These days, marketing a multifamily community to a prospective resident is often an entirely online experience. When a prospect goes to social media to ask friends or family: Where should I live next?, savvy communities are making sure their properties are present. It’s an exciting, though potentially challenging, space in which to connect and engage. The influence of a positive resident referral or input from a trusted friend can make a big difference when it is time to select a new place. One recent industry survey found that up to 75 percent of renters had done online research, including looking at reviews, in order to select their next apartment. They valued that input even more than positive word of mouth, according to the survey results. It’s also been noted that while 63% of apartment residents say they are willing to write a positive review of their apartment community, just eight percent have been asked to do so, NAA audiences learned this week. That means there are huge opportunities for multifamily communities to grow their online presence and enhance leasing opportunities, using the right marketing tools. Not only do apartment communities need to build goodwill and cultivate positive feedback from existing residents, but they need to be engaged online and ready to reach, impress and ultimately welcome prospects as happy residents. The expanded Yardi Marketing Suite™ is a powerful tool for managers looking to do just that using the enhanced capabilities of RentCafe™. This online platform supports the entire leasing process, and is fully integrated with Yardi Voyager™. “The Yardi Marketing Suite features a full complement of mobile online leasing and resident services, and now includes tools to expand your online presence with leasing and resident referral programs tied directly to social media. This smart...