When renters are searching for their next property, your community isn’t the only one they’re viewing. This means you have a very limited window to capture these potential leads and convert them into actual leases.
But, don’t worry just yet, there are few tactics you can do right now to secure your next cohort of tenants and boost your overall lead conversion rates.
Offer Quick Response Times
Time is truly of the essence when it comes to responding to prospective residents. Whether you utilize an auto responder, answering service or an after-hours agent, it is important that all residents are addressed in a timely manner. So, what’s considered “timely?” According to the Harvard Business Review, those who respond to leads within the hour are seven times more likely to qualify the lead. Can’t make that one hour timeframe? Try to stay within the 2-hour response period when it comes to communicating with your leads. This will ensure that you stay top-of-mind throughout their search process.
Use Targeted Ads
Try to narrow your advertising as much as possible to your target renter. Utilize Google AdWords to attract attention by purchasing key phrases that relate to your prospects. Take advantage of location options so that you can tailor your campaign to those searching within your proximity. If your community offers a unique amenity, add these terms to your AdWords portfolio as well. If you’re leveraging internet listing services (ILS’s), include basic information like square footage, price and floorplans up front. Also consider beefing up your photos, which will allow you to disqualify those leads who ultimately will not be interested in your property for one reason or another.
Use your Website to Reel them in
Your website shouldn’t be viewed as just an informational source for your community, but rather another tool to help qualify prospective leads. When a prospect lands on your website, your goal is to ensure that they take action at that particular moment. This can include calling the leasing office, sending an email or even completing your site’s contact form. To do this, you’ll want to take advantage of compelling imagery, offer easy to find contact information, engaging videos and place price qualifiers throughout the site. We can’t forget about that “call-to-action.”
Tracking is Key
No matter which channels you use to secure your leads, you need to know the numbers behind them. Knowing this information will not only help you better understand your target renter, but provide you with a much clearer indication of where to direct the majority of your marketing expenditures. Install an analytics program on your website so that you can determine where the majority of your traffic is coming from. If you’ve invested in an ILS or AdWords account, make sure you review your click-through rates weekly. You can also purchase unique tracking phone numbers for each of your active marketing channels so that you can determine which medium produced the most action.
Rentbot can help.
Rentbot has a proven track record of delivering our customers more qualified leads and leases. At Rentbot, we understand that search engine optimization is an important part of lead conversion. That’s why each Rentbot site is carefully optimized so that it is highly searchable and will rank well in organic search engine results. In addition, your custom website will feature a mobile and responsive design so that your prospects can view your property on any device. It doesn’t get any better than that! Let Rentbot supplement your marketing efforts and turn your leads into leases much faster—we guarantee it!
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.