Jennifer Staciokas, Pinnacle’s Senior Vice President of Marketing & Training, recently shared her thoughts at the Georgia Apartment Association (GAA) Conference in Savannah, GA in a session with another industry expert titled “Multifamily Trends.” The fast-paced session focused on eight sections: the customer experience, technology as an amenity, lead generation, management and nurturing, digital marketing, social media, property performance, artificial intelligence and legal. Below are some of the highlights.
Jennifer kicked off the presentation with the importance of making memorable impressions through sensory experiences when potential renters visit an apartment community. She also mentioned how creating community through event planning with promotion on social media can increase ratings and reviews as well as bolster resident retention through curated experiences.
The next portion of the presentation centered on streamlining resident messaging through technological innovations, such as custom branded apps. A community app can leverage referrals via outgoing residents and host amenities like on demand storage, moving services, grocery delivery and consolidated services. Jennifer shared how Pinnacle maximizes leasing efforts by using an outbound call center to follow-up after the first contact and set appointments. She also discussed the importance of optimizing websites and ad campaigns for voice search as it is more conversational in tone and more localized in nature by focusing on long tail plus keywords.
The presentation continued by adding how social media is becoming the new customer care. Jennifer said that 90 percent of consumers communicate with businesses on social, 63 percent of consumers expect customer service via social media and 35 percent of consumers turn to social media specifically to have their customer service issues handled. She talked about her experience with this trend at Pinnacle and urged the audience to consider how they are staffing their properties and corporate staff to handle this expected means of communication going forward.
Artificial intelligence was another highlight of the trends presentation that included Pinnacle’s involvement and rollout of a chatbot for not only prospects, but also resident concerns. She also shared the introduction of their leasing assistant, Elise, to help schedule appointments and help close more leases by powering our website and various ILS contact forms to free up our onsite teams for higher value interactions.
The presentation wrapped up by sharing various legal concerns such as GDPR and visual media ownership rights and tips to ensure your company is in compliance.