- Call 888.655.5825 or Request A Consultation
In the multifamily industry, leads are invaluable. It’s critical to cultivate leads by engaging prospects, but then you need to manage them efficiently to keep your community thriving and occupied.
How do you make sure you’re getting the most out of the interest your community is generating?
Prioritize Your Leads
When you obtain a lead, the first step is to collect all the information you can about the prospect. From this data, you can prioritize your communication efforts based on two key factors:
- Urgency. Leads whose current leases are ending and whose needs match your unit’s availability should be actively pursued.
- Unit availability. When you have a prospect who needs a three-bedroom unit, for example, but you don’t have any vacancies of this type, you may need to put the lead on the back burner temporarily. However, you can continue to engage the prospect periodically to keep their interest, and you can reach out actively once you have an available unit that meets their requirements.
You should always try to contact any type of lead within 24 hours after they submit their information. Acknowledging a lead’s interest shows you are a community that cares and offers a positive first impression.
Use the Triple-Touch Approach
Because it can take multiple interactions with a brand for a lead to “buy” from you, you need to reach out to a hot lead through at least three channels (a combination of emails, texts and phone calls, for example). This is called the triple-touch approach. In the case of multifamily communities, your outreach can include a phone call about a rent special or a community event, an emailed copy of your monthly newsletter, or a texted invitation to tour your premises. (Always make sure the prospect has opted in to receive communications from you for each channel that you wish to use.)
Segmentation
As noted above, good residential lead management utilizes categorization based on priority and urgency. You may need to divide your incoming leads into subsets to personalize your marketing efforts and improve their effectiveness. Through segmentation, you can send your hot leads more direct communications that appeal to their unique stage in the buyer’s journey while continuing to engage less urgent leads as well.
Organizing Your Leads
Having a digital system through which you can acquire information and organize lead data can go a long way toward making property management easier. Lead acquisition and management software can collect critical details for you like how many properties the prospect has looked at online or how many other leads they have submitted. With the right software, you can collect more relevant data and stay organized wherever you go.
Conclusion
Inbound lead management requires intentionality in order to be effective. By properly segmenting your leads, you can maximize your marketing efforts through the triple-touch approach. Operations are simplified even further when you use convenient lead management software that makes sure the most important data is organized and always at your fingertips.
