Using Data to Create a Personalized Leasing Experience
It can be argued that the primary focus for multifamily organizations over the past five years has been to find ways to streamline the leasing process. It has proven to be a valuable pursuit, but that objective in itself leaves something on the table.
Modernized leasing processes provide immeasurable benefits for leasing teams by automating laborious procedures, but these processes don’t truly move the needle unless they allow the capability to customize for each prospect. Fortunately, the same technology that can simplify the leasing process can also be utilized to enhance the prospect experience.
In an instant-gratification consumer landscape, prospects will quickly move along if the application process—and leasing process, in general—becomes too painstaking. Here is a look at some of the ways the industry can apply technology to help individualize the prospect journey.
Digitally remember them
The need to fill out multiple forms largely consisting of the same information should be a thing of the past. Bidirectional integration technology is available that can digitally remember the prospect, allowing much of the information from the original lead form or leasing application to be auto populated into other channels. A prospect should not have to fill out multiple lead forms to get information from a community and then re-register from scratch for a self-tour. If a prospect is seeking a quick transition to a new home—and most likely they are—surrounding them with too much red tape might be a deal breaker.
Use data to drive the customer experience
Multifamily organizations have data but often……
Modernized leasing processes provide immeasurable benefits for leasing teams by automating laborious procedures, but these processes don’t truly move the needle unless they allow the capability to customize for each prospect. Fortunately, the same technology that can simplify the leasing process can also be utilized to enhance the prospect experience.
In an instant-gratification consumer landscape, prospects will quickly move along if the application process—and leasing process, in general—becomes too painstaking. Here is a look at some of the ways the industry can apply technology to help individualize the prospect journey.
Digitally remember them
The need to fill out multiple forms largely consisting of the same information should be a thing of the past. Bidirectional integration technology is available that can digitally remember the prospect, allowing much of the information from the original lead form or leasing application to be auto populated into other channels. A prospect should not have to fill out multiple lead forms to get information from a community and then re-register from scratch for a self-tour. If a prospect is seeking a quick transition to a new home—and most likely they are—surrounding them with too much red tape might be a deal breaker.
Use data to drive the customer experience
Multifamily organizations have data but often……