Hy.ly surveyed 50+ properties in Spring 2018 to evaluate the state of Multifamily automation.

While only 2.5% of 3rd Party Managers nurtured their prospects, as many as 90.6% of the big REITs nurtured their prospects.

We believe this is a big problem. So, wanted to help the Multifamily Minute family understand the power of lead nurturing.

Sounds great, right?

Let’s look at the benefits for Multifamily!

By using the lead nurturing cadence, you are giving prospects consistent and informative follow-up.

As a result, your company will be in the top 12.5% 3rd Party Managers!

Plus, by reaching out to them six times you will stay fresh in the prospect's mind.

Also, it gives your prospects six different opportunities to qualify themselves as ‘interested’ by clicking through an email.

Lead nurturing gets more prospects in your door without agent involvement.

Those are some pretty enticing benefits. Let’s explore how you can start your lead nurturing process and reap these awesome benefits!

The key to creating nurturing content is to give prospects helpful and engaging information.

These are the top six types of content your prospects are looking for!

1. Amenities. Showcase the best amenities that separate your property from the rest.
2. Features. Whether it is marble countertops or new appliances, your prospects want to know that makes your property special.
3. Neighborhood. The top three factors in home-hunting are location, location and location. Show your prospects the best attractions near your property.
4. Events. Inform your prospects about the exciting community events your property has to offer.
5. Floor Plan Availability. Tell prospects about the move-in-ready floor plans they can choose from.
6. Timed Offer. Incentivize prospects to sign a lease with a timed offer.

So now that you know what to write in your email, let’s design one!

The same basic design can be used for showcasing amenities, neighborhood, features, events and floor plan availability.

You should show three to five different options for each email topic. This keeps emails short, but informative.

Did you notice how each CTA prompts prospects to schedule a tour, driving the prospects to the automated tour scheduler? You are giving prospects clear direction on how to move forward.

Result: Your leads are accelerated through the lead-to-lease process!

See, it’s easy to design a nurturing email!

Best Practices

1. Using a single CTA drives all email traffic to the same place. This gives your email a clear, focused purpose.

2. If your email doesn’t provide relevant information, chances are they will be deleted, or worse… flagged as junk mail. Make sure each email is aimed to educate.

3. Mobile devices are used to open 61% of emails, your emails should be mobile friendly.

4. By sharing information over several days, you can educate prospects without overwhelming them.

5. Focusing on one topic per email is more impactful than mixing and matching topics.

Now you are ready to start your own lead nurturing campaign!

Download the full infographic here