Take a moment to think about your planned lease conversion process. What does it look like: a funnel or a flight map? The good old conversion funnel has been a standard marketing tool for decades. But today’s consumer behavior doesn’t follow the same old rules. Is your leasing strategy keeping up?
Here’s what’s happening: Renters today are more informed than ever. Research shows that consumers access, on average, 10.4 sources of information before making a purchase decision. That means that your renter is going to visit a number of property websites, ILS’s, social media, and more before ever considering making an appointment to view your property. They’re going to know all about pricing, amenities, and promotions for all of your competitors before they ever dial your number or drive to your office. The successful management company must have a plan to build their marketing impact over all of these impressions.