Where does your leasing traffic come from? In many cases, referrals are a strong contributor to the sources of traffic at a property.
The days of depending on a newspaper advertisement to be your leading source of traffic are long gone.
Internet ads, locator services are among the sources that put information at prospects fingertips twenty-four hours a day, seven days a week.
But one of the largest sources of traffic for a property is the General Referral, sometimes referred to as a Word of Mouth source of traffic. Referred by a friend, family member, former resident, current resident, people have a comfort level of knowing someone else can offer some positive feedback or firsthand knowledge on their potential choice.
Are you working the referral tree? Referral offers are often included in newsletters, but are you, the Community Manager, the leasing consultant, assistant manager, or Maintenance technician generating word of mouth traffic, creating your own general referrals?
Imagine someone talking to the local overnight delivery service provider ..
“My sister is moving to the area, I want to help her find an apartment”
Would the response be….. you need to check out Cozy Apartments? The staff is great, they’re friendly, cheerful. Hallways are clean. If the staff isn’t in the office, there’s a notice telling me where I can find them. Usually its because they’re out showing an apartment to someone or inspecting the grounds.
How would your delivery person describe your property in this type of conversation? The postal delivery person? We have the opportunity to share information about our property every day. Consider how many businesses and individuals you have contact with each day.
There are a number of service providers that develop an impression of our properties on their day to day visits. Make sure they have something positive to talk about. How about letting them know how much you’d appreciate their referral? “Just received a move out notice on a two bedroom, in case someone mentions any housing needs as your making your deliveries.”
Memberships in local service organizations like the Chamber of Commerce and Rotary provide excellent opportunities for networking. Hosting meetings and providing community tours can introduce the community leaders to your community.
Take advantage of these relationships we have, with individuals we have contact with each and everyday. Keep those General Referrals coming in.