How Lincoln’s Hybrid Leasing Approach Accommodates Prospects’ Preferences

“For Lincoln’s Midwest region, Realync is going to be a part of our long-term marketing plan. We love how the platform is evolving throughout the years,” said Irini. “I believe Realync has the best training team in the industry. They teach others how to excel at creating videos through video! We have so much confidence in the Realync team, which is why we’ll continue this partnership long-term!”

– Irini Boeder // Vice President of Marketing // Lincoln Property Company

Opportunity

Lincoln Property Company is the second-largest multifamily manager in the United States. For over 10 years, Irini Boeder, Vice President of Marketing for Lincoln’s Midwest region, has looked for new solutions to streamline processes and meet her on-site teams’ needs.

So, when Irini’s teams received an influx of site-unseen requests, it was important for Irini to partner with the right vendor to equip her teams for success. During the same time, they even saw a trend in requests for multiple tours with prospects’ roommates and families who wanted to virtually tour Lincoln’s luxury communities.

Solution

In 2019, K2 Apartments, located in the Chicago West Loop, was one of the first properties to leverage the Realync platform. Realizing their success with Realync, Lincoln expanded the platform to over 76 properties.

What started as a solution for site-unseen live video tours soon turned into other use cases for Irini’s on-site teams.

Teams leveraged the Realync platform to create maintenance how-to videos, especially when K2 Apartments stopped all non-emergency maintenance requests in 2020. Residents’ even requested those types of videos and said if maintenance just showed them how to change the filter over video, for example, they’ll do it themselves!

Results

Lincoln meets prospects’ preferences by using video in over 18,000 units as an in-person tour enhancement and a replacement or substitute to in person touring. As Lincoln’s on-site teams showcased their creativity in 2019, they didn’t slow down in 2020.

In 2020, K2 Apartments and other Lincoln communities upped their usage with Realync to support leasing efforts when their leasing doors closed for a few months.

By March of 2020, on-site teams created over 2,000 videos and hosted over 2,100 live video tours with over 64,770 video views… It’s safe to say Lincoln’s teams were busy!

In late 2020, Irini’s teams still received requests for virtual tours even when in person touring resumed. That’s when the balance between in-person tours and virtual tours started to creep in. Alongside Lincoln’s in-person touring strategy, on-site teams continue providing video tours, over 2,010 to be exact, from March 2020 until May 2021.

Prospects’ preferences have changed, and so has Lincoln’s Midwest luxury communities’ leasing strategy. Video tours and in-person tours will be in Lincoln’s long-term leasing strategy.

“Now that we’re in a hybrid state, our on-site teams love offering in-person and video tours to our clients because they get to tailor to their client’s needs,” said Irini. “It’s one of those options that now that we have video touring… we would never think to take it away. Virtual leasing is here to stay, and people expect it as an option.”

– Irini Boeder // Vice President of Marketing // Lincoln Property Company

About Lincoln Property Company

Lincoln Property Company is one of the largest and most diversified real estate companies in the United States, offering a comprehensive suite of value-added services for its clients, including asset and property management, construction management, development, and build-to-suit services, investments/acquisitions, and landlord representation. Lincoln is highly regarded within the real estate community and among its clientele: investors, lenders, tenants, and owners of commercial real estate. Additionally, its experienced team and ownership mentality uniquely position Lincoln as one of the most trusted real estate partners among institutional real estate investors.

About Realync

Realync is the leading video leasing and engagement platform for the entire resident lifecycle.  Leveraging live and pre-recorded video, multifamily teams are empowered to close leases faster, market more effectively, and engage with residents.