There’s no doubt that automation is at the next level these days, especially in the multifamily industry. With the technologies in automation emerging, there is no shortage of options. However, there is a right way and a wrong way to automate your daily functions. Certain aspects can be automated, and others where the user experience may fall short. Automation can shave your team’s hundreds of hours when done right. Here are some of the worst practices so that you can avoid these in your everyday workflows. 

Not Defining Clear Objectives

Identify how you want to automate and what areas are essential to keep the human element. When you don’t have clear objectives, you can choose the wrong things to focus on. Of course, tours will remain in the hands of a human. However, are there other areas you may be able to simplify for your teams? Are they spending too much time on follow-up or on entering guest cards? Consider these questions when setting goals for your team. 

Neglecting Tenant Experience

It’s impossible to please everyone…but you can get pretty close with the right tools on your property website. It’s essential to balance efficiency with a great user website experience. One pitfall that disrupts the tenant experience is having too many widget buttons when the user lands on your home page. This can be disruptive because it leaves the end user overwhelmed with choices, and it doesn’t funnel your traffic directly where you want. If you have a specials pop-up, cookie policy, a chatbot with too many options, and a form…well, that may be too much. Consider consolidating to provide a cleaner experience. 

Another poor user experience can be within the chat. When the tenant is inundated with questions to complete, only to be left with a form to submit. Prospects want information on their terms and don’t want to wait. When the user answers questions, they expect they will be led to the answers they’re looking for as soon as they’ve completed the survey. However, when they are led to a form instead, it causes significant drop-off rates and often causes lost traffic. Identify tools that create a user experience that allows the prospect to find information quickly and efficiently to ensure they have the best conversation flow. 

Failing to Invest in Quality Data

The role of data in automation is pivotal, serving as the lifeblood of efficient, effective, and intelligent automated systems in the multifamily industry. Accurate and high-quality data provides the foundation upon which automation processes rely to make informed decisions and execute tasks. Poor Data Quality, on the other hand, can have severe consequences, ranging from incorrect decision-making to system failures and tenant dissatisfaction. Data errors, inconsistencies, or outdated information can compromise the entire automation framework, leading to costly mistakes and inefficiencies. To Ensure Data Quality, multifamily industry professionals should implement robust data management and quality assurance strategies. This involves regular data cleansing and validation procedures to maintain data accuracy and reliability. Additionally, creating data governance policies and ensuring data sources are trustworthy are critical steps to mitigate the risks associated with poor data quality and support successful automation implementation.

Underestimating Training and Adaptation

Automation is created to make life easier for humans, not more difficult. It’s essential to provide training for your team so that they understand how automation makes life easier for them. For instance, show them how much time they save by making the most of their new workflows. Of course, there can be resistance to change. It’s normal for your team to feel this way. However, when proper training is provided, it ensures that the adoption of automation happens as smoothly as possible. It’s vital to offer a regular cadence of trainings to ensure everyone has the information they need, especially when there is turnover. 

Choosing the Wrong Technologies

As stated previously, there is no shortage of options for multifamily automation. That being said, it’s important to avoid choosing the wrong one. How do you know you’re making the right choice? Do your research. It may be time-consuming, but it’s better to take the time now rather than take even more time to re-train your entire staff later on. Plus, this will save your team critical hours, which, in turn, saves money. Some things to look out for include: 

• Proper Reporting
• Response Time
• ROI
• Functionality

Do your due dilligence upfront. If you’re unsure, ask about doing a 90-day pilot. This will allow you to test a few communities on your automation platform and see the experience from onboarding to implementation. 

Conclusion

Consider these worst practices before making any permanent decisions. Once you are locked into a choice, it can be difficult to undo later. That’s why looking out for red flags before making commitments is essential. Of course, there are tons of best practices regarding automation. Consider these when researching your automation choices, and always embrace automation wisely when it comes to leasing. 

Deceiving or camouflaging your chatbot as a human can harm your lead conversion rates and have a negative impact on resident retention. In today’s environment, renters are increasingly vigilant about discerning when engaging with automated systems. While some might assume prospective customers despise interacting with bots, the reality is quite the opposite. Surprisingly, 74% of renters prefer chatting with a bot over a live human. However, there’s a critical caveat: renters desire transparency, wanting to know whether they’re interacting with a bot or a genuine person rather than being duped into thinking they’re conversing with a human. Here are the key reasons why your bot should never pretend to be human and how it can adversely affect your business:

1. Erodes Trust in Your Brand:

 Trust is a non-negotiable element in your relationships with both existing and potential residents. When your customers cannot trust that you’ll communicate with them transparently, their confidence in your company will wane. Prospects and residents want assurance that their needs will be met, but if they perceive deceit, it can cast doubt on your property’s competence. Maintaining transparency in your communication processes is vital for instilling confidence in your organization.

2. Misaligned Expectations:

If customers believe they’re conversing with a real person instead of a bot, they may form unrealistic expectations regarding the bot’s capabilities. They might assume the bot is personable and can retain essential customer information. However, if the bot lacks this capability or cannot retrieve user data, it can lead to unmet expectations. Informing users that they’re interacting with a bot is crucial so they understand how to engage with the bot and what kind of responses to anticipate.

3. Inaccurate Addressing of Queries:

 When a bot masquerades as a human, users may pose questions in a manner that the bot does not comprehend or have answers to. If prospects cannot quickly find the information they seek, they may disengage and seek alternative solutions. This can lead to user frustration and feeling unheard or overlooked. Transparently acknowledging that your communication is facilitated by a bot allows users to set realistic expectations and explore alternative avenues if their questions aren’t promptly addressed. Conversely, if users believe they’re interacting with a human, they might conclude that your staff is incapable of providing adequate assistance, eroding their trust in your team.

4. Authenticity Is Paramount:

 In a world marked by rapid technological advancements, users are keen to know the nature of their interactions. By being authentic and forthright with your customers, you demonstrate respect for them and show that your brand can be trusted. Authenticity has taken on heightened significance in recent times. Clearly indicating that your tool is a bot, such as altering the avatar icon and explicitly stating in your messaging that your product is a bot, is a powerful way to convey this authenticity.

In conclusion, it’s imperative to refrain from misleading your prospects and residents by creating the illusion that they’re engaging with a human when, in reality, they’re conversing with a bot. Failing to disclose this fact upfront can negatively impact lead conversion rates and resident retention by undermining trust in your brand, causing misalignment of user expectations, failing to address inquiries accurately, and neglecting the vital element of authenticity. Foster trust within your company by being open about using a chatbot; your prospects and residents will appreciate your honesty.

We are thrilled to announce our participation in the upcoming Optech 2023 conference set against the stunning backdrop of Las Vegas, Nevada. For professionals in the multifamily automated solutions industry, this event presents a remarkable opportunity to stay informed, forge meaningful connections, and unearth cutting-edge tools. Yet, as seasoned conference attendees, we recognize the potential for chaos in these bustling settings. That’s why we’ve developed a comprehensive guide to help you make the most of your experience at Optech 2023.

1. Plan Your Optech 2023 Conference Agenda in Advance

Before you even set foot in the conference center, it’s essential to chart your course. Review the Optech 2023 agenda ahead of time to pinpoint the sessions that align with your business objectives. Conferences like these typically feature concurrent sessions, so selecting the ones most relevant to your interests is crucial. If you’re attending with a team, consider dividing and conquering by focusing on different topics of interest.

2. Strategically Navigate the Expo Floor

The expo is often one of the most exciting aspects of any conference, and Optech 2023 will be no exception. It’s an unparalleled opportunity to connect with fellow industry professionals and explore the latest innovations. However, the sheer size and variety of exhibitors can be overwhelming. To make the most of your time, study the event map beforehand, ensuring you don’t miss out on any key booths or vendors. Be sure to make a special stop at our booth (#837) for a chance to win exclusive prizes.

3. Craft a Thoughtful Event Schedule

Leading up to a conference like Optech, your inbox may be flooded with event invitations. Don’t be daunted by the flurry of emails. Instead, take a proactive approach by planning your event schedule in advance. Jot down the details in a place you can easily reference during the conference. Keep in mind that many events, including our own, may require RSVPs ahead of time to secure your spot. 

4. Mastering the Art of Conference Attendance

Conferences may seem overwhelming, but they can be profoundly enriching when approached strategically. By implementing these tips, you’ll ensure that your Optech 2023 experience is nothing short of extraordinary. Conferences serve as valuable hubs of knowledge, networking, and growth. We sincerely hope to meet you at Optech 2023! This is your chance to be part of something special in the multifamily industry. Don’t miss it!

In the ever-evolving landscape of multifamily property management, centralized leasing offices have gained immense popularity in recent years. As a practice, centralized leasing involves multiple properties operating out of a single leasing office. This approach offers numerous benefits regarding efficiency, cost savings, and streamlined operations. However, with the increasing reliance on technology in the multifamily industry, finding the right balance between technology and personalization in centralized leasing offices is crucial. Let’s explore centralization dynamics, highlight strategies for balancing technology with a personal touch, and discuss how your marketing tools can play a pivotal role in achieving this equilibrium.

Understanding Centralized Leasing Offices:

Centralized leasing offices have transformed the way property management companies operate. Instead of having individual leasing teams at each property, centralization consolidates leasing tasks, marketing efforts, and administrative responsibilities under one roof. This approach allows for more efficient resource allocation, improved consistency in leasing processes, and cost savings.

The Challenge: Balancing Technology and Personalization:

While centralization offers undeniable advantages, it can also present challenges in maintaining the personal touch many residents value. In an era where technology plays a pivotal role in leasing and property management, there is a risk of losing the human element that fosters strong tenant relationships. Striking the right balance is essential to ensure residents feel valued and heard.

Strategies for Balancing Technology with Personalization:

1. Leverage Technology for Efficiency:

Centralized leasing offices can harness technology to streamline operations and administrative tasks, allowing leasing teams to focus on personalization. Here are some specific ways to achieve this:

• Document Management: Implement a digital document management system to easily store and retrieve lease agreements, maintenance requests, and other essential documents. This reduces paperwork and ensures quick access to resident information when needed.
• Appointment Scheduling: Use online scheduling tools that enable prospects and residents to book appointments conveniently. These tools can also send automated reminders, reducing no-shows and improving efficiency.
• Lead Tracking and Management: Implement a Customer Relationship Management (CRM) system to track leads, their interactions, and preferences. This data can inform personalized follow-ups and marketing efforts.

2. Personalized Communication:

While technology can automate responses to common queries, it’s essential to maintain a personalized touch in communications. Here’s how to do it:

• Technology with Personality: When using automation, customize responses to match your brand’s tone and personality. Engage prospects and residents in friendly and relatable conversations, making them feel comfortable and valued.
• Personalized Notes: Ensure the leasing team includes notes in your CRM. Doing this lets your team keep track of details that make the resident or prospect feel special. For instance, if they talked about having a pet, note the pet’s name so the team can ask about them later.

3. Data-Driven Personalization:

Leveraging data can significantly enhance personalization in centralized leasing offices:

• Resident Profiles: Maintain detailed resident profiles that include preferences, feedback, and past interactions. This information can tailor communication, marketing materials, and lease renewal offers.
• Segmented Marketing Campaigns: Use data analysis to segment your resident base into different groups based on their preferences and behaviors. Customize marketing campaigns to cater to each segment’s unique needs, increasing engagement chances. Of course, it’s essential to be mindful of fair housing and consider demographics that do not interfere with fair housing laws. 

4. Training and Team Development:

To ensure a personal touch is maintained, invest in your leasing team’s development:

• Customer Service Training: Provide training in customer service, active listening, and empathy. Equip your team with the skills to build rapport and establish meaningful connections with residents and prospects. Tools like GraceHill offer excellent training for leasing teams that include phenomenal insights and help retain talent. 
• Tech Proficiency: Train your staff to use technology tools like BetterBot effectively. Make sure they understand how to monitor and engage with chatbot interactions and integrate these interactions into their leasing processes.

The Role of BetterBot in Balancing Centralization

BetterBot is an AI-driven chatbot designed to enhance the leasing experience by automating tasks and facilitating personalized communication. Here’s how BetterBot can help further:

• 24/7 Availability: BetterBot is available round the clock, ensuring prospects and residents can get information and assistance whenever needed, even outside of regular office hours.
• Consistency Across Properties: Centralized leasing offices often manage multiple properties. BetterBot ensures that responses and information are consistent and up-to-date across all locations, promoting professionalism and trust.
• Quick and Accurate Information: BetterBot can provide accurate and up-to-date information on property features, availability, and leasing terms. This ensures that prospects receive reliable information instantly.
• Efficient Lead Management: BetterBot can capture and qualify leads efficiently, ensuring leasing teams prioritize their efforts on prospects with the highest potential for conversion.

How BetterBot Can Help

BetterBot is a prime example of how technology can enhance the leasing process in centralized offices while maintaining a personalized touch. It can streamline menial tasks such as answering frequently asked questions, collecting prospect information, and setting up appointments. Here’s how BetterBot can contribute:

• Automated Chat Assistance: BetterBot’s chatbot can engage with prospects and residents in real time, answering their inquiries promptly. It can provide information on available units, amenities, and lease terms while maintaining a conversational and personalized tone.
• Lead Nurturing and Qualification: BetterBot can help centralize lead nurturing by providing automated follow-up and a customized experience. This ensures that leasing teams spend their time on prospects with a higher likelihood of conversion.
• Appointment Scheduling: The bot can schedule property tours and appointments, allowing leasing agents to focus on providing an exceptional in-person experience.
• Consistency Across Properties: BetterBot ensures consistency in responses and information across all properties, maintaining professionalism and trust with residents.

Centralized leasing offices are here to stay, offering efficiency and cost-effectiveness in the multifamily industry. However, achieving the right balance between technology and personalization is paramount to success. By embracing technology for routine tasks and prioritizing personalized communication and resident-centric strategies, centralized leasing offices can provide an exceptional experience that sets them apart in today’s competitive market. Remember, technology should enhance the human touch, not replace it.