Monday, December 14, 2009

Why do you advertise: to produce leads or signed-leases?

Last week, I was talking with Leah Brewer, “The Leasing Queen”, and she pointed out a very important distinction that many people misunderstand. The purpose of advertising is to produce leads: phone calls and emails from renters. The purpose of a leasing office is to turn those leads into signed-leases. Think about it, if every phone call resulted in a signed-lease, why would you need a leasing office at all? You could just put the lease online and mail the key to the renter. Your leasing office staff is very important – you need them to qualify the incoming leads, show your apartments and sell your communities. Their job is to turn some of the incoming leads into signed-leases. The job of your ads is to get the phone ringing.
Want more signed leases? Ask yourself:
  1. How many incoming leads are we getting?
  2. Are we effectively handling the leads that we are getting?
If you’re not getting enough leads, then assess your advertising. Are your ads accurate and up-to-date? Are you including lots of photos and details? Are you describing what makes your property special and unique (i.e. what sets you apart from your competition)? Is your message tailored to appeal to the renters most likely to buy? Are you advertising on highly trafficked websites?
If you’d like feedback on your RentLinx ads, call me at 248-891-8873. Contact Leah for assistance with your overall marketing, training and staffing at 248-474-3009 or Amanda Schneider, RentLinx


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