How many Netflix movies or shows have you binged that would have never been on your radar if it weren’t for the personalized recommendations that show up every time you log in? Or, what about Amazon and the recommendations they serve you every time you visit their website based on a previous order?

The point is, that other verticals can help influence the multifamily industry and how we market, lease, and engage with prospective and current residents. So, what sparked this idea?

In case you missed it—Kristi Fickert, VP of Enterprise Growth, and Angie Lombardi, VP of Marketing at The Franklin Johnston Group hosted a webinar where they discussed why teams need to stop leasing new apartments with old strategies. Impressed by the number of takeaways, below are three of my favorite takeaways!

1. Use Personal Experiences and Apply It To Multifamily

Look outside of multifamily and follow other industry leaders or companies who are creating great personalized experiences, such as Netflix or Amazon. It doesn’t cost you anything to hit the “Follow” button. Other industry leaders, even outside of multifamily, may help you spark up an idea.

2. Automation is Important, but Personalization is More Important

Personalization is not just saying “Hi, [name].” You need to customize your automation to fit each prospect’s needs based on their behavior. Website heatmaps are known to help identify that!

3. Video Is Powerful

Customers want options, and incorporating personalized videos into the leasing process creates a more authentic and efficient process for the prospect – even if they do a tour in person.

I repeat... customers want options, similar to how you and I want Netflix to continue recommending us multiple movies and show options.