T H E C H A L L E N G E
Eliminating pain points in digital leasing and enhancing customer journey
New renter pain points emerged during the industry’s rapid technology implementation and proptech boom. Venterra Realty wanted to eliminate those pain points and enhance the entire customer journey, from the initial apartment search to signing a lease and moving in.
When it comes to innovation in multifamily, Venterra Realty is at the forefront of enhancing the customer experience through technology. Venterra manages apartments in 11 major U.S. cities with more than 35,000 residents and has pursued creating a better customer experience while streamlining the apartment search process.
Most renters are looking for apartments online, and each prospect has a unique checkbox of qualities they’re looking for in a new home.
While some information, like pricing and availability, can be straightforward and easily displayed, other things like apartment views and proximity to amenities can lead to more questions than answers. Modern renters want to know what they’re getting before making a commitment, so this uncertainty has become a common pain point.
“Price isn’t the only thing renters are interested in,” said Stephanie Gonzalez, vice president of innovation at Venterra. “They may want a nice view, south-facing window, to be near the pool or on the top floor. In these instances, how do you best showcase a more complete picture of the experience of living in that community?”
In an online apartment search, prospects can’t always tell some of the nuanced differences between available apartments. Some of those details, like views and location within the community, can be enough to make or break a prospect’s decision to sign a lease. Venterra wanted to ease that uncertainty, connect the renter to the community in a better way, and build trust.
“Occupancies are tight right now,” Gonzalez said. “Very seldom are renters viewing the actual apartment they’re going to live in. How do we give our prospects more confidence to move forward with a lease?”
T H E S O L U T I O N
Utilizing Engrain's SightMap to create a customized, visual experience
One of Venterra’s initial experiences with Engrain was during a 2018 Venterra Leadership Conference. Engrain had a booth at the conference and demonstrated SightMap, an interactive property map.
“That was my first interaction with Engrain and I was blown away with the technology. It made a lot of sense to integrate interactive mapping technology with the 55-inch touch screens we use during the touring experience, and even for hosting on our websites. SightMap really helps prospects visualize what their experience would be like upon move-in and paints a more complete picture.”
SighMap gets prospects further along the journey than they normally would be without visuals prior to a property tour. Gonzalez and Crandall found that SightMap makes that necessary connection for prospects and provides a more customized experience.
“People want specific things and SightMap really streamlines that process by narrowing their apartment search through embedded SightMap filters based on what they’re interested in and what’s important to them. People are inherently visual. Instead of telling a prospect that an apartment faces the pool, actually showing them the exact location and view on a map is a far better customer experience. It allows customers to really dial in to what they want.”