How Does a Multifamily CRM Improve Lead Management?
Customer relationship management software, or CRMs, are the fastest growing software solutions on the market across industries, and multifamily is no exception. A multifamily CRM helps increase conversion by streamlining the lead management process.
As a supplement to a high-quality property management software, a multifamily CRM creates a more personalized experience for prospects, helps teams manage leads more efficiently and gives property managers unparalleled access to customer data in real time. It improves lead flow, increases conversion and drives higher occupancy rates.
Here are five signs your company could benefit from a multifamily CRM.
1. You aren’t attracting enough leads to maintain occupancy levels
Move outs happen, of course, but if leads are down and it’s getting harder to keep your units consistently filled, you most likely need the power of a multifamily CRM to boost your efforts.
When coming up with a plan to increase conversion, start with the basics. Most leads come via apartment aggregator websites, but some companies struggle to keep their ILS listings updated. Before you even have a chance to wow prospects with your properties, out-of-date information or incomplete (Internet Listing Services) ILS listings for your property could be driving them away.
The best multifamily CRM will ensure that your ILS listings stand out on the best apartment aggregator sites, providing up-to-date and appealing details on availability, unit size, price and more. This can give prospects a strong first impression of your property and drive them to engage. From there, your CRM and your staff can get to work doing everything necessary to convert them.
2. You have duplicate prospect records
Inefficiency impacts your bottom line. Duplicate leads across multiple properties and misplaced data makes it hard to effectively engage prospects. If your competition is using modern CRM solutions to manage prospects while you use outdated systems, you may lose out on deals.
A multifamily CRM centralizes cross-property prospect records and allows you to efficiently manage leads across your portfolio. If you’re relying heavily on ILS listings, you may save money through more efficient sharing of leads across properties, reducing your cost per lead. This effectiveness also reduces prospect and team frustrations.
3. Leads sometimes fall through the cracks
Your leasing team is constantly being pulled in different directions. You need a solution to keep them focused. A multifamily CRM with a powerful dashboard alerts them to high priority prospects and activities ensures they follow up promptly.
Your brand is at stake. Consumers believe the pre-leasing experience your team delivers reflects the ongoing experience they will have as a resident. If they experience hassles before they sign, what will life be like when they live on your property? An integrated property management solution and multifamily CRM enable consistent streamlined experiences that residents have come to expect.
4. You aren’t automating communication
Being responsive is essential to keeping prosects engaged, but your team can’t be available 24/7. Automating communication through a multifamily CRM simplifies processes for your leasing team and shows prospects that you’re easy to work with.
More than 50 percent of tours are scheduled outside business hours. Leveraging a multifamily CRM that offers AI-powered chatbots on your website to engage your prospects at any time. While your team is serving other prospects or off the clock, a chatbot can engage website visitors, offer virtual tours, and schedule in-person tours.
Note that not all CRMs do this effectively. AI-powered chatbots that accurately interpret and respond in context to prospects are best equipped to get prospects the information they need to move to the next stage of the process.
Multifamily CRMs can also streamline other forms of communication. Consider a solution that automates email and SMS-triggered dialogues to respond to inquiries and further engage prospects. The best CRMs also offer click-to-dial and call-from-anywhere options, increasing team efficiency.
5. You aren’t sure how your lead sources are performing
Understanding where your leads originate ensures you’re allocating your marketing budget correctly. Without comprehensive lead and conversion data, you may be overspending on low-converting sources or underspending on high-converting sources.
A multifamily CRM tied to a robust property management platform provides clear marketing attribution reports to help you optimize your marketing investments. With complete data visibility, you can make confident budgeting decisions to maximize conversion.