{"id":29572,"date":"2021-07-15T04:00:00","date_gmt":"2021-07-15T11:00:00","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=29572"},"modified":"2021-08-06T08:45:40","modified_gmt":"2021-08-06T15:45:40","slug":"westcorp-property-marketing","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/westcorp-property-marketing\/","title":{"rendered":"Leading the Market"},"content":{"rendered":"\n

For more than 35 years, Westcorp Property Management Inc.<\/a> has focused on spaces and places that bring out the best in people. It creates, invests in and manages residential, commercial, hotel and mixed use properties. The company is based in Canada and has properties both in Canada and the U.S.<\/p>\n\n\n\n

It\u2019s no surprise that a portfolio of this size and diversity relies on technology to help its prospects, tenants and team be successful. Recently we had the chance to speak with Uryelle Dimailig, Marketing Manager at Westcorp, about some of the tools and strategies the company uses to support its residential properties.<\/p>\n\n\n\n

Keep reading to find out what makes a strong marketing and leasing strategy, how to get the most out of it and who else can benefit from these tactics. If you are currently advocating for any kind of marketing technology at your property management business, this interview is a must-read!<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

What elements are critical to a strong marketing and leasing strategy for residential properties?<\/strong><\/p>\n\n\n\n

Digital marketing is important. You have to keep up with how consumer search behaviour is changing. Five years ago, we could put everything on the ILS and get leads that converted. Now, it\u2019s much more competitive and your apartment listings don\u2019t get much exposure on ILSs unless you pay to promote your listings on them. An opportunity that is often misunderstood is that those ILS dollars can be the same investment as a PPC campaign.<\/p>\n\n\n\n

We\u2019ve found that building a digital leasing presence through property websites, SEO and social media brings in more leads. For us, a RentCafe website<\/a> is an essential marketing and leasing tool. Because it\u2019s integrated with our Yardi Voyager database, our website can show renters accurate availability, current rates, floor plans and all the essential information to motivate them to schedule a tour or start the online leasing process.<\/p>\n\n\n\n

Once we get a lead, whether it\u2019s through an ILS or our website, we use RENTCaf<\/em>\u00e9<\/em> CRM Flex<\/a> to make sure our agents prioritize follow-ups and stay connected while the interest level is still high. Consistent lead nurturing encourages more conversions, and the right customer relationship management tools are critical to that. Centralizing all our customer details \u2500 including every interaction they\u2019ve had with other team members, as well as our follow-ups, email templates and our calendars  \u2500 gives our team a competitive and professional edge.<\/p>\n\n\n\n

How do you know if your marketing dollars are being well spent?<\/strong><\/p>\n\n\n\n

We use data to see where leads are coming from so we can focus our spend and energy on marketing sources that work. Our RENTCaf<\/em>\u00e9<\/em> website consistently drives the most leads to our leasing team, more than all our ILS listings combined, in part because of our Google Ads campaigns. The data usually shows that 60-70% of the CRM leads for our top-performing properties come through the website; the other 30-40% come from different ILSs.<\/p>\n\n\n\n

Now that we have multi-touch attribution in RENTCaf<\/em>\u00e9<\/em> CRM Flex, we don\u2019t have to rely on anecdotal data. We get insight into the whole customer journey. If you ask a prospect, they\u2019re going to say that they found you online, but they might not accurately remember how. We can prove that our ads are working and accurate break down cost per lease by source, allowing us to fine-tune our marketing strategy. Proving marketing performance by showing our stakeholders KPIs that matter to them, such as return on investment, really reinforces the value of the technology we\u2019re using.<\/p>\n\n\n\n

When you implement marketing technology, who else benefits?<\/strong><\/p>\n\n\n\n

Of course, our team is happy because integrated marketing technology cuts down on repetitive tasks, such as changes in prices or updating vacancies. With RENTCaf<\/em>\u00e9<\/em> and Voyager, we just enter the data once and it appears across our site and listings automatically.<\/p>\n\n\n\n

Marketing technology drives success that goes way beyond the marketing team. Ultimately, it\u2019s your prospects and residents who benefit the most because, with the right tech, they\u2019re going to get the customer experience they expect. Prospects can find the unit they want and do all the discovery process and even the leasing process online, at times that work with their schedules. Residents can make payments, request maintenance and renew their leases without having to visit the office.<\/p>\n\n\n\n

RENTCaf<\/em>\u00e9<\/em> allows us to be more agile and better serve our residents. We\u2019re less tied to where we\u2019re working and more focused on how we\u2019re working. And with RENTCaf<\/em>\u00e9<\/em> CRM Flex, our team has all the relevant customer information at their fingertips so they can provide a seamless experience.<\/p>\n\n\n\n

Interested in learning more about Westcorp\u2019s use of marketing technology? Check out these success stories:<\/em><\/p>\n\n\n\n

Westcorp on RentCafe<\/a>
Westcorp on RentCafe CRM Flex<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

For more than 35 years, Westcorp Property Management Inc. has focused on spaces and places that bring out the best in people. It creates, invests in and manages residential, commercial, hotel and mixed use properties. The company is based in Canada and has properties both in Canada and the U.S. It\u2019s no surprise that a […]<\/p>\n","protected":false},"author":644,"featured_media":29574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[652,62,2993,165],"class_list":["post-29572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-canada","tag-marketing","tag-westcorp","tag-yardi-client"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Uryelle Dimailig from Westcorp shares apartment marketing and leasing strategies that increase conversions. 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