While the advent of email, social media and other burgeoning technologies has made locating leads and converting them into tenants for rental property management companies considerably easier, at least one major apartment firm is using a more traditional method to interact with prospective renters.

According to Multi-Housing News, Morgan Properties, which operates more than 30,000 rental units, discovered through internal research that using phones instead of email is more efficient to aid current tenants and leads with rental information.

Peggy Hale, who works for Morgan Properties, told MHN the company decided to change its marketing efforts to encourage people to call instead of email with questions and concerns.

"We were basically saying that we don't want an email," said Hale. "We looked instead for the phone numbers to be more prominently displayed: 'Call us 7 days a week, 24 hours a day.' We just wanted to entice that phone call."

Despite a new preference for using the phone to communicate with leads, Hale told the source email does have its uses, such as for cold calls.

Lynn Russo Whylly, research analyst at Gleanster, a marketing research firm, stated many companies today surprisingly don't utilize new technologies for marketing, instead relying on old techniques, such as phones.