Multifamily Lead Nurturing 101

An Introduction to Prospect & Lead Nurturing for Multifamily Marketers

Multifamily lead nurturing, also called prospect nurturing, is critical to building smooth lead-to-lease journeys. However, it is often overlooked. The agents are either too busy or don’t know the right way to nurture their prospects.

AI-powered automation can come to their rescue. We’ll explain in a 5-part multifamily lead nurturing series:

• Multifamily Lead Nurturing 101: Introduction (this article)
• Multifamily Lead Nurturing 101: The Nurturing Sequence
• Multifamily Lead Nurturing 101: The 0th-Hour Send
• Multifamily Lead Nurturing 101: The Anatomy of an Email
• Multifamily Lead Nurturing 101: Best Practices for Effective CTAs

Here’s a summary of what’s in this post:

• Introduction: Prospect nurturing in multifamily means engaging the prospects with relevant information and nudging them to take action.
• The goal: The goal of prospect nurturing in multifamily is to get the prospects to schedule a tour.

Challenges: Multifamily needs prospect nurturing to solve the following challenges:

• 97% of leads in CRM are ignored or poorly nurtured, and only 3% get a good follow-up.
• Agents are outnumbered and unequipped, and prospect nurturing happens manually
• Prospects fall through the cracks

Best Practices: The article introduces you to the best way of lead nurturing in multifamily

• A seven-step prospect nurturing process that uses the Humans+AI approach.
• An AI nurtures the prospect by automatically sending emails in the right sequence.
• Meanwhile, a (Human) agent creates a personal connection with the prospects.