Your Leads Aren’t Unqualified, Their Journey is Broken

Unqualified leads are one of the biggest frustrations for leasing teams. They waste time and money, which can cause you to miss out on quality leads. Since unqualified leads are considered to be a massive drain on resources, many multifamily marketers are quick to consider a lead dead. Unfortunately, jumping the gun and calling time of death on a lead may end up costing you more. In this post, we are going to cover how a broken customer journey is creating false unqualified leads. 

Just Because They Didn’t Convert – That Doesn’t Mean They Are Unqualified

Our modern world is all about instant gratification. Consumers are looking for instant access to the information they need. Despite this common desire amongst consumers, businesses have yet to adapt – multifamily included. 

Potential renters are looking for immediate access to pricing, amenities, and information on the neighborhood. Yet, so many potential renters are forced to wait for a phone call or an email from a leasing agent. 

Let’s say Bobby is the “ideal” renter. He loves your property – it’s in his budget and it’s close to work. He clicked on your PPC ad, submitted a contact form, but he had to wait 3 days before someone reached out to him. Bobby also filled out a form to the property across the street, and they got back to him the same day. By the time your property reached out, he had moved on. Bobby wasn’t unqualified, in fact, he was an ideal resident – but his journey from lead to lease was broken. 

If it takes days, sometimes even a few hours, for the property to reach out, that lead may have moved on. Imagine how many qualified leads you could be missing out on. We know that it seems like an impossible ask to respond to leads within minutes – but we have a solution.

Create an Omni-Channel Presence and Automate

Everyone has a preference on how they want to be contacted. Some prefer a phone call – while others prefer an email. Consumers want options and businesses can leverage automation to make the process faster and easier for everyone. 

Give your leads the ability to select their preferred means of communication – a phone call, text messaging, email, chat, etc. But for whatever options you provide, you need to have a plan in place for jumping on those leads. Whether you have a dedicated person or team responding personally or opt to implement automation software (or a combination of both),  make sure your leads are being nurtured right away. 

Chatbots, text message systems, and email drip campaigns are just a few examples of easy ways to integrate automation into your marketing strategy that will nurture your leads until you get them physically in the leasing office. 

By setting the expectations then delivering the right experience – the potential resident won’t feel like they’re being miss out on and you’re not missing any potential hot leads. 

Don’t let potential leads slip right through your fingers. By solidifying the renter’s journey, you’re demonstrating that you understand what your potential renter wants and needs – and when you provide that positive experience, you will build trust that will take them from a lead to a lease. 

Want to learn more? Check out the full-episode of REPLItalk where Michael and Corbin discuss unqualified leads and actionable insights for all multifamily marketing teams. 

Subscribe to REPLItalk on the iTunes store or subscribe on YouTube

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