point with prospective residents who are told, “We reward our long-term residents!” He showcases this advantage by placing his Anniversary Gift Request Form on his website. “By offering residents an anniversary gift each year, it not only serves as a selling point to prospective residents, it increases resident retention of current residents,” says Tay- lor. “This form provides an online visible reminder to both prospective and current residents that long-term residents are rewarded each year.” The form allows potential residents to see that they’ll have their choice of upgrade and can submit a request months in advance. The property improvement will be scheduled shortly following the resident’s anniversary date – and the resident has something to look forward to. “The owner likewise can feel good that the anniversary gift was requested because, in essence, the resident is letting the owner know well in advance that the resident plans on staying for another year beyond the next anniversary date,” says Taylor. MAKE IT MOBILE-FRIENDLY “Tenants want to search for vacancies from their smart phone,” says Ron Garcia, principal broker of The Garcia Group, providing services in Oregon and Washington. Garcia is also a board member of the Rental Housing Alliance of Oregon. The everyday landlord may not realize many prospects are searching from their phone at a coffee bar, or scrolling through potential apartments when they’re standing in line at the grocery store. Garcia adds that owners of large rental pools or property managers need to take it one step beyond that and create their online presence using SEO key words. MORE ONLINE, LESS PAPER Provide robust online content such as screening applicants through your website. “We screen online - we do not use paper applications,” says Garcia. “That way, per Federal Housing guidelines, we can
determine which application comes in first and treat it fairly, instead of pitting one applicant against another.” Garcia is a proponent of providing full information on rental websites so applicants see they’ll have easy access to important information once they’re residents. Beyond the ability to apply online, explain who pays for which utilities, communicate move-in and -out procedures, share the background of the landlord and management and include a link where residents can initiate maintenance requests. “Also, provide up-to-date information on vacancies in a hot market,” adds Garcia. Other content can include floor plans and an interactive neighborhood map showing what’s nearby, such as restaurants, shopping and schools. TRACK YOUR TRAFFIC Chris Urso is managing partner of URS Capital Partners, based in New York. The company, which invests in apartment communities across several states, is serious about monitoring all its traffic on a weekly basis. “We’re tracking all of our traffic to see where it’s coming from and 95 percent of it is web-based – not just our website but all digital platforms collectively that we’re using,” says Urso. Urso says your company website and Craigslist should be the minimum number of platforms where prospects can find you. Whether content is on those sites, on apartments.com, or other platforms, synchronize your message, pictures and features so your communication is clear and consistent. Keep visitors engaged by showcasing a key selling point with a pop-up feature on the front page. For example, highlight renova- tions or a new pool and back those up with professional pictures to grab their attention. Ensure your prospects stay with a functional
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Susan Thomas Springer is a regular freelance contributor to Think Realty Magazine. Contact her at susan@susantspringer.com.
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