Multifamily executives, though, are careful to point out that technology should enhance—not replace—the role of a leasing agent. Though it’s undoubtedly a tough balancing act to foster a personal relationship with a prospect in a world where the computer has all the answers. Holtzman at Village Green goes so far as to ban kiosks from the leasing center. “We want the interaction to be between the customer and the salesperson,” he says. “We want all the technology to be online before the prospect arrives at the site.”
5. Embrace Mother Nature.
Kiosks replete with 3D floor plans and interior and exterior photos have replaced the need for much of the traditional printed brochures that have been a mainstay in the industry for years. In fact, Kettler Management recently added the ability for users to view floor plans side-by-side at its marketing kiosks to ensure that prospects don’t miss the printed versions. “That functionality is what helps you replace the paper aspect—a lot of customers like to lay the floor plans in front of them,” says Kettler’s Kossow.
Disappearing, too, are printed copies of leases and other legal documents. “I think leasing offices will be much more eco-friendly. Camden is moving that direction with its document management system,” says Camden’s Baker. “All of our documents are online now, hosted by our property management system. With the ability to execute a lease online, residents can review their documents at anytime via the Internet.”
Electronic documents equate to more storage space and a reduction in paper and printing supply costs, Baker adds. “If you think about all those consumables that go into printing a 25-page lease as well as the savings across 200 properties, it’s pretty exciting to see where we are going.”