How do you create a better online experience for prospects and residents? Just ask the dynamic marketing duo at The Excelsior Group (TEG). Meet Brenda Studt, vice president of marketing, and Shelly Steitz, marketing manager. Together with their team and tools from the RENTCafé Suite, they’re transforming the online renter experience to better match the expectations of today’s digitally savvy consumers. When Brenda and Shelly visited the Yardi studio recently to film their Real Estate Questions Answered videos, we chatted about marketing, websites and themselves. Keep reading to find out what you can do to make your sites more appealing to people who are searching for a place to call home. Q: How does marketing work at TEG? Brenda: TEG is a group of real estate related businesses operating on a unified platform. Shelly and I work for TEG’s Creative Studio. We’re an in-house, full-service creative and marketing agency offering a variety of creative solutions specifically designed for real estate related clients. We focus our marketing strategy around client goals and consider owner goals and expectations for specific assets. Our largest client is TEG’s multifamily business. Shelly manages all marketing activity for this client and works with their property management and development teams daily to develop and execute annual plans for each property across the portfolio. Q: How do you make sure your property marketing websites engage and convert prospects? Shelly: We create engaging websites through strong visual storytelling. We take a “show, don’t tell” approach and that includes 360 tours, high quality amenity photos and vibrant gallery pages. And then we give the prospect as many ways to engage with that content as possible. Brenda: Using RENTCafé has been great for our clients. We’re able to understand user patterns and user experience better...

You spend your marketing dollars attracting leads, but then what? How do you know if valuable emails and calls are slipping through the cracks? Maximize your conversions by cementing a follow-up strategy at your properties to make sure you’re getting the best return for your advertising spend. “We should not lose sight of the fact that through apartment leasing, we are providing homes to our customers, and a home is very personal and dear to many. There is nothing like that personal engagement and touch with the customer,” asserts EPMS, a leading multifamily consulting agency, in an article sharing leasing tips for apartment communities. Optimize your follow-up strategy by checking in with prospects and residents at these four critical times: First Contact Don’t miss a chance to convert a lead because you didn’t follow up fast enough! After a prospect has reached out to you over the phone, through email, or even via live chat, your team should be ready to respond and move the prospect to the next step – whether that’s scheduling a tour, completing an application, or something else. Remember, if you don’t respond quickly, your competitors will. After a Tour You’ve talked, you’ve walked, and now… well you’re not going to just shake hands and say goodbye, are you? Follow up with a call or email within 24 hours after any site visit to let prospects know that they’re important to you and that you represent a property that not only cares but also takes action. Post Move-In Let your new resident know that your relationship with them doesn’t end the day they move in. You’re not just trying to get people through the door, you’re working to cultivate happy residents who will become ambassadors for your community. Check in...