Page 96 - AAGLA-JUNE 2022

Property Management
requests aren’t being met in a timely manner and take to Yelp before following up with the management first. Most of these can be fixed by paying attention and immediately reaching out. Do not respond negatively - that is the worst thing you can do but it is important to always respond. Remember that you can’t make everyone happy but you can atleasttakeapositiveapproachthatwillhopefullygetyou more good reviews than bad ones.
Facebook: Like Yelp!, it is another place where consumers can share their opinion, whether it is correct / fair or not. More importantly Facebook, along with other social media, gives your brand a chance to display itself through campaigns and to keep your profile up to date. Potential renters aren’t just looking for a home anymore, they are looking for a lifestyle. And let’s not forget about all the online communities you can use to advertise your vacancies such as “LA Housing and Rentals”. After you submit a post, Facebook finds similar pages you can post the same advertisement to or post to the Facebook Marketplace!
Non-Paid Platforms
Craigslist: One of the most favorite and familiar places to shop online, especially for housing. It’s free. It’s simple for the person posting and the person looking. With the filter options you can weed out what you don’t want and quickly find what appears to be the perfect apartment. Remember to refresh your advertisements every 72 hours if your vacancy doesn’t get rented right away and to include lots of good pictures. Dark, unattractive pictures and pictures that show an unfinished unit will hurt your traffic. The pictures also need to be an accurate depiction of what you are offering. It is alright to use a different apartment that has already been completed if you say so and the apartment you are working on will look basically the same. Craigslist allows you to filter ads by whether they contain pictures or not and most people use this option
Paid Platforms
Zillow, Apartments.com and Rentpath are the top competitors in paid marketing and can sometimes make a big difference in the amount of time a unit remains vacant - so don’t be shy about reaching out for short term advertising
for smaller buildings and for larger ones negotiate a longer term if needed. SKY as a customer of all three we have experienced a surplus of applicants, especially through programs like lead mail. In contrast to paying for a monthly spot, it’s a one-time email-blast to potential residents and it has proven successful with multiple leases. All the platforms offer different packages for monthly services through various websites including the most visited ones such as Apartments.com, Rent.com and Apartment Guide.
Software
Property Management software places management and residents on the same platform, providing them with accounting tools, maintenance request forms and management can communicate with tenants by texting or emailing from their portal! There’s no need to give your personal contact information out! Many property management software options also provide marketing tools
Appfolio, Yardi and many others: Marketing is a great selling point for software. The dashboard can highlight upcoming move-ins and move-outs to keep your team on the same page. The vacancy section allows you to create advertisements from the marketing description, to rental terms and even pictures. Using a professional photographer and staging the unit will make a huge difference when posting an upcoming vacancy. Staging does not always require fully furnishing a unit. You can lightly stage a unit with about $100.00 at stores such as Ross and Marshall’s. They carry tons of faux plants, candles, towels, soaps and knickknacks to nicely add a “pop of color” to your vacant unit kitchens and bathrooms. With a click on “Post to the internet” your advertisement will be uploaded to several web platforms as well as your own property website. It helps cut the middleman out and cut back on some work. Guest cards created both automatically and manually help keep track of the traffic and create a list of potential renters.
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Kari Negri is the Chief Executive Officer of Sky Property Management and is a member of the Board of Directors of the Apartment Association of Greater Los Angeles. For questions, you can reach Kari at Kari@SKYprop.LA.
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