How do you respond to email inquiries?

Hello everyone!

I am currently re-working my properties email templates and would like to get some opinions. Our community is just under 3 years old and we have been using the same email response since our pre-leasing days. Because of this, we are ready to spice things up and make some changes! Currently, our leasing staff have several templates to send in response to an email inquiry. The responses discuss the “perks” of our community and asks the resident several important questions such as.. what size apartment they would prefer and how soon they would like to move.

Because we are the only true luxury apartment community in our area, I was curious as to how comparable communities respond to email requests for apartment information. Over a few days, I’ve sent several “requests for info” via Apartment Guide and Apartments.com to communities like mine but in different markets. To put it mildly, I was shocked to see the responses. The emails were plagued with typos, weird spacing, incorrect grammar and even several that misspelled my name. Honestly, the thing that shocked me the most was the length of the emails. Many of them, when copied and pasted into a word document (size 12 font) and printed, were between 1 full to 1 ½ pages. While they were very informative, the majority of them listed every single amenity, details on available units with exact location and pricing. One even asked me a total of 7 questions that were separated by bullet points.

I understand the point of showcasing your most desirable features to hook someone’s interest, but it begs the question... “Do you really want to give it all away in the initial email?” Isn’t it better to give them the highlights and start a dialog by asking one or two questions? This way it opens you up for move conversation. Right?!

I would love to hear your opinions of what should be in the initial email response and what should be left for later emails or, even better, an in-person property tour. I'm also curious to know if your onsite staff writes these emails or is a template created from your corporate office?

Any and all suggestions or examples are welcome!

In the past I have also emailed some of our competitors and found the same errors as you did. I also found that about 80% of properties either did not reply at all or replied days if not a week later. This made me realize that setting yourself apart with a great email sent in a timely matter really will make a difference. Here we have a basic template but our leasing staff personalizes it based off of the needs and questions asked by the prospect.
I agree, I feel as though your email should highlight some of the basics and get the prospect in to your property so you can really wow them. The point of our email is to get the prospect in to the property.

A full page or more? Good golly...

1. First and foremost, make sure you answer whatever questions were asked. And make sure your answers were clear and to the point. If someone wants to know about pricing and availability, a vague answer or no answer with an invitation to stop in to get the answer may very well drive them elsewhere.

2. Highlight features AND BENEFITS. Don't just tell them what you have, but how it serves to make their life better.

3. Include a few pictures. Do not include all 38 you included in your ad... but enough to remind them why they emailed in the first place.

4. Respond quickly, within a few hours if possible or no less than 24. And, as always, follow up!

Personally, I always recommend a short reponse that answers any questions, invites them in and asks for a response. Most renters these days are checking email on their phone... They want answers and they want them now! Short, sweet, and conversational is my suggestion.

Example: "Hi Amber, thanks for reaching out! We have a great 2 bedroom apartment available next week, its on the first floor and a short walk from your covered parking. I'd love to show you around, can you stop by today for a tour?

Talk to you soon,
Michelle"

I agree with Michelle ... keep it short and personalized.

You already should have the information they submitted in the form (size, price range, preferred move-in, etc.) – repeat that back to show that you're paying attention and not asking questions you already have the answer to.

We see a 78% increase in response rate when you ask a question that isn't related to scheduling an appointment. Try to focus on helping them with their search first. This first email should be automated, too (which *does not* have to mean impersonal), to make sure you're responding as quickly as possible. That makes a huge difference.

As far as the rest of the information you want to share, that's exactly the purpose of lead nurturing emails. Instead of feature-vomiting all over the prospect's inbox, split that message up into a series of emails that can be delivered over the course of the next week or so. Use those individual emails to bring prospects back into your website, show them video tours, showcase your high ratings & reviews, or spotlight your best social media channels.

While everyone else is sending one huge ugly email that immediately gets deleted, you'll be contacting the prospect multiple times, gradually building on the story they originally saw on your website.

Also, try tracking what the prospect is doing with your emails. Use your CRM or a tool like Sidekick or Streak to track opens, so you'll know when the prospect is opening your email and what you're next step should be. This also helps to prioritize the most-interested prospects, so you know who should be at the top of your follow-up list tomorrow.

Good luck, and keep us posted on where you end up with your refreshed copy!