The Great Debate - Humanity versus Technology
Toni Blake and Russ Sandlin will debate the question, “How valuable is technology versus humanity for the future of multifamily housing?” at the 2010 NAA Educational Conference and Exposition.

Russ Sandlin:
*Consider these facts:

• Average annual growth in the number of people reserving an apartment online since 2003 is 225%.
• On a per property basis reservations have increased an average of 16% per year.
• The average property had 3,677.6 people check availability and 87.2 apartment reservations in 2009.
• Since 2003 there has been a 3,061% increase in the number of people viewing current apartment availability per year.
• Apartment reservations per year have increased by 2,432% between 2003 and 2009.
• Average annual growth in the number of people checking availability since 2003 is 300%.

*Statistics courtesy of Vaultware

It is undeniable. Prospective residents are relying more and more on using technology to find their new apartment homes.

 

Toni Blake:
Consider these facts:
As important as technology is to the leasing process and the consumer’s convenience of 24/7 access to information, when the TOP 100 Leasing Professionals were interviewed about their personal interaction with the consumer, several interesting points were discovered. After reviewing content on the property website, many called to speak to a person. They still asked questions relating to obvious data from the website such as “How much is the apartment?” and “Tell me about the amenities.” Even after touring a 3-D floor plan online, decisions where still finalized with “human touch”.

 

In the popular Youtube Video “Socialnomics” research documents that:

• 78% of consumers trust peer recommendations
• ONLY 14% trust advertising

Perhaps the human touch is still required by many to build trust and validate online advertisement. On the human side, we know that “word of mouth” advertising is growing and consumers are finding products through personal interactions in social media. Sharing our humanity by creating online communities and networking with our residents builds influence and trust. These tech savvy tools actually allow us to show the human side of life at our properties. Popular social media sites are an example of humanity driving technology to successfully generate new business and revenue.

 

Russ Sandlin:
Of course, I love humanity. I have spent my entire career working with leasing associates, managers, supervisors and owners in an attempt to increase their skills, and I cherish their commitment to our industry. However, as the technology continues to make it easier, simpler and more cost effective to rent an apartment online, we will continue to move towards a technological solution to more effectively satisfy the customer's needs.

Enjoy heart-warming sentiments and pragmatic perceptions from two of the top industry experts in New Orleans to understand how to leverage both humanity and technology to maximize your success in the multifamily housing.

Don't miss this dynamic and controversial session from 1 PM to 2 PM on Friday June 25, 2010 in New Orleans at the upcoming NAA Conference and Exposition.