This edition of Life with RentSentinel features Sarah Greenough of Princeton Properties
What if increasing your leads by 20% was an accomplishable task? You better believe it is! It’s understandable why property management companies struggle to balance marketing properties online and finding time for customer service. Without the help of a marketing management tool, who has time to form customer relationships? No one does! But we didn’t give up that easily, that’s why RentSentinel created a solution.
We caught up with Sarah Greenough, Chief Marketing Officer at Princeton Properties, for expert assistance. We discussed the proven benefits of property management software along with the positive effects it has on employees.
Princeton Properties has 6,500 units at 35 different locations; they currently have 28 RentSentinel Marketer accounts activated. The Marketer product posts to all directory listings sites, simplifies the Craigslist process and, with the evolution of integration, attaches to social media sites like Facebook and Twitter. That sounds easy enough because it is, but Sarah recalls many years she didn’t have a marketing management system streamlining property activity.
“We had a need for ‘prettier’ property ads that were posted more frequently,” she says, “but our site teams didn’t have time to create and post on a regular basis; plus we didn’t have a solid method to monitor ad success.” To minimize her struggle Sarah hired a company to post all property information to Craigslist. “I spent hours creating spreadsheets with property information including pricing, amenities, availability etc., I also provided a schedule with dates and post/repost times to ensure things were updated consistently,” she says, noting this went on for quite a while; and though it functioned, it didn’t eliminate tedious tasks or save time. The process lacked benefit because creating spreadsheets and giving direction was equally as frustrating for Sarah as doing it herself.
“This is when I found RentSentinel,” reports Greenough, stating that Princeton Properties needed a content management system that organized property information, in one centralized location, with no hassle. “Using RentSentinel provided immediate value to our company; our site teams noticed improved internal and external communication, and from a structural point of view it’s fantastic,” adds Greenough.
Currently, 20% of Princeton Properties lead sources find their apartments thru Craigslist; whereas in 2008, less than 1% of leads were a result of Craigslist. This proves the ads RentSentinel builds are not only valuable, but meticulously executed in conjunction with posting times. “Adding prospects thru Craigslist makes our company less dependent on expensive lead sources,” says Greenough.
Additionally, RentSentinel provides numerous reports that measure ad success. Marketer users, on the Managerial level, receive daily emails displaying charts, ghosting lists, high/low ad views and more. Once Sarah deploys the info to her team it’s easy to effectively communicate and monitor next steps with apartment shoppers. “RentSentinel provides excellent customer service; the support teams trained our staff, advised on content direction and made the process fun,” Greenough explains. “There’s self-fulfillment in organization,” she says, adding that she has three favorite reports.
Princeton Properties’ Most Admired RentSentinel Reports:
MultiFamily leasing teams are now daily users of many web based products that can deflect the importance of real customer relationships. Implementing a content management system allows companies like Princeton Properties to leave the concaved desk chair; meet people and lease apartments. “We aren’t robots, we must humanize this process,” explains Greenough, “RentSentinel optimistically can free up the leasing teams time and puts the focus on customer service.”
Any effective apartment manager understands the significance of long term relationships with customers from the prospect stage to the signed lease to the renewal and/or move out stage. Catching up with Princeton Properties verifies the benefits of a content management solution and inspires RentSentinel to continuously add valuable products to our platform. Stay tuned for new, innovative products coming soon!