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Reading Room Articles Leasing Lynda - You've Got Mail! By Tami Siewruk It's unfortunate that the more communication options we have available to us, the more difficulty we have in responding appropriate to every rental inquiry. This problem is particularly noticeable with inquiries that come over the new phone inquiry service, like For Rent Magazine's Current™ TM or calls that came when we were too busy to answer the telephone and ended up left to CallSource or some other call management system. There are also the inquiries that come over that newest of mediums--the Internet. We're well trained to respond to real people, face-to-face; but we often drop the ball when that person is only represented by an e-mail message. It's time to realize that there is a real live, living, breathing human being on the other end of each request for information; and they're looking for a new home! Face it-every single inquiry and traffic source is important to our success. The solution to making the absolute most of each inquiry lies in simple, one-on-one personal contact with a personal touch! If you're lucky enough to have the future resident's telephone number, then call it. Introduce yourself, and handle the call just as you would have if the future resident called you. If you only have an e-mail address, however, there are still some effective ways to personalize your communications and help ensure that the future resident learns more about your community. All About E-Mail E-mail (electronic mail) is the means by which people communicate by sending text, data, image, or voice messages via the Internet. E-mail can take the form of simple text messages; pictures, and/or sound (even recorded voice messages) and may include file attachments that contain additional information. Each e-mail user has a unique electronic storage space called a mailbox, which is identified by a unique e-mail address. E-mail is so versatile that it can take the place of telephone calls, faxes, and written messages like memos or reports. It allows the unique opportunity to send value-added information quickly and efficiently to someone across the hall or around the world. Using e-mail effectively as a part of the leasing process requires an understanding of the basic components of each message and an understanding of e-mail procedures and etiquette. Because e-mail traffic may be heavy and "junk" e-mails are becoming more common, recipients may take steps to "screen" their messages, and sort them according to priority. Senders will naturally want to compose their messages in such a way as to facilitate their being read. Header Description Appropriate Use To The recipient's e-mail address (or screen name) Use on all messages for accurate delivery CC Courtesy Copy (or Carbon Copy. Send one to yourself too to have a record of the correspondence.) Use when the message should be sent to recipients other than the primary addressee Subject Be as specific as you can about the message's contents Bear in mind that the subject line will be your recipient's first encounter with the message, and will often determine read priority. Message Include the primary message that you wish to convey. Compose your message so that it is concise and easily understandable. Stick to the point. Signature The sender's name and contact information, which can sometimes be inserted automatically at the end of the message. Use this section to make it easier for the recipient to identify you and contact you if necessary. Attachments A file that accompanies a message, for the recipient's use or information. Attach only information that is pertinent to the main message. Be certain that the recipient's e-mail program can accommodate file attachments and that the file is in a format that can be used by the recipient. The Subject Line Because the subject line will be your recipient's first encounter with your message, it is essential that your subject line to convey the content and importance of your message. • Be specific and get to the point in the subject line. For example, instead of "Hello", a more comprehensive subject line might be "Requested information about XYZ Apartments." • Keep subject line to 25-35 characters (the typical number of characters that will be readable on screen within the recipient's e-mail browser. • Avoid labeling messages as "urgent" in order to get attention unless the content of the message truly warrants it. Remember the story of the little boy who cried wolf? • Don't use abbreviations, acronyms or jargon unless you know your receiver will understand them. • Never leave the subject line blank. Not only is it your recipient's first encounter with your message, but it is respectful of his or her time to indicate something about what the message contains. The Message Once you've composed an appropriate subject line, proceed to write a brief, but clear, message. You can usually make your point within one e-mail message screen (approximately 20 lines), but bear in mind that what looks like a screen full to you may not transfer as a screen full to your receiver. • If the future resident has provided his or first or full name, address the e-mail as you would a letter, beginning with "Dear <name>". Mr., Mrs., or Ms. <lastname> is preferred, but in the absence of a last name, "Dear <firstname>" is acceptable. In the absence of a name, begin simply with "Thank you for your inquiry..." • Don't ignore the fact that your reply is a leasing opportunity. Take advantage of the chance to lease your community. To help ensure the best promotional response, you or your marketing manager may want to compose some "form" e-mail to be used as a base for correspondence. These can be "cut and pasted" into the message and then personalized, just as you would a form letter. • Stick to the point. The future resident likely chose e-mail as the preferred method of communication because of its convenience and speed. Respect his or her time accordingly. • If your community has a web presence, direct the future resident to your web site for more information. Provide a link to the site if your e-mail program allows. • If the future resident made a special request (i.e. asked for additional information by mail, or specially asked if you allow pets) be certain to answer appropriately. • Pay careful attention to spelling, grammar, and wording. Remember that your written reply will create the future resident's first impression of the community, so ensure that the image you send is a professional one in every respect. Remember, e-mail is still a business correspondence. • Use upper and lower case letters appropriately. Replying in capital letters is considered "shouting" and deemed impolite. • Include your full name, title, the community name, your telephone number, and fax number. The purpose of your message is to invite the future resident to contact you by telephone or in person, and he or she can't tell who you are or how to contact you by your e-mail address alone. The Signature Many e-mail applications are capable of automatically inserting a small pre-formatted message, often called a "signature file" or "sig file" at the end of every message that you send. If your e-mail program doesn't automatically insert a signature, you should add one yourself to the end of each message. Your signature should include your full name, title, company, and any contact information that you deem appropriate, such as your mailing address, telephone number, fax number, or maybe even a mobile number. This information should be included as a courtesy to the recipient so that they can easily identify you and contact you should additional information be required. The Attachment Because e-mail should generally be short, you may want to include other documents as attachments as e-mails. These pieces can be as varied as direction on how to get to the property, copies of floor plans or brochures (especially if you do not have a web site you can refer the future resident to), or even a sample application. When attaching a file to your message, make certain that the name of the file makes sense to the recipient, since the file name that was given for internal use may not. Also keep in mind that e-mail recipients may not always be able to open attachments, so do not rely on the attachment to contain vital information. If you experience problems with recipients' ability to open attachments (which may be caused by an incompatible word processing program or by corruption during transmission), consider saving files as rich-text format (RTF in your word processor). Another option that is particularly appropriate for files that include graphics is to send the files in PDF format. However, recipients must have an Acrobat reader on their computers to access PDF files. Follow Up The golden rule of e-mail is that it should be treated with the same respect and degree of importance as any other information request that you receive. You wouldn't let a phone call go unreturned, and you wouldn't ignore a future resident who walked into your leasing center, and you shouldn't fail to respond to an e-mail message either. Just like any other form of communication, there are a couple of special considerations to take in replying to e-mail: • Act upon the request - Often, the sender will be specific about what he or she wants and expects (i.e. "Please mail me a copy of your brochure at the below address" or "Please have someone call me"), and you should act on that request and maintain a record the same way that you would had the future resident called on the telephone. Whether or not you wish to maintain a separate log for e-mail communications only is a matter of choice. (Note: be careful when transcribing e-mail addresses into your log to ensure that the addresses is noted correctly… e-mail addresses can sometimes be lengthy and incorporate underlines or dashes.) • Respond as appropriate - Don't leave them hanging! Let them know that you received the message, have acted on it (i.e. mailed their brochure), and are at their service if additional assistance is required. If they didn't provide a telephone number and/or address, it is acceptable to ask them for these within the context of requesting permission to communicate with them further. If they did provide these, it is acceptable for you to use them to follow up again later via telephone or in writing - and you should certainly do both! • Respond QUICKLY! Realize that if a future resident contacted you via e-mail, it's probably his or her communications medium of choice, and that's probably because it's quick and convenient. I recommend acting on and/or responding to all requests within 24-hours, and within the business day whenever possible. In Summary Remember that technology enhancements can help us to perform more efficiently and be more effective as Leasing Professionals - but remember also that technology is not a replacement for the human touch. E-mail is only the vehicle. The message that you use it to convey is still the determining factor in drawing new residents to your community. As with any form of communication, remember to convey a message of caring, consideration, respect, and a willingness to serve. If you truly want to use the available technology, including e-mail, to its best advantage, use it to let your future residents know that your intent and ability to serve them are genuine. It works every time! Tami L. Siewruk began leasing apartments more than 20 years ago, and has since held positions up to and including Vice President of Marketing. Now founder and Chief Imagination Officer of the Sales & Marketing Magic Companies, Inc., Tami specializes in solutions that increase occupancy, rents and traffic while reducing resident turnover. For more information on Sales & Marketing Magic's acclaimed newsletter and product line, Tami's new book: 101 Secrets of Relationship Leasing, The Brainstorming Sessions™, and more, visit www.SMMOnline.com or call 800.363.7384. Netiquette In addition to formatting materials appropriately to convey your marketing message, be sure that your e-mails follow proper "netiquette." The word is a combination of the words "Internet" and "etiquette" used to describe appropriate behavior online, and particularly in online interpersonal communications. A few simple rules to follow include: • Ask permission before you forward someone else's message, even if you are forwarding only selective components of the message. • Don't reply to a message unless you have something to contribute. • Send messages only to those who need to know the information. • Remember that every message you send creates work for someone else, even if they will only be called upon to read the message. • Respect the recipient's time by keeping messages relevant and concise. • Limit emoticons, smileys and other devices that show emotion. They can be useful in conveying the intent or spirit in which a message is given, but a little cuteness goes a long way. • Do not copy the sender's message in the reply unless you need to reference specific sections. "Cut and paste" only what you need. • Know your audience. Remember that you lose control of your message the moment that you press the "send" key, so be certain that a message will be clearly understood by the recipient before sending it. E-mail misunderstandings can be messy, and playful sarcasm is a common culprit. • Be aware that you may be held responsible for what you say, especially when your message is sent in representation of your company or community. E-mail messages may remain in the computer system for up to five years. What you write may very well come back to haunt you. • Reply promptly to all messages that warrant a reply. Don't waste your time or your recipient's by replying to messages that don't warrant one. • If a message angers you, react slowly. Once an e-mail message is posted, it may be impossible to retrieve. Remember that e-mail has its limits, and the intent of a given message can be easily misunderstood. Give the sender the benefit of the doubt; and in any case, respond courteously. • Before replying to any message, consider whether e-mail is the best way to reply. Often, the performance of a requested action is an adequate reply in and of itself. • If you receive a message intended for someone else, don't delete it. Make sure that it gets forwarded to the intended recipient with an explanation that you received it in error. As Chief Imagination Officer of The Sales & Marketing Magic Companies, Tami Siewruk shares more than 20 years of experience in multifamily housing, encompassing leasing, marketing, management, training, authoring, consulting, developing, and Brainstorming! For more information on Tami's newsletter, Sales & Marketing Magic for Apartment Managers; the latest Tools & Forms Catalogue; The Annual Multifamily Housing Brainstorming Sessions™; or to receive Tami's top ideas, FREE, via e-mail, please call 727-784-9469 or visit www.SMMOnline.com.