How Should Landlords Approach Prospect Follow-up During a Pandemic?

These certainly are unprecedented times. The coronavirus pandemic continues to impact the lives of millions of Americans, and no one is quite sure just when things will get back to normal (if they ever do, that is). The pandemic has also affected nearly every industry, and multifamily real estate is certainly no exception. It’s no secret that the leasing process has undergone major changes since the start of the pandemic, and the “tried and true” rules and strategies of leasing have been turned on their head. 

Most likely, your stream of prospects is no longer walking into your leasing office to inquire about available units. Instead, they are likely browsing your website, looking at photographs, and taking virtual tours — at all hours of the day and night. You’re probably finding yourself hosting virtual meetings with prospects, often on their timeline. All in all, so much has changed. 

So how, then, should you follow up with your prospects during the pandemic? Surely, if everything else has changed, the ways in which you should approach prospect follow-up have changed too, right? Right. Read on to find out more about how you should be handling prospect follow-up during the coronavirus pandemic. 

What technology is telling us about consumer preferences

Assuming you have the right technology in place, your prospects should be leaving a traceable digital footprint on your website that can provide you with plenty of information. You know what area they’re looking for, you know the type of space they are in the market for, and you can see which amenities are most important to them. 

Also, and possibly most important, the ways in which they engage with you digitally can give great insight into their communication preferences and how serious they are about making a decision. Thanks to technology, your prospects no longer have to wait to call you during normal office hours. Make sure that you have the capability to talk to your prospects when, and how, they prefer. 

Make sure to keep in touch with your prospects

As in any time, keeping in touch with your prospects is crucial during a pandemic. Find ways to communicate with your prospects that fit the demands of social distancing and safe social practices. Email is a great way to follow up with your prospects to let them know that you’re thinking about them. Here are a couple of emails that you should be sending to all of your prospects during this time: 

• The “How can I help?” email. Chances are, your prospects are struggling to find ways to adapt and function in these unique circumstances. If you think there’s even a chance that you’re in a position to help your prospects, even if not directly related to their rental search, it’s entirely appropriate to offer your help.
• The “Here’s what I can and can’t do right now.” email. During the pandemic, it is crucial that you’re entirely transparent with your prospects. Make sure that your prospects know what they can expect in doing business with you, including what your company policies are regarding the pandemic and anything you are — or aren’t — able to do right now. 

Keep in mind that building relationships is so important, now that people are feeling more isolated than ever. Use your technology to leverage insights that you can use to make sure each of your touchpoints is moving your prospect toward closing the deal.