Everyone loves an open house. Realtors have portfolios with hundreds of homes for sale. A simple phone call can arrange an appointment for a home tour. Placing a sign in the front yard announcing OPEN HOUSE TODAY, creates interest. The results are significantly different than the inquiries generated by the HOME FOR SALE sign.
Open House for Multi-Family
The same principal can be effective in multifamily housing. Advertising for an open house creates a different perception. It’s not about decorations or free food. Having the sign on the property announcing OPEN HOUSE, creates an invitation.
Actually, we know the invitation is unnecessary. Our teams are always ready and available to lease an apartment home. However, having an open house sign seems to encourage prospects who may be “just driving by” to take a few minutes out of their day for a tour of the property.
Another effective sign is APARTMENT TOURS TODAY. Again, for every manager and leasing professional, we know we give tours every day, any time of the day. But having a sign announcing tours TODAY gives “permission” to stop in without an appointment.
Another technique employed with both of these signs is the word, TODAY. Subconsciously, the word is creating a sense of urgency. “You need to look at the apartment today.” The sign implies that maybe a tour or the open house event is for today only. Waiting could mean you would miss out on the opportunity for the availability of a specific apartment, the home of your dreams.
The placement and use of the signs will either enhance their effectiveness or destroy the facade. Leaving signs that advertise exclusive or limited accessibility for endless days sends a louder message than the words on the sign. A forgotten sign in poor condition is will not contribute to the advertising efforts.
“Now Leasing” Signs
“Now Leasing” signs are often placed at the entrance to apartment communities. Unless the property has just opened, and you’re announcing the property is open for business. Now Leasing seems an unnecessary demonstration of the obvious. Why wouldn’t we be leasing?
An Open House theme adds a festive atmosphere to the leasing calendar. Using this invitation for weekend leasing might be the answer for dreary seasonal weather. Sometimes the idea of an Open House-food, decorations, crowds overwhelms the advertising moment. The value of this event, is the simplicity. It’s simply an invitation to come in.
The appearance of the model should always be “Open House” ready. Generally we have snacks in the leasing center. We’re always ready. We want to create a new method to catch the attention of prospects.
Schedule your Open House soon!
Lori Hammond is the Regional Operations Manager at Management Resources Development. Reprinted with permission of Multifamily Insiders. Multifamily Insiders was created to provide the first true online networking group for the multifamily industry and its partners. Email Lori at [email protected] . Reprinted with permission of www.multifamilyinsiders.com.