Email is a powerful tool. Thanks to email, we’ve been able to virtually connect the world, giving people a way to communicate almost instantaneously. What’s more, it quickly became an incredible tool for marketers, who could reach millions with information about their products and services with the click of a button. But over time, that tendency for marketing teams to heavily rely on email has actually throttled its ability to make an impact. If you’re like most people, you’ve probably handed over your email to dozens of websites over the years and now have an inbox full of spammy messages trying to entice you to engage with brands you probably don’t even care about. As of 2021, over 300 billion emails are sent each day. That’s billion with a ‘b.’ And with the average person receiving dozens of those a day, it’s not hard to see how email might not be the best tool for companies looking to connect with consumers in a meaningful way.
When it comes to multifamily property management teams, connecting with and providing information to prospective leads is vital. But as we’ll show in this resource, email is not the most effective way to do this. If you want you and your teams to break your email dependency, keep reading. We’ll show you the main reasons why email fails in marketing and property management and demonstrate how moving to synchronous communication solutions can improve the quality of your outreach efforts significantly.
Why email fails
Like we mentioned earlier, the popularity of email as a means of marketing has led to an oversaturation of brands trying to vie for peoples’ attention. What’s more, the format of email communication itself isn’t the best suited for maintaining engagement. Below we’ll go over why email, in general, can fail as a medium.
Spam: One of the most common reasons people don’t receive promotional or branded emails is because they end up getting picked up by a spam filter. Certain platforms are more particular about detecting spam than others, which means that even if you spend time painstakingly making your email sound not spammy, it could still wind up in the spam folder. And once it’s there, it’s doubtful it will be opened and read.
Overloaded inboxes: Another reason emails can fail is that they arrive in an already crowded inbox. Most of us receive various marketing emails every day, and people tend to simply delete them without taking the time and energy to engage with them. According to research from Campaign Monitor, only 18% of emails are opened. If you want to be noticed, email is not the way to go.
Interest decay: This is a phenomenon in which the more time that goes on between email correspondence, the less interested your target will be in the topic. If you don’t immediately get someone engaged, it’s unlikely that you’ll be able to in the few hours or few days after sending your email.
Why email doesn’t work for property management groups
We’ve seen just how ineffective email can be in regular marketing efforts, but did you know it’s an even worse medium for property management companies? Along with not being able to stand out in a sea of crowded inboxes, property management teams encounter their own unique hurdles when it comes to email.
Ultimately, property management teams need to stop relying on email because:
Properties are overwhelmed: Today’s multifamily teams can receive hundreds of leads each day. It’s nearly impossible to organize, keep up with, and nurture those leads through email. Things can get lost in inboxes, and asynchronous communication often leads to that pesky interest decay we discussed earlier.
Authenticity is key: One of the keys to converting leads into renters is authentic, informative communication. People want to have their questions answered quickly and easily, without having to jump through hurdles or sit and wait on an email to get back to them. And while it may seem counterintuitive, leaning into a property management chatbot can be one of the best ways to infuse that authenticity into your customer interactions. In fact, 83% of consumers said they would be more loyal to a brand that offers a chatbot for tasks like making an appointment or handling customer service inquiries.
Synchronous conversations matter: Your office hours shouldn’t dictate when people can access information about your property. That’s why being able to offer synchronous communication at any time is so important. People don’t want to wait around for an email that could take several business days to reach their overflowing inbox. They’d much rather be able to get the information they need 24/7, 365 from a chatbot.
How property management chatbots can help
At BetterBot, we work day in and day out with property management teams across the country to learn where their pain points are and how simple technology solutions can help. And what we’ve found is that property management chatbots have been able to radically transform the way teams interact with prospects for the better.
To change the way multifamily teams interact with prospects, we’ve created two property management chatbot solutions.
BetterBot for Web
Our proprietary omnichannel chatbot, BetterBot for Web, works by helping prospects learn about property information and schedule tours on their time – without being restricted by office hours or limited staffing. Over 56% of website traffic happens after business hours, which is why 24/7 prospect engagement is key to sparking those high-value conversations with would-be renters. Fully customizable with countless integrations, BetterBot for Web makes it easier than ever to insert yourself in the conversations that matter most.
BetterBot for Leads
Leasing teams don’t have a lot of time on their hands – we know this. That’s why we’ve created BetterBot for Leads to help save these teams countless hours responding to and nurturing leads. Your own virtual leasing agent, BetterBot, never sleeps, allowing prospective and existing renters to have their questions answered in real-time while your staff focuses on other high-value tasks. Plus, BetterBot works directly with your existing property management software to contact new leads immediately as they come in. And since not every lead is going to respond quickly, BetterBot for Leads continues
to provide tailored lead follow-up to nurture that lead into a scheduled tour.
Explore our free demo or contact the BetterBot team today to learn more about the multifamily industry’s #1 chatbot solution.
