Why Your Leasing Team Needs Support: The Case for a Multifamily Contact Center
Leasing teams are the backbone of any multifamily property, juggling numerous responsibilities from handling prospect inquiries to conducting tours and closing deals. However, with high call volumes, limited office hours, and mounting workloads, even the best teams can struggle to keep up. This is where a multifamily contact center comes in—a solution designed to support leasing agents by managing inquiries, providing 24/7 availability, and filling critical gaps in the leasing process.
In this blog, we’ll explore the challenges leasing teams face, how a contact center can alleviate these pain points, and examples of how live chat and other tools complement leasing team workflows.
The Challenges Leasing Teams Face
1. High Call Volumes and Missed Opportunities
Leasing teams often deal with a flood of phone calls, emails, and walk-ins daily, especially in busy markets. Prospective residents expect immediate answers, and when calls go unanswered, those leads are often lost to competitors.
- Stat Insight: Studies show that 78% of consumers will choose the first company to respond to their inquiry.¹ If your team can’t answer in time, you risk losing prospects.
2. Limited Office Hours
Most leasing offices operate during standard business hours, leaving evening or weekend inquiries unanswered. However, 62% of renters search for apartments after 5 PM, making round-the-clock availability critical for capturing leads.²
3. Administrative Overload
Leasing agents are responsible for responding to inquiries, updating property management systems, scheduling tours, and following up with leads. This administrative burden can detract from their ability to focus on more high-impact tasks like giving tours and closing leases.
How a Multifamily Contact Center Supports Leasing Teams
1. 24/7 Availability for Prospect Inquiries
A contact center ensures that no inquiry goes unanswered, regardless of when it’s received. By providing around-the-clock support via phone, email, and live chat, contact centers capture leads at any time of day.
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AI Chatbots and Live Agents: Contact centers often blend automated responses for FAQs with human leasing agents who can handle more complex inquiries. This hybrid model ensures efficiency without sacrificing the personal touch.
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Real-World Results: A mid-size property increased their lead conversion rates by 30% after implementing a contact center that provided 24/7 live leasing chat support. The ability to answer late-night inquiries made a significant difference in their leasing performance.
2. Freeing Up Leasing Agents to Focus on Closing Deals
By outsourcing routine tasks like answering questions about availability, pricing, and lease terms, a multifamily contact center allows leasing agents to prioritize in-person interactions.
- More Time for Tours: Leasing agents can focus on providing excellent tours to prospective residents, creating a stronger impression of the property.
- Faster Application Turnaround: With less time spent on repetitive inquiries, agents can expedite application processes and ensure prospective residents have a seamless experience.
3. Handling Peak Seasons with Ease
During peak leasing seasons, inquiry volumes often skyrocket. Contact centers help absorb this increased demand, ensuring prospects receive timely responses even when the leasing office is overwhelmed.
- Stat Insight: Companies using contact centers report a 25% reduction in response times, improving their chances of converting inquiries into leases.³
How Live Chat Fills Gaps in Leasing Teams' Workflows
Live chat is a critical component of contact center services, addressing specific gaps in leasing team workflows:
Gap 1: Capturing After-Hours Leads
Many prospective residents browse websites in the evening or on weekends, expecting immediate answers to their questions. Live chat ensures these inquiries are addressed, even outside of office hours.
- Example: A visitor browsing floor plans at 10 PM asks about pet policies. Live chat provides instant answers and collects their contact information for a follow-up the next day.
Gap 2: Reducing Call Volume
Some prospects prefer chat over phone calls for convenience. By offering live chat, contact centers help reduce call volumes, allowing leasing agents to handle in-person interactions more effectively.
- Stat Insight: 41% of customers prefer live chat over phone or email for its speed and convenience.⁴
Gap 3: Managing Frequently Asked Questions
FAQs like “What’s the rent?” or “Is there parking available?” can consume a significant portion of a leasing agent’s time. Live chat handles these inquiries efficiently, freeing agents to focus on more complex tasks.
- Example: A chatbot provides immediate answers to FAQs while a human agent steps in to assist with detailed questions, such as lease customization or scheduling a tour.
Examples of Contact Center Success
1. Improved Occupancy Rates with 24/7 Support
A suburban community struggled with low occupancy rates due to missed inquiries during evenings and weekends. After partnering with a contact center:
- Response Times: Reduced from 10 hours to less than 5 minutes.
- Occupancy Rates: Increased by 15% within six months.
2. Streamlined Leasing Workflow for a Luxury Property
A luxury apartment complex used a contact center to handle high call volumes during peak leasing season. The center’s live chat and phone support:
- Allowed leasing agents to focus on tours and closing deals.
- Improved lead conversion rates by 20%, thanks to faster follow-ups and detailed prospect tracking.
3. Personalized Service for Diverse Audiences
A property with a multilingual audience leveraged a contact center to provide support in multiple languages. Live agents used translation tools to assist prospects, creating a more inclusive leasing experience.
The ROI of a Multifamily Contact Center
Financial Benefits
Investing in a contact center leads to measurable ROI:
- Increased Conversion Rates: Faster responses lead to higher conversion rates, directly impacting revenue.
- Reduced Overhead Costs: By outsourcing repetitive tasks, properties can manage leasing operations without hiring additional staff.
Enhanced Customer Experience
A contact center ensures prospects receive timely, professional responses, creating a positive first impression and increasing the likelihood of lease signings.
Operational Efficiency
Streamlined workflows free up leasing agents to focus on what they do best—building relationships with prospects and securing leases.
Conclusion
Leasing teams face significant challenges, from high call volumes to limited hours and mounting administrative tasks. A multifamily contact center provides critical support, ensuring no lead is missed and allowing agents to focus on high-value activities like tours and lease signings.
By offering 24/7 availability, reducing call volumes, and filling gaps in workflows with tools like live chat, contact centers empower leasing teams to deliver exceptional service and achieve their leasing goals.
Investing in a multifamily contact center isn’t just about relieving pressure on your team—it’s about maximizing your property’s potential and ensuring every prospect gets the attention they deserve.
Sources
- Salesforce: Lead Response Management - https://www.salesforce.com/resources/articles/lead-response-management/
- Zillow Consumer Housing Trends Report - https://www.zillow.com/research/consumer-housing-trends-report/
- HubSpot: How Fast Lead Response Improves Conversions - https://blog.hubspot.com/sales/lead-response-time
- Freshworks: Live Chat Insights - https://www.freshworks.com/freshchat/resources/live-chat-statistics/