National Apartment Association Education Institute Leasing and the Internet 1.

National Apartment Association Education Institute

Leasing and the Internet

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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% otherJ. 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. Millineums

2. GenerationX

3. Baby Boomers

4. 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.

This number represents the TOTAL number of leads you received at your office from your online advertisement.

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.

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.

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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

• 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, fax18

E-mail Etiquette1. 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

• 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

• To

• Carbon Copy (CC)

• Blind Copy (BCC)

• Subject

• Tools

• The Message

• E-mail signatures

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E-mail ActivityTo:

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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