Throughout the leasing process, from lead generation to signing or closing out the lead, there will be several touch points that require technological or human action. The trick is to strike the right balance and use each one at the appropriate time.

Human interaction is still a vital part of most customers’ leasing experience. Too much technology takes away the personal touch that many still desire and can push prospects to look elsewhere. However, there’s only so much your leasing associates can accomplish. Too much reliance on personal communication risks someone being overlooked by overwhelmed leasing agents.

 There are generally five ways that you can communicate with your prospects — automated text, automated email, personal text, personal email or personal phone call. In today’s world, a prospect’s communication preferences will likely differ. Some leads prefer all texts and email while others seek a person to talk to. Setting up your proptech to allow human intervention when it’s requested can address these nuances. 

This leads us to the big question -- what is the best mix for your community? That will take some trial and error. Each community and prospect will be different based on the prospective residents. Owner/operators can customize triggers and desired interactions to find a balance that will generate the most success. Here’s an example of an effective customer roadmap.

First Journey Point - Initial Contact

The roadmap starts when a new inquiry officially takes action and submits some form of communication (an inbound call, text, email or self-scheduled tour) or your team is following up on an inquiry that has not progressed. In the case of a new inquiry, they will likely use your website to examine your property but may call in some cases. If it is not a new inquiry, an automated email coupled with a personal phone call may spark their interest again.

Second Journey Point - Scheduling a Showing

In both cases, you can follow the scheduling of a showing with an automated text message that thanks the lead and offers an appointment reminder. 

However, if the stale lead does not offer a positive response and schedule a showing after contact, a follow-up automated email coupled with a personal phone call can be executed before closing out the lead.

Third Journey Point - Showing Completed

It’s best to follow a showing with a personalized message of some sort, whether the tour was in-person, self-served or done virtually. This message can be a text or email but should invite the prospect to take the next step! In this case, the next step is to get started with applying for the home they just visited, so be sure to include a link to your online application or whatever next step there may be.

If the lead is not advancing after the showing, you can follow up with a personalized text. If that doesn’t move them to the next point, try an email and phone call before you close it out. 

Fourth Journey Point - Application

If the prospect takes the next step toward application, the preferred course of action is typically a personal phone call made by one of your leasing team members. This may differ based on stated communication preferences of that particular customer; however, these are the most likely to lease prospects and it’s imperative to try to engage them in the most efficient way possible. 

If they decide not to apply, follow with a phone call and automated email to see if you can persuade them to apply. If the prospect declines, the lead can then be closed.

Fifth Journey Point - Lease Signing

Just like the application, once they have signed the lease, this step should involve a personal touch point afterwards.  It could be a phone call if that fits the communication preferences or a warm email/SMS welcoming them to the community and letting them know what to expect next.  For example, a timeline of when items may be due to move in, a helpful list of reminders for moving tips, etc.

If a person has applied but decides they don’t want to sign the lease, try again with a personal phone call and an automated email to see if you can sway them. If not, then you can close out the lead.

As you can see, this roadmap offers a solid combination of enough automation to help ease the burden of onsite teams, while still instituting enough of a personal touch to appeal to prospects. Regardless of how you choose to structure your roadmaps, your team should be aware of your desired interaction and when you want each one to happen. Clarifying and executing a strategy that is right for your team and prospects can result in more lease-ups as well as less burden on teams.