Leasing Agent: Stand Out, Get Noticed! - Multifamily...

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©SatisFacts Research: Atlanta/Baltimore/Chicago/Dallas/Los Angeles Toll Free: 866.655.1490 Web: www.satisfacts.com Email: [email protected] 2 Leasing Agent: Stand Out, Get Noticed! The latest SatisFacts Index and “Getting Inside the Head of Today’s Online Renter” Study reveal the truth behind why residents renew or move out. Defend against the many surprisingly controllable issues! Conducted by: SatisFacts Research Doug Miller, Founder and President Jen Piccotti, SVP of Education and Consulting Services Lia Nicole Smith, VP of Education and Consulting Services

Transcript of Leasing Agent: Stand Out, Get Noticed! - Multifamily...

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Leasing Agent: Stand Out, Get Noticed! The latest SatisFacts Index and “Getting Inside the Head of Today’s Online Renter”

Study reveal the truth behind why residents renew or move out.

Defend against the many surprisingly controllable issues!

Conducted by: SatisFacts Research

Doug Miller, Founder and President

Jen Piccotti, SVP of Education and Consulting Services

Lia Nicole Smith, VP of Education and Consulting Services

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Tweet Along With Us

#RetReport

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Poll Time!

Have you participated in previous Retention Report sessions?

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– Purpose of Study:

• Determine % of prospect calls answered by property staff

• If not answered, % voice mail could be left; % of messages responded to, and time frame

• % of emails responded to, and time frame

• Compare performance vs. 2007 study results Real Page Leasing Agent Follow-Up Study, 2010

Leasing Office Response Study

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2007 Calls to Property

29.2% Answered by Leasing Staff

11.1% Answered by Other Employees

53% Answered by Machine or Service

6.7% Not Answered (Bad Number, Disconnected Number, No Answer, VM Full)

Source: SatisFacts Research (www.SatisFacts.com)

2010

43.2%

11%

37.7%

8.1%

Total calls answered on site increased from 40.03% to 54.2%

Number of unanswered calls increased

Calls to Property

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Assistant asked what the problem was when I asked to speak to leasing. Was put on hold after I explained interest in renting. She then came back and directed me to website. Spoke w/ leasing, who never heard of property. Gave me address of www.williamewood.com to look at properties. Voice mail message does not indicate the name of the property. Person who answered unsure if she was in leasing.

Sample Interviewer Notes

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2007 Returned Calls

25.9% Message received returned call

22.1% - Returned call within 48 hours

74.1% No returned call

Source: SatisFacts Research (www.SatisFacts.com)

2010

32.6%

16.8%

67.4%

Less than 1 in 5 prospect calls received a returned call within two days and… Two thirds of messages were not returned!

Returned Calls

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2010 Email Responses

21% Replied to Email in < 1 hour

5.3% Replies in 1 – 2 hours

10.5% Replied in 2 – 4 hours

5.3% Replied in 4 – 8 hours

10.5% Replied in 24 – 48 hours

Source: SatisFacts Research (www.SatisFacts.com)

Only 52.6% of email replies were received within 48 hours

Email Responses

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2010 Email Responses

21% Email was undeliverable

15.8% Email never received response

Source: SatisFacts Research (www.SatisFacts.com)

More than one in five emails sent were undeliverable

Nearly 16% of emails never responded to

Email Responses

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Questions SI

How likely are you to rent an apartment at this community in the next six

months? 3.37

Have you rented a new apartment at this community? 37%

Being courteous, friendly and professional 4.55

Asking questions to determine your needs 4.43

Adequately answering your questions 4.47

Information shared about the apartments 4.48

Information shared about the community’s amenities and services 4.50

Trying to help you find a home that met your specific needs 4.38

Their presentation overall 4.43

The appearance of the community 4.26

The appearance and features of the apartment home 4.13

The location of the community 4.19

The rent and value that you would receive for that price 3.57

Overall Satisfaction 4.23

The Unclosed Prospect

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First Impressions

Prospects are feeling good about their initial interaction with the office. • Prompt response to call or email

Courteous, professional, eager to help. Answers = credit points • The community with the best “credit” is

perceived as the better risk for the prospect. • What’s your credit score?

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LEASING CENTER

• Responsive • Friendly • Professional • Easily establishes

rapport • Determines needs • Knowledgeable • Helpful in finding

right home

ON THE TOUR

• Appearance of community

• Appearance of apartment home

• Apartment features

• Ease of doing business

• Value for rent asked

• Likeliness to rent

DECISION TIME

SCORES

SCORES

DROP D

ROP

What’s Preventing a 1st Visit Lease?

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Keep the Mojo Going

When the stage has been set for a stellar tour, back it up with an immaculate, move-in ready apartment home.

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The “Right” Way to Inspect

“Walk right” as the final rent-ready inspection. Enter the apartment and follow the wall to

the right: check paint, each fixture, outlet, switch, window covering, appliance, etc. until ending up back at the front door.

Take the move-in condition form to check out everything your resident will inspect at move-in.

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Keep the Mojo Going

Great initial communication

Impressive in-person experience

Establish “value”

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“Value” is More Than Money

• “How easy is it to be a resident here?”

• “Are service requests resolved completely the first time?”

• “Will I be kept in the loop or left in the

dark?”

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Easy Living

Community conveniences • Parking • Public transportation • Package acceptance

Online services • Rent payments • Service requests • Community classifieds

24/7 amenities • Laundry • Business Center • Fitness Center

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Quality Repairs

Speed of Service • Detailed description • Entered immediately into system

Quality of Service • Tools and materials on hand • Tech trained for most common requests • Courteous and professional • Clean up after request

Follow Up of Service • Call backs on completed service requests • Determining 1st time completion • Identifying additional requests

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Keep Residents “In The Know”

Delays in Service Requests • Standard process • Who is responsible?

Community Updates • Office hours • New policies/procedures

Communication Standard • Calls and emails received by 3pm = same day response • Calls and emails after 3pm = by 10am next business day • Resident calls/emails are top priority over prospects

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Prospect “FAQ” Flyer

3 Questions: 1. “How easy is it to be a resident here?”

2. “Are service requests resolved completely the first time?”

3. “Will I receive timely communication from the office?”

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Create Raving Fans

Thank you for taking the time to visit us here at Wildwood Crossing. Would you be willing to share your positive experience on our ratings page? If so, you can post your comments at

www.apartmentratings.com/wildwood-crossing-

apartments.html

We would greatly appreciate it!

Make it easy for them to

sing your praises!

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A Personalized Thank You

FREE video capture software

www.camstudio.org

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Everyone Knows Someone

We’re sad that we were unable to find you the perfect home with us. If you think we would be the perfect choice

for someone you know, please send them our way. And when they lease, we will gift you a:

Please keep us in mind for your future home needs! Wildwood Crossing Apartments

1234 Main Street Anytown, US 12345

555.123.4567 [email protected]

www.wildwoodcrossingapartments.com

Capitalize on every

opportunity. $50 Visa gift card

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Wrap-Up

• Don’t miss an opportunity to respond… quickly!

• Keep the positive 1st impression going • Demonstrate value beyond dollar • Give prospects what they want • Prospects are marketers too

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Online Renter eBook Now Available:

http://theonlinerenter.com

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Doug Miller, Founder and President, SatisFacts Since the mid 1980s Doug has been involved with the marketing, research and training functions for over one million units nationwide. Prior to starting his businesses in 1996, Miller was Director of Marketing for several national and regional property management firms including NMHC Top 50 Forest City Residential. Doug is the multifamily industry’s leading authority on resident satisfaction research and retention – surveying hundreds of thousands of residents nationally to determine what is impacting satisfaction and the likelihood to renew…and how to use this information to reduce controllable turnover. Miller received his BSBA from Washington University/St. Louis and MBA from The American University (DC).

Main: (866) 655-1490 x100 Cell: (410) 598-1400 Email: [email protected]

Jen Piccotti, SVP of Education and Consulting, SatisFacts Jen heads up client support for SatisFacts, including satisfaction survey action planning, productivity studies, quality assurance, process evaluations, and educational services. Jen has over a decade of resident loyalty and process efficiency experience, and is a multifamily industry veteran since 2000. A noted author and keynote speaker in the multifamily industry, and also named “quality assurance guru of multifamily” by CallSource, she has served as chair of the Service Quality Division for the American Society for Quality (ASQ), and has been MC for their Annual Service Quality Conference for several years running. Previously, Jen was Quality Manager for a property management company in Southern California where she oversaw the quality assurance program, including loyalty programs, work-time studies, process improvement initiatives, QA training and organizational communication. Jen received her BSBA from Boise State, and Master of Science - Quality Assurance from Cal State / Dominguez Hills.

Office: Main: (866) 655-1490 x110 Cell: (949) 677-3624 Email: [email protected]

Lia Nicole Smith, VP of Education and Consulting, SatisFacts Lia Smith has over fifteen years of experience in training, property management and marketing. Lia began her training career at Nextel Communications in 1996 where she was responsible for training over 1,000 Customer Care Representatives. After leaving Nextel in 2002, she embarked on a new career in property management as a Leasing Associate with Lincoln Property Company, and steadily moved up the ranks. Lia was able to merge the worlds of training and property management when in 2006 she became the Director of Training and Marketing at SPM Property Management, a 14,000+ unit portfolio; this included creating SPM Academy and a Learning Management System. She also developed and managed SPM’s resident feedback program, and was responsible for providing post-survey action planning support for property teams and management. Lia has presented at key industry events such as MultifamilyPro Brainstorming on topics related to developing the operational and service skills of onsite and executive level teams. Lia studied Graphic Design at Illinois State University.

Office: Main: (866) 655-1490 x111 Cell: (404) 944-0995 Email: [email protected]

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About the Speakers