Prospects are Looking for an Apartment Hookup…

Most of apartment searches begin online, just like a lot of dating pursuits. Hey, isn't apartments.com our multifamily industry's version of match.com? Our online prospect is searching for an apartment hookup, right? Meanwhile, we put ourselves out there hoping that the apartment prospect is searching for a "meaningful relationship" that will lead to a long-term commitment…at our community!

Think like a renter. Your online advertising better be enticing to that future "date", the rental prospect.

Looking good! You have a lot of competition online. Your property has to be especially attractive. That always starts with the photos. Just like on Match, our potential date is first looking at our pictures! If there is no initial attraction, they will swipe and move to the next listing. Make sure the online focus begins with looking great. You know it's true…most relationships begin with good 'ole physical attraction.

Your Apartment Story - You seem great…nice photos! Now let me look a little closer. Where are you located?What can you offer that I will find compelling? Are you a new property? Maybe I like new. What about "green" or "local"? I'm not even sure what those terms mean but for some reason I think they're cool. The narrative you weave online is your story and draws me to your apartment community.

Your Response to the Rental Prospect - OK, I like what I see so I'm gonna take a chance on you, your community. I've had some crazy apartment relationships in the past so I am wary; a bit nervous about this initial contact. You better respond quick. Show that you genuinely want to meet soon. Call me right back so I can get some immediate gratification. And then ask questions about me, my needs, my desires in an apartment. That is what will make me want to meet you!

Leasing is the Act of Wooing Your Prospect to A Commitment

Just like a dating website, use your internet listing services and social media to attract prospects to your community. Craft your marketing and sales presentation to present an attractive, compelling, and interesting story. Finding a commitment online is not a new idea to most apartment seekers. Use the same concept to find more rental prospects.

Footnote: Actual dating sites are losing value as popularity drops.  Match Group & Bumble, which make up nearly the entire dating app industry market share, have lost $40 billion in market share since 2021.  79% of Gen Z report dating app burnout.  Could this trend impact online leasing?

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