Why an Integrated Front Office Solution Is More Crucial Than Ever

Just as the multifamily industry was starting to feel confident after weathering the effects of the pandemic — another change is on the horizon courtesy of potential economic woes. On top of that, the last few years of piping-hot demand for apartments is starting to show signs of cooling down. How can a multifamily property management company prepare for another round of dramatic shifts in both customer behavior and business best practices? The answer is to look to the future of multifamily marketing and customer relationship management (CRM) solutions: a flexible, integrated front office platform. Put simply, an integrated front office platform combines your marketing and CRM tech solutions to help you provide a better customer experience. This makes your leasing teams more efficient and successful, and offers more insight for budgeting at a time when that’s more needed than ever. Let’s dive into exactly how an integrated front office platform can do all that. What is an integrated front office platform? To get started, let’s differentiate front office from back office. “Front office is a combination of both the people and the technology that facilitates the relationship between a property management company and its customers,” said Demetri Themelis, RealPage® SVP/Renter Engagement Innovation and co-founder and former CEO of Knock® CRM. “Anything that touches the renter while we’re marketing to them, selling to them, leasing to them and even engaging with them throughout their entire renter lifecycle.” What takes front-office tech into the future is its integration capabilities — how it combines your different marketing and CRM solutions to form one seamless system that ultimately improves your customer experience. Take Knock and G5, for example. Both focus on the front office, working to elevate a company’s game regarding how they connect, engage and ultimately have great leasing outc...