The inside on outsourcing
crafting specific strategies for increasing leads and leases," she said.
Regional marketing managers then consult, through biweekly conference calls, with small groups of properties in the program, teaching the onsite managers easy-to-implement marketing strategies and tactics to increase traffic and boost occupancy.
When a client's 196-unit community in downtown Santa Ana, Calif., fell to 85.2 percent occupancy during a period of slow traffic, it was placed in the pilot program. After eight weeks, occupancy at the property increased nine percent to 94.4 percent, a net gain of 18 new leases, when onsite managers followed the recommendations of the Marketing Watch List team.
Those strategies included refining focused advertising toward the urban culture in a downtown Santa Ana, Calif., community; increasing craigslist.com postings to four times daily; hosting prospects, residents and local businesses at a weekend open house; targeting employees of local businesses (with 110+ employees) with a Preferred Employer Program; implementing a hot sheet program to better monitor vacant readies, and revising a resident referral program offering tiered incentives at $500, $750 and $1,000.
Likewise, occupancy at a 378-unit garden-style community in
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