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While marketing efforts attract potential tenants and create a strong brand image for the company, leasing personnel and processes convert marketing-qualified leads into actual renters. Traditional internal communications allow these two teams to work together, but is there a better way for them to combine efforts to identify gaps and opportunities to work toward growth?
The answer is yes!
Marketing automation has been available to multifamily marketers for years, but property tours software is just starting to gain traction for leasing teams. Many either don’t know about it or understand how it can positively impact internal and external results.
Read on to learn three ways property tour technology can impact and improve marketing and leasing team collaboration and strategies.
Access to data is key for driving decisions for both marketers and leasing agents but without the use of tours-specific software, that data isn't often available, readable, or even reliable.
With the leasing team missing the key takeaways of their efforts, marketing won't get an idea of how well (or not!) their brand messaging and advertising is paying off.
Using a made-for-multifamily property tours app can vastly improve the synergy between marketing and leasing, by allowing leasing agents to see reliable data reports on per-property tour lead performance and communicate the weak areas to marketing. From there, marketing can further support specific properties by reviewing messaging, adding new advertising initiatives and looking at other ways to further engage prospects.
On the other hand, the data showing properties that are generating many tour requests and conversions will give all teams a better grasp on what is working within their combined marketing and leasing strategies.
Too often messaging gets muddled or miscommunicated when teams rely heavily on manual communications. When busy property managers or leasing agents are fielding many tour requests and questions by email and phone - the goal ends up being to just get them info as quickly as possible. When this happens, the marketing-led messaging gets lost and the process of nurturing a tour lead is scattered.
Tour technology can provide an easy and low-touch solution to this. Auto-response email templates can be set up to provide consistent tour messaging to prospects based on their stage in the leasing funnel. From lead to conversion, you can provide the right message, and send links to marketing nurturing collateral, forms or surveys, all within an automated process!
In order for marketing and leasing personnel to be truly synced, it's important that the information shared from property tours is not only real-time and reliable but accessible to all and easy to find. No more information silos!
Logging into one tour app account to get all of the necessary information, ensures that everyone is kept on the 'same page'. This creates a great foundation for kicking off conversations between the two departments, as everyone can be prepared with the same info from the get-go, to help make timely, data-driven decisions.
Marketing efforts and rental leasing efforts are deeply intertwined and play a critical role in the success of any multifamily property portfolio. By utilizing property tour technology to create a cohesive and transparent environment for marketers and leasing teams, it’s easier than ever to effectively attract and convert potential tenants, grow the business, and provide meaningful ROI information to owners and investors.
Want to know more about efficient and effective property tour tech? Check out our newest addition to the Rentsync Platform: Rentsync Tours!
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