Emails can be valuable tools that convert prospects and build loyalty with existing residents. Below are seven emails that every leasing agent should send. Emails for prospects Prospects want to feel courted. They also expect information that anticipates their questions and interests. These three emails hit the spot, helping to forge the relationship between leasing agents and prospects. Automated (Yet Personalized) Introduction Email This important communication serves three purposes. It satisfies prospects’ expectation to receive prompt responses. Secondly, it lets prospects know that you received their inquiry or that you recall your encounter with them. Lastly, it gives them a way to contact you simply by responding to an email. Availability Updates Let your newly available units shine with a showcase email. Be sure to include high quality images and descriptions with plenty of personality. End each listing with a call to action such as “Schedule a Tour” or an option to see similar units. Just Leased Updates Remind your prospects that your property is a desirable place to live and that units are going fast! Consider including the number of days the unit was on the market, particularly if it’s less than three. This is a great incentive for prospects who are on the fence. Emails for residents Renewing a lease costs less than turning a unit, so use emails to build resident loyalty! These three emails reinforce the residents’ bond and promote higher occupancy. Property Newsletter Inform your residents of exciting value-add events for families and perks for pet owners. Such events keep your residents engaged in the community, which increases perceived value. The newsletter is also a fantastic way to notify residents of upcoming maintenance and upgrades to the property. Show your residents that you’re proactively invested in the quality of...

Many states do not require landlords to specify a reason for lease non-renewals. It is in your best interest, however, to have a well-documented reason for not renewing a resident’s lease. Here’s why. Keep Fair Housing Fair Fair Housing laws forbid non-renewals based upon discrimination or retaliation. You likely know this from your new-hire orientation, but here is a quick review of why it matters now: Discrimination: You cannot treat residents differently based upon their race, ethnicity, family status, ability level, sexual orientation, or any other protect class group. Your resident’s rambunctious kids are not a sound reason for lease non-renewal. Retaliation: You cannot treat residents differently because the residents assert their rights in any capacity. Residents always retain their legal rights. For example, if a resident issues a complaint about your property to a government agency and, subsequently, you opt not to renew the lease, you may face legal action. Thorough documentation prior to a lease non-renewal provides clarity for both landlords and residents. You can minimize claims of discrimination or retaliation when there are time- and date-verified correspondences of your concerns. Documentation Best Practices If peer complaints are your first indicator that a resident is a problem, document the complaints electronically. For example, if a resident calls with a noise complaint about a neighbor, write an email identifying the details of the complaint and send it to yourself. It’s beneficial to send a copy to the resident as well. (Your message does not need to contain the name of the person who issued the complaint.) Primarily, the resident may be unaware of the issue. Your message may stop the problem and prevent the costly turnover. The email also lets the resident know that you are tracking their non-conformity to the lease or...