day is because a mainstay of traditional leasing efforts—foot traf- fic—has for the most part been stripped from their toolbox. “Walk-in traffic is all but nullified,” Washington says. “So you
really need to be able to correspond with prospects through mul- tiple online channels, with content that gives them an experience. We want our prospects to come away from interactions with our online content not only informed, but connected to the community as well.”
OPTIONS FOR TOURS Once those online and social media efforts drive prospective
residents into your funnel, operators say it’s critical to meet them where they are mentally and emotionally while giving them the options to engage with you on their own terms. “Our options for touring and leasing have really expanded,”
says Lauren Campbell, Vice President, Asset Management, at Charlotte, N.C.-based Crescent Communities, which has devel- oped more than 59 multifamily housing communities. “We really try to tailor them to that prospect’s comfort level with in-person contact.” While some firms have resumed in-person tours where pos-
sible—with social-distance protocols in place—many potential renters today are still opting for a virtual tour first, not just for safety but as part of their process of elimination. “A lot of potential tenants are using virtual tours to help nar-
row down their options and then following up with a self-guided or in-person showing,” says Aaron Galvin, CEO of apartment bro- kerage firm Luxury Living Chicago Realty. “I think that’s going to continue even after COVID. Especially for people relocating to a new city, it’s just more efficient.”
THE KEY IS TO GIVE THEM OPTIONS “We’re offering a lot more options: Virtual, self-guided and
in-person, socially distanced tours,” says Lee Ann Edwards, President at Boca Raton, Fla.-based Altman Management Co., which runs 8,000 apartments. “We’re also giving them better web- sites and strategies to make it easier for them to lease—texting, chatbots, Facetime, live feeds, social media, you name it.” At Carlstadt, N.J.-based Russo Property Management, which
operates 2,100 apartments, President Adam Pasternack is taking the all-of-the-above approach as well. “Today’s environment is still very much a hybrid,” he says. “We are actively inviting pros- pects into our communities and leasing offices, but doing it while adhering to all the proper protocols.”
MAKING THE CONNECTION Once prospective residents commit to a tour, whether vir-
tual, self-guided or in person, operators say that you have to do everything in your power to make a personal connection, despite Plexiglass sneeze guards, masks or whatever other barriers come in between you and them. The reason? Many prospective residents are still unsure about
what the future holds in the near term, says Caudell, “so it feels like a big commitment to sign a 12- or 15-month lease. You’ve really got to be attentive to their questions and proactively address their concerns—not just by telling them how you operate, but by showing them.” Showing them includes making sure required cleanings are happening multiple times a day at apartment communities—which
has become table stakes for prospective residents today. “They want to see staff wiping down surfaces and paying special atten- tion to high-traffic areas like the pool,” Scaccia says. They also want to know that you’re staying on top of proto-
cols, enforcing mask requirements and observing social distancing when interacting with residents and prospective residents alike, even if it’s uncomfortable to do so. For example, Galvin says prospective residents today have a
keen eye, whether online or in person, and are constantly scrutiniz- ing how closely communities adhere to the pandemic’s new social order. “Nearly every renter wants to know what precautions are being taken to ensure health and safety at a property,” he adds. “On tours, they notice the number of sanitizing stations, signs in eleva- tors and in hallways about social distancing, and whether people wear masks. A lot of prospects get concerned if a pool has too many people at it.”
PITCHING AMENITIES IN 2021 At the start of COVID-19, amenities went from being enticing
to problematic as residents complained that they were paying for features they couldn’t use. But now, more than a year after initial shutdowns, observers say the drawing power of amenities has re- asserted itself with prospective residents—if you operate them in the right way. “How you’re managing amenities is important information to
share,” says BH’s Washington. “Prospects look at it as an indica- tion of how well-organized and well-run the community is.” So you need to share exactly how you’re scheduling admit- tance to amenities for residents, and how often. “Prospects really want to know how you’re prioritizing ac-
cess to those areas during COVID-19,” says Bainbridge’s Scaccia. “Early on, we partnered with our vendor to create an efficient sign-up system that’s available through our portal. It makes sure as many residents as possible can use the amenity, while monitoring capacity. It also lets us thoroughly clean that area between visits.”
EMPHASIZING WHAT THEY’RE LOOKING FOR Other areas that catch prospective residents’ attention today
include the amount of outdoor space a community has—both in common areas and with apartments’ balconies and patios. “Balconies and outdoor spaces have always been big sellers,
but since the beginning of the pandemic, they’ve become even more desirable,” says Kim Boland, Director of Digital Marketing at King of Prussia, Pa.-based Morgan Properties, which operates 75,000 apartments. “When stay-at-home orders went into place, people used their balconies and outdoor spaces as freedom from the indoors to relax and get fresh air.” But space where residents can get away from others inside
their apartments is increasingly important as well. “Since most employers are still doing work from home, renters are looking for affordable apartments with additional space to work,” Boland says. “It’s a real bonus if that space is separate from where they sleep.” Indeed, while many operators say their leasing velocity has
actually held up or even improved during the pandemic, the types of apartments that prospective residents seek has evolved. “Unit preference is the thing that’s really changed,” says
Crescent’s Campbell. “Apartments that include work-from-home spaces are in demand. It could be a thoughtfully placed desk in a one bedroom, a den or even renting a smaller two bedroom so they
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