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Chatbots are a complicated solution to a simple problem

A growing number of apartment communities are opting for a complicated solution to a simple problem and driving away qualified renters in the process.

The problem: how best to provide answers to frequently asked questions to prospective renters.

The simple solution: feature a comprehensive FAQ page on your community's website. Prospective renters can quickly scan the questions and find answers. Include information about current specials, rent ranges and availability, links to pre-recorded video tours and other touring options.

Bonus: you can post your questions and answers to your Google Business Profile, enhance its visibility in search, and drive more pre-qualified renters to your website.

The complicated solution: surface an AI-driven "virtual leasing agent" chatbot on your home page. Many renters will leave rather than surrender their email address to engage with the chatbot. They don't want to be subjected to a "lead nurturing" drip marketing campaign. Other renters will find the chat to be time-consuming, unresponsive and annoying.

You're likely to spend more time training the chatbot to provide relevant answers than is warranted by the results.

Bonus: You incur ongoing fees to use the chatbot. Your vendor gets the bonus. 

The take-away: apply actual intelligence to problems before considering AI solutions.