During our time in apartment marketing, I have found that the organizations we have worked with are often so concerned with form leads that they overlook their best leads...

Inbound Calls. So far this month we received 392 inbound calls... That's roughly 130 calls a week...

As apartment operators, are you truly aware of the number of inbound calls your team receives weekly basis? Do you know how many potential residents' calls are missed? If not, it's time to pay attention.

Inbound calls are a goldmine for apartment marketing, representing the highest intent leads you'll encounter. Here's why inbound calls matter:

📲 High Intent Leads: Prospective residents who take the initiative to call are highly motivated. They've already researched your property and are eager to take the next step.

🗣 Engagement Opportunity: Each call is a chance to make a strong, personalized impression. With the right approach, you can convert these inquiries into signed leases.

🎯 Measurable Impact: We have seen a 20-30% increase in conversion rates when apartments prioritize inbound calls. Do you have metrics in place to track your call volume and conversion rates?

💰 Missed Calls = Missed Opportunities: Research indicates that up to 30% of inbound calls go unanswered in the apartment industry. Each missed call is a potential lease lost.

🧠 Customer Insights: Inbound calls provide direct insights into what prospective residents are looking for. These conversations can inform your marketing strategies and help tailor your offerings to meet market demands.

Here are 3 tips that could help you harness the full potential of inbound calls:

1. Implement Call Tracking: Use technology to monitor call volume, response rates, and conversion metrics. (Or make sure your CRM has call analytics available). I'm using "Aircall" as my VOIP - Great for call tracking, team statistics, and overviews on inbound/outbound statistics.

2. Train Your Team: Ensure your leasing staff is well-trained to handle inquiries efficiently and professionally. Additionally, we spot check calls at the end of the week and see where we could make improvements.

3. Optimize Availability: Make sure calls are answered promptly and that missed calls receive a follow-up as soon as possible. We follow the "Nordstrom Rule", no more than 3 rings before we pick up the phone.

Having a solid inbound call strategy will lead to higher customer satisfaction and more leases... Don't let these high-intent leads slip through the cracks.