By Lecia Anderson, Vice President of Operations, and Kortney Balas, Vice President of Technology and Business Process
For apartment operators who are eager to embrace new technologies, this is certainly an exciting time.
In recent years, property managers have optimized rental rates by adopting sophisticated revenue-management software, while outreach to prospects has been enhanced through the use of high-powered lead-management solutions.
Now, among other developments, operators are using technology to offer prospects self-guided tours and to assess the risk posed by an applicant’s pet and validate assistance animal accommodation requests. They’re also implementing mobile solutions to help their service techs do their jobs more efficiently.
Additionally, forward-thinking apartment companies are turning to mobile technology to provide better experiences for both leasing agents and prospects.
On the Go
At JVM, we equip our leasing agents with iPads that feature Power Pro, a mobile leasing app. That’s because we believe mobile leasing technology benefits operators in multiple ways.
To start with, it certainly makes it easier for leasing agents to conduct property tours with prospects. A mobile leasing solution can give associates instant access to pricing and floor plan information, eliminating the need for them to bring cumbersome binders full of that data on tour or to have to return with the prospect to the leasing office after the tour is over to look up the information.
Mobile leasing technology also allows leasing agents to collect information from prospects while touring a community instead of sitting in front of a desktop computer in the leasing office. This reduces the amount of time it takes a prospect to complete an onsite visit, which benefits both the prospect and associates.
Furthermore, a mobile solution can enable an agent to instantly send a prospect photos of amenities and community features that the prospective resident is particularly impressed by. This helps to ensure the property remains fresh in the prospect’s mind as they make their decision about where they want to live.
The Human Touch
At JVM, we are enthusiastic believers in the benefits of cutting-edge technology. But, even in this day and age, strong people skills remain absolutely critical.
Technology is streamlining the apartment shopping and application process, and in turn reducing the amount of face time leads have with leasing agents. But prospects still want to feel a rapport with a community’s associates. Agents still have to show real warmth and earn the trust of leads.
And, clearly, agents need to maintain those relationships with prospects once they become residents. Make no mistake: today’s renters love having technology at their disposal to do things like pay rent and make routine service requests. But when they are faced with an urgent situation, they will want to reach out to a community’s team members – and those team members need to be ready to demonstrate the compassion and warmth residents expect and deserve.
We are in the midst of an exciting new era in multifamily, and mobile leasing solutions are one of the reasons why. When they’re equipped with mobile technology and strong interpersonal skills, leasing agents can create truly great experiences for prospects.