Email Follow-Up Etiquette & Best Practices

Purpose (Why we do this):

Customer Service: Following up with our leads is the most important part of the leasing process. It is crucial that our email communication is well written and organized, and that our leads feel cherished.

Policy (What you’re supposed to do):

Sending messy emails with grammatical errors affects HRA’s professional image and takes away from the message that we are sending our prospects. 80% of sales are closed on the 5^th follow-up, which means that we are in constant communication with our leads. Through personalized and well-written communication, we can show our leads that we are Market Leaders and provide Superior Customer Service. The key is to remember your prospects are receiving follow-up emails from your competitors and can also see what you are sending their roommates, so keep them fun and personalized. It is encouraged to show your personality if it is done in an appropriate method.

HRA standard follow-up is between every 48 and 72 hours.

Procedure (HRA Way!):

Communication with prospects will be logged through Entrata. When using email as a follow-up, please make sure to use a combination of message center emails and personalized messages.

Every email should include the following:

• Personalized greeting
• Personalized message (Example: “Congrats on your admission to _____________!” “You and Mike are going to love our 2-bedroom floor plans and access to our 24-hour fitness center.” “Good luck on your upcoming exams!”)
• Property contact info (number, email, website, social media links)
• Call to action (What do you want them to do? What’s the next step in the leasing process? What is your current special? Include links to start application or a link to schedule a tour.)
• HRA signature
• Property header and footer

Step-by-Step in Pictures:

• How To Send A Personalized Email - Scribe 

Additionally, all properties are encouraged to create email templates in Entrata. When using email templates, the expectation is that the email will be personalized to fit the specific needs of the prospect. Keep in mind that they are receiving similar emails from your competitors and can see what emails you are sending their roommates. Here is a list of recommended templates:

• Initial Inquiry Follow-up: Summarizes property features, asks for the call to action to set an appointment for a tour.
• Just Checking In #1: Short email that asks for an appointment.  
• Just Checking in #2: Short, softer email to see how housing search is going.
• Same Day Thank You: Use after a tour, online chat, or phone call.
• General Urgency Response: Urges the prospect to sign a lease quickly.
• Schedule a tour today: A short, general email that asks for the tour.
• Studio – 4BR Response: Specifies features of a room type.  
• Specials/Promotion: Whenever a new special or promotion is launched, send this email to all prospects.  
• Event: Whenever a new event is planned, send this email to all prospects inviting them to join.
• Price objection: Designed to overcome pricing objection.
• Missed Tour / Reschedule:  Send the same day a prospect misses the tour.  Asks for the call to action to reschedule.
• Looking to sign a semester lease: Overcomes the semester lease objection and discusses the re-letting option.  
• Bus Routes / Distance objection: Focuses on great location of the property and explains easy ways to get around.
• Random Roommate Objection: Explains the Roommate Matching process.
• Construction objection: Only applies to new builds with a Construction Guarantee.  

Online Leasing: Emphasize how easy it is to lease online with an overview of the process.