Apartment leasing is more competitive than ever. To stand out, leasing teams pair technology with personalized follow-up strategies to create meaningful connections with potential renters. From leveraging cutting-edge tech to refining communication practices, mastering the art of follow-up is the key to leasing apartments faster and building lasting relationships.
Here’s how to elevate your apartment management game and stay ahead in leasing.
Apartment Leasing Technology Trends
Today’s apartment renter expects tech-driven convenience at every touchpoint of the leasing process. Here are some of the most impactful technology trends reshaping apartment management today:
AI chatbots are revolutionizing the way leasing teams engage with potential renters. These bots deliver immediate answers to common questions, such as availability, amenities, or rental rates, making the leasing process seamless—even during off-hours.
mPro Tip: Use AI chatbots for efficiency, monitor their performance, and regularly customize their responses. Ensure they align with the inquiries and preferences of your unique audience to avoid generic, impersonal interactions.
Gone are the days when renters judged apartments only through scheduled in-person tours. Virtual and 3D tours allow renters to explore spaces at their convenience—without even stepping foot on the property.
mPro Tip: Make these tours easily accessible via your website and include interactive elements highlighting unique features, like natural lighting or pet-friendly amenities.
Integrated CRM (Customer Relationship Management) systems can manage every aspect of the leasing process, from tracking inquiries to automating follow-ups and signing leases digitally. But make certain this automation is personalized not with just a name but with information the leasing team was provided on a tour.
mPro Tip: Invest in a platform that offers and AI and analytics to analyze what’s working and where prospects might drop off.
Automated drip campaigns help leasing teams stay top of mind with prospects. These campaigns can provide tailored updates on apartment availability, special promotions, and community events. To provide a more personalized marketing approach, the campaigns should be established by move-in dates and type of renter.
mPro Tip: Balance automation with personalization. Use drip campaigns for consistent outreach but personalize specific touchpoints, such as post-tour follow-ups.
Today’s renters live on their phones. Mobile-friendly communication is non-negotiable, whether they’re scheduling a tour, reviewing a lease, or contacting your team.
mPro Tip: Optimize your online channels for mobile users and ensure communication, like text messaging, is part of your process.
Best Follow-up Practices for Leasing Teams
Leasing success isn’t just about showing apartments and answering leads—it’s about keeping prospective renters engaged and reassured throughout their decision-making process. Follow these best practices to elevate your follow-up strategy.
When a prospect reaches out, your response time makes all the difference. A quick follow-up reinforces your team’s attentiveness and commitment to service.
Action Step: Aim to follow up within a few hours of a tour or inquiry. Use AI-automated reminders to ensure no lead is missed, but craft those follow-ups with a human touch. If your competitors use the same AI system as your community, how do you stand out in your responses? Beware of your programming and scraping.
Generic emails and AI responses don’t cut it in the competitive market. Instead, craft follow-ups that reference past conversations or a renter’s specific needs.
Example Template:
“Hi [Name],
I enjoyed meeting you during your tour of [Community Name]! Based on your preference for open layouts, I think the [specific unit/floor plan] would be perfect for you. If you’d like to discuss more or schedule another visit or an assisted virtual tour to view the apartment again, please reach out!”
This personalized note shows you’re attentive to their individual preferences.
Follow-ups are a chance to stand out. Offer additional value by sharing useful resources and incentives, such as:
- Neighborhood Insights: Highlight nearby entertainment, dining, and public transport options.
- Moving Tips: Provide helpful checklists or recommendations for local movers.
- Exclusive Deals: Create urgency with limited-time discounts or waived fees.
Example: “Hi [Name], I know moving comes with a lot of planning and can be stressful, so I’ve attached a guide to all the best movers in the area. Also, don’t forget—our ‘Special or incentive’ expires next week!”
Sometimes, a phone call or email isn’t enough. Stand out from competitors by adding a creative flair to your follow-up.
- Handwritten Notes: Send thank-you cards after in-person tours.
- Video Messages: Record short, personalized videos summarizing why your community suits their lifestyle. My personal favorite is Loom. It's a fast, easy, and free tool!
- Exclusive Invitations: Invite prospects to community events like fitness events or BBQs to experience the community's vibe firsthand.
Drip campaigns and AI tools can be incredibly efficient but have limitations. Automated systems may misinterpret conversations or miss out on nuanced needs mentioned during tours.
Pro Tip: Work closely with your AI tools. Review and adjust automated messaging regularly to ensure accurate, personalized communication. AI systems are not a set-and-forget tool. They can learn bad habits, learn a trend, and then use it long after the trend is history and find false data. Provide the human touch.
Renters feel valued when you check in consistently—without being overbearing. Set reminders to follow up multiple times after their tour, ensuring they remain engaged throughout their decision-making process.
Leveraging Follow-up Strategies with and Without Automation
Whether using advanced tools or a manual approach, your follow-up system can make or break the leasing process. Here’s how to adapt to both scenarios:
Without AI/Automation:
- Assign each lead to specific team members for consistent communication.
- Use spreadsheets or CRM software to track prospects manually.
- Rely on team members to draft, personalize, and send follow-ups.
Key Challenge: Time-intensive, but personalization can be more genuine.
With AI/Automation:
- Use AI to handle repetitive tasks like scheduling and answering FAQ inquiries.
- Combine automated drip campaigns with manual follow-ups for high-priority leads.
- Regularly update AI tools with new templates, ensuring messaging aligns with current renter behavior.
Key Challenge: Over-reliance on AI can make follow-ups feel impersonal if not managed properly.
Final Thoughts
Mastering follow-up strategies and staying ahead of leasing technology trends can set your apartment community apart from the competition. Prompt communication, personalization, and value-driven touches build trust and improve conversion rates. By leveraging automation without losing the human touch, you’ll create lasting renter relationships that fill your properties with happy, long-term residents.
Are you curious how your current follow-up system measures up? Order the Renter Experience Report today! It’s the ultimate guide to analyzing both human and AI-powered leasing strategies.
