Each apartment community has had its own set of unique challenges during the pandemic, but they’re relying on each other for advice when it comes to the next steps. Multifamily properties are creating phased reopening strategies; improving communication with their teams and residents, while making sure everyone stays safe; and deciding how they start to begin in-person apartment tours again. 

As part of our recent virtual panel, Reopening for In-Person Tours, we talked to three experts from multifamily property groups — Jamin Harkness, EVP and Partner for The Management Group, LLC; Heidi Jehlicka, Senior VP of Marketing & Employee Development of Bainbridge Companies; and Steve Ostipow, Director of Marketing at Drucker + Falk, LLC — to share how they’re approaching life after lockdown.

Apartments Cautious about Reopening Fully

During the discussion May 21, 40% of property representatives who took our webinar poll said they’re still not sure when they’d be reopening the leasing office to the public and residents, while 25% said they already had. Rounding out to 10% each: Within the next week, within two weeks, within the next month, and more than a month.

Virtual, self-guided and video tours are still widely being used and will continue. Our panelists said many of their properties started out with cell phone video tours and used them on YouTube, on social media or their website to attract and engage prospects. Today, some are also using outside resources to shoot professional videos.

While the process has been slow to get started, some properties rolled out vendor partner self-guided tours that include lockboxes, but many just started offering these in May or will begin in June. Properties have offered these tours on a one-off basis when a prospect requested an actual tour, says Heidi Jehlicka of Bainbridge. Keys were left on a table or desk for pickup with no contact with the leasing staff. 

Jamin Harkness of The Management Group, says during self-guided tours, he recommends leaving snacks or drinks in the fridge and leaving a note to tell prospects to help themselves so they can picture themselves living there. Offer to speak to them on the phone during their tour if they prefer. If they don’t want you to talk to them during the tour, follow up the same day to ask them if they have any questions while it’s fresh in their minds.

The panelists agreed that leads who pick one of your tour options are higher quality because they’re further down the funnel and often ready to rent soon. They advise following up quickly with these rental prospects before they move onto another apartment website. They also said most prospects during COVID-19 have been open to looking at a video and making a decision to rent without seeing it in person.

Steve Ostipow of Drucker+Falk says your apartment website is your new front door. People will do their research and opt for video touring options before ever stepping foot on your property. Offer prospects options and keep your website up to date and engaging.

Next Steps for Apartment Communities

Panelists chatted about the importance of making your reopening a phased approach and it needs to be specific for each property. Even during Phase 2 reopening strategies, office doors to staff typically remain locked.

To make prospects feel safe, you must clean the models after each visit. Fogger systems can be used to disinfect leasing offices, models and amenity areas once a day. Another suggestion was to spread out self-guided tour visits, every other hour, for example, to give your service team time to clean the models. Place signage throughout the property reminding guests to maintain social distancing, wear masks and wash hands.

The pandemic continues to be a stressful time for everyone, including your residents. It’s important to try to show empathy. If you receive a bad review, feedback, email, etc., acknowledge the resident’s feelings and let him/her you’re there to listen. Take conversations offline as soon as possible and do a video or phone chat to resolve issues.

To help avoid conflicts, panelists say to communicate at least once a week or more often as needed with residents about changes to make sure everyone gets the same message. TMG prefers every Friday before noon. Communication is just as important with your staff. Consolidate internal messaging to teams so they don’t get too many emails. I.e. Operations/marketing/HR emails can be included into one e-newsletter.

Most importantly, your teams need to be ready to pivot and be nimble to unique renting situations that will occur. Be open, discuss how to handle different situations and lean on others in the apartment industry for advice and help.