UX Writing for Leasing CRM Optimization
Enhancing clarity, consistency, and conversion for apartment leasing through data-driven UX copy and communication design.
Overview
HH Redstone is a property management company specializing in off-campus student housing and luxury apartments, managing over 10,000 units nationwide. At The Blake Apartments, a student housing property, prospects were experiencing challenges such as unclear next steps, technical issues, and inconsistent information across leasing agents, which resulted in low response rates and declining occupancy for the 2025 lease term.
To address these issues, I designed tailored first-engagement content and optimized communication touchpoints based on defined prospect archetypes, enhancing clarity and consistency across the leasing journey.
Tool
Real Page, Knock CRM, RIngCentral, Email, Website, Chatgpt
Leasing Rate
50
% in the first month
Prospect Conversion Rate
10
%
Agent Time Saving
6
min per prospect
Challenge
Inefficiency communication
Lack of clarity: Prospects were often unsure about application fees, lease terms, or next steps.
Low engagement: Many follow-up texts or emails went unanswered, delaying the leasing process.
Inefficient first-time engagement: The initial contact often failed to capture user intent or readiness. Without clear qualifying cues, agents spent significant time following up with low-intent prospects, reducing overall efficiency.
Goal
Efficient & clear communication
Filter hot leads for efficiency
Helping leasing agents focus on high-value prospects, improving both conversion rate and team efficiency.
Clear instruction in all channels
Clarifying critical steps and CTA across marketing platforms, SMS, email, and phone scripts to reduce confusion.
Action
Defining prospect archetypes
I identified 3 main prospect archetypes based on my direct interaction with 100+ prospects during my first 2 weeks. Here are their main focuses when they look for apartments.
By clarifying their main interest, agents can prioritize the property information and keep prospects interested through out the communication process.
Student
Location
Room features
Room features
Parents
Rent
Room features
Safety
Individuals
Rent
Room features
Qualification
First-time engagement
redesign
Before
After
Impacts that this change bring:
In the phone call scenario, 78% less people asked "what is the Blake" or simply hung up by starting with "this is the Blake Apartment."
Reduce the drop-out rate in the following process by 60% through clarifying dorm-style apartment and bedspace leasing policy.
Tailoring follow-up messages
Follow-up message tied closely with prospect archetypes. After answering their questions through different channels (mainly phone call), Follow-up messages that remind them why they are still interested in the property and highlight CTA, especially the application link are the keys increase the prospect conversion rate.
Phone Call
Text
Impacts that this change bring:
Over 50% of propects would start the application after the first or the second communication by providing the link to them directly.
Increases response rate by 13% though providing personalized reminder at the beginning.