How To Create The Best Renter Follow-Up For More Leases

How To Create The Best Renter Follow-Up For More Leases

Many properties lose potential residents throughout the renter follow-up phase. A property’s lack of strategy causes prospects to not make it to the next step of the renting process. While most of the focus is on generating high-quality leads, there should also be an added measurement of focus on follow-up. Without a strong follow-up, gaining high-quality leads can result in lost renters. As a renter begins the search for their new apartment, they’ll most likely visit a variety of properties. To improve your follow-up, you’re going to have to find a way to stand out from the crowd.

Many simple methods will transform your follow-up, which will in turn transform your leasing. When you combine both an increased amount of web traffic and a better follow-up plan, your property will be unstoppable. Learn more through the steps below to dive into follow-up practices that will take your prospects to the next level!

A Guide To Gaining More Renters

Step 1: Ask yourself the following questions.

• Does your property have a designated time to review missed calls, messages, and emails? 
  
• What details do you include in your correspondence with prospects? (Example: Name, Apartment Choice, Move-In Date)
  
• Which conversational skills will you use to know more about the prospect that you’re working with?
  
• What materials do you use to follow-up with prospects? (Example: Additional Floor Plans, Move-In Specials, etc). If you are marketing student housing, then there may be additional things to include regarding the school and lifestyle.
  
• Which member of your leasing team will be in charge of responding on social media platforms? (Instagram, Facebook Messenger, etc.)

Step 2: Get Organized.

It’s no secret that being well-organized is a huge proponent of an effective renter follow-up plan. It’s important to know exactly how you will proceed after each interaction with your prospects. Creating, and maintaining a follow-up calendar is the perfect way to know exactly what you need to do. It is common that during the follow-up stage, many prospects get lost, so staying up to date on your contacts is half the battle. Consider what you can do to get more organized, and keep your follow-up process completely structured.

Step 3: Include the details.

Are your follow-up efforts too vague? Perhaps, your prospects feel like they’re just another number to your community. By highlighting specific details, they will know that you’re personally involved in their decision-making. This leads them to be more inclined to have a conversation with you!

Help your prospects to know that you remember which apartment they toured, and which day they’re looking to move in. Include other details that you discovered about their moving plan to remind them that you’re paying attention to their needs. This type of personalization will help them to feel right at home. Personalized leasing communication, addressing each prospect’s unique preferences, elevates their experience and fosters a connection. Including the details in your renter follow-up is an absolute must!

Step 4: Make the renter feel like a top priority.

Prospects want to know that they’re your top priority. This type of mentality also creates a sense of urgency. Using words that describe a more rapid movement will help your prospects to know that not every apartment available will last.

Try approaching follow-up by letting them know there are apartments still available, however, there is a limited amount. You may mention you have a move-in special that is ending soon. Get creative in the ways that you can help them feel confident, but also focused on the urgent matter.

Step 5: Turn the dialogue into a conversation.

Rather than talking over all of your prospects, start an open-dialogue conversation with them. Ask them questions, and give time for them to think through their answers. Be genuinely engaged in their quest to find their new home. Discover what’s going on in their mind and if they have any specific concerns that you can help uncover. They will feel your excitement and engagement, and it will be contagious! Study up on advanced conversational skills to take your follow-up to the next level.

Step 6: Be creative.

As a renter begins the search for their new apartment, they’ll most likely visit a variety of properties. To improve your follow-up, you’re going to have to find a way to stand out from the crowd. Ask yourself, what could our property do to help prospects remember who we are? Perhaps, it’s handing out print materials, sending a creative email, or maybe a gift card. There are a variety of things that you can do with each follow-up that will make your property stand out from the crowd.

Step 7: Cater to your target audience.

With the world of technology at our fingertips, there are a variety of ways to connect with future residents. Your property may vary in its demographic, but it’s important to consider the forms of communication your target audience is using. For example, if you’re a student housing property, you should revamp your follow-up methods to cater to students. This same type of approach could go for senior living and more. The most important thing is that you’re using the methods that are best for your community.

Apartment Leasing Email Templates 

When following up with your prospects, it’s important to have on-hand materials that you can use to send out to your future residents. The art of following up is often in the words that you choose and the information that you include. To keep your prospects in the leasing process, you need to send follow-up emails that are both effective and engaging. Follow-up emails have an average open rate of 47%, highlighting their effectiveness. The emails should invite the residents to act and encourage them to take the next step. Many of your prospects are likely dealing with a lot of notifications and a lot of noise on their mobile device.

Make your emails stand out by capturing subject lines and calls to action that prompt them to act and do so urgently! You can also use these templates to reach out to potential residents. Understanding and optimizing each stage of the apartment leasing sales funnel is crucial for converting inquiries into leases.

Effective lead nurturing in property leasing involves timely responses and tailored communication, ensuring prospects feel valued and informed. Properties that respond to rental inquiries within 1 hour increase their chances of engagement by 7 times compared to those responding after 24 hours. The best emails have a strong subject line, informative text, and an engaging call to action! Create email templates that your entire team can use to better follow up with your future residents. Use the one below as inspiration!

Subject: Follow-Up on Your Apartment Lease Application

Dear [Applicant’s Name],

I trust this message finds you well. We sincerely appreciate your interest in leasing [Apartment Unit/Property] located at [Property Address]. We have received your application and are currently in the process of reviewing it.

If you have any questions or need additional information, please feel free to contact us at [Your Contact Information]. We understand that finding the right home is important, and we want to ensure that all your inquiries are promptly addressed.

We anticipate completing the application review by [Expected Review Completion Date]. Once the review is complete, we will reach out to you with the next steps in the leasing process.

Thank you again for considering [Property Name] as your potential home. We look forward to the possibility of welcoming you to our community.

Best regards,

[Property Management Company or Landlord’s Name]
[Contact Information]

How To Follow Up On A Rental Application

Your future resident has just applied, now what? Many properties make the mistake of not having the right application follow-up in place. Applying is a big step for any prospect and they need to be contacted right away. In addition to prompt communication, it’s important to include answers to the questions that they’re likely asking. It’s also important to remember that you cannot always rely on email to communicate. With the prospect’s consent, you can also reach out via text and phone call to ensure the next steps are communicated. Once you receive an application, you should:

1 – Have an automatic message set up that responds once the application is submitted and lets them know their application has been received. You can also include additional information in this follow-up such as how long the applications take to process and when you will be in touch.

2- Stay in touch with the prospect while the application is being processed. Don’t let your future residents think that you have forgotten about them! They may be worrying that their application did not go through, or that there is a large delay which could lead them to change their mind. While the application is processing, send additional messages or make additional calls to keep them informed. This may seem like an extra step, but the result is a prospect who is willing to see the entire leasing process through.

3 – Don’t just rely on email to let them know their application has been approved. It’s important when an application is approved that you make contact directly with the resident. Be sure that they know their application has been approved and share your excitement about the potential of them being in your community!

4 – Always inform your prospects of the next steps. You cannot assume that your future residents know the entire application and leasing process. It’s important that at every step along the way, you’re communicating to your residents what the next step will be. Be sure to inform them if they’re required to complete the next step, or if the next step will be the leasing team communicating to them accordingly. Either way, your most important concern should be keeping them informed at all times! You don’t want a lack of communication to be the reason that you lose a potential lease. 

5 – Give your future residents the best first impression. The application stage is the tell-all moment when you can see more clearly about a property. Ensure that your process is finetuned and complete with all of the needed steps. This process will speak volumes about your community and it will help your prospects to continue to see the leasing process through.

Leasing Agent Follow-Up Script For Phone Calls

Talking to people on the phone can be intimidating, but it is an essential step to continuing to follow up with your future residents. As a leasing agent, it’s important to become comfortable talking on the phone as you will handle a variety of people and different forms of communication. However, we all sometimes forget what to say or neglect important points to get across on the phone. Using a script can ensure that you won’t forget the points that you need to cover, and it can also help you have an easier, more productive phone call! The right phone call to your future residents may just be what they need to continue to lease in your community. Use an example like the follow-up script below for success:

General Leasing Phone Call Follow-Up

Introduction:

Leasing Agent: Hello [Prospective Tenant’s Name], this is [Your Name] from [Apartment Name]. I hope you’re doing well. I’m calling to follow up on your recent inquiry about our available apartments. Have I caught you at a good time?

[Allow the prospect to share a bit about their day. Keep it light and friendly.]

Express Appreciation:

Leasing Agent: I wanted to thank you for considering [Apartment Name]. We truly value your interest in our community.

Ask About Specific Preferences:

Leasing Agent: In our previous conversation, you mentioned that [mention any specific requirements or preferences they shared]. I wanted to check if there are any other features or amenities that are particularly important to you in your apartment search?

Provide Additional Information:

Leasing Agent: I also wanted to share some additional information about [specific feature, amenity, or benefit of the apartment]. Our [mention feature] has been a big hit with our residents because [briefly highlight its advantages].

Schedule a Visit or Tour:

Leasing Agent: We believe the best way for you to experience what [Apartment Name] has to offer is by seeing it in person. Are you available to schedule a visit or tour? I can show you around, answer any questions you may have, and provide more details about the leasing process.

Address Concerns or Questions:

Leasing Agent: If there’s anything on your mind or if you have any questions about the leasing process, please feel free to share. We’re here to make your apartment search as smooth as possible.

Closing:

Leasing Agent: Once again, thank you for considering [Apartment Name]. We’re excited about the possibility of having you as part of our community. If you have any further questions or if there’s anything else I can assist you with, please don’t hesitate to reach out. Looking forward to hearing from you!

How To Re-Engage Interested Tenants

It’s no secret that life is incredibly busy and you may have interested tenants that are hard to reach. Learning the art of renter follow-up means that you have to learn how to help people continue to be engaged and interested. If you don’t stay engaged with your prospects, they will likely find a different community. Learn specific strategies that will enable you to keep your future residents on the path to committing to a lease! 

• Follow-up communication methods: With modern technology comes more than one way to reach out to your prospects! Utilize phone calls, texts, and apartment emails to get in touch in a variety of ways.
• Personalized offers: Be sure to use their info and language that conveys that you know exactly who you’re talking to. You can also consider sharing personalized offers and discounts that are relevant to the process.
• Provide additional local information: If your future residents are deciding between multiple properties then it’s going to be essential to show them what sets your neighborhood apart. Help them visualize your neighborhood, local attractions, and living in your community! 
• Create a sense of urgency: You have to inform your future residents that the current available floor plans and opportunities will not last forever. Be sure to name specific timelines and use wording that prompts them to act rapidly.

Remember that regardless of your response, it should always be crafted professionally and positively. The beginning stages of communication with your prospects are most important! Implementing tenant engagement strategies, such as regular community events, can significantly enhance resident satisfaction and loyalty.

The Best Timing and Frequency For Renter Follow-Up

Properties that follow up with potential renters within the first 48 hours see a 15% higher lease conversion rate. As you review your renter follow-up, it’s incredibly important to take a thorough look at the timing and frequency. Adapting the amount of times that you follow up as well as when you do it, can greatly impact the leases that you will gain. Use the following timing and tips as a recommendation that you can implement into your follow-up strategy!

Initial Follow-Up:

Reach out within 24-48 hours. Send a follow-up message shortly after the initial inquiry or property viewing while their interest is still fresh. This is the window to get in touch with them as soon as possible, as they may find another option soon. 

Subsequent Follow-Ups:

Reach out weekly or bi-weekly. If there is ongoing communication and interest, follow up on a weekly or bi-weekly basis. This is often frequent enough to maintain engagement without being intrusive. 82% of renters prefer digital communication methods for follow-ups, such as emails and texts. You also don’t want to bombard your prospects, while still maintaining consistency.

Before Decision Points:

If there are specific deadlines for applications or lease signings, make sure to follow up a few days before to remind them and offer assistance if needed. You will also want to take another follow-up on the day off to remind them, in case they have forgotten. An effective leasing follow-up plan should include a mix of digital and personal touchpoints to keep prospects engaged.

Post-Application:

Once they’ve applied, follow up promptly to confirm receipt and outline the next steps in the process. Ensure that your apartment website also accommodates this process, by automating an application follow-up.

Post-Property Showing or Open House:

Reach out within 24 hours: After a property showing or open house, follow up within a day to gauge their interest and address any questions.

Creative Ways To Follow Up With Renters

In a world of a lot of apartment options, it’s important to get creative with your follow-up! You need to take approaches that will make you stand out. Consider the following creative ways to touch base with your future tenants. 

1. Personalized Video Messages 
2. Interactive Virtual Tours
3. Themed Follow-Up Emails 
4. Customized Infographics 
5. Exclusive Webinars or Q&A Sessions
6. Local Highlights & Neighborhood Photos 
7. Personalized Property Maps 
8. Property Tours 
9. Personalized Letters 

How To Track Your Follow-Up Results 

As you revamp and reconsider your follow-up approach, you will want to continually revisit it. You must have accurate data regarding how successful it is. The right data will give you the power to see what needs to be changed, and what elements you need to re-evaluate. Many properties neglect to accurately track their follow-up success and end up repeating methods that simply do not work.

1. Define your KPIs: Determine what metrics you will track from conversion rates to response rates, and the time it takes to convert a lead. 
2. Use a CRM system: Using an apartment leasing CRM system can streamline follow-up processes and maintain detailed records of interactions with prospects. Implement a customer relationship management system that will allow you to track all of your leads, and ensure that no one slips through the cracks.
3. Segment your data: Categorize your leads based on their interests, property preferences, and the stage that they’re at in the leasing process. 
4. Monitor Team Response Times: Ensure that you have a way to track how quickly your team is responding and how efficient the responses are. 
5. Feedback and Surveys: One of the best ways to change and adapt your follow-up strategy is to collect feedback from those who go through the process. See where you could improve and be sure to implement that into new strategies! 
6. A/B Testing: Try follow-up alternatives at the same time, and take note of which one performs the best. 
7. Regular Reporting: Your follow-up reporting and data should be up to date and should detail the conversion that you have seen of leads to renters. 
8. Integrate Analytic Tools: Most importantly, you need the proper tools that will allow you to track the success of your leads and processes. You can use things such as Google Analytics to track your success

How To Follow-Up After A Showing 

Following up after a showing is crucial as the prospect is so close to applying and seeing the lease through! Reach out directly after the showing and especially the next day after. If you don’t hear back, you can take a follow-up every 2-3 days. You will want to include specific details such as the floor plans they were interested in, their ideal apartment, as well as what is needed to apply. You will also want to prompt them with a sense of urgency that pushes them to act. Be sure to let them know that you appreciate their time, and provide them with the accurate next steps. If possible include personalized elements and answer any questions that they mentioned to you. 

Measure The ROI Of Your Follow-Up

Ultimately, your renter follow-up needs to help increase your property ROI! All of the steps that you take should contribute to increasing your resident retention and property value. With the correct data and process in place, you will see your property grow and discover how you can take everything to the next level. Be sure to track key performance indicators (KPIs) related to these goals, including conversion rates, response times, and the number of successful lease agreements resulting from follow-ups.

Always consider the improvements that you can make and don’t lose sight of your ROI along the way! Conversion optimization in real estate hinges on understanding client needs and refining the leasing process for maximum efficiency.

Partner With Market Apartments

Renter follow-up is so important. It is the way to sign more leases! It takes prospects to the next step of their journey and helps them to keep moving forward with confidence. Improving your follow-up consistently is the foundation of better leasing. Get creative, become efficient, and soon, you’ll see the difference. If you want more leads to follow up with, work with Market Apartments today.

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Categorised in: Apartment Marketing, For Property Managers

This post was written by Isabella Housel

Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.