Simple, Seamless Lease Application is a Critical Part of the User Experience

You’ve done all the right things to attract a good prospect. From your optimized website, to a virtual tour, to AI-based chat backed by capable agents ready to cement that decision to apply. They’re ready to move ahead. But is your lease application process easy and seamless enough to ensure you don’t lose them somewhere along the way? The application itself is a critical part of the path from initial interest to a signed lease, and it’s an opportunity to either lose a prospect or – if you’re savvy – to begin a smooth relationship that will last all the way until they move out. Two recent webcasts explored the road from initial interest to application. In this article based on the third webcast in the series, we’ll cover the application process and how to craft it into a positive part of the all-important “user experience” everyone’s talking about. Front to back without a hitch Early in the multifamily leasing webcast RealPage principal Jonathan Breakstone described what a seamless application process should look like. “First, and I think it’s obvious by now, you have to enable the entire process to be completed online, 24/7, from front to back and without the necessity of a leasing agent’s help unless they feel they need it. The pandemic accelerated the already rapid transition to doing things online, and this change is going to stick. “Secondly, you need to ensure that your applicant is not having to enter the same information twice,” he added. “The personal information, unit selection, pricing, move date, all those things you’ve captured earlier should populate the lease to eliminate redundant data entry and move them right along in the leasing process.” Then, he added, the core parts of the application – identity verification, screening, deposits and insurance – must flow along as a smooth, seamless, simple process. He says there a...