It’s not surprising that 84.5% of renters who participated in our 2019 Online Renter Study said they researched online before reaching out to a community. With a variety of online resources available to renters, the tour now comes down to a simple means of verifying what the renters have seen online. Renters are wondering “Do the pictures I am looking at online truly represent what will be seen when I get there?” when starting their renting journey.
Perception of Value Drives Rental Decisions
SatisFacts research clearly demonstrates that the perception of value is the #1 driver for rental likelihood. What drives the perception of value for those in need of a new home? It is driven by the appearance and condition of your community. (Read more: Maximizing Apartment Value for Residents through Maintenance)
Renters have developed a mental picture of the community based on what they’ve seen and read online. Those communities which are able to show tangible proof, the mental picture is in fact, the reality, are one step closer to securing the lease. In order to increase renters likeliness to rent, your onsite team members must remember how the experience is from a renter’s perspective. Renters are on a journey every time when they decide to tour a community. Ask yourself: What is your role during their journey? Are you adding to their stress and anxiety of finding a new home or easing their burden?
A renter’s visit can be broken up into scenes, looking something like below:
Scene 1 – Driving to the community (neighborhood, location)
Scene 2 – Finding a parking space (ease of parking)
Scene 3 – Walking into the leasing office (landscape, clean, welcoming)
Scene 4 – Communicating with onsite staff (friendly, open, undivided attention)
Scene 5 – Touring the community with the staff (clean, presentable, working Order)
Scene 6 – Touring the new home with the staff (ease of living, appliances/fixtures)
Scene 7 – Returning to leasing center (pleasant experience, knowledgeable, relatable, the perception of value)
Scene 8 – Leaving the community (can I see myself living here?)
