“I don’t have time to be strategic about my follow-up” - Hy.ly

Time feels more elusive than ever. Despite modern advancements, many of us are stretched thin, running from one task to the next without a moment to pause. Strategic decision-making often takes a backseat.

Take dinner on a weeknight, for example. For most, it’s not a well-planned, homemade meal—it’s whatever’s fastest, whether it’s leftovers or a quick microwave option. Services like Postmates solve this dilemma by delivering food to your door when you need it, giving you more time to focus on what matters.

Last Updated: Feb, 2015

So, how does this relate to multifamily?

Prospect Prioritization

Many property management companies have agents manually sorting leads every day—a time-consuming task that takes 30 minutes to 2 hours. This often forces agents to choose between following up with a lot of prospects without a strategy or being overly selective.

To solve this, the first step is understanding the criteria to prioritize. Below are the top 10 factors to consider, ranked by urgency.

Drop Everything

These prospects require immediate attention. They’ve reached out or are brand new—critical opportunities to act fast.

1. Prospects Who Called: A phone call is often a last resort, signaling urgency. Prioritize these prospects first.
2. Prospects Who Emailed: While email is more casual, active outreach still demands a quick response.
3. New Prospects: First impressions matter. Quickly responding to new leads, especially those with upcoming move dates, sets you apart.

Must Follow-Up Today

These prospects don’t need an immediate response but should be contacted within 24 hours.

1. Recently Toured Prospects: Stay top-of-mind by addressing any last-minute questions before they make a decision.
2. Prospects with Defined Preferences: Prospects who specify dates, price ranges, or unit types have narrowed their options. Follow up promptly to capitalize on their limited choices.
3. Prospects That Clicked an Email: Clicking through an email shows interest. Regular follow-ups keep them engaged.
4. Prospects with Tasks Assigned Today: These are reminders set by agents. Ignoring them is like leaving notes in a planner you never check.

Try to Follow-Up Today or Tomorrow

These prospects are less urgent but should still be contacted soon.

1. Prospects Who Missed or Cancelled a Tour: These leads showed interest but aren’t committed. Follow up to reschedule within a week.
2. Prospects Who Opened an Email: This is a positive sign but not as strong as clicking. Aim to follow up within a week.
3. Prospects Who Visited Your Website: Website visits indicate early interest. Follow up within one to two weeks.

Auto-Prioritization

Manual prioritization takes time agents don’t have. Instead, use a CRM with auto-prioritization to ensure agents follow up with the right prospects at the right time.

Not all auto-prioritizing CRMs are created equal. Look for one that factors in all 10 criteria listed here to maximize your conversion rates.

For more tips on automating prospect communication, check out our guide on autonomous prospect communications.