3 Playbooks to Boost Cash Reserves for Multifamily Property Managers: Renewals, Make-Ready Efficiency, and Marketing Investment

July 18, 2023

1. Increase Renewals to Decrease Turnover Expenses

Renewing leases with existing residents is a highly effective method to boost cash reserves. By reducing resident turnover, you save on significant costs associated with securing new occupants, such as marketing, screening, and make-ready expenses.

One effective strategy to increase renewals is sending tiered offers. These are lease renewal proposals where the price increases after a certain date. This tactic encourages residents to make a decision faster, helping property managers forecast future revenues and vacancies more accurately.

Data is your friend when it comes to renewals. Understanding a resident's history, such as their payment punctuality, work order submissions, income-to-rent ratio, and duration of residency can provide invaluable insights. These data points can indicate a resident's likelihood to renew, allowing your on-site teams to focus their efforts efficiently.

For instance, residents who have consistently paid rent on time, rarely submitted work orders, and have a comfortable income-to-rent ratio may be more likely to renew. On the other hand, residents with frequent late payments or multiple work order submissions may require more attention to improve their living experience and increase their chances of renewing.

Lastly, it's crucial to monitor market trends, including local availability and future rent forecasts. If market rents are decreasing, your original renewal offer may become less competitive compared to new lease rents. In such cases, maintaining a pricing cushion between new leases and renewals can help you remain competitive while still maximizing your revenue.

2. Decrease Average Make-Ready Days

Efficient unit turnover is another significant operational playbook that can save time and money. Reducing your average make-ready days means decreasing the time a unit sits vacant, thus maximizing your property's earning potential.

To achieve this, consider offering overtime to your maintenance staff to turn units around faster. While this means an initial increase in costs, the benefit of reducing vacancy loss typically outweighs these expenses.

Alternatively, outsourcing make-ready tasks to a third-party provider could prove beneficial. This can speed up the unit turnover process, allowing you to fill vacancies quicker and begin collecting rent sooner.

It’s a balancing act – consider conducting a cost-benefit analysis to understand which approach works best for your property's unique needs.

3. Increase Marketing Spend to Boost Occupancy

Strategically increasing your marketing spend is a proactive playbook that multifamily property managers can employ to drive occupancy rates and generate more revenue. This becomes particularly critical when there are leading indicators of increasing availability, such as a rise in notices to vacate.

A well-timed boost in marketing expenditure can help mitigate the impact of these impending vacancies. Ideally, you want to ramp up your marketing efforts before the residents who have given notice vacate their units. This proactive approach ensures a steady stream of leads is ready to convert into new residents, thereby minimizing the time a unit stays vacant and maximizing your revenue.

The timing for this increased marketing spend can be guided by your property's average days vacant. If your units typically stay vacant for longer, you may want to start ramping up your marketing efforts as soon as you receive a notice to vacate. On the other hand, if your property tends to fill vacancies quickly, you may have more flexibility in when to increase your marketing spend.

Investing more in marketing will help you attract a larger pool of potential residents, enabling you to be more selective and fill vacancies faster. Make use of multiple platforms – from traditional methods like print advertising and signage to digital channels like social media, property listing sites, and email marketing.

Effective marketing is not just about quantity, though. Tailoring your message to your target demographic and highlighting the unique benefits of your property can significantly improve conversion rates. By striking the right balance between increased marketing spend, timing, and a targeted strategy, you can ensure a significant return on investment.

In conclusion, navigating the multifamily property management landscape successfully requires a strategic approach to managing expenses and increasing revenues. By increasing renewals, reducing average make-ready days, and smartly increasing marketing spend, you can boost cash reserves and set your property on the path to financial resilience and sustainability.

Which Strategy is Best? Forecasting Impact on NOI Using Vizibly's Decision Studio

The success of multifamily property management heavily depends on the strategic balance between various operational levers and their impact on Net Operating Income (NOI). The challenge often lies in identifying which lever to pull and when. With Vizibly's Decision Studio, this challenge becomes an opportunity.

Vizibly's Decision Studio offers a data-driven approach to decision-making, allowing you to forecast the impact of various strategies on your NOI before committing to them. For example, you can visualize how increasing your renewal percentage would influence your leasing metrics, cut costs, and improve overall property performance.

One of the critical tools within Vizibly's Decision Studio is the Renewals Dashboard. This comprehensive platform provides all the necessary information about a resident, assisting you in making well-informed renewal negotiations. Details such as payment history, income-to-rent ratio, duration of residency, and work order submissions are neatly compiled and easy to interpret.

But Vizibly's Decision Studio doesn't stop at presenting data - it goes a step further. Using a proprietary model, it analyzes the leading indicators of renewals automatically and provides a robust renewal recommendation: strong, weak, or neutral. This feature allows property managers to concentrate their efforts on residents who will contribute the most to their renewal rate and NOI.

By integrating data-driven insights from Vizibly's Decision Studio, property managers can better understand the potential outcomes of their decisions. It provides a roadmap of sorts, guiding them towards the strategies that would most effectively increase cash reserves and improve property performance.

While each strategy has its unique benefits, the best strategy is one that is tailored to your property's specific needs and backed by data-driven insights. With tools like Vizibly's Decision Studio, you can navigate the multifamily property management landscape with greater confidence and accuracy, optimizing your operations and boosting your cash reserves.

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