Property management chatbots have been a hot topic lately, especially for multifamily rentals. A chatbot can meet renters’ increasing demands for digital communication and capture more leasing opportunities, but only if it’s used wisely. First, we’ll talk about why you should consider “hiring” a chatbot if you don’t have one on staff already. Then, we’ll show you three things your apartment rental chatbot should be able to do. Finally, watch a short video to get chatbot tips from expert marketer Drew Davis, who spent months talking to chatbots in different industries to see what works and what doesn’t. Why a chatbot? Employing a chatbot as part of your customer experience team can ensure you never miss an incoming leasing opportunity, day or night, and it frees up onsite staff to focus on assisting applicants and residents. If you don’t have a chatbot yet, you’re probably losing leases to competitors that do. That’s because customers expect instant and accurate answers to their questions. They hate waiting. In fact, in a survey on response times that included more than 3,000 customers, 88% of respondents expected a response within an hour, with 33% of them saying they expect an answer in 15 minutes or less. Is that realistic for your agents, especially when you factor in after-hours contacts? Probably not. That’s where a chatbot comes in handy. But do people really want to talk to a bot? Recent data says they do. The 2020 NMHC/Kingsley Apartment Resident Preferences Report found that 48% of renters say they would use a chatbot in their next rental search. That number is anticipated to grow as chatbot adoption becomes increasingly common across multiple industries. A 2019 report by Chatbots Life predicts that chatbots will handle 85% of human interactions online within...
Reputation Management
5 Ways to Stay on Top
In the age of online everything, it takes a lot more than a good website to stay on top. Ratings and reviews are the new “word of mouth” for multifamily properties, so it’s critical to proactively monitor and protect your online reputation. Here are five reputation management strategies to make sure your communities get the attention of potential renters for all the right reasons. Claim your local listings and review profiles No, we don’t mean your vacancy listings. Local listings refer to every mention of your business on the web. According to BrightLocal’s 2019 Local Consumer Review Survey, 90% of consumers used the internet to find a local business in the last year, with 33% looking one up every day, so claiming your online listings and review profiles are more important than ever. To appear in local results for searches like “apartments for rent in [your city],” you must make sure your business name, address and phone number are consistent across every website. This is sometimes referred to as your NAP (Name/Address/Phone). In an article for Marketing Land, research director Pamela Parker asserts, “It is critical to claim your local listings by providing accurate information to search engines and online directories (namely Google, Facebook, Apple Maps, Bing and Yelp) … Claiming your listings also gives the site publisher a direct, verified relationship with your organization. It establishes your brand as the listing’s owner and gives you control over all content and updates.” It’s important to remember that claiming your listings isn’t something you do just once. You should schedule annual or biannual audits to make sure your business profile remains up to date — and that no one has added inaccurate information. Ask for reviews If you’re listed on a review site, but don’t have any reviews, potential renters will likely pass you over for a competitor with more and better ratings. BrightLocal found that the average consumer reads 10 reviews before trusting a business and visiting your website. But incentivizing reviews is frowned upon by the big players, like Google and Yelp, and most consumers say they can spot a fake review. So how can you get more authentic, positive reviews more quickly? Award-winning marketer Drew Davis shares the secret in this episode of Moments of Genius. Reply to reviews We’ve all been told that we should reply to every review. But does anyone read your responses? In a word: yes. The same BrightLocal consumer review survey discovered that 97% of people read businesses’ responses to reviews. While it’s nice to respond to positive reviews, renters are looking closely to see how you respond to negative reviews. Are you aware of the issue? Did you try to resolve the conflict or offer a solution? No matter how inaccurate or unfair you feel the review is, it’s important to show empathy. Read more tips for responding to negative reviews. Monitor the competition Ever wondered what people think about the competition? Now it’s easy to find out and see how you stack up. Read competitor reviews to see what renters like and don’t like about their properties. Then, use that information to level the playing field or even get ahead. For example, if you find out that renters love the neighboring property’s amenities but don’t feel a sense of community, you may want to update your website to highlight those elements. You could add amenity photos and pictures of community events as well as a calendar showing virtual and in-person activities available to your residents. Analyze customer sentiment While reading (and responding) to every review is key, it’s also important to keep an eye on the big picture. Gathering feedback in the form of online reviews is pointless if you’re not analyzing customer sentiment to strategically promote change. Sentiment analysis often goes beyond star ratings to identify specific keywords that with positive and negative connotations, giving you more insight into...
5 Happy Moments
Better timing = better reviews
Want better ratings and reviews for your properties? Take the advice of award-winning marketing expert Drew Davis and create moments of inspiration (MOI) for your renters. “If we want better ROI, we need to focus on MOI,” said Davis. “Meaningful micromoments define your experience, differentiate your service and truly build your brand.” In episode 5 of Moments of Genius, he tells property teams to ask themselves, “When is our afterparty glow moment?” Put another way, when are your residents most likely to be happy about the place they call home? Because that’s the perfect time to ask for a positive property review. If you haven’t seen the episode yet, watch it now. Then keep reading to discover five ideal times to ask residents to share a review — as well as a few surprising moments when you should put the request on hold. Picking up the keys In most cases, few things are more exciting than picking up the keys to a new apartment. It’s a fresh start, a new opportunity to create the home of your dreams. Amplify that feeling by giving your new renter a welcome gift and asking if they want their picture taken holding the keys. Follow up the next day to make sure everything in their apartment is working as expected and then, after they’ve settled in, ask for a review of their move-in experience. Getting an appliance fixed You know what’s not fun? Having a broken appliance. But do you know what’s amazing? When that broken washer, oven or garbage disposal is working again! If your maintenance team is doing an awesome job of following-up on maintenance requests (especially right now, with people spending more time at home due to the coronavirus pandemic), be sure to ask for...
