When it comes to interactive screens, there’s certainly a cool factor. But with the growing digital age, are they right for your multifamily property? Apps, drones, and VR are modern tactics in marketing, but touch screens have become a tried-and-true classic that may give your multifamily marketing the edge you need.
Two Dallas properties, The Alara Uptown and The Taylor by Streetlights Residential, added touch screens to their lobbies. Jessica Baxter, Marketing and Communications Director at Streetlights Residential, said that the leasing agents at the Taylor primarily “use the screen as a starting point to tours or when people are waiting to tour.” The application takes much of its content from the website, including information on specific units, property events, and nearby restaurants. However, the screen includes information that the website does not provide, such as upcoming private events for the community. As interactive screens move toward location-specific content, they will become a more and more useful tool for multifamily marketers.
Why touch screens?
By 2020, there will be 25 million new young American professionals. This age group in particular prefers to live in urban communities and they will flood around 3.5 million new units. They grew up with technology and prefer to make buying decisions based on raw data. With a demographic that interacts well with technology, looks for quality urban apartment communities, and wants information, there is no better time to implement interactive displays in leasing offices. They ultimately provide a feature that focuses on ease-of-use and is a step towards the digital evolution within multifamily marketing.
3 Keys to Success
Create unique content. Sound familiar? When it comes to touch screens, it’s important to create unique content that highlights the strength of the technology. Perhaps that could be interactive floorplans and photo galleries, with the ability to zoom and change angles. Touch screens are also a great multifamily marketing tool to show off the property culture and create a sense of community. This also helps attract potential residents. Maybe you display the testimonials of past renters or give birthday shoutouts to current tenants.
Train staff. “Training and buy-in is important,” said Baxter. “We work with the leasing team to teach them how to incorporate the touch screen into their sales pitch. Also, we do training on the technology itself.” Touchscreens provide an opportunity for more connection between tenants and a new way to give information to customers.
Let your touch screen help you. Add features to make the screens like extra agents in your leasing office. For example, in high-end hotel lobbies, the touch screens connect guests to events in the city, help them book appointments, and allow them to take and share pictures. For more urban properties, a wayfinder tool will be beneficial to residents and guests who may need help getting around.