Redefining Customer Experience in the Age of Continuous Connection
We’re living in a connected age. In multifamily property management, creating strategic connections can enhance the resident experience and deepen ties with communities and property managers. How? An article in the Harvard Business Review, The Age of Continuous Connection, explains how technology is driving meaningful customer experiences.
“Thanks to new technologies that enable frequent, low-friction, customized digital interactions, companies today are building much deeper ties with customers than ever before,” wrote authors Nicolaj Siggelkow and Christian Terwiesch. “Instead of waiting for customers to come to them, firms are addressing customers’ needs the moment they arise — and sometimes even earlier.”
For multifamily operators, that means creating effective digital connections that meet the needs of our prospects while staying true to our brand identity.
Almost 80% of today’s renters visit a property management company or community website during their home search. But if your website doesn’t have the information they’re looking for, they won’t waste their time looking at it. They’ll just move on to the next search result. In the eyes of the customer, your brand is critically important.
Your property website sets customer expectations for an experience that matches. According to a recent PwC survey, customers are willing to pay as much as 16% more for a better customer experience. Adding weight to that, a Walker study found that by the year 2020, customer experience will overtake price and product as the key brand differentiator.
Once you’ve got your brand identity, what’s next? Today, a great customer experience begins online. Make sure your website has a modern look and feel with plenty of high-intent calls to action to engage your prospects. These can include like interactive floor plans, nudge marketing messages and self-scheduled tours, anything that helps serious prospects take the next step in the renter journey.
Automating lead management and leasing, including prompt follow-ups by text or email, goes a long way to boost staff productivity and increase customer satisfaction. Call answering automation ensures that you can still connect with valuable prospects when your onsite leasing staff is unavailable. Plus, your residents are served day and night. These are important ways to develop relationships with your customers and make them feel valued.
On-demand and responsive services enabled by popular technologies like Amazon Alexa and Fitbit have changed consumer expectations significantly. Smartphone technology and immediate brand access is the new norm, raising standards for a more personalized experience online.
Did you know that roughly 60% of searches are mobile? And according to recent reports, the average American checks their smartphone almost 50 times per day. For millennials, the number is even higher, at 74 times per day. With half of the renter population under the age of 30, digital technology is a game-changer for apartment communities.
It's time to create an app for your company or communities that puts your brand in the hand of your renters. White label apps increase brand awareness while adding convenience for your customers. Renters can easily, securely and instantly update their profiles, view balances, make online payments, submit maintenance requests and engage with their communities.
Now that your website and app are optimized, your property is ready for an influx of visitors. But how do you drive traffic?
Reach more prospects with a cohesive marketing strategy for your website that includes these five things:
1. SEO: Win more clicks in local search results.
2. PPC: Deliver relevant ad content that gets clicks.
3. Social media: Increase brand awareness and drive engagement.
4. Reputation management: Take control of your digital reputation.
5. ILS listings: Cast a wider net with premium listing exposure.
These are just a few examples of critical connections that are redefining the customer experience in multifamily management. Ready to learn more? Download our ebook, 8 Do’s & Don’ts of Property Marketing Websites, to learn how to set your brand apart and improve your prospect’s experience in an increasingly competitive digital space.