  That is why it is so critical to have a training and coaching program in place.  Fear is almost always present because there is a lack of knowledge and empowerment.  When that is removed it’s amazing to see those wings work and fly! I appreciate you taking the time to comment Mike. 

  • http://twitter.com/paulepetersen Paul Petersen

    Jonathan – Great Tips. I forwarded them onto all my on-site resident managers. Number 2 is so important make sure that you engage the contact and give them a call to action so they know what is next to move forward in the leasing process.

  • http://www.thetrainingfactor.com/ Jonathan Saar

    Paul thanks so much for your comment.  Little reminders like these really help solidify our daily process.  Training and reminders are so crucial since our days can get so busy but fundamentals are so necessary.  Thanks again sir!