Leasing teams in multifamily housing are getting creative to allow for social distancing while still providing rental prospects with a tour experience that allows them to continue their apartment search.
Need to level up your digital presentation tactics? I've mapped it out for you here:
Creating Videos Via Smart Phone -
Use your camera to shoot a simple walk-through video slowly making your way through the model or vacant (clean & ready, of course) apartment. You can narrate without getting in front of the camera, but be sure to test your voice volume before shooting the whole video and finding that you can’t hear your voice on the finished version.
Quick tips:
Turn all lights on, and open blinds.
Wait for your camera to adjust to the lighting before hitting start.
Open all closet doors to show closet space.
Call out what makes your apartments special - just like you would on a tour.
For extra effect, add a plant on a kitchen counter, a rug, and shower curtain where there isn’t a shower door. Not necessary, but helps create warmth.
When your video is done, send it to your leasing email address straight from your phone (most photo apps allow you to do this right from the viewing screen). Your email attempt may say the file is too large. Follow the prompts to deliver based on size. It may be slow to deliver, or require you to send it through a cloud service.
Receive the video in your email and follow prompts to download it to your computer. Save it where all agents can access, and name it for easy recognition. Don’t delete from your phone in case you need access to it later.
Now, final step, send a test via your leasing email to either a coworker, or your personal email.
Write an intro in the email:
“We’re taking steps to make sure you can still tour our apartments, without risking health warnings right now. I have attached a recorded tour of our most common floor plan. You’ll see the finish style, lighting, and other details that make us special. I also attached the floor plan for the style you’re most interested in so that you can see how the layout may differ from the video. Let’s talk after you watch it so I can answer any questions via phone.”
When you’re sure it’s received well, start following up this way with all leads! Don’t wait for them to ask you for a tour, just include it in your first follow-up to cut to the chase.
Photo Tour on your Website:
Have a good gallery on your website? Provide a link in your email follow up explaining what a prospect can see in the photos without visiting for an in-person tour.
Think about these topics:
Dog owners - lead them to look for the photos that show areas for walking dogs; neighborhood, fenced park, spa, etc.
Amenities - lead them to look at the fitness center, lounges, etc., that are available for residents.
Package acceptance - lead them to the photos of your package lockers, digital entry system, etc.
Get crafty in your email responses to deliver a great tour without having to be in-person:
“I would usually tour you through all the great amenities of our property, but for now, let’s use the photo gallery on our website so you can tour from your device for you. For our dog lovers, check out the photos of the spa, fenced park, and nearby walking trails. For our fitness buffs, you’ll see our cardio and weight options in our fitness room photos. Be sure to zoom in to see the high quality of our equipment. For our remote workers, when the social distancing lifts, you’ll enjoy our wifi lounges pictured in the gallery. Take a look and then let’s talk by phone so you can ask all your questions. I can tell you about the neighborhood too!”
Google My Business:
If you have a Google My Business page, take some time to update the product cards with your floor plans and starting prices. Update your photos in an order that feels like a tour. And within photos, you can upload a video so your prospects will have access to a tour before even reaching out to you.
Social Media:
Facebook - you can upload a video just like a photo to your timeline posts. Be sure to also save it in an album so it doesn’t disappear down the timeline. You can either upload a video you already have saved, or shoot live within the Facebook app and give it a new title. Consider even pinning it to the top.
In the Timeline Post - write your post to address prospects reading “today”
“We’re making sure you can still tour our apartments without risk of in-person interaction. Take a look at our walk through here, and then give us a call to get all your questions answered. We’re still here to help you with your apartment search!”
In the Photo Album - add a message that will greet viewers today and in the future. This is a good place to start an album where you can post multiple tour videos; units, amenities, etc. and house them all in one easy place in case your prospects look here long after your timeline post.
Go Live - If you’re still staffing the leasing office, consider going live with tours.
TOOLS/ RESOURCES:
Realync - https://www.realync.com/ - Video and leasing engagement tools
One Shot Media - https://www.oneshot.media/ - Photography and Matterport tours
BoxBrownie - https://www.boxbrownie.com/ - Virtual staging and image enhancements
