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The Connectivity Factor

With 200 million Internet users in the US, and 84% of renters searching the Internet for housing, the current industry practice of disregarding 47% of online traffic is no longer an option. Today's apartment dwellers expect and demand swift, informative digital communication and they will lease with those who provide it.

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The Follow Up Factor

Persistence is paramount. In a 2009-2010 statistical analysis of actual lead/leasing data randomly selected from users of iLoveLeasing.com, multiple e-mail responses to an online prospect dramatically increased lease conversion ratios up to 36% (*see multiple contact impact ratios chart) if a prospect is emailed four times. Additionally, actual lease conversion statistics show a 576% closing advantage (**see rapid response impact ratios chart) if a prospect is contacted within two hours after making an inquiry.

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Five and Five ROI Factor

As part of ILoveLeasing.com’s performance analysis, we shopped five properties using ILoveLeasing.com’s and five properties not using ILoveLeasing.com. All ten properties are managed by the same nationally recognized management company. The properties that were using ILoveLeasing.com responded 100% to an online inquiry; the other properties responded to 20%. The difference translates to an annual loss of $25,000 in annual revenue for EVERY FIVE PROSPECTS.

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The Truth Factor: Manual VS Actual Data

Internet marketing provides the unique opportunity of having the ability to accurately track advertising results for the first time in history. We now have the technology to know where our advertising dollars are paying off-or not. Today, most traffic no longer has to be subject to human interpretation. While popular property management software provides a traffic reporting function, it is still reliant on manual input for the most traffic sources.

The following table shows advertising sources reported for the same categories, the same property, the same time period through both iLoveLeasing.com and the property management accounting software.

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Web Sites Earning Their Keep

Go to FREE CASE STUDY DOWNLOAD to see actual case studies on communities that have put their Web sites to work with great success in 2008. These case studies represent different apartment markets, locations, demographics, leasing strategies, advertising budgets and construction age: their common denominator is very similar launch dates followed by successful online lead, lease, and income generation. This is an opportunity to review income-producing websites at close range. The studies also include response totals, launch dates, online traffic, and pay-per-click expenditures.

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