ILS sites are often used by most multifamily communities to display apartment units for rent that prospective renters research online. While they're a marketing tool to bring renters through the door, they also increase a community's visibility and enable leasing agents to seamlessly handle inbound traffic from online traffic and phone calls. Similar to ILS sites, many apartment locating companies bring actively interested tenants to communities that are pre-screened and ready to tour a property and potentially sign a lease.

Apartment locating companies play an important role in connecting potential tenants with their dream apartment similar to how an ILS provides online leads for an apartment community looking for tenants. How ILS sites are paid for referral traffic versus local apartment locators involving issues of compensation – whether it's accompanying clients on a property view or simply sending them out on their own – is a hot topic in the industry.

In this article, we'll explore benefits of utilizing verified apartment locators and we'll also look at why there's a case to pay apartment locators the same regardless if they "escort" or "send" a client.

Apartment Locators and Property Tours:

1. Enhanced Customer Experience

When apartment locators accompany clients to property viewings, it provides a personalized experience because they are working with a licensed real estate agent that has pre-screened that client for the community they are touring. Clients receive guidance, valuable insights, and immediate answers to their queries, fostering a positive and engaging experience which may lead to a stronger relationship with the apartment community and it's on-site staff.

2. Building Trust and Rapport

Face-to-face interactions build trust between the client and the apartment locator. This trust can be crucial in the decision-making process, as clients are more likely to rely on the advice and recommendations of someone they've met in person that has local knowledge of the neighborhood and brings a 3rd party perspective of apartment community.

3. Real-time Problem Solving

Accompanying clients allows apartment locators to address concerns or objections on the spot with or without the assistance of on-site leasing agents. Immediate problem-solving enhances client satisfaction and increases the likelihood of a successful lease agreement.

A Changing Landscape in Apartment Locating:

Accompanying clients to view multiple properties can be time-consuming for apartment locators since they must invest additional time and effort, reducing the number of clients they can assist and potentially affecting their overall earnings. In addition, leasing agents have to contend with a 3rd party that may prohibit them from working at what they do best. While escorting clients may have been a common practice in the industry, defining why a community pays a smaller amount for "sending" clients versus "escorting" them is something that is changing industry wide with the advent of technology and it's impact on how renters find apartments.

It's possible that property management companies may have become overly reliant on apartment locators for accompanied viewings, especially if aren't actively utilizing ILS websites, potentially limiting the scope of independent client interactions for leasing staff to engage potential renters. Paying apartment locators the same amount, whether they escort clients or send them independently, ensures fair compensation for the service provided at a time when many locators are working from home or conducting Zoom calls with clients moving to the area. It acknowledges the effort involved in matching clients with suitable properties, irrespective of the level of involvement.

Property management companies should consider that clients have varied preferences. Some may prefer independent viewings with just the leasing staff on site, while others value the assistance of an apartment locator in person accompanying them on tour. Equal payment for "escorting" or "sending" clients promotes flexibility, allowing locators to cater to diverse client needs.

In the complex landscape of apartment locating, the decision to pay differently based on service levels should be carefully weighed against the positives and negatives. Striking a balance between compensating for personalized service and promoting efficiency can lead to a fair and effective partnership between property management companies and apartment locators. Ultimately, recognizing the value of their expertise and providing equal compensation demonstrates a commitment to fostering a collaborative and mutually beneficial relationship.