How to Collect Information From Prospects Earlier in the Leasing Journey

Your ad worked. Congratulations! Your prospect took the next step and visited your website to learn more about your community. Up until this point, the prospective resident is an anonymous data point. Your next move sets the tone for the entire prospect relationship and can influence the opportunities your onsite team has to fill vacancies.

In this stage, the goal is to engage the prospect enough for them to get in touch with your community to learn more. This is the tipping point where you either hook the prospect or lose them to another competitor.

At this point, the prospect is minimally invested. They aren’t ready to “Apply Now” and most aren’t likely to call you or walk-in for a tour.

The key to turning website visitors into identifiable leads is providing lower funnel engagement opportunities tailored to prospects’ varying communication preferences.

Here are a few ways you can learn more about the prospects browsing your site:

• Offer guided self-scheduled tours. Ask lead qualification questions when prospects go through the tour scheduling process.
• Gate self-guided virtual tours. Do you already offer on-demand virtual tours? Gate these experiences to learn more about the prospects watching your tours.
• Turn your offer into a lead magnet. Creating a sense of urgency entices website visitors to give you their lead information so they don’t miss out on an offer. In an internal study, our clients were able to increase their lead count by an average of 65% by deploying this strategy alone.
• Leverage EHO-friendly income qualification tools. Give prospects the opportunity to pre-qualify themselves while collecting relevant lead information for your onsite team. 
• Add a live chat feature to your site. When your leasing team is overwhelmed with inquiries after business hours, Live Chat can reduce the workload from your onsite team, while ensuring your leads receive a quick response. Live Chat can start off the initial conversation with leads, inquire about their housing needs and readiness to move, and pass this information to your onsite team.
• Promote click-to-text on your site to encourage prospects to text your community. While email is still a valuable way to communicate with prospects, text is even better. The response rate for text messages is higher than email. Building rapport through text communication allows the follow-up process to proceed quicker.

Determining a lead’s decision-making timeline, floorplan preferences, pricepoint, and lifestyle needs give the onsite team invaluable insights to personalize the sales process. For tips on how onsite teams can use this information to customize their outreach, check out this blog post.

Improving Your Lead Generation & Attribution with The Conversion Cloud

Give your marketing and sales team the technology they need to power personalized leasing experiences. The Conversion Cloud® is a lead generation and attribution platform that helps marketers transform anonymous website visitors into actionable leads. Since 2018, the platform has generated over 600,000 leads across 800 businesses.

The post Creating Personalized Leasing Experiences: Part 1 appeared first on Conversion Logix.

Today, we’re going to tell you how a San Jose lease-up community signed 48 leases in three months using an integrated digital advertising and lead generation strategy.

Over the past ten years, Conversion Logix has partnered with the nation’s biggest property management companies to generate leads, tours, and leases online. During this time, we’ve seen communities face the same challenges:

• Capturing the attention of apartment seekers in a competitive digital landscape
• Converting anonymous website visitors into high-intent leads 
• Nurturing prospects lower in the funnel
• Attributing leads to leases

In this case study, we’ll walk you through the steps we took to help a new property exceed their lead-to-lease targets and generate enough high-intent leads to sign 48 leases in three months.

An Integrated Strategy to Generate High-Intent Leads

Building awareness of a new community is the first step to helping a lease-up reach their occupancy goals. However, relying entirely on top-of-the-funnel marketing strategies can leave communities with a top-heavy approach that doesn’t translate to generating fast leasing results for onsite teams. Instead, the best lease-up strategies combine awareness-focused media campaigns with lower-of-the-funnel retargeting and leverage lead generation technology to engage leads throughout their leasing journey. This is exactly what we did to help the community in this case study.

To build awareness of the community and drive website traffic to the site, our media team ran a comprehensive advertising campaign across Google, Facebook, Instagram, Display, and YouTube.

The campaigns successfully captured attention driving 17,088 prospects to the community’s website.

We added three modules from our lead generation and attribution platform, The Conversion Cloud®, to the community’s website to engage prospects and collect their lead information. 

Our team diligently monitored and optimized the campaigns to achieve these results within three months:

• 3,895 website conversions 
• 383 high-intent leads
• Using the MatchBack feature in The Conversion Cloud, the community matched 48 of the leads to leases
• A 12.53% lead-to-lease conversion rate

The Advertising Strategy: A Detailed Look

Search Strategy

Out of all of the community’s marketing channels, search marketing drove the most website visitors to their site and converted the greatest number of prospects into leads. Our team of Google Ads specialists targeted non-brand, location-specific search terms, and brand search terms to ensure the community displayed at the top of the search engine results for relevant searches.

Display Awareness Strategy 

We designed a customized set of banner ads for the community’s Display campaign promoting their convenient location in San Jose and encouraging in-market prospects to visit the community’s website to schedule a tour.

Social Awareness Strategy

Our Paid Social team launched a Facebook Ads campaign targeting local apartment dwellers with a Facebook and Instagram feed ad and an Instagram Stories video ad. Throughout the social ad campaigns, the community promoted their specials, location, and a virtual tour video ad to help the community fill vacancies for a specific floor plan. 

Our video advertising team enhanced the community’s social awareness strategy through a YouTube ad campaign targeting apartment seekers who searched Google for apartments in the San Jose area. We weaved together a virtual tour video of the community with image assets of the property to bring the community to life at a time when apartment seekers were cautious about visiting in person, making viewers feel as if they are walking through the property.

Retargeting Strategy

To re-engage prospects who visited the community’s site early in their leasing journey, our advertising team nurtured interested prospects with retargeting ads across Display networks, Facebook, and Instagram. This ensured the community stayed top-of-mind throughout their prospects’ leasing journey, ultimately increasing the number of leads that converted into leases.

Converting Website Visitors into Leads: A Detailed Look 

The community’s lead generation strategy was critical to attributing marketing activities to leases. The Conversion Cloud modules made it easy for prospects to engage with the community and take action.

• Schedule Genie®: Real-time availability to schedule tours on the community’s website resulted in 227 tours.  37 of those tours went on to lease at the community. 
• Concession Manager: By promoting “Up to 8 Weeks Free” and “Take a 1-Bd Tour Now” in our promotion module, our team was able to capture lead information for 147 additional prospects, driving 18 leases. 
• Live Chat: Our 24/7 live chat agents converted 60 chat conversations into leads ultimately resulting in eight new leases. 

Three Key Takeaways

We hope you found value in learning how this lease-up leveraged digital advertising and lead generation technology to create a successful marketing strategy.

The post San Jose Lease-Up Attributes 48 Leases in Three Months to Integrated Lead Strategy appeared first on Conversion Logix.