How should we present special offers?
How you present special offers is crucial because it directly influences how leads perceive the value of the community and units, and whether they feel motivated to act. It’s important to grab their attention, create desire, build trust, establish urgency, and guide action. Once you know what you want to offer at your community, use this guide to help engage and encourage your prospects to act, all while making them feel like they’re getting something exceptional.
Keep it Polished
- Avoid ALL CAPS – nobody likes to be yelled at!
- Stick to proper spelling, capitalization, and grammar to make your offers shine.
Example:
Not great: “FREE MONTH RENT ON SELECT VACANT 3 BEDROOMS IF MOVED IN BY 2.14, VALENTINES DAY SPECIAL”
Better: “We love our residents! Move-in by February 14th and take advantage of our Valentine’s Day offer by receiving 1-month of rent FREE!”
Disclaimer Text
Most communities have disclaimers automatically set up during onboarding. If yours does, skip repeating them in your special offers.
Example:
Not great: Apply now & receive 2 months free on select homes! *Offer subject to change. Some restrictions apply.
Better: Apply now & receive 2 months free on select homes!* (this will then be followed by the
automated disclaimer text, “Offer subject to change. Some restrictions may apply. Contact
office for details).
Pro tip: Unsure if your disclaimer is live? Check your website and ask your chatbot about special offers.
Emoji Alert
We love emojis too, but sadly, they’re not supported in these messages.
Not great: Special Text Sent: 🏡💖 Fall in love with your new home at Walden Pond! 💖🏡 Move in by 2/14 and get $500 OFF your 12- or 13-month lease! 🌟
Better: Fall in love with your new home at Walden Pond! Move in by 2/14 and get $500 OFF your 12- or 13-month lease!
Say No to Special Characters
Keep punctuation simple – no one likes to decode a message full of extra symbols.
Example:
Not great: ***2 bedrooms $1,295 & 1 bedrooms $1,125 per month with a 13-month lease and 1 month free all if moved in by 2.14.2025***
Better: 2 bedrooms $1,295 & 1 bedrooms $1,125 per month with a 13-month lease and 1 month free all if moved in by 2/14!
Double Specials? Combine Them!
New specials override old ones. So, if you have two running at the same time, like an Open House this weekend + a move-in special this month, make sure to marry them.
Example:
Open House Every Friday 10am-4pm! Save $500 Off Your 1st Month when you move in by 2/28!
CLO Properties? Combine Specials!
For properties sharing a centralized leasing office, make sure your offers don't clash, otherwise you may override one.
Example:
If Ontario Apartments is offering "Waived deposits for move-ins by 10/10!" and Maine Apartments starts "1 month free for move-ins by 10/10!" combine them like this:
"Move in by 10/10 to enjoy a waived deposit at Ontario or 1 month free at Maine!"