Trend Setting


Operators strive to give prospective residents certainty during uncertain times. In 2020, the basic task of helping prospective residents feel


confident that they’re making the right choice—while committing to a 12-month lease or longer—suddenly got a lot harder. “This is a people business, and a critical part of it is build-


ing relationships with prospects,” says Breonna Scaccia, Property Manager at the Wellington, Fla.-based Bainbridge Companies, which operates 17,286 apartments. “But right now, you can’t shake hands. You can’t see facial expressions because of masks. You have less opportunity to connect in person.” Amanda Miller-Torres, Regional Vice President for Atlanta-


based Stonemark Management, says that currently, it’s all about making a personal connection despite the near total reliance on technology. “You’ve really got to learn and feel comfortable with the virtual sales approach, compared to being face to face.” With uncertainty being the only certain thing about the future,


here are the leasing techniques and strategies apartment industry thought leaders are using to fill their apartments today.


CONNECTING WITH PROSPECTIVE RESIDENTS WHERE THEY LIVE: ONLINE


This heading contains information on Management & Leasing.


CLOSING APARTMENT LEASES DURING COVID-19 By Joe Bousquin, Courtesy of NAA


From a marketing perspective, operators are relying more than ever than ever on active outreach and interaction with pro- spective residents. “We’ve really increased our social media advertising and


refined our digital assets and messaging,” says Dana Caudell, President of Property Management at Bainbridge. “People are spending more time on their phones, so it’s a powerful way to reach them. And if they can’t come for an in-person tour, that’s where they’re going to head to get a sense of the community any- way.”


But 2019’s advertising message about over-the-top amenities


won’t cut it in attracting renters now. Instead, you’ve got to give them information about exactly what it’s going to be like to live at your community—and the level of safety you offer. “Our advertising has really pivoted towards answering the


FAQs of the day,” says Andre Washington, Regional Marketing Manager for Des Moines, Iowa-based BH Companies, which op- erates 97,000 apartments at 337 communities nationally. “We’re leading ads with information about tour offerings, hours and ame- nity status. That’s been key to drive prospects into the leasing fun- nel, whether they’re looking for a physical or virtual experience.” Another reason operators are flexing their online presence to-


Apartments, Universities, Condominiums, Hotels / Motels, Residential institutions, and other multi-family housing properties. Our best sales performers have always been


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