Tis’ the season! Kids are back in school. Halloween is in the rear-view mirror, and Thanksgiving, Christmas, and other holidays are right on the horizon. This time of year, few people are in the mood to pack up and move – at least not until after the New Year. This makes leasing much more challenging than the prime spring and summer months.

But just because it can be harder to fill vacancies this time of year doesn’t mean it’s impossible to do so. Don’t just sit back on your laurels and assume new tenants will have to wait! 

For starters, who are winter renters?

Whether by coincidence or choice, some people move during the winter months or the offseason. The unfortunate ones that don’t have an option, however, are mostly of a more youthful generation.

We know this because:

1. Millennials make up the most significant group of apartment renters in the US.

2. Their naiveté in apartment searching doesn’t always accommodate for ideal move-in time.

3. External circumstances like school schedules and not having a stable career yet may be factors.

Individuals that intentionally move during the months of October-December are most likely trying to grab a deal, which is often on the rise during this season. For lower-income groups - or people that like to save money - it’s pretty beneficial to move at this time.

 Here are ten tried-and-true leasing tips to fill your apartment buildings during these off-season months.

·      Be sure your online listings are complete. Many communities fail to include highly pertinent information in their listing descriptions. Are utilities included? Is there on-site parking? Don’t put it on the prospect to track down information, particularly if you’re looking to lease during the offseason. The more difficult you make it for a prospect to find this data, the less likely they are to ask for a showing. Also, displaying modern photography, 3D renderings, virtual tours, etcetera, on all platforms can speed up the sales cycle. This can be particularly important in new construction. 

·      Try marketing the unit differently. Let’s say you’re trying to fill a 3-bedroom apartment. Three-bedroom units are often more difficult to fill than one- or two-bedroom units. Some people only search for the maximum number of bedrooms they need as a way of keeping costs down. So consider marketing your unit differently. In this case, instead of selling the unit as a 3-bedroom, consider promoting it as a 2-bed plus office. This will help capture those looking for a 2-bedroom unit who might be enticed by having the third bedroom as an office (or nursery, fitness room, etcetera.) 

·      Consider hosting an open house. People are busy. If you want to lease an apartment quickly, consider hosting an open house (or two – one on a weekend day, one on a weeknight). This allows people to come to tour units without having to set up individual appointments. Most people think open houses are only worthwhile when selling a home, but renters like the convenience of open houses, too. 

·      Making simple upgrades with turns. Be honest with yourself: are the units you’re trying to lease a bit tired or outdated? When assessing your community, make sure you ask yourself - are these units vacant for a reason? There may be easy ways for you to spruce them up, so they show better. A coat of white paint and new hardware can easily give cabinets a more modern, fresh look. Swap out lighting fixtures to something more modern while you’re at it. These are easy upgrades that can be made in just a few days, but that will help present the vacant unit in a whole new light (no pun intended!). 

·      Consider offering a rent discount. There are four factors that all renters consider before signing or renewing a lease: location, price, condition, and the property manager. If you’re looking to fill a vacancy quickly, you might want to provide an incentive. For instance, you could offer 50% off first month’s rent for anyone who signs before a specific date (e.g., before December 31st). Your carrying costs will likely surpass that concession if a unit sits vacant. Getting someone in the door with a temporary discount is better than not having anyone at all! 

·      Throw in a few additional “sweeteners.” Big apartment communities tend to do this, but it’s something that smaller building owners can do too. Sweeteners – like free cable or a $250 gift certificate to a local supermarket or grocery store – can make or break it for someone who’s looking at your apartment vs. others in the area. 

·  Don’t lower your screening criteria. If you’re struggling to fill a vacant unit, it’s tempting to accept the first person who shows interest. This is a HUGE mistake that can be costly down the road. Keep your standards high when screening prospective tenants. 

·  Don’t slack when it comes to customer service. It’s hard to put into words just how vital excellent customer service is. Something about a home emergency can seem like an existential crisis to a resident, and although sometimes a tedious request, property management that remains on top of concerns can make a world of difference. When the phone rings, answer. When someone emails you, respond quickly. If someone has questions about your rental, get back to them with answers as soon as possible. Enhanced communication will show prospects that you’re a reliable landlord, which bodes well for the future. 

·  Don’t insist on standard 12-month lease terms. Some landlords get hung up on using the standard, 12-month lease. But if you’re looking to fill a unit during the off-season, consider offering more flexible lease terms. Perhaps someone is moving to the area on a short-term job assignment and needs a 6-month lease. Or maybe a family is interested in moving to the area and would feel more comfortable with an 18- or 24-month lease. As a general rule of thumb, stagger lease expirations and try to schedule expirations during peak leasing seasons (May through August). This will help you avoid off-season leasing next time around.

·    Seek out those individuals that will be looking during this time.  A marketing strategy should cater to the wants and needs of a blossoming Millennial generation. This can involve staying active on social media platforms, advertising unique events around your community, advertising on popular websites, or incorporating interest-led chatbots to your domain. In essence, get intimately acquainted with digital marketing tools that’ll help interest and engage technology-savvy millennials.

Filling apartment vacancies during the off-season can seem daunting but hang in there. People always need housing. People get new jobs. People get divorced. People have babies and need more space. There are all sorts of reasons why people might need to move during the off-season. Follow these tips to help steer those people in your direction!