With technology constantly on the rise and new apps, programs and software becoming released daily, it is hard to keep up with what you should and should not use (especially in an industry as fast paced as the rental and housing markets). With the rise of technology and online software, it is no surprise that the topic of Automation was brought up in almost every session at the CFAA Rental Housing Conference held last week at the Westin Prince, Toronto.

For most, jumping on the latest trend is a natural instinct, but it is important to take the time to understand what would work best for your overall marketing and leasing strategies.

At the “Top New Marketing Trends and Ideas” session, Sam Jaishankar from Yardi discussed the topic of trial and error, and this statement will always hold true. No matter the industry, no matter the market, you will always find yourself trying new ideas or products but you should always trial them before investing all of your trust and plans into them. Que, the topic of Automation. Do you want to jump on the automation bandwagon, or do you want to hold off? Considering weighing the pros and cons below before you begin your automated processing.

PROS:

• Popularity – everyone loves a fast paced environment and more often than not this comes with the convenience of online automation. Having information readily accessible and easy to use is a key indicator for most residents and prospects today.
• Data – having automated and digital technology makes it a lot easier for yourself or your company to track and analyze data
• Lead generation – marketing automation generates leads (enough said)! 
• Time – you may be able to save some team members or even departments from day to day recurring tasks and fast track these processes through automation

CONS:

• Budget – you may not be in a place to invest all of your budget into affordable marketing solutions. This is why it may be best to test your options, see how they work for what you want to achiever, and then decide if you want to invest into the results.
• Complexity – as with all new training, software or programs, there will be a learning curve. You may not be in a place to retrain your teams, or have the time to fully understand new programs and their capabilities. It is best to test these systems out in smaller teams before rolling them out to the entire team as whole to ensure that you can control their complexities.
• Testing – you may not want to invest the time in trial and error

In conclusion, before jumping on the automation bandwagon, ask yourself how it could best benefit you and what you want the result to be. Weight the pros and cons to determine the best route for you to take before investing the time, effort and money into it.