The Wasatch Group Embraces Automation & Simplifies Their Classified Advertising
Brent Williams, Editor in Chief of Multifamily Insiders interviewed Kitty Callaghan, VP of Marketing, The Wasatch Group to discuss how they tackled the time-consuming and manual effort of managing their classified advertising.
The Challenge
Founded in 1988, The Wasatch Group is one of America’s leading multifamily companies. They’re a fully integrated real estate development, construction and property management company that manages more than 17,000 apartment units across five states.
Craigslist ad marketing has always been a top 10 source of leads for The Wasatch Group, however it was also a struggle to manage due to the time-consuming effort required to create, post and track CL ads across their portfolio of properties.
This had a negative impact on their leasing associates. Not only did creating ads require a lot of time and manual steps, it also meant associates were spending more time behind their computers and less time interacting with prospects and residents.
With more than 70 communities spread across five states, the Wasatch leasing teams needed a faster, easier and more efficient way to manage their CL advertising efforts and free up their teams.
"Classified marketing has been in our top ten lead generators, but the time involved to keep our ads active and at the top of the list was rather involved."
The Approach
The Wasatch Group ran a pilot program to evaluate three software solutions across 30 properties. They also invited their managers to participate in the pilot to help assess the software and the results.
The goals of the pilot were to find a solution that:- Delivered leads and leases.
- Was user-friendly and simple to learn.
- Made life easier for their onsite teams.
"We always look at any new service that we provide, or any new technology that we implement as — how is it going to make life easier for our onsite teams to interact with customers."
The Results
More Leads + Leases
Approximately one month into the pilot test Wasatch was realizing
quantifiable results. PostEngine was ahead in generating both leads and
leases. Additionally, the company’s participating property manager’s
reported that the solution was very user-friendly, freed up a lot of
time, and removed the burden of manual posting. This enabled them to
perform more effectively when interacting with customers and prospects,
because they weren't being interrupted to post ads.
"When the results came in about 30 days into our first test, (PostEngine) was far out in front of any of the other options in actually generating not just leads but leases."
Exceptional Support
The Wasatch Group reported that onsite teams not only enjoyed using the
software, but also found the personal and timely support they received
invaluable.
"The support team at Rooof is amazing! When there’s a problem, they’re usually out in front of it, and so the managers aren’t getting frustrated with something that’s not working."
Happy + Productive Employees
The onsite teams not only saved time, increased productivity and
generated value from PostEngine — they ultimately endorsed the software
and became advocates for it. The Wasatch Group team has been a valued
client since 2014.
"The final decision really bubbled up from the managers...where it really made the difference was with the managers."
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