The Perks of Leasing’s Slow Season
Digested from Multi-Housing News
Winter might bring fewer prospects into the leasing office, but it can provide valuable time to work on retention and revaluate past-year performance.
Usually, the winter months provide a breather for onsite management teams. But you should not completely turn off your marketing presence, according to Paul Willis, writing for Multi-Housing News.
“The perception is that slow season is exhalation time,” Willis writes. “But there are plenty of activities marketers can do during the quieter months that can equate to entering the actual leasing season at full throttle. And for those communities who choose to kick back, the results will likely be telling.”
In addition to communicating with prospects, apartment firms should think about current customers.
“Communities also can utilize the slow season to focus efforts on retaining current residents,” Willis says. “This can include holiday events geared toward resident appreciation and reminders to residents about any referral bonuses. This is an ideal time to initiate a positive review campaign, as well.”
The slow season also provides an opportunity to compare performance during the past 12 months and to self-evaluate and make changes to your team.
“Slow season is a prime time to revisit any old leads,” Willis writes. “Perhaps some of those prospects are still looking—or are unhappy with the original apartment they chose—and are more likely to consider your community now than they would have months earlier.”