Double Your Response Rates: 5 SMS Tips for Multifamily Property Managers

The modern renter doesn't want to play phone tag or wait days for an email response. They want instant, clear communication about their potential new home. 

And the numbers don't lie - SMS is crushing email when it comes to engagement rates. Our data shows SMS achieves 62% engagement (vs email's 12-18%). 

But here's the problem: most properties are doing SMS marketing completely wrong. They're sending short stories instead of notes, using confusing (or zero) calls-to-action, and wondering why their conversion rates are stuck in the mud.

So, here are 5 easy things you can do to change that. ✅

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1. Keep It Short and Sweet

Nobody wants to read a novel on their phone. Our highest-performing messages all share one trait: they deliver clear information in under 160 characters.

For example: "Brand new units at The Madison now available! Virtual tours starting at $1,850/month!" It’s concise and includes the main entry points of information a lead is looking for: Price & Location. 

If the person is interested, they will follow up with more questions, and you can keep the ball rolling while always keeping it concise. 

Want to learn more about tracking your marketing performance? Check out our guide on The 3 Metrics Every Multifamily Property Manager Should Track in 2025.

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2. Add Clear Calls-to-Action

Make it dead simple for prospects to take the next step. Instead of vague "contact us" messages, give them a specific action to take.

Winner: "Want to see our available units? Reply SHOW to get photos and pricing."

Calls to action are a great way to keep engagement up, making it easier for leads to flow along the rental customer journey. 

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3. Use Themed Emojis (But Don't Overdo It)

Visual elements boost engagement, but context is key. Match your emojis to your message theme and season.

An example that works: "❄️ Baby, it's cold outside! Stay cozy in our newly renovated apartments featuring in-unit fireplaces. Tour today and warm up with complimentary hot cocoa! ⛄"

The takeaway here is to use the same language as your leads. Emojis are a key element of texting, so don’t be afraid to use them! 

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4. Time Your Messages Right

Ok, so you crafted some short, snappy text with a simple CTA and a dash of emojis - but your message means nothing if it lands at the wrong time. Our data shows Tuesdays and Thursdays get the highest engagement rates. Why? Monday inboxes are too crowded, and Friday minds are already in weekend mode.

Pro tip: Mid-morning (around 10 am) or mid-afternoon (2-3 pm) typically perform best.

Speaking of timing…

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5. Create Urgency with Clear Deadlines

Nothing motivates action like a deadline. But here's the key: make it specific and believable.

Good example: "$1,000 move-in special expires tomorrow at noon. Lock in your rate before then! 📞"

Remember to follow through on stated deadlines to maintain trust and try to align promotions with natural decision points like month-end or lease renewals. This creates genuine urgency while ensuring your team can handle response volumes.

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⭐ A Bonus Tip That Changes Everything

Here's what nobody talks about: response time matters more than anything else. 

Our data shows leads are 28% less likely to respond after just 18 minutes (read the full case study on response times here). 

This means that if set up instant responses to common questions and watch your conversion rates soar.

Remember: The best SMS marketing feels like a helpful conversation, not a sales pitch. Keep it human, keep it relevant, and most importantly, keep it brief.

Ready to transform your leasing operations? Learn more about how Kelsey, our AI leasing assistant, can handle your prospect communications 24/7, boost conversion rates, and maintain a consistent brand voice across all channels. Learn more about AI Leasing here!

As we close out 2024, we hope you’re staying warm, and we're excited to share some updates that will (literally) brighten your day. ☀️

From a fresh, light-mode customer portal to a supercharged website chatbot, we've been working hard to improve Zuma.

Plus, we've got some exciting stories to share about our journey and partnerships!

Let’s dive in. 🏊

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🏡 A New Era of Website Engagement

We've reimagined our website chatbot to create a seamless, integrated experience that turns every visit into a meaningful connection, with:

💬 24/7 Personalized Conversations: Your prospects get their exact questions answered anytime, anywhere.

📥 Seamless Multi-Channel Experience: From website to SMS to email, conversations flow naturally across all channels.

✅ Smart Lead Qualification: Turns website impressions into high-intent prospects through meaningful dialogue.

🌍 Language Without Limits: Now speaking 50+ languages fluently.

♥️ Your Brand, Your Voice: Fully customizable to match your website's look and feel.

The best part? It's fully integrated with our core leasing service, ensuring your prospects get the same delightful experience no matter where they first reach out.

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Goodbye, Dark Mode! Let There Be Light 💡

Say goodbye to dark mode!

Your Zuma customer portal just got a makeover with a clean, bright interface that makes managing your data and customers a breeze. Clearer navigation, better readability, and a fresh look that'll make your daily tasks feel lighter. 🪶

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Zuma’s New “About Us” Page

Seven years ago, Shiv Gettu and Kendrick Bradley met at USC and bonded over their family history in real estate. A couple of years later, they became leasing agents/entrepreneurs and experienced firsthand the mundane tasks that keep on-site teams from what matters most 👉 building resident relationships. ❤️

Today, Zuma is proud to power some of the largest property management companies in the US, helping you automate lead-to-lease cycles so their on-site teams can focus on meaningful connections (and closing deals 🔑 !!)

READ THE FULL STORY 

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On the Ground with Our Customers

Speaking of connections, we've been out in the field learning from Case & Associates! 💪

As Jordan Case recently shared:

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We consider ourselves lucky to be able to spend time with you guys, learning from your day-to-day, building solutions together, and sharing horror stories from the multifamily trenches. 😬

As Jordan writes in her post, "lots of measurable results!" - and that (and the people) is what we care about at the end of the day! ♥️

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Humans of Multifamily: Latest Episode 🎙️

Don't miss the latest episode of Humans of Multifamily featuring Jenny Schoellhorn, Regional VP at Entrata! She brings fresh perspectives on the industry and shares some incredible insights about building genuine connections in multifamily.

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On This Cold, Cold December, Step Into The Light! ⛱️

Ready to see Zuma’s updates in action? Visit our demo property at Casa West and check out your new dashboard and knowledge base!

Here's to building stronger connections, one conversation at a time! ♥️

Best, The Zuma Team

Are you still guessing what's causing your occupancy rate fluctuations? Time to switch gears. 

In multifamily property management, the difference between thriving and struggling communities often comes down to tracking just three key metrics. 

While your competitors drown in spreadsheets, you're about to learn exactly which metrics actually matter for your bottom line and how to impact them. 

TL;DR: Focus on occupancy rate (it’s not about hitting 100%), track your entire leasing funnel (with specific conversion benchmarks), and monitor renewal rates (target 65%+). 

Property managers who master these three metrics consistently outperform their peers in occupancy and revenue. Surprisingly, many still focus on vanity metrics that don't drive real results. 

Let's change that.

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1. Occupancy Rate: Your Property's North Star

Think of occupancy rate as your property's pulse – it tells you immediately if something's wrong. 

However, the optimal occupancy rate isn't always about hitting the highest possible number. At Zuma, we call this race towards full occupancy the “98% fever” because it’s not always a good thing.

Here's why: A strategic vacancy rate of 2-3% actually gives you room to test the market and optimize your pricing. Counter-intuitively, running at 100% occupancy might signal you're leaving money on the table with your pricing strategy. 

The sweet spot allows you to:

• Test different price points in the market
• Maintain pricing leverage
• Optimize renewal rates effectively
• Respond to seasonal demand fluctuations

But back to optimal rates – here's what most people miss: occupancy rate is a "lagging" indicator. This means that by the time you see occupancy rates dropping unexpectedly, the underlying issues have already taken root. 🌱 And this is why you have to keep a close eye on the factors that influence occupancy before problems arise.

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2. Prospect to Lease Conversion Rate: Your Leasing Funnel Deep Dive 

To figure out how you can maintain a healthy occupancy, you need to watch out for crucial conversion points throughout your leasing funnel and analyze the leads that didn’t convert.

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Conversion Points in Your Leasing Funnel

Prospect Lead Volume: Are you generating enough leads through advertising channels like ILS listings, website traffic, and drive-by inquiries? A decline here might signal the need for better marketing strategies.

Prospect-to-Tour Conversion Rate: How well are your leads converting into scheduled tours? This reflects your initial communication effectiveness and property marketing.

Tour-to-Application Rate: Are prospects who tour submitting applications? Low rates here could indicate issues with pricing, amenities, or overall appeal.

Application-to-Lease Rate: Are applications converting to leases? Bottlenecks might reveal issues with background checks, unclear processes, or leasing team delays.

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Lost Lead Analysis: Learning from the Ones That Got Away

Understanding why prospects don't convert is pure gold. 

👇 Track these key areas:

• Pricing concerns
• Competitor offerings
• Amenity preferences

👉 So you can optimize:

• Pricing strategy to match market expectations
• Sales team training for common objections
• Marketing focus on priority features

By identifying where prospects drop off and why they don't convert, property managers can make data-driven improvements that directly impact occupancy rates. 

But getting new residents is only half the battle – keeping them is equally crucial for maintaining healthy occupancy.

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3. Renewal Rates: Your Resident Retention Foundation 

Renewal rates represent the percentage of existing residents who choose to renew their leases. 

High renewal rates = resident satisfaction, community stability, reduced turnover costs, and low vacancy rates.

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What Drives Renewal Decisions?

🥰️ Resident Satisfaction: Quick maintenance response and professional management‍

💸 Pricing Sensitivity: Fair renewal rates relative to market and property quality

💬 Community Engagement: Events and amenities that build belonging

🏡 Unit Condition: Well-maintained and improved units over time

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What To Track:

🔎 Advance Notice Trends: Early renewal intentions vs. last-minute decisions

🔎 Non-Renewal Reasons: Track specific causes (relocation, pricing, amenities)

🔎 Resident Tenure Patterns: Monitor average tenancy duration for improvement insights

By focusing on these renewal factors and tracking key indicators, property managers can spot potential issues before they lead to move-outs. 

While the industry average renewal rate is 50-55%, top properties hit 65% or higher by staying ahead of resident needs. 

Remember: every renewal isn't just saved turnover costs – it's a resident choosing your community as their home.

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How Do We Measure at Zuma?

At Zuma, we provide property managers with advanced tools to measure and analyze occupancy and renewal rates along with their key inputs. Our AI leasing assistant, Kelsey, helps property managers act on real-time data and make informed decisions to drive better outcomes.

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Key Features of Zuma's Metrics Tracking:

• Funnel Analytics Dashboard: A visual dashboard breaks down each step in the leasing funnel—from lead generation to lease signing. This allows property managers to identify exactly where prospects are dropping off and why.
• Lost Lead Reporting: Zuma categorizes and visualizes lost lead reasons, helping property managers adjust pricing, marketing, or operational strategies.
• Customizable Reporting: Property managers can generate reports on conversion rates, lead sources, and more to benchmark their performance over time or across properties.

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The Impact of Targeting the Right Metrics

Magnolia Capital, which manages over 7,000 units, saw a 25% reduction in available units within just 11 weeks of implementing Zuma. 

The key? Engaging prospects when they're most active - which, surprisingly, is often after office hours. In fact, 60% of prospect engagement happens outside traditional business hours.

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Success Starts with the Right Focus

In today's competitive multifamily market, success isn't about tracking every possible metric – it's about mastering the ones that truly matter. 

By focusing on occupancy rate as your north star, understanding your leasing funnel's conversion points, and nurturing your renewal rates, you create a powerful framework for sustainable property performance.

Remember: These aren't just numbers on a spreadsheet. They're indicators of your community's health, your team's effectiveness, and your residents' satisfaction. When you get these three metrics right, everything else tends to fall into place.

Are you ready to transform your property's performance? Start by auditing these three essential metrics today. Your future occupancy rates will thank you.

Let's chat about how you can put these metrics to work for your community.