It’s long been accepted that going without a website is leaving money on the table. I’m here to tell you that going without a mobile solution is just as harmful to your bottom line. Pew Research recently found that 64% of Americans own an app-capable smartphone; and 10% of Americans access the internet exclusively through their phones.
Apartment apps have been overwhelmingly well received among renters in recent years. They are quickly catching fire as a must have amenity for modern communities. Still, most communities haven’t jumped on board; early adopters are striking gold by marketing to completely untapped demographics.
Must Have Features
As is the case with any relatively new market, there are more than a few fly-by-night companies trying to cash in. Industry experience is a must when choosing an app company to work with. Beyond that, there is a staggering amount of features available, some more useful than others. With that in mind, I have constructed a quick “Must Have” guide to assist you in choosing the best app for your community.
Push Notifications – Push notifications boast a 40% click through rate, for those of you that keep track of your property e-mail campaigns 40% is likely a pretty wild number. E-mail, by comparison, has a 1.94% click through rate in the apartment industry. Push notifications allow you to utilize hyper targeted prospect remarketing on the fly. You can send new move-in specials or just check-in with prospects to help coax them back to your property. Prospects that slipped through the cracks because of vacancy issues can easily be notified when new openings arise as well. The advantages to current residents shouldn’t be overlooked either. You never have to fret over holiday party invitations or sharing scheduled maintenance times again.
Android & iOS Compatibility– This may seem like a no brainer, but many app companies stick to one discipline. What you wind up with in this case is a chunk of your residents and prospects being alienated. One of the last things any community wants to do is negatively impact their residents or prospects sense of inclusion. It’s important than you are completely certain that the app you choose is compatible with as many devices as possible.
Property Information Features – A well designed mobile app can potentially serve as your properties mobile brochure; making your community more accessible than ever.
From high quality photos, to pricing, to floor plans; you can really pack a lot in. Prospects can even schedule visits to your community. Having an app that is loaded with property info, contact information, and an “Apply Now” button helps make the move-in process easy. Which in turn, will increase your residency numbers.
For residents, contact information and event calendar buttons really help build that ever elusive sense of community. However, the biggest feature you should be looking for is mobile rent pay, it’s a big time seller. Residents will appreciate the convenience of being able to pay rent from anywhere that they have a mobile signal. Bonus, you’ll likely see a tangible increase in on-time rent payments.
Other crowd pleasers to keep an eye out for include: Social media integration, Maintenance requests, and Built-in info about local dining, entertainment, and shopping.
While the process may seem daunting, you’d be surprised how easy and affordable setting your property up with a mobile app actually is. Not only will it make your residents happy; your bottom line will thank you for adopting a solid mobile solution as part of your overall marketing strategy.
The team at MultifamilyApps has worked in the multi-housing marketing business for over 25 years. In 2016, we created a mobile solution allowing communities to reach residents and prospects where they spend the most time, on their phones