As a landlord or property manager, it’s important to learn as much as you can about what drives renters who are searching for a new home. That means getting into their heads, learning their apartment-hunting strategies, anticipating their expectations, and knowing exactly what they’re thinking. This is the essence of developing successful marketing strategies that will keep your vacancies low.
If this sounds like an impossible task, it’s not at all. You just need to tap into data that has been broken down into meaningful study reports that provide analytical information developed by industry experts. Reviewing data such as the informative provided in this report from Zillow is a great way to better understand your potential tenant audience so you can focus your marketing efforts on their needs and expectations.
Data reports can provide you with some super-insightful information. Here are some examples:
Average Amount of Time Renters Search for New Digs: Renters take about 10.4 weeks and talk to four to five property managers or landlords during the search process before making a decision to put down a deposit. What methods do renters use to search for vacancy listings?
* Online searches (85%)
* Direct contact with property owner or landlord (63%)
* Referrals by friends, relatives, or neighbors (59%)
* Contacting property managers or leasing agents (53%)
#1 shouldn’t surprise anyone—online searches are the most commonly used resources for finding available rentals. Four out of five renters (85 percent) turn to online searches to search for vacancies. The second most common method is making direct contact with a property owner or landlord (63 percent). Third in line is referrals by friends, relatives or neighbors (59 percent). More than half (53 percent) also consider property managers or leasing agents to be resources during their search.
Devices Used by Renters in Their Search for a Good Property Managers or Landlords
* Desktop computers: 74 percent of rental searches are performed on desktop computers
* Mobile sites: 59 percent of rental searches are performed on mobile sites
* Apps: 43 percent of rental searches are performed using an app
Marketing your rental properties successfully requires publishing your vacancy listings online so they are immediately discoverable to renters conducting online searches. Most rental property websites are search engine optimized and mobile-friendly. If you publish your vacancy listings on your own website it must be mobile-friendly.
Google offers a mobile-friendly test that makes it easy to check and see if your website looks great on mobile phones. Click on the link and enter your website’s URL to see if yours is a mobile-friendly website.
When renters assess a property, four out of five of them (82 percent) consider an in-person tour of the unit important. They want to view the space and check out the conditions in order to visualize living there. This is especially important for people with children (86 percent). The majority of renters (82 percent) also want to review lease terms and rules before they commit, and many (64 percent) want to meet the property managers, especially when the rental is a single-family home with a landlord (64 percent).
Online reviews are important!
Check your website reviews often to mitigate any negative reviews as quickly as possible. Negative reviews can cost landlords and property managers dearly when it comes to losing high-quality tenants because of them.
Price, property safety/security, and pet policies top the list of important amenities that renters consider during their search.
Deciding to move:
As property managers or landlords, the more you know about the key behaviors, characteristics, and expectations of the tenants you seek, the more able you’ll be to effectively do marketing and engage the people that you want.