Digital Leasing STRIDE Report - PDF Templates

Digital Leasing STRIDE Report

The Cadence Marketing Solutions STRIDE Report (property shopping experience) is a one-of-a-kind measurement of the leasing experience from the prospect lens. We measure the friction factor in a property's current presence and processes to provide recommendations that will ultimately drive lead conversion. Each applicable section and the overall report are scored on the following scale:

-1: We Found Friction

0: Neutral, A Few Opportunities

+1: Smooth Sailing

Below are the categories that are measured in a Stride Report:

Digital Curb Appeal-Search Engine Results: Overall picture of where your property shows up within internet search results and the impression from the Google Business Profile listing.

Digital Curb Appeal-Experience Consistency: Evaluation of Top 4 Internet Listing Services and property website to determine the friction factor and prospect experience.

Website Chat and/or Text Bot Evaluation (if applicable): Summary of initial contact with the community if a chat bot is available to submit initial guest card.

Telephone Evaluation (if applicable): Summary of initial prospect phone call and qualification process from on-site team.

Live Video Tour Evaluation: Summary of prospect virtual tour and use of leasing techniques.

Follow Up Evaluation: Description of follow up received from on-site team and use of leasing techniques.

Score Card/Summary: Average Friction Factor for each evaluation and overall average Friction Factor for the property.

Recommendations: Our top 3 suggestions for review to increase the prospect experience.

Item - Digital Leasing STRIDE Report Image-2 1

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Community Name:

Harbor House

Average Review Star Rating:

Overall Friction Factor:	-1

Summary: Quickly digest the key data points from the shop experience.

SERP: Match to Basic Search Term?	Yes
SERP: Do they have a Google Business Profile?	Yes
SERP: Do Do they include all 7 content pieces in the Google Business Profile? (Website, Office Hours, Appointment Link, Description, Products, Social Links, Business Feed Updates)	No
Reputation: Is the Google Business Profile star rating 4-stars or above?	No
Reputation: Is the property responding to reviews on the Google Business Profile?	Yes
Reputation: Are the reviews gaining in volume on the Google Business Profile?	Yes
Digital Experience: Are there video assets provided?	No
Digital Experience: Are there virtual 360 tour assets provided?	Yes
Digital Experience: Do they digitally offer all tour types? (Utilize a website chat or tour scheduling feature to determine if Live Video and In-person tour types are digitally offered.)	No
Follow Up: Did the leasing agent offer all tour types (Live Video and In-person)?	No
Follow Up: Is there personalized early nurturing and intention of the next step by the leasing agent? (After contact card or telephone connection is made, before tour scheduling.)	Yes
Follow Up: Did the leasing agent encourage a rental application? (During the tour tour or in follow up.)	No
Follow Up: Was the post tour follow up personalized? (Not an automated/template response.)	No

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Digital Curb Appeal: Overall picture of where your property shows up within internet search results and the impression from the Google Business Profile listing.

SEARCH ENGINE RESULTS:

Initial Search Description:

"waterfront apartments new rochelle"

Describe Initial Search Engine Results Page (SERP):

Initial results page returned no sponsored listings at the top of the page. Map results were shown first on the search page with StuyTown in the first sponsored position followed by Watermark Pointe, Harbor House, and Modera New Rochelle. Along with general ILS listings, the Harbor House Apartments.com listing showed organically followed by The Grand, Harbor House website, The Shoreline, The Millennia, and 3THIRTY3. Malt Drive, Hudson Park and GDC Rentals had sponsored results at the bottom of the page. Additional search terms included "best apartments new rochelle", "waterfront apartments westchester ny", and "apartments near monroe university ny" which did not return search results for Harbor House.

Specific Community Search Description:

"harbor house new rochelle"

Did the Community SERP include the community in any ILS?

Apartments.com

Apartment Finder

Apartment Guide

Apartment List

Apartment Ratings

Craigslist

ForRent

Rent.

Rentable

Rent Cafe ILS

Zillow

Zumper

Trulia, Apartment Home Living

In which number position did the company/property website show on the SERP?

Describe Community Search Engine Results Page (SERP):

Property specific results page displayed Harbor House website sponsored in the first position followed by organic results for the property website and specific ILS listings. There were no other properties displayed in the search organically or sponsored ads. It should be noted as well that a claimed Yelp listing was included in the search results. The page has incorrect office hours and a 2.8 star rating.

GOOGLE BUSINESS PROFILE:

Number of Reviews Posted:

Star Rating:

Google Business Profile Details:

Website

Office Hours

Appointment Link

Descriptions

Floorplan Products

Amenity Products

Social Links

Business Feed Updates

High Resolution Photos

Overall Google Business Profile Experience:

Office hours are listed as Monday-Friday 9am-6pm and Saturday 9am-4pm. There is no appointment link, but there is a Highlights section that says "Pets welcome · Has fitness center · Parking garage". Description is good with many keywords and a understanding of the building and units. There are no Google updates and no social profiles linked. Most of the questions have to do with Section 8 and vouchers. If this is a frequent question or applicant, they might switch it up to include in their description and meta tags. There are no amenity or floor plan products listed. There are 50 photos of many different units and amenities spaces. Most are 2-3 years old, but some lifestyle shots are 7 years old. The finishes in the apartments all look nicely updated. 38 total reviews, with 11 from this year. Most reviews are positive, but the few negative reviews are bringing the score down. There is some mention of no communication from leasing and management teams.

Section Friction Factor:

0 Average Pace: Property has no differentiating experience. A few adjustments to separate from the pack.

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Digital Curb Appeal-Experience Consistency: Evaluation of Top 4 ILS and property website to determine the friction factor and prospect experience.

	ILS #1	ILS #2	ILS #3	ILS #4	Website
ILS Name:	Apartments.com	Zillow	Rent	Rent Cafe ILS	Property Website

ILS Search Description:	New Rochelle, NY	New Rochelle NY	New Rochelle, NY	New Rochelle, NY	-

Top 25	Yes	Yes	Yes	Yes	N/A

Pricing & Availability
Leasing Special					-
Floor Plans
Photos
Videos	-	-	-	-	-
Virtual 360 Tours		-	-	-	-
High Resolution Media
Application Fee		-	-		-
Admin Fee		-	-	-	-
Security Deposit					-
Pet Fees or Deposit	-	-	-	-	-
Parking or Garage Rent	-	-	-	-	-
Other Non-optional Fees	-	-	-	-	-
Amenities
Office Hours

Overall Experience:	Specials banner and Virtual Tour tag on thumbnail image. Thumbnail image is an aerial view of property buildings, suggest something more eye catching to stop the scroll. Move-in special says to visit website for current specials vs. something more specific. Availability is live and there are unit level photos. 2 bedroom does not have floor plan layout. Parking information is not listed. Reviews in the last 5 years are all 1-star. Lots of high resolution photos and 6 virtual tours of various layouts.	Special Offer banner on thumbnail image. Only 11 photos of the building and amenities in main part of listing. Unit-level photos and floor plan layouts are included in availability. 2 bedroom does not have floor plan layout. Only security deposit was shown. Special Offer says to visit website for current specials. No videos or virtual tours.	Deals-Special Offer banner on thumbnail image. Thumbnail is different than other listings, but still just an exterior photo. Only 11 photos of the building and amenities in main part of listing. Availability is live, but there are no unit-level photos. Playground is not listed in Special Features or Amenities. Reviews are low and there are 1-star reviews that mention unanswered calls. Only security deposit was shown. No videos or virtual tours.	Thumbnail image is the interior entrance of building. Availability is live, but all pricing says "Ask for Pricing". Main photos on the listing are building exterior and amenities, but some are repeated. It says there is a Rent Special, but not specific. Security deposit is listed as a range and application fee is $35. No recent reviews, but all previous are positive sentiment.	Website is a subpage of management company website. Photos are similar to other listings. Availability is live, but no leasing specials shown. There are unit specific photos, but no videos or 3D virtual tours. No fees or deposits shown.

ILS Star Rating:	3.7	-	2.8	4.0	-

Friction Factor:	+1 Smooth Stride	0 Average Pace	-1 Heavy Friction	-1 Heavy Friction	-1 Heavy Friction

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Website Chat and/or Text Bot Evaluation (if applicable): Summary of initial contact with the community if a chat bot is available to submit initial guest card.

Date:

Can you determine the bot provider?

EliseAI

Zuma (Kelsey)

Anyone Home

Knock

I Love Leasing

Did the chat agent determine any of the following:

Prospect Name

Size of Apartment

Move-in Date

Number of Occupants

Pets

Pricing and Availability

Did the chat include options for additional information?

Community and Apartment Amenities

Neighborhood Information or Directions

Photos, Videos, 3D Tours

Pet Policy

Schedule a Tour

Leasing Specials

Screening Requirements

Overall Impression From the Chat Agent:

Section Friction Factor:

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Telephone Evaluation (if applicable): Summary of prospect phone call and qualification process from on-site team. Used if no response is received after website contact card has been submitted.

ATTEMPT #1:

ATTEMPT #3:

ATTEMPT #2:

Date:

Friday, September 13, 2024 11:28 AM

Date:

Friday, September 13, 2024 11:55 AM

Date:

Friday, September 13, 2024 12:00 PM

Result:

Answered

Result:

Answered

Result:

No Voicemail Option Available

Number of Rings Before Call Answered:

Length of Phone Call (Minutes):

Leasing Professional's Name:

Exact Greeting Leasing Professional used:

"Good Afternoon, Goldfarb Properties"

Did the Leasing Professional determine any of the following:

Prospect Name

Size of Apartment

Move-in Date

Number of Occupants

Pets

Price Range

Specific Needs

Reason for Moving

How You Heard About The Community

During the phone call did the Leasing Professional use any of the following techniques?:

Describe a specific apartment

Use descriptive words

Direct you to a company or community website

Describe community and property amenities

Create a sense of urgency

Ask to schedule a tour (including virtual)

Select all that apply:

Are there any leasing specials?

Were the qualifications of renting an apartment discussed?

Did the Leasing Professional have a positive personality?

Overall impression from phone call:

I called the number listed on the website and that the email bot sent me. It was just an automated message stating to go to the website. Then the bot gave me another number to call for Bronx/Westchester area (718-299-0711). I listened to over 1.5 minutes of an answering message and think I spoke with someone in maintenance who gave me a 3rd phone number (914-560-1011). Rang and waited with music for 2.5 minutes before someone answered. The leasing agent didn't tell me their name, but explained that the entire process is completely streamlined digitally. Basically he gave me the feeling that every interaction is electronic and that I can't count on ever meeting an actual human representative for the property/company. He was unfamiliar with the units available and the possible differences between the units, their finishes, and the location of the units beside floor level. He did not know the pricing for parking and and put me on hold for 2 minutes to find the pricing. He said that I couldn't know availability for parking until after I apply. The entire process is left up to the prospect to figure out on their own, there is no salesmanship or personalization. I even asked if he would be willing to schedule a Self Guided Tour for me to FaceTime with him and he wasn't willing to help. He kept repeating that it was first some first serve, which may create a sense of urgency, but actually comes off as "if you can't self tour, we have plenty of other people who can that we'll rent to instead."

Section Friction Fa

ctor:

-1 Heavy Friction: Lacks in

formation for movement. Ski

lls training and improvemen

ts are needed to reduce exp

erience friction.

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Live Video Tour Evaluation: Summary of prospect virtual tour and use of leasing techniques.

Date:

Select which type of unit you toured:

Vacant

Occupied

Model

Select all that apply:

Was the leasing professional friendly and knowledgeable about the apartment?

Did the leasing professional discuss and positively showcase the amenities that the community and apartments had to offer?

Did the leasing professional positively discuss the management company and on-site personnel?

Did the leasing professional show a move-in ready and clean apartment?

Did the leasing professional attempt a closing technique?

Did the leasing professional agent follow basic Fair Housing practices?

Overall live video tour impression:

Section Friction Factor:

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Follow Up Evaluation: Description of follow up received from on-site team and use of leasing techniques.

INITIAL FOLLOW UP:

Date:

September 12, 2024

Type of Follow up Received:

Text

Phone Call

Describe the Follow up received by Leasing Professional:

The virtual leasing assistant quickly followed up with me and was able to recognize that my move-in date was for the end of October and asked if I was flexible with my date for an October 25th move-in instead. It stated that live-virtual tours are not supported and that if I don't see the +SelfTour badge on an apartment, that means the apartment isn't currently available for viewing. I responded that I was flexible with my date and that I was unable to self tour.

ADDITIONAL FOLLOW UP:

Date:

September 13, 2024

Type of Follow up Received:

Text

Phone Call

Describe the Follow up received by Leasing Professional:

After an additional email, I asked if someone was able to call me to answer a few questions. I was given the leasing number on the website. It was just an automated message stating to go to the website. Then the bot gave me another number to call based on the area I was interested in. The bot also sent a link to the FAQs page on the website. There was no additional follow up after this.

Section Friction Factor:

0 Average Pace: Property has no differentiating experience. A few adjustments to separate from the pack.

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Scorecard: Average Friction Factor for each evaluation and overall average Friction Factor for the property.

	Friction Factor
Digital Curb Appeal-Search Engine Results Page:	0
Digital Curb Appeal-Experience Consistency:	-1
Website Chat Evaluation:
Telephone Evaluation:	-1
Virtual Tour Evaluation:
Follow Up:	0

Overall Summary:

As a relocating prospect, the Harbor House leasing process can be particularly frustrating. One major challenge is the limited search visibility; the only term that yielded a result was "waterfront". To improve this, additional relevant keywords could be included in meta descriptions, and Google Business posts should be regularly updated with current information and incentives. This would increase the chances of prospects discovering Harbor House during online searches. Another issue is the inconsistent and often missing information across various Internet Listing Service (ILS) platforms and the property's own website. Conducting regular audits to ensure consistency and updating necessary details is crucial for streamlining the leasing process. The leasing agent interaction highlighted a significant need for training. After a lengthy hold time, the agent failed to introduce themselves and gave the impression that all communication would be electronic, potentially deterring prospects seeking personal support. Their unfamiliarity with unit details, pricing, and availability suggested a lack of product knowledge. This highlights the importance of teaching leasing agents both the technical aspects of the role, such as navigating virtual tours, and the interpersonal skills needed to provide a positive, personalized experience. Leasing agents should be well-versed in the virtual tours available on ILS listings like Apartments.com. When interacting with prospects, agents could proactively guide them through similar unit styles, providing a clearer picture of the available options. Additionally, these assets should be added to the property website and as a resource for the bot agent to share.

Recommendations: Our top 3 suggestions for review to increase the prospect experience.