September 24, 2015
Are Your Marketing & Sales Strategies Effective?
Your marketing reflects your property and gives a strong indication of what it would be like to live there. So the question is: Do you want it to come across as responsive, attentive and up to date? Or are you taking the chance that you will be passed over in favour of competitors who make sure their marketing makes them—and their properties—as attractive as possible?
Having strong marketing and sales strategies are crucial to reaching and securing the renters you want. Websites, ads and print collateral are often the first point of contact for prospective renters, so it’s important to take the time to get it right.
If you’re wondering whether your marketing measures up, here are a few key questions you should ask; consider them the “Five Ares” to good marketing and sales.
1. Are You Web-Friendly?
In today’s connected world, approximately 90% of all inquiries are generated online. You can’t afford not to have a strong web presence. But showing up is only part of the picture; you need to put your best face forward, in a way that will appeal to the modern user. It’s critical that you have a sales-oriented, mobile friendly website. It should also feature photos or video walk-throughs—something eye-catching that will give prospective residents a sense of the good life waiting for them at your property.
2. Are Your Listings Current?
Keeping listings up-to-date sounds like a no-brainer, but ads are often spread across multiple ILS, from Craigslist to RentSeeker.ca. It can be hard to keep on top of them all. And you don’t want your property management teams spending all their time logging into multiple sites to keep listings current.
By implementing a solution that acts like a central content management system for ads, you can make the ILS component of your digital marketing strategy effortless. For instance, Property Vista’s solution is easily integrated with other solutions (like Yardi Voyager® for example), so property managers can log in, update ads and push them out from a central location—all with the click of a button. This updates all property listings, and associated floor plans and photos. Plus the system automatically removes leased rental units.
3. Are You Performing Ongoing Optimization?
If your ad isn’t performing well, take another look at the photos you’ve used, or see if there are errors or omissions in your copy or headline. Experiment with your ads by appealing to different audiences, depending on the location of the property or the demographics of the area. Remember that what works for a high-rise in the suburbs may not be effective for an urban garden townhouse.
4. Are You Paying Attention?
Ask prospective renters, “How did you hear about us?” That is the question that every online form should contain and all leasing agents should be trained to ask. Finding out how prospective renters learned about your available units helps you evaluate the return on your marketing investment and plan future strategies.
5. Are You Following Up?
The ad can be perfect, the unit impeccable, but if you don’t follow up, or follow-up is slow, it’s all for naught. Particularly if your leasing agents are still scribbling names down on pieces of paper, which can easily get lost or misplaced. It’s important to have a web-based solution to track and follow up with prospective renters. With Property Vista you can automate lead follow-up. Send text messages, voice calls, emails and more, based on any number of parameters.
Marketing and sales have the potential to raise your profile and attract the right residents for your property. Property Vista’s marketing modules require absolutely no coding or IT experience and you can update or customize your content anywhere, anytime from any browser-enabled device. From responsive, mobile-friendly websites to online applications, we have everything to help you drive your sales and marketing goals.
To learn more about how you can improve your strategy, sign up for your free account today or give us a call to learn more.