High Tech and Higher Touch: The Evolution of Leasing

Have you noticed the new branding at McDonalds includes touch screens inside the restaurant? One may think the idea of a self-ordering system is about reducing employee costs and increasing NOI, but it actually is driven by the desire to focus on the customer’s experience. According to a Business Insider article, “A recent MSN poll suggests that most Americans prefer cashiers over automated kiosks. But automated ordering can help wait times and improve order accuracy, and it doesn't negatively affect labor as much as some think.” The challenge for McDonalds is many consumers believe mobile ordering and kiosks have arrived to take away jobs, ultimately saving money, however that simply isn’t true. McDonald’s is reallocating labor to other parts of the business and is meeting the demand of the consumer on their wants and needs through a remarkable customer experience.

Our industry is not much different. With the chatter about self-guided tours and other technology, the fear that leasing jobs will be eliminated is just not practical. Self-guided tours allow leasing agents to free up some of their time from phone tag, emails and setting up appointments. In addition, they allow prospects to not feel rushed when touring. Embracing this new technology must also come with the knowledge there is no replacement for human interactions as choosing a home is an emotional and important decision. According to our 2019 Online Renter Study, the perception of quality customer service is ranked #2 in importance regarding the leasing decision, which lets us know elimination of leasing jobs will not be a thing of the future. Self-guided tours allow us to better customize a prospects experience, ultimately complimenting the onsite team’s quality customer service.

Whether the prospect tours during or after office hours, it’s important to meet the preference of that prospect. If a self-guided tour is preferred leasing agents will still have the opportunity to connect before and after the tour. Perhaps the prospect tours afterhours, and the follow up now looks a bit different than a traditional email, call or text.

Combining technology and the customer experience is a tricky balance. In 2015, renters rated the importance of a community’s commitment to technology (specifically technology to enhance communication, service and experience) a 4.03, by 2019 the importance grew to 4.14.    Because we are in a business that is people driven, we cannot let the evolution of technology substitute for human interaction. Renter’s questions and concerns will always need someone to assist them, only people are capable of empathy and can handle complex concerns and solve renter’s problems. Again, the challenge is creating a strategy that accommodates both.

When a renter reaches out to have a conversation, whether it is because they want a self-guided tour or a traditional one, it’s an opportunity for the community’s team to shine! The more a community welcomes new technology, the brighter the light will shine in the interaction a renter has with the staff. We must look at the traditional role of a leasing agent and view the new technology as an evolution not an elimination to keep up with the changing preferences of renters.

- Featured on MultifamilyInsiders.com

How and Why You Should Respond to Negative and Positive Online Reviews

Because teams tend to focus on damage control when it comes to negative reviews, responding to positive reviews are often sidelined.  After all, responding to positive feedback is often sidelined as many times the focus is on damage control for negative reviews. How many times has an ecstatic review gone viral?

Whether renters are reading a positive or a negative review, responses surely have an impact. 52.3% of prospects feel communities have great customer service and 50.6% of prospects feel communities really care about their residents, according to our 2017 Online Renter Study.

Although the reviewer may not return back to read a community’s response, the benefits to responding to reviews is twofold. A thoughtful, engaged and authentic response will attract new renters as well as boost retention rates which can have a profound effect on the community’s bottom line.

Follow these 4 simple steps to craft a well-rounded response

STEP 1 – Examine

·        Read the review in its entirety and alert team members of any possible areas of improvement or areas of success.

STEP 2 – Acknowledge

·        Pinpoint areas in the review to acknowledge. Address the issues specifically and avoid any canned responses.

STEP 3 – Market

·        Look for marketing opportunities to reiterate in the review response. Remember people will be reading your responses for year years to come – don’t miss out on a chance to promote your community.

STEP 4 – Respond

·        Respond to the review authentically and honestly. Leaving your name and contact information in the response.  Not just “Community Manager”. Follow the guidelines for a positive and negative review below.

o   Positive Review: 30% acknowledge / 70% market

o   Negative Review: 70% acknowledge / 30% market

Responding to reviews in a timely manner is important. It directly reflects a community’s customer service.  A response to a residents review demonstrates you value their time and appreciate feedback.  Establishing an expectation of response between your team can help create trust with your residents. For example: “All positive reviews must be responded to within 1 day and negative reviews within 2 hours.”

Think about how you would respond in person to a compliment or a complaint. Acting as graciously on review sites as you would face to face builds trust and real relationships no matter if the review is positive or negative.

-Featured on MultiFamilyInsiders.com