Did you know that email is the new “snail mail”? Joe Goodwin at Asset Campus Housing does.

Asset Campus Housing recently rolled out a new SMS text messaging system that is literally revolutionizing the way the company is communicating with student residents and prospects. “College students today are a new generation with a new approach to connecting with their peers. As a generation, they are intensely social, team-oriented and plugged into their communities—and they expect nonstop interaction in ways that were unimaginable to previous generations of college students,” according to Asset Campus Housing Marketing Director Joe Goodwin.

Marketing to Generation Y means that quick and easy communication using new technology is a must. Goodwin says viral text messaging campaigns are not only cheaper than phone calls or email, kids love them and demand the kind of instant response they provide. “Research shows that people respond to a text message every 6 minutes. That’s nearly 10 times faster than they respond to an email,” said Goodwin. But the most amazing part of the new Asset Campus SMS Text program is the response rate Asset Campus Housing properties are receiving. “Kids are replying back much more than we ever saw with emails or phone calls,” said Goodwin. “This is allowing our property managers to have a lot more interaction. After a property visit, a thank you text message goes out and kids are replying and we can continue the conversation about what they thought about their visit, getting a lease signed and when they will return.”

The system has two components. One is called Text for Info, which allows students to send a text message to receive the specific kind of information they want, such as property photos or floorplans. The second part is called Text to Community which contains a prospect list and a separate resident’s list. This allows property managers to communicate in bulk with all prospects, all residents or both with blast messages, like a reminder to attend a lease renewal party that evening. The system also fills an important need as an emergency notification system, since it allows news to be sent out quickly. The system is pre-programmed into all manager’s cell phones, so alerts can be sent to residents even if power or phone service are not available. Goodwin reports that Asset Campus Housing is generating about 100 new leads a day through the system, which 99% of the company’s portfolio is now using. “Students love this system, it’s less expensive and faster than other forms of communication and it’s been more effective than many of marketing vehicles we have used in the past.” said Goodwin. But now, Goodwin needs to gbtw (get back to work). “This is one important change we have made, but I know there are many more ahead for us to keep up with this generation.”