Yes, I Can!

I purchased eyeglasses from Target Optical last week, and when I called to see if my glasses were ready, a very pleasant gentleman answered the phone. The call went something like this:

"Target Optical" (nice and to the point)

"Hello, I was wondering if my glasses are ready for pick up."

"I can check on that for you. May I have your name?" (provided name)

15 seconds later...

"Mrs. Snider, it would appear that your sunglasses are here, however, I don't see your glasses. If you don't mind holding for just another moment, I can check another spot for you."

"Certainly."

15 seconds later...

"Hello, again. I don't see them there, either, but there is one more place they might be if they were delivered this afternoon. Do you have time to stay on the line while I check?"

"Sure."

"I don't see them there either, which means they haven't arrived. We do have your sunglasses, so if you were planning on a trip to Target anyway, they are here for you. I am going to make a call to the supplier to determine the status on your glasses. I can call you back when I get that information. May I have your phone number?"

"OK. I appreciate it." (provided phone number, pleasantries and completed call)

Within 30 minutes I had a voicemail indicating my glasses would arrive in 2 days.

Wow. An impression made in less than a minute. I asked for service, the Target team member owned it, saw it through, and delivered an answer, all while providing the greatest respect for my time. The answer I received was not optimal, of course I would have preferred the glasses were in. The fact that I received an answer, and didn't have to call repeatedly or be left hanging as to status, from an individual that engineered my satisfaction by treating me with respect and friendliness, surpassed my expectation regarding delivery.

People, for the most part, don't expect perfection. They want to feel they are important and in the loop as it pertains to a service issue they are experiencing. They want to know somebody's "got their back" and isn't going to pass the ball, or worse, drop it.

Communication is key. See it through. Make sure every resident you serve gets an answer and is kept updated on an issue's progress. No news is, to the client, not good news. Let them know what you can do...not what you can't.

Why You Should Get On Zillow Today

Zillow, one of the largest real estate websites, launched their rentals products division this week, and I must say, the opportunities for exposure, especially right now, are pretty good, mostly because there are very few listings. Given the popularity of the site and the fact that finally, companies are noticing the potential of having real estate sales and rentals play in the same sandbox, I expect that will change. The site offers the industry’s first mapped search by monthly payment, which allows shoppers to simultaneously find for-sale and for-rent homes, based on a monthly payment they can afford. With the appeal of home ownership and its appreciation benefits waning, it stands to reason that increasingly, some consumers will care more about price and location than whether the property is for sale or lease, and when comparing benefits, may elect to lease.

According to their website, the cost is just 9.95 per listing for 180 days to reach 8.3 million people every month, including a million renters and many others who are on the fence over whether to buy or to rent.

For $9.95, it’s a no-brainer. Lease one apartment and you’ve generated quite a return. If you lease nothing, you’re out 10 bucks. Get on Zillow today.

Goal Setting Reminder - A Gentle Nudge

If you’re one of those people (like myself) that creates goals for the New Year, and has really good intentions, but within weeks, forgets the goals, or even where the goal list went, this site is for you.

As seen in the Oprah Magazine, at www.futureme.org, you can jot down one goal or ten, write a letter to yourself, or even make a list of current trends, and then, at the future date of your choosing, (even 10 years from now), your goals/letter/timely trends will pop into your in-box. I set my goals for 6 months down the road…to provide a gentle reminder of the direction I had hoped to be going in.

Simple. Easy. Keeps you on track. Just in time for the New Year.

Top Gripes

A recent Consumer Reports article on what bugs America most, reveals that Hidden fees and Not getting a human on the phone are the top gripes today. The survey of 1,125 Americans, asked respondents to score gripes on a 1 to 10 scale, 1 meaning "does not annoy you at all", and 10 meaning "it annoys you tremendously".

Hidden fees scored an average of 8.9, and Not getting a human on the phone 8.6.
In other words, both really tick people off.

Yet, on any given day, we can call a community (or company, suppliers this is for you too), and get a long winded answering machine that is anything but human, then be presented with things like "non refundable lease processing fees" that really don't clearly explain what exactly they pay for.

In my consulting practice, I see professionals spinning their wheels and lamenting over lack of traffic, yet disregarding easy fixes right in front of them.

Utilize a service like Level One as backup to ensure calls do not got to voice mail - that a live human always answers the phone.

Simplify your fees. Consider what it's worth - in an economy such as ours we can't afford the perception we are gouging the client. When people are worried about every penny, they will not overlook the "fees" and will assume you are trying to take advantage of them. There is a general distrust of business today. Don't affirm it. Find another way. Either incorporate it into the rent or, if vacancy warrants, stop charging the fee - don't waive it, as it is still, to the consumer, a "shady" fee.

Get back to the basics. Are clients easily able to reach you? Are you fair in your practices? Can you logically explain all your fees and specifically why you charge them?

Then ask your residents a really tough question: "What really annoys you about doing business with us?" You might find it's an easy fix. Or, maybe not. Either way, you need to know.

Is the Focus on Closing Getting You Anywhere?

Seth Godin published in his blog this morning some thoughts that perfectly relate to my feelings on the "closing hysteria" many companies seem to suffer from in the multifamily industry. It's time we figure this out and change our approach.

As a speaker and consultant, I often have clients call and declare their dismay at the lack of "closing" exhibited on the shopping report scores. "Lori, we need a class on closing," they say. "Nobody is asking for money. Our visits to closing ratios stink". Fair enough. When they ask for this, my first thought is to shake my head, wonder if I should try to pursue the subject and the real issues, or simply pull out my "10 great closes to try" material and make 3 hours of teaching people how to manipulate others to buy.

See, the problem is, it doesn't work. If you have to teach somebody how to ask, or to ask, you simply have the wrong person in the position. Sales is a talent driven occupation for which an individual is blessed with the ability to woo others. If your people don't have that innate talent, they probably won't be real successful in sales. That simple. You can teach and require all the approaches you want, but if they feel uncomfortable asking, (usually because they feel they are being too aggressive or "pushy"), the client will sense it and quickly exit stage left.

People with "the talent" will benefit from learning different approaches to try, but in general, they will ask anyway. They know their role in sales is to help others get what they want, and when they feel they have accomplished this objective, they can't help but ask. They feel it would insult the client not to.

The first real issue, then is do you have real salespeople representing you, and if not, why not?

Then there is the issue of what we'll call "Executive Perception". Many higher level organization heads perceive sales as being a "no brainer" that pretty much anyone can succeed at if they follow the script and ask for the money. Oh, how I wish that were true. If there were magic words, assuming I knew them, I would be as rich as Bill Gates. We're operating on a double standard that is hurting our businesses - we tell the salespeople to "be themselves" and "customize the tour", and yet we measure performance on how closely they stick to the script, and slap the biggest point values on "Did they close 7 times?" If a car salesperson asked you to buy a car 7 times the first time you walked on the lot, would you buy it? Chances are good you'd run. Chances are also good you wouldn't buy on the first visit. Yet, we expect that our salespeople be so good they can generate a $12,000 sale within 30 minutes from the time the client walks through the door. It does happen - occasionally. People are desperate or they just don't care, or most likely, they have done extensive research and are well into the buying cycle by the time they get to us.

Are you measuring the process, or the result? And, is the expected result unrealistic given the amount of vacancy in your market? The consumer is smart, and in the good old days, would make a $12,000 decision in 30 minutes because they had to. Yours may have been the only vacant apartment for 5 miles. Today that's changed. They know there is plenty of availability because we scream it from all the FREE RENT banners hanging on our buildings...all the way down the street.

Last, as Seth says, how much time, money and effort are you spending building trust vs trying to close a sale? Trust is built through the quality we exhibit, the transparency of our company, the openness with which we share what we do that is good, and for the greater good. Smart salespeople know that trust is inherent to sales success and though they always ask, understand that many will say, "not yet, I am still researching', and will honor that. Most important, however, they know that follow up is critical to success and will see it through by following through.

The real focus, (and training), should be on hiring the talent, building trust and following through.

Stay tuned, and next week I will offer some tips on hiring the right talent.

Social Media - Grandpa's Perspective

I had the pleasure of hosting my father and mother-in-law for an extended period over the Thanksgiving holiday, and experienced first-hand some of the values and issues the "Greatest Generation" hold dear. Among other things, I was able to observe their cellphone use and how mobile devices and technology have impacted their lives.

First, my mother-in-law. She has a cellphone and uses it to contact friends and family while she is out of town. She has also learned to set the alarm and utilized this feature on a number of occasions. That's pretty much it.

Then there's Dad. Most of the time, he couldn't figure out how to get the phone to turn on, and when he did, he had a hard time getting a call to go through, so his answer was to turn it off. By his estimation, the 3 calls he made last month cost him over $10 each. Since he can't even turn the phone on, he has no use for any of its other features. He sees his cellphone as a nuisance his kids insist on, and not having one would bother him not at all.

Dad utilized the Internet daily to scour his hometown newspaper and check the weather, as well as his email. Mom never touched the computer. Didn't bother her one bit. Neither one of them felt comfortable checking in for their flights on line, and asked that I do it. Even when I did, I got the feeling they would have been more comfortable simply standing in line, as this seemed more real to them. Fair enough.

My first assumption was that it was simply the generation - that to reach the "Greatest Generation" a social media or mobile plan wouldn't be at the top of the marketing strategy list. Then, as I thought about it, "social" is exactly what this generation is. They like to talk, (alot), and they rely on friends to provide referrals for services. They are also opinionated, and quick to smell a rat.

The real social media, for them, is the bulletin board at the market - a myriad of services all vying for attention, most not very successful, and the weekly Kiwanis Club gathering, or corner cafe, where they can share their stories and opinions, make recommendations and "diss" the deserving. Very social, yet very far from Facebook.

The point is, if you focus your marketing efforts in one arena, simply to follow the herd or because that's the way you would search, you may be missing clients that would be an ideal fit for your community. Dad's looking for an apartment. He's not on Facebook or Twitter. How is he going to find you?

Burning Down The House

One of my favorite clients, Griffis Blessing out of Colorado Springs, recently had happen at one of their communities what many have experienced, and all dread - a building fire. I have been involved in the aftermath of more than a few building fires in my career, and let me tell you, there is nothing more heartbreaking than the complete devastation of hope on the faces of victims that didn't have the foresight to purchase renter's insurance, as they gaze at the burned out building that used to be home. It just breaks your heart. When I asked,"How many?" the regional immediately knew what I was referring to, and said, "Eight apartments were affected, and every one had renter's insurance." "All of them?" I asked. "We require it. They can't move in without it. They all had it."

Suddenly the tragedy, while devastating, was not nearly as profound.

If you don't mandate your residents purchase renter's insurance, you should. They may adhere kicking and screaming, but all it takes is one tragedy to drive the importance and value home.

Risk Versus Reward - Are You Smokin' Your Competitors?

Recently, I struck up a conversation at a football game with the mom beside me regarding holiday travel plans. Airline preference came up and she said, "We will only go Southwest. The bags are free."

I love Southwest Airline's free bag promotion. Talk about taking a standard industry revenue producing policy, and by eliminating it, creating a differentiator that generates huge market share. Not to mention, it makes their competitors look, well, really greedy. It's a beautiful thing, really.

As the continued race for occupancy escalates across the country, it would be prudent to sit down with your team and brainstorm ways to, rather than cheapen up your offering, set yourself apart from your competitors by differentiating yourself, through policy or positioning strategy. Where do you find yourself "following the pack" ? How can you shake it up a bit?

Take for example, pet policies, deposits and rent. What if you were the first in your market to do away with pet rent or pet deposits? I can hear the collective gasp now, but hear me out. Understandably, many communities make substantial revenue from pet fees. The question is, can you make more by positioning yourself differently? Based on current occupancy rates across the country, the answer may be yes, if you can fill additional apartments without giving away free rent, or fill what wouldn't have been filled under normal circumstances.

It's a different strategy, dependent on the community, market and economic drivers, and it definitely needs the right marketing campaign, but it has appeal. It's one of those ideas I have had for a while that just keeps staying with me, which usually means it has merit. If you decide to give it a go, let me know and I will assist the first five respondents in developing your marketing message for free.

I liken it to Dyson. After inventing his bagless vacuum cleaner, (and by the way, I covet mine), he tried to sell it to Hoover. They turned down the concept, with the rational that it wouldn't be worth losing the income from the vacuum cleaner bags.

Ten years later, more than half the vacuum cleaners sold in the UK were made by Dyson, and market share for Hoover had fallen 10 percent.

Conditions are ripe for innovation and an about-face in the way we market our products. Quit following the pack. Run your own direction and think about what today's renters will really respond to. Then try it. You might lose. Then again, like Southwest and Dyson, you might smoke 'em all.

Boomer Rising

In preparing for a recent trends session delivered this week, an interesting article really caught my eye and stayed with me. It's straight from USA Today and the Census Bureau, published September 18th - some excerpts below:

People 54 or younger are losing ground financially at an unprecedented rate in this recession, widening a gap between young and old that had been expanding for years.
While the young have lost ground, older people have grown more prosperous over the years and the decades. Older women have done best of all.

The dividing line between those getting richer or poorer: the year 1955. If you were born before that, you're part of a generation enjoying a four-decade run of historic income growth. Every generation after that is now sinking economically.

Household income for people in their peak earning years — between ages 45 and 54 — plunged $7,700 to $64,349 from 2000 through 2008, after adjusting for inflation. People in their 20s and 30s suffered similar drops. Older people enjoyed all the gains.

The line between the haves and have-nots runs through the middle of the Baby Boom, the population explosion 1946-64.

So, other than my financial life should stink, what is there to learn from this article?

If you are a developer, get past your intrigue with young professionals and move on to building communities for older Americans. There are more of them, they have the most money and they are most likely to downsize in the next ten years and choose a rental lifestyle. Build and rehab communities that they would find appealing and desirable. That doesn't mean Geriatrics, 101; it means keep them in mind. Utilize flooring easy on knees and hips. Place microwaves below counters, rather than above, to minimize "reach" distance. Incorporate outdoor space into floor plans and build clubhouses designed for socializing and activity. Consider amenities like greenhouses, hobby rooms with workbenches, marked walking paths and bicycle checkout.

Many older Americans serve as the family matriarch and own large dining room tables. They want to be able to accommodate extended family for special events. If you are able, build floor plans that compliment their lifestyles, rather than force changing the family dynamic. Consider offering an attractive guest suite,to house out of town guests, and hire salespeople that understand, and are part of, this profile.

Older Americans will respond well to the freedom and no maintenance lifestyle renting offers. They also value certain qualities a single family home historically provides; entertaining opportunities, outdoor space, garages/storage, familiar neighbors and privacy. Provide solutions to these potential drawbacks, and they will come.

You Will

Have you ever taken an apartment reservation, from a billboard display? Repaired a resident's dishwasher, before it broke down? Have you ever taken a rent payment, from an RF chip?

You will.

The multifamily industry is in need of visionary thinking and leadership. Not trend-humping distractions, but true innovative, risk loaded change. Property management needs to evolve how it thinks, and inspire new ways of thinking, from high rise corporate offices to the leasing office break rooms.

While not all of the predictions in these AT&T commercials from the early 1990s came true, enough of them did to make you raise an eyebrow. Who will step up and solve the problems of too many leads? Without the creativity to map the vision, and the tenacity to follow through, what difference would it have made.

And c'mon ladies, Tom Selleck rocks it, you know he does.

10 Tips to Effective Online Meetings With On Site Teams

I have had the pleasure of conducting a few online meetings of late; otherwise referred to as "Webinars". As a presenter that is accustomed to adjusting and transforming presentations based on audience response, I found the process to be initially difficult from a delivery standpoint. There were times when I had no idea if anyone was even in the room, as I would ask a question, and no one would answer, or I could hear people assisting clients in the background, once the mute button was turned off. My perception was that people were coming and going: for all I knew, they decided to go practice the skill I had just taught - or maybe they were sleeping. It's difficult when you can't see your audience.

Managing an effective online meeting can be like herding cats; chaos may abound. Or, you can get smart, take control and manage the process effectively.

These events have been a good learning experience,and have inspired my "top 10" list for conducting successful online meetings. Enjoy.

1. Suggest or insist that the group meet before or after hours. It is impossible to conduct business and learn a new concept at the same time, and if you have hired good people, they simply won't be able to, nor should they, resist the client standing in front of them.

2. Send two or three reminder emails before training, and let the group know that you will start promptly on time. Tell them that if they join late, to please do so as quietly as possible, as if they were entering a live meeting already going on.

3. If you're expecting a large crowd, tell them you'll set up the meeting 10 minutes early to make sure everyone is able to sign on.

4. Ask the participants if they can see your screen as they join.

5. Ask participants to mute their phones as you get started.

6. It is always good to "clear" the session to begin by utilizing the Stop Showing button, then Start Showing again before you start.

7. Command of the room and receiving feedback is very difficult during a Webinar. Include questions that you will expect feedback for on the handout.

8. Speaking of handouts, they are crucial and should contain exercise boxes.

9. When you are ready to begin, ask the audience if they have your undivided attention.  Ask if anyone will need to leave to conduct business during the session.

9. As part of your introduction, make sure to tell the audience what they are going to learn, to refer to handouts when conducting exercises and what the benefit to them will be.

10. If you ask a question, and get no response, ask the group a clever question like, "Do I assume that I am not conveying this concept well, or are you all shouting answers and have forgotten to turn off your mute buttons?"

A good online meeting should last no longer than 1.5 hours, and 1 hour is optimal. Managing the meeting is crucial to success, and will result in a team that has been trained in a new concept and is ready to practice technique.

What are your favorite Webinar/online meeting tips?

Staying Out Of The Excuse Swamp

In my consulting practice, I often hear supervisors lamenting over the lack of accountability displayed by those in their charge. Excuses are numerous, and a sense of responsibility seems in short supply.

My 16 year-old might fall into this category. I would love nothing more than for him to wake up on Saturday morning, whistle while he grabs breakfast and head out to mow the lawn. How pleasant our lives would be. Instead, it usually goes something like this:

Friday afternoon
"Jack, I need you to mow the lawn before the weekend."
"Ok, Mom, I'm really tired right now and need to take a nap. I'll do it later."

Friday evening
"Jack, I just pulled in the driveway and the lawn is not mowed."
"Yeah, Pat came over and we played Xbox. I will do it tonight."
"No, you won't. It is getting dark now."
"I'll do it tomorrow morning. What's the big deal?"

Saturday morning
"It's 10 am and you have to mow the lawn before you go to work. Get up."
"Mooooommm, (as he puts the pillow over his head), I'll do it after work. I only work until 4."

And on an on it goes. The end result? Monday morning. Raining. Lawn still not mowed. Mama is not happy. As a matter of fact, Mama is really, really mad. I feel taken advantage of, my son has not lived up to his responsibility and has proven that he will not be accountable on his own, so now there must be a confrontation and potentially, consequences.

How do you keep from being dragged into the "excuse swamp"?

When addressing performance issues, try the following:

State the issue. Do not add opinion or blame.
"One of your jobs as a member of this household is to mow the lawn on a weekly basis. This has not happened of your own initiative, and this week, it did not happen at all."

("Your conversion ratio is 17.5% averaged for the last three months. The expectation is 30%.")

Ask a Future oriented, neutral question
This is where, arms crossed in a defensive posture, we will usually say something like this, "What do you have to say for yourself?" Do not do this! This is a question that looks backward and forces the employee to defend themselves, usually through excuses.
It is what it is. Start thinking future behavior.

"How can we ensure you mow the lawn by Saturday morning?"
("How can we increase your sales conversion ratio?")

Here's where the excuses might start.
My son might say, "I'll quit my job and have no social life."
(Your leasing professional might say, "Drop the price by $100.")
You know that may not be possible, and you might want very much at this point to blow up, roll your eyes or bite back. Don't. Honor it.
"That is one way. How else?"
"Which ideas can we realistically implement to get back on track?"

Reinforce any useful suggestions made. Keep coming back with what or how questions until excuses stop and conversation moves to goals.

Then, close the deal. Get the commitment.
"I think we have agreed that you have not been living up to the expectations we have of you as a family member, and to make sure the lawn is mowed weekly we are going to set a time and day at the beginning of each week that is agreeable to all that you commit to mowing the lawn."

"I think we have agreed that you don’t have the conversion ratio that is expected, and to increase sales, you are going to increase follow through efforts to two hours per day and up outreach efforts by 2 hours per week."

Arrange a time to meet again.
"In 2 weeks on Sunday, we will talk about how this method is working. If you need any help, let me know."

“Let’s review your progress in 2 weeks to see how it is working. If you need any help, let me know."

Make sure to provide feedback and reinforce any improvement. It is as much about changing your behaviors as theirs. Remember, you teach people how to treat you.

The lawn was mowed this week, and though we wavered on the hour, it got done before the weekend. I thanked my son and told him how much it meant to me to be able to enjoy the backyard during the weekend. One week down, one to go...

Roll Out The Barrel

One can learn a lot by hanging out in a beer tent in Southeastern Wisconsin. Take for example, the gentleman pictured. Rumor has it he is 85 years old. Said man decided he wanted to dance, and on the table, no less. A collective gasp was heard throughout the tent as they turned their attention to the elderly gentleman polkaing on the picnic table. One lady turned toward me and said, "Gott in Himmel, ("God in Heaven", for those of you not up on your German) Who does he think he is? He should get down before he hurts himself." The rest of the tent seemed to be enjoying the display. It was obvious the elderly gentleman was having a blast. I wasn't too worried, as he had a number of spotters around him. Secretly, I was proud of him. He decided what he wanted and he went for it. I hope somebody has to pull me off the table when I am 85.

Think about it. What would you like to do that you are too afraid to attempt because you're worried about what people might say or you might fail at? What would you go for if you weren't afraid? Whatever it is, life is short. Make sure you have a few spotters nearby that won't let you fall too hard, and get on that picnic table and dance.

I do believe he is my new hero.

Because 2 Heads are Better Than 1...

You may have noticed something different when you opened this page...then again, maybe not. Though I have elected to leave Creativity For Rent and relaunch The Lori Snider Company (www.lorisnider.com - check it out), Brent and I decided to co-brand Rentplicity and keep relevant and insightful blogs coming your way featuring two perspectives... sometimes similar, sometimes not. We think it keeps it interesting, and hope you will as well. Stay tuned. Good things are happening.

The Ol' Cigarette Technique

My dad, (sales guy extraordinaire) and I were recently conversing about the price of cigarettes and how soon nobody will be smoking anymore. Dad, who is an ex smoker, said, “Years ago, you’d light one up and sometimes it would burn out before you even got back to it.” He went on, “Working in retail, you smoked because your customers smoked. If you noticed a pack of cigarettes in their pocket, you would grab an ashtray, light one up and ask if they would like one. You did this because you knew they might be getting antsy to have a smoke, they would leave otherwise. It worked. You lit up, they sized you up, you smoked and talked and pretty soon, you had a sale.”

Profound. Obviously, we don’t smoke in our places of business anymore, and not nearly as many people regularly light up. However, what Dad essentially did is read his customers and then mirror them. Utilizing powers of observation, and then responding in a fashion the consumer would resonate with developed trust and encouraged conversation. The more the client talked, the easier it was for Dad to identify needs and find the right solution for them.

Before you ever try to sell anything, let the client size you up, and make sure you do some listening. Mirror their behavior and realize that in developing relationships, it’s important to find common ground.

How's Your Posture?

My mother had a thing for posture. She deemed it her mission that her girls would never be slouchers, physically or emotionally. “Sit up straight. Head up, shoulders back,” she would chide after catching one of us slouching at the dinner table. “Strong posture dictates confidence and elegance.” We would sigh, roll our eyes and frustrate her further. One of us would usually make a stupid teenage comment like, “What do I need good posture for? Nobody cares.” Funny, as I write this commentary years later, I sit, head up, shoulders back, projecting the confidence through my words she deemed so important.

Physically, good posture exudes confidence, authority and a sense of being. I know this as I grew up in a short family – we were always trying to look taller. It is the same emotionally. Think of the last time an individual criticized or hurt your feelings. Your emotional posture probably matched your physical - defeated, exhausted and diminished. The natural tendency as you type at a keyboard is to slouch your shoulders and lean forward in a relaxed position. Great posture defies gravity and must be worked at to maintain.

The next time you are meeting a client or prospective resident, entering a conference or networking event, or even strolling down the concourse at an airport, stop first, make sure you are standing up straight, head up and shoulders back. Then say to yourself, “My emotional posture is strong and confident.” Watch what happens. Individuals will comment on your confidence. They will look to you for your opinion. They may even expect you to lead.

Mom was right. Posture is everything.

Why I Heart This Blog

After reading my business partner Brent Steiner’s post this week on maintaining some perspective as it pertains to monitoring your online reputation, posted as a result of the Twitter hysteria over the Horizon debacle, I must say, I feel relieved. The myriad of “conversation” playing out on this subject is astounding – as though this is the only thing residents and property management peeps are doing all day long. I can picture it now, man walks into a leasing office, and waits patiently while leasing professional finishes her morning round of monitoring her online presence. “Just a minute,” she says, “I just have to make sure nobody is ticked off at us this morning. I’ll get to you in a minute.”

Some of the advice I have seen of late as it regards to online reputation management (let’s call it ORM, as monikers seem to be all the rage in the social media world – nobody but you is supposed to know what you’re talking about, as this makes you look smarter than those people that have not yet “embraced the conversation”) – is not contexted to speak to the world of real life property management professionals. Having recently spent some time on site, in the “real world” it is way more difficult to monitor your ORM when the in-person resident is coming and going all day long. Let’s not forget that people do quite often appear physically to view and lease apartments, renew leases, make complaints, (believe it or not, some of our residents don’t even know what “Yelp” is), ask when the mail will arrive and jaw with the leasing professional because they have nothing else to do, and crave some human conversation. I suppose we could just tell them to go join the conversation because we need to wrap it up and go join it ourselves, but that’s not being nice. Let’s not forget about phone calls. Remember that handy little device? Guess what? People use it. They use email too. In the world I see, property management professionals have difficulty just conducting following up and keeping their gosh-darned Craigslist ads up to date. Insisting they now constantly manage everything people are saying about them on line is likely to send them over the edge.

In closing, if I may serve as the voice of reason to property management professionals worldwide, (because make no mistake, in most cases this will become the responsibility of front line professionals), first, take a deep breath. Then, take care of your residents. Really well. Make sure you are attempting numerous points of contact throughout residency to gauge satisfaction. Social media may help you do this. It is a valuable tool when used as part of a strategy – one of the many tools you have to deliver and determine satisfaction levels and flush out concerns. Be aware of it, learn about it and utilize it, but don’t become consumed by it.

Social Media Perspective, If You Please

There's a torrent of social media mania coursing through multifamily marketing circles because of the Horizon Realty story last week. The hyperbole has been ratcheted up to Defcon 2 by many social media proponents in and out of the apartment industry.

To be clear, this post is not intended as a general swipe at social media or at those obsessed with it, but rather to point out the illogical connections some people are making because of a single incident. Just because someone yelled "Fire!" doesn't mean there was really smoke. The relevance of social media in multifamily is a complex issue that we can debate in other posts. This post is more of a plea for reason.

Complaints (oops, sorry, "conversations") from residents are nothing new; what is new is the resulting hysteria from any topic handcuffed to the word Twitter. If a resident frowns on your management team in a public forum, chances are said team had fair warning and could have taken steps to tighten the blast radius. Multifamily managers and marketers should not ignore the myriad new venues available for people to publicly opine, but they should maintain a rational perspective. They need to be aware of all PR threats, all the time, hardly a new concept. Social networking broadcast channels merely allow the message to spread faster (in some cases) and broader (sometimes) than before. But to people who care? That depends, but unlikely.

In the recent Horizon blip, the newsworthy story was not about the moldy tweet or the fact that the, um, <20 followers ignored it. In fact, traditional media outlets (yes--I said it, traditional) were turned on by the story because of Horizon's train wreck of a PR response, giving the story wind to take flight. And the subsequent social-media-fueled fire that ensued was too sticky to let go of. Social media NEEDED this story. But make no mistake, mainstream media sources made this story big.

Advice about monitoring ALL social media channels ALL the time is irrational and ridiculous. Monitoring resident satisfaction at all times, and having a solid PR reaction strategy ready to roll is a more reasonable course of action. Social media is but one ingredient in that mix. Had Horizon tweeted a reply, would it have made a difference? Would their Facebook Fans (if they have any) have cared about the their side of the story? Does it really matter? PR gaffes are hardly new and any positive outreach moves on Horizon's part would not have germinated the same Twitter-fest as the original story.

So, Mr. Social Media Consultant ... are you saying that the old adage "there's no such thing as bad press" has been overshadowed by the rise of the all powerful conversation? #Really? Another day, another trending topic.

Why Do We Feel We Need To Be Young?

I am most definitely a fan of Craig Ferguson, and after watching this rant on the evolution of advertising, you will be too. Dead on. Not to mention, funny.

The Power of Powerful Copy

Some time back a friend signed me up for the Brewtopia newsletter. I never paid much attention to it, usually dumping it straight into my trash – until this morning. Somebody got creative at Brewtopia and wrote some smart and cheeky copy that, for a moment at least, got my undivided attention.

Is the follow up you send this inventive? Copy can inform, overwhelm (just think of the last long email you received), and at it’s best, grab attention while making a case for buying your product.

Sit down today and review advertising and follow up materials. Does the copy intrigue? Does it try to say everything and in the process say nothing of relevance at all? Is it downright flat and boring? If so, get help and change it up. It could mean the difference between attention and deletion.

That’s creativity.

It's Good To Be Little and Local

“Buy Local” and “Support Local Business” campaigns are flourishing in today’s economic climate. As I left a local breakfast establishment yesterday, I couldn't help but notice the restaurant’s message posted on the front door. I nodded my head and felt pretty good knowing I had just supported one of the “little guys”. If your company operates specifically in a local or regional capacity, do not hesitate to let the residents and potential residents know. The message will be well received and can serve as a differentiator in marketing efforts.

5 Years of Change

It struck me today that we started Creativity For Rent 5 years ago this September.

At its inception in 2004:
• Nobody was Tweeting because there was no Twitter.
• Facebook didn’t exist. Today it has 70 million US users.
• Companies were cutting edge to the extreme if they offered online availability.
• If you missed the Super Bowl, you couldn’t check out Janet J’s wardrobe malfunction - there was no YouTube.
• The iphone hadn’t been invented. There was no app for that.

How times have changed.

www.Herding.Cats

The domain name game.

Ok, stop me if you've heard this one. Hysterical client calls, their web site is down. Gone. 404. Turns out their domain name had expired. Ok how about this one? Client asks for "advice" on how to get a bitter and non-responsive web site company to transfer the client's domain name from the vendor's name to the client's name. (no, not that web site company) This one didn't end so funny. Said client had to wait over 6 months for the domain to expire and pick it up again. Oh, oh one more. Client secures www.perfectdomainname.com for a deal that they'd reserved over a year ago, pre-construction, forgets about it, let's it lapse, and another community on the same street snaps it up and reserves it for 10 years. Decade long competitive advantage.

This seemingly mundane topic has tripped up the savviest of organizations, and unnecessarily costs thousands of dollars and hours in wasted time. The market for domain names has matured and the race to snatch up dot com monikers for real estate assets is shifting into the secondary market and a bristling aftermarket.

Now is the time to take stock of your domain name strategy, before disaster strikes.

Seven steps to domain name nirvana:

1. Duh
A simple spreadsheet tracker that lists all of your company's domain names is the easiest way to take control of this. Include all domain names (whether you're using them or not), the Registrar for each, account login information, expiration dates, and any other identifying information you would need to access the domain quickly. Put the tracker in a public, but secure location and designate someone to manage it. (email me if you want a template to use for your tracker)

2. Whois on First
Go to www.whois.net, or the "Whois" link on any Registrars site to find the details about each of your domain names. Who the Registrant is (a.k.a. who owns it), contact email address, where it was registered (a.k.a. the Registrant, I.E. Network Solutions, Go Daddy), expiration date, etc. If you're doing an audit, print this information out. Don't know what domain names you have? You can also search by keyword, Registrant and other identifying information in the Whois lookup area.

STOP! What if a vendor is listed as the Registrant of the domain name?

If you read nothing else in this post, read this:
A third party should NEVER own one of your domain names unless you have the ability to access and transfer the domain name at any point. Domain names are in no way linked to hosting, and if a vendor registers domain names on your behalf, it should be in your name. Adding a vendor as a Technical Contact is standard practice, and will give the vendor any access they need to make DNS and other modifications, but the vendor should not be the Registrant unless they have provided you with the password.

3. Consolidate and Harmonize
Armed with your tracker and Whois information in hand, it makes sense to pick one or two Registrars, and aggregate your domain names by transferring them all to the same place. Which one should you pick? Depends on annual cost, ease of transfer and simple math. That is to say, it's usually easiest to transfer TO the Registrar where you already have the most domain names listed. If you have redundant and vanity domains, pick a Registrant that offers free forwarding services. Transferring domains is usually cheap (or free) and will instantly iron out a lot of things. Use this step as an opportunity to transfer any domains away from vendors or previous owners while you're under the hood. Also change any old information like addresses, phone numbers or contact names. (see step 5) Transferring domain names will not affect your hosting or email.

4. Benjamins
It makes sense to try and streamline payment processes as much as possible. Use as few credit cards as possible. If you use a 3rd party vendor's credit card for billing, your company should still be the Registrant. You can give access to the domain name to another company for the purposes of managing payments.

5. domains@yourcompany.com
Set up a single email account, or forwarding account that can be used as the contact address for all domain names. We recommend domains@yourcomapny.com. This is where all correspondence, expiration notices and domain-related spam will come, and if IT Guy or Marketing Gal is no long with your organization, you can simply reassign this generic email address to someone else. As part of step 3, change and update your Registrant information accordingly.

6. Procrastinate
Domain names are cheap. Register and renew your domains for long periods of time (yes, even if you don't plan on holding the asset).

7. Document
By now your domain names have moved in together, gotten their shots and renewed their leases for 5 to 10 years. To stay vigilant, create simple policies and processes for procuring any new domain names, and for eliminating old ones. Add domain names to the list of items to be transferred when an asset changes hands, and develop simple plans for managing personnel changes so you're not having to hack into a long gone comrades email account to reset a password.

Hopefully these simple measures will make life easier.

Next week we'll talk about the sexier side of domain names, marketing and search strategy.

Please do not hesitate to reach out to Jessica Gale or myself at CFR with any questions about the above steps. We're on a mission to eradicate domain name confusion and wrongdoing on behalf of our clients.

Consider The Possibilities

As humans, it is easy to assume that the only use for an item is the one you have learned. A chair is for sitting. A frying pan is for cooking. A dumpster is for garbage. Unless, that is, you start thinking not of what an object is, but of what it could be.

TrendCentral reports this week on a new trend created by the Macro-Sea artists collective that is springing up in Brooklyn – swimming pools created from old dumpsters. Thoroughly cleaned and lined, with sundeck attached, the dumpsters are turning up in vacant lots and backyards and providing innovative recession-era socializing venues.

Take an object, a room or an area. Think not of what it is, but of what it has the potential to become.

Then make it happen.

That is creativity.

What A Blog Really Is

What a Blog Really Is

I recently heard Kristin Steiner, account manager extraordinaire explaining blogs to a group of middle aged men, who obviously weren’t getting it. The light bulbs went on when Kristen profoundly described it this way – “Blogs are like cocktail party white papers,” she said, “you have a brief and relevant conversation and then you move on.”

Priceless. And right on spot.

Bloggers, if your readers have to stop in the middle of your post to refresh their cocktails, you might want to think about shortening it up a bit.

How Low Can You Go?

Many of you have heard me reference my dad, sales guy extraordinaire, during my training sessions. I had an interesting conversation with him yesterday that may provide insight to the “Can you go any cheaper?” questions we have all been hearing of late. When a client asks him if he can “go any lower” on the price, Dad says, “You know, I can’t. If I were able to, I wouldn’t have been honest with you in the first place, and that certainly would not make me someone you should trust.”
Now that is a snappy and effective comeback. Thanks, Dad.

Make It Personal

While staying in a brand new Courtyard by Marriott last week in Omaha, Nebraska, my husband and I enjoyed a little coffee-klatch in a comfortable little pod that came complete with its own television. We were in public, and could people watch, while enjoying an intimate conversation in the privacy of our own little nook. An added bonus - we could choose which morning news show to watch.

Think about the increased value perception you might create by changing up those unused shrines we lovingly refer to as clubrooms. The great room is great, but the real value comes in how you offer your residents customized personal spaces within it.

Simply Put

Just one word tells you everything you need to know about what this business is, and when it is coming. The font is identifiable, and the message is simple, eye catching and clear.

We can get so busy trying to say everything that we end up saying nothing at all.
How can you clarify your message by simplifying it?

Come Together and Can

NPR recently reported that Jarden Home Brands, which owns the popular Ball line of canning products, says it has already seen a 30 percent increase in sales of jars and lids this year, and the bulk of the harvest season is still months away. Canning is making a comeback, as Gen X, Y and the Boomers look for ways to save money, eat healthy and make use of all the bulk food available from locally grown community gardens and farmer’s markets. Trouble is, unlike their parents and grandparents, who relied on the technique to get them through the great depression and two world wars, many don’t know how to can. Canning incorrectly can lead to big trouble in the form of botulism. This is a perfect opportunity to rethink the seldom-used “Gourmet Kitchen” in your clubhouse and turn it into, (a least for a day) a “Food Preservation Center”.

Try offering a canning class in conjunction with the current harvest available at your local farmer’s market. Let’s say, in this case, it is strawberries. You can purchase enough strawberries for everyone in the class to receive one or two jars of jam while they learn the process. To find an individual skilled at canning that is willing to teach the technique, look to seniors in your community, area senior center or local college extension.

What an outstanding way for a variety of generations to come together, learn a useful new skill, show your appreciation for planet earth and provide variety in your resident activity offerings.

Nobody Likes a Fake.

Recently, as I strolled down a residential street on my way to a lunch appointment, I stopped cold in my tracks and just had to take a photo of one apartment community’s attempt at curb appeal. The silk flowers had obviously been there awhile – (I think that at one time the leaves had been green), and words can’t accurately describe the overall impact the ensemble had at declaring the community dead, cheap and lifeless.

Lessons of the day:
The consumer can spot a fake.
In addition to silk flowers (which in my book are always a “no-no”), what is fake at your community? Do your model apartments misrepresent your vacants? Then they are fake. Are your apartmentratings.com reviews manipulated in any way? Then they are fake. Do you hang banners that say, “We Love Our Residents!”? Love is a strong word. Do you love all of them…really? If, when conducting follow up, you just “go through motions” and do it because you have to, you are showing false sincerity in following through. That is why clients become short or abrupt with you and your follow up call.

Get rid of the dead and get real.
Carefully analyze your tour path and common areas. Get rid of anything that has expired or seen better days. This includes: dead plant life, patio displays that were really cute last season but have faded and grown dingy due to exposure, dusty candles or soap displays, clutter of any kind, and any item that has always struck you as just not working in the spot. When selling a house, the realtor will recommend eliminating most of the clutter that accumulates over time. They know that living in it, the resident just doesn’t see it, but a prospective buyer will and it will affect the sale. Identify and remove clutter in your office and models and watch the positive response that ensues.

Borrow some eyes. Get somebody else to carefully look at your property. Tell them you will pay them $50 to find ten items or issues that are negatively affecting your curb appeal. If you can’t afford $50, ask you supervisor or colleague to take on the challenge. Then reciprocate.

Fake is dead. Transparent is in. Get rid of the fake and get real.

It's Your Choice

I had the pleasure of having lunch with a friend yesterday and being served by an individual that really knew her business. Through conversational banter, she determined what we had in common, (she grew up in Colorado and I live there), and intuitively knew that the lunch was not a hurried one, providing us “chat time”, while still checking back periodically. In short, her service was excellent and customized to our expectations. My friend and I commented our regard for her impressive service to her, and her response was, “Thank you. Unlike a lot of people that wait tables, this is something I choose to do. I really enjoy it.”

Is the job you have something you choose to do? If not, why not? Life is short. Do something you enjoy and are enthusiastic about. Success is driven through passion and commitment.

You choose.

You Need An App For That!

For those of you that are curious about how many people have downloaded the apartment industry’s first iphone app, (you have probably seen the app in Apple’s latest iphone commercials or as part of their nationwide print campaign), Apartment Guide released figures today. Brace yourselves, the numbers are staggering.

Since October, over 230,000 consumers have downloaded the free app, and it has even been listed as a top 20, free utility app. Consumers viewed the commercials or print material, saw the content available as relevant or useful, went to the app store and took action.


Lessons to be learned:
Print and television media are the primary driver of all other media. Integrated campaigns produce results. Even Apple knows this.

By extending your reach through tools such as mobile, you can drive exposure for your service and brand.

Content remains king, and the consumer will download useful and relevant material – anytime, anywhere.

Go Green By Going Local

Just because your buildings aren’t built green doesn’t mean you can’t go green.

I stumbled across a resource recently that could be utilized by almost any community across the country to promote green initiatives. www.localharvest.org provides a zip code search to find nearby farmers’ markets, family farms and others sources of sustainably grown food where your residents can buy produce, grass-fed meats, honey products and many other goodies, including gift baskets. There’s even a free downloadable flyer at the site inviting the public (your residents) to visit, in addition to banner ad downloads.

Provide a link or banner ad on your website, or as a resource for your “going green” program. Take it a step further and contact providers in your zip code and build a business partnership. Offer to provide an area for local providers to sell their products on Saturday morning, an advertisement in your newsletter or a link on the resident page of your website, in return for a discounted rate on a “green” move-in or renewal basket.

Everyone wins - your green program is enhanced and local community businesses are supported.

What are you waiting for?

How long are you prepared to wait for business to pick up? What is your competition doing? While you’re waiting, you’re invisible. Generate your own buzz. Rev up your image. Make yourself visible. Take control.

Try a new idea. Launch a campaign. Look alive.

Stop waiting. Get going!

We heart clients (but love has boundaries)

A new video circulating on YouTube has creative firms snickering with appreciation. We've all been party to these types of exchanges, and while satirical and hysterically familiar, there's a serious side to "scope creep" that should be managed and avoided.



If you're a vendor or agency:

1. 1 hour = 1 hour. Never go into a relationship with a new client after having been haggled until you were black and blue; that's an irreversible precedent.

2. Make your terms regarding changes known in writing before beginning any work.

3. Earn your clients' trust to establishing a "no surprises" rule. Clients hate surprises, especially when they are labeled INVOICE.

4. Recognize the value of the long term relationship. You aren't going to win them all, and on a project-by-project basis you'll find that healthy, long-term working relationships will even out over time. As I say to our fondest clients, "we're of no use to you bankrupt."


If you're a client:

1. Be realistic (and honest) about your budget in the beginning. A $5,000 budget cannot buy a $50,000 web site, but often a $10,000 budget can buy you all of the features and functionality of a $15,000 web site.

2. Recognize scope creep and avoid it. If your request truly falls outside the terms of the agreement, own it and ask for a proposal. Your vendor will be fair, and it's always less expensive to make changes during a project than after.

3. Accept the "pick two" principle. It's like gravity. Deadlines and budgets are always negotiable. Our clients know we can put footprints on the moon with the right resources and client commitment.

4. See #5 above.

Our firm has been fortunate enough to have worked with amazing clients over the last decade who appreciate paying for value, some for more than 10 years. That's lasting love.

I Love That Color!

Ever wish you could paint your model walls the same shade you saw in that trendy boutique you were in last week? Or perhaps you saw a specific color you like and want to coordinate paint offerings with it? According to Trendcentral - there’s now an App for that!
Take a photo of anything that provides inspiration and this app will instantly match the hues in the photo to the corresponding shades in the Benjamin Moore color system. Match your uniform colors to the paint on the wall! Go to the hippest places and copy paint colors! Take a picture of a model accessory and find a paint to match! Match marketing materials to the paint on the wall! The possibilities are endless, and only an app away.

The Most Important Question of All.

Today’s consumer is accessing and utilizing a myriad of information to formulate perception and expectations of what their on-site visit should be like. Some consumers may do little to no research, preferring to rely on the sales consultant’s expertise. Others may prefer to research independently and keep control of the information gathering process as long as possible. They may never step foot in your office, but may indeed become a resident. It just depends on the individual.

When they do walk through the door, each consumer will be at a different stage of information gathering and decision making. Recognizing this will allow you to customize your presentation to honor and acknowledge your client’s research and their knowledge of your offerings.

The most important question a sales professional can ask to themselves at the beginning of each client interaction is – Where in the buying cycle is this client?

If for example, a gentleman comes in with a print-on-demand floor plan and is familiar with pricing, he is probably further into the buying cycle than the individual that enters because they saw your sign and have been thinking about moving. He has done research by reviewing floor plans and amenities and has selected the plan most able to accommodate his needs. To sit him down and methodically fill out a guest card, review your plans, talk about the amenities and beleaguer the point, will not be well responded to. At that point, it becomes about you and how you think the tour should go, rather than about him. You have forced him to go backwards in the buying cycle. You may lose him.

A smart move would be to ask him, “I am glad to see you have done your research. Shall we sit and talk, or walk and talk?” He will most likely select walking because he has determined what he wants and now he wants to see it. In order to be relevant, you, as a professional, need to get where he is and fast. You can still get all the information for the guest card, just jot it down as you walk. In this case, it makes sense to show the vacant ready first. He may have no interest in seeing the model. He knows what he wants. Your job now is not to show what you have, rather, why he should buy it.

If your client shows no knowledge about your community, and is at the beginning stages of the buying process, a more thorough needs assessment will be warranted.

Ask each client, “How much research have you done?” at the start of each presentation. Think of it as a gauge measuring temperature. If zero is “just starting” and 99 is “ready to buy”, where is the client that is in front of you right now? How can you best be relevant to their expectations, while delivering a professional and interesting presentation?

Is it about you, or is it about the client?

Bad Design Is Like a Comb-Over

Great design is powerful. It gives the consumer an attractive first impression that will help facilitate an interaction, at which point they begin developing a perception and emotional connection with your brand. If they have good experiences, they will stay, and ultimately return when future need arises. Great design conveys quality, freshness and durability.

Bad design, on the other hand, is like a comb-over. It’s an attempt to “make do”. Everyone notices, and perception is diminished, but nobody will comment on just how bad it is.

In today’s marketplace, it is crucial to make the decision to care as much about how your product is presented as you do about the product itself. What does your branding message say about the quality you deliver? Do your models, signage, collateral and interactive offerings say “Sharp haircut!” or “ Oh…that’s bad”?

Remember to look in the mirror. Because when it comes to bad design, nobody is going to tell you just how bad it is.

BYOC (Bring Your Own Cabinets)

Ever wish you could rearrange your cabinets and counters like you do your furniture? Now you can. Design Within Reach is showing modular cabinet systems designed by Nilus de Matran that align the qualities of fine furniture with the functionality demanded by today’s cook. Essentially a system of modules that function like furniture for your kitchen, the system is configurable and portable, delivering a completely unique and customized experience for the buyer.

While we may not yet be ready for people to “bring their own cabinets”, I see great potential for this product in club rooms and common space. As consumer demands and needs change, so might the kitchen space. Not to mention, the system could easily be configured to work in a remodel situation, allowing greater impact to budgeted dollars.

For more information, visit http://www.dwr.com/category/kitchen-bath/kitchen/dwr-kitchen.do

Forget Us, It's About Them

There is a lot of buzz today about the importance of getting relevant to the consumer. How, exactly does one ensure your actions as a salesperson resonate with your clients?

It’s very simple. Before anything comes out of your mouth, ask yourself, “Is what I am going to say about me, or about them?’

Take, for example, follow through. Salespeople are told to follow up. They are told to customize their program, and that successful follow up should consist of at least five points of contact. Sometimes they are given scripts and templates to work from. Some are mandated to call the client within 24 hours. Others are required to respond to Internet requests within 2 hours. Of course, it is imperative to find out if not from us, who they bought from, so we know who we’re competing with.

In theory, these are all good practices and help to establish consistency and delivery throughout the portfolio. Here’s the paradox – we can run a tight ship as it pertains to a follow up program, and it will get done, but unless we make it about the consumer, and teach salespeople how to resonate, the energy spent is for naught.

Take the typical 24-hour follow up call. “Hi, this is Sandy at The Willows. You visited our community yesterday and I was wondering if you had any more questions and how your apartment search is going. I would to have you come back and take another look…”

What is that call really about – the consumer, or us? Would most consumers find the call valuable, or a hindrance? Now picture the consumer. After visiting 7 communities they have received 4 calls almost exactly like that one. Will they be thrilled when number 5 comes through? If your salespeople are uncomfortable with the 24-hour phone call, it is because they know in their hearts they are saying nothing of relevance to their client, and therefore know they are not providing value.

If, on the other hand, Sandy intentionally keeps something out of her presentation, and starts with, “Mr. Jones, during your visit I neglected to mention the bike/walking path that sits just one block from our community and runs all the way through town. I know you mentioned you like to walk and this may factor into your decision. Would you like me to send you a map?” she is providing additional information that, based on the presentation, the client would find relevant. It becomes about them, not us.

That’s being relevant.

Creative Tension

There is a tension between creativity and expectation.

A marketer's willingness to take risks and be different is the only way true creativity can enter into the mix. I'm not talking about design, I'm talking about creativity. Creativity starts with an idea, and ends with the proper execution of that idea.

If an idea is uncomfortable, it will likely burn up in the atmosphere expectation. Then it's just a commodity. Safe maybe, but under-effective.

Forget the Dryer - Give Me My Cellphone!

USA Today reported Friday that a recent Pew Research Center survey of 1,003 individuals revealed that the recession has changed many Americans’ minds as it pertains to their “gotta-haves”. In 2006, 68% of respondents indicated a microwave was a necessity; now it’s 47%. Even more, (83%) felt a dryer was a must have in 2006. Today it’s just 66%.

While it seems we are more willing to slow cook meals and forego a clothes dryer, we won’t compromise when it comes to technology. The survey revealed that cellphones and high-speed Internet access are as necessary or more necessary than three years ago.

For those of you that repeatedly deal with the “no hook ups” objection, things may start to get a little easier – as long as you can show off the free Wi-Fi at the pool.

Give and Get Y

“What kind of resident activities are you interested in?”

The question was posed to a group of Gen Y’ers – 20 somethings that had agreed to sit live and unplugged for an audience late last year. In addition to community mixers, the group, showed enthusiastic support for charitable events. When pressed further with, “If the community signed up for an area run/walk or other charitable activity you would participate?” they not only said they would, but also indicated they would help plan it.

A 2007 Time Magazine article “What Gen Y Really Wants”, indicates Generation Y's search for meaning makes support for volunteering among the benefits it values most. The article referenced a Deloitte survey that revealed that more than half of workers in their 20’s prefer employment at companies that provide volunteer opportunities.

It makes sense then that Millenials will respond favorably to activities where they can get involved and make a difference. Make sure to include charitable functions/events in your retention plan this year. In addition, marketing should reveal your company’s philanthropic efforts as an appeal to the target’s values. Let them know what you stand for. Tell them about your “Soul brand”.

That's Hot!

Today I had the fortune of visiting a doctor’s office for one of those tests that it nearly kills you to schedule, but that you feel pretty good about once it’s done and you know everything is still in working order. The center was new, modern and sleek and the experience completely transparent. Smiling employees guided my visit every step of the way and explained exactly what was going to happen next. The nurse directed me into a well-appointed changing room and handed me a gown. That’s when it hit me – the hospital gown was heated!

Two children and a number of other medical conditions have never resulted in a positive hospital gown experience. I have spent many hours shivering in chilly doctor’s offices in gowns that are always thin, usually falling apart and devoid of any reasonable coverage. Imagine my surprise as I slipped into a toasty warm, sturdy and roomy hospital gown. The impact was profound. All I could think was, “Now that makes a difference – they really figured out what bothers people and provided a solution.” Even better yet, everyone in the waiting room was talking about the warm gowns, and I bet, like myself, they will tell one of their friends or family about their experience. What did it cost? Most likely the heating device was not inexpensive, but the return generated in client satisfaction levels will justify the initial investment.

What kinds of little things do you think your residents tolerate but would never even consider complaining about because “that’s just the way it is?” Imagine the impact in identifying those challenges and providing solutions. At your next team meeting, pose the question. Look for answers. Change it up a bit. Deliver the unexpected.

More Popular Than Britney

In an article on discounts and their effect on brands, (of which a future post is forthcoming), Ad Age reports that Google searches for the term "coupons" last month for the first time surpassed those for "Britney Spears." Even more interesting, after technology contributor Becky Worley revealed on Good Morning America how she hunted down coupons online to buy a $3.49 tube of Colgate for 24 cents, the word “toothpaste” shot to the top five Google search terms. Consumers are clipping with frenzy, and expecting to receive discounts for the products they buy.

Are you offering coupons for your current promotion? Are they easy to get? Do they provide an attractive incentive? Is the promotion easy to understand? Does the coupon expire?

Keep the coupons coming, set a time frame to your promotion and stick to it, and make sure your desired audience can easily access and take advantage of.

Go Ahead. Touch It.

Science Daily recently published an informative article regarding the power touch has in influencing a consumer to buy an item, as well as its impact on enhanced perceived value.
http://www.sciencedaily.com/releases/2009/01/090107134535.htm
Turns out, the study, conducted by researchers from Ohio State University and Illinois State University revealed the longer an item is held, the more likely it will be purchased. Even more interesting, the longer held, the greater the perceived value. Essentially, the longer the test subject held an item, the more emotionally attached they became to it.

We marketers often reference the power of smell, sight and sound in enhancing the buyer experience. What we don’t reference as often, is the importance of touch in influencing consumer behavior. Car dealers, for example know that if you get in the car and drive it, you are more likely to buy it. Textile suppliers routinely hang sample linens in the sheet department so consumers can touch and experience what an elevated thread count means to comfort. And who hasn’t seen that cuddly soft teddy bear being pried from a tight fisted (and screaming) toddler who couldn’t resist touching in the department store?

One of my favorite leasing techniques on a hot summer day was to take the client to the pool and encourage them to touch the water. “Go ahead, touch it, “ I would say, “It feels wonderful.” And they would. Then they would smile. That is always a good sign in sales.

Touch screens and touch panels, from the Iphone to interactive leasing kiosks are all the rage, and a testament to increased “touch power”. Make sure to incorporate some “touch opportunities” into your presentations. Encourage the client to open cupboards and drawers. If the carpet is new, or the padding supreme, take off your shoes and feel the impact. Watch your client closely – are they touching things? If they are, they may be buying.

Creativity for Rent brings artificial intelligence to apartment leasing

Rumors have swirling that this day might come, and alas, here it is.

Google's new CADIE initiative has given us new hope in apartment marketing. CFR announced today it has started work on VIOLA, its long-awaited leasing agent replacement tool. In tests, VIOLA (Virtual Ionized Onsite Leasing Agent) closed 98.7% of its (her) leases, followed up on all internet leads (while statistically analyzing each one), while still being able to keep fresh balloons on the "2 months free" banner draped over the monument sign.

Says Brent Steiner at Creativity for Rent, "this changes everything." You can download your picture of the VIOLA prototype here.

Modeled after Google's three-step artificial intelligence process, VIOLA combines interconnected evolving agents with probabilistic Bayesian domain, couched in an realistic world from which to learn.

The Price is Right...or Is It?

Rock bottom pricing. Lower prices. Going out of business. 4 months free. Buy one - get one free. Big discounts. Bargains galore. All signs I have physically seen in the last 24 hours.
Question is, are any of them working? How do we competitively price product in a market like this? Should we be fighting for every penny or slashing rates? Steering a smooth course can be challenging at best.

Some things to consider when establishing price points at your community/portfolio:

Should you lower the price? Do you want to be seen as a discounter?
Consumers don’t care what your “real” price is. The price and the value is what they write the check for. Period. Lowering your price could threaten your brand value, as discounted brands are assumed to be lower in quality. In addition, current residents, your most valued customers, may find themselves paying more for their apartments than an individual walking in off the street. They will resent you, and explore other options, unless an equally competitive offer is made to them to stay. If, for example, the client received one month free at move in, but the current concession is two months, it would make sense to at least offer an additional month free. From the client’s perspective, that is only fair – particularly as they are being wooed by the concession down the street.

Look at your product from your target market’s point of view.
Do a thorough and physical, competition assessment. (Sorry, but the market survey is not going to tell you what you need to know. People pay for and determine value based on the experience received. What kind of experience is being offered at the competitor capturing the leases you should have? Get out and find out.) How are they really pricing their product? Is there a sense of urgency to buy? Is the discount on specific floor plans or an all? Look at it from the consumer’s standpoint – who is offering the best value from their perspective?

Can you prove you are a better value?
Are you better than your competition? Really? If so, how, and how can you tangibly share this with the consumer to build product value? You cannot, for example, say, “We have the best service of all our competitors.” How do you know? Not to mention, everybody says that. You have to prove it. Show the client stats and resident testimonials and be sure to introduce them to other members of the team. Prominently display a resident events calendar in the lobby. Find some residents that would be willing to share their positive experiences and turn the client on to them. Prove it.

Are you panicking?
Exposure is creeping up and conversion rates are down. The end of the month is approaching. Before slashing prices and yelling, “The sky is falling!” do a marketing and traffic assessment. Are you getting enough traffic? Is the product primo? What are they looking for? Is follow up that is relevant to the consumer being consistently executed?

People care about price, but they also care about savings.
Show renters how your community will help them weather the recession. If, for example, you have a tricked out fitness center, don’t forget to share the savings offered in not having to purchase a gym membership. Don’t assume the client understands this inherently. Show them, visually and verbally. Value is built in the details.

Change the way you share the price.
Don’t sell by offering a range of pricing, or by stating, “Our prices start at $$$”.
The client automatically will latch on to the lowest price and will expect to negotiate down from that point. Rather, determine which floor plan best meets the clients needs and work price offerings from there.

Cheap is not the only thing.
Although the “price buyer” declares it is all about who has the lowest price – that is probably not his only motivation.
If it were, he probably wouldn’t be in your neighborhood looking for apartments. He would be at the cheapest place in the entire metro area. You can always find cheaper if cheap is what you’re really looking for. The client that is price point sensitive is just looking for the best value. Show them why you are just that, and don’t be afraid to lose the client, if it really is about nothing but price.

Retrain salespeople.
What worked effectively last year, likely won’t work today. Provide support and solutions to your sales team and be as flexible as possible with pricing and policy guidelines. Listen to their views, and ask them for solutions. You may be surprised how little they may need to start moving product.

Decompression Zone

Have you noticed that salespeople are really “on it” these days? I enter a retail establishment and within seconds an exceedingly pleasant individual is asking how they might help me purchase something. In their efforts to show an eagerness to assist, they make me a little nervous. “Get back!” I want to say, “I don’t even know if I am going to muster up the courage to actually purchase something – give me a minute!” Turns out a minute may be exactly what I need.

A recent Business Week article reported that shoppers use the space just inside an establishment’s doors as a “decompression zone”. They will not notice signs placed in this area, rather, they will take in the total picture, (sights, smells, sounds), and assimilate themselves to being in the store. Then they will naturally turn right and head further into the establishment. Consumers respond best when approached approximately one minute after entering.

The next time a client enters your office, don’t pounce. Give them just a minute, and let them decompress. You might find it provides you a competitive edge.

When is the Last Time...

In today’s market, attention to the little things can have an enormous impact on occupancy and morale. To get you started…

Salespeople
When is the last time you

Asked your supervisor to come along on a tour and offer honest feedback?

Cleaned the model from top to bottom?

Changed up your presentation by taking a new path or trying different questions?

Told your manager which unit you could get $10 more for?

Reminded yourself you are a great salesperson?

Got current with follow up?

Stayed late or opened the doors early for a client?

Said “thank you” for the support and coaching you receive?

Managers
When is the last time you

Determined pricing by actually visiting competitors to gauge customer experience rather than analyzing a piece of paper?

Spent a day leasing apartments?

Asked an accusatory question like, “Why didn’t you get that lease?”

Determined goals with your people, rather than for them.

Reinforced and praised your salespeople when you catch them consistently doing follow up?

Said, “thank you”?

A Supervisor’s Most Important Tool

During a recent sales program, I asked the group to identify a time when they were surprised and delighted with someone’s follow through. I assumed they would share customer service stories where they were made to feel special, or where a wrong had been made right. As usual with my audiences, they surprised me. The majority of people who shared, told stories in which their supervisors followed through with them, by either thanking them for service rendered, or publicly recognizing them throughout their region or company.

The power of a thank you is profound, valued and remembered, particularly when given by a senior team member. Commit this year to doubling your thank you efforts. The impact to your team will be significant.

Your mother was right...don't forget your thank you's.

Branding Tug of War

Recently we were guiding a client (who shall remain nameless to protect the innocent) through a "mild" rebranding of their organization when we hit an unexpected snag. The kind of air pocket we only hit once or twice a year, but are surprised when we do. Within the heart of this company was a tug of war between the C-level executive team and the Operational leadership. Or, as they lay in bed at night trying to get to sleep, those who count dollar signs to get to sleep, and those who count vacate notices and open work requests.

Branding is a complicated, nebulous thing to begin with, and this post only scratches the surface. (let's meet for a beer for some stories) But in multifamily, this a critical lesson that has been well documented.

There are Stakeholder brand considerations, and there are End User brand considerations. Stakeholder brands are inherently B2B, and must convey return on investment, management acumen and capitalization. End user brands on the other hand are B2C, or customer facing. In asset management, we differentiate these brands with amenities, resident service, commitment to sustainable living, and other more "soft" attributes.

Which is more important? Neither. They're equally important. And we can represent both in a logo design or brand positioning statement. Which should win the branding tug of war? Easy. The End User brand. Here's why;

1. NOI is ultimately tied to the success of the End User brand more than the Stakeholder brand; and savvy owners know this.
2. Residents and prospective residents could care less about your strategic compass or mahogany conference table. They care how fast you'll fix their broken garbage disposal.
3. If your brand and identity look like you're a financial services company, you create a disconnect for your customer. Think: Wall Street.

Our clients who recognize this have higher occupancies, happier employees and set goals based on retention and overall satisfaction. The business goals always follow. As stakeholders, what do these clients do differently than the one who inspired this blog post?

They let the resident win.

Where's Your Pleather?

Trendcentral reported this week that pleather shoes are back, and better yet, being sold as “vegan/cruelty free” specialty items. Pleather! Talk about finding a way to make a mundane product with a cheap reputation hip and chic again. Give a product a trend-friendly spin, and voila’ – people have a reason to buy it again.

Think about your community or portfolio. What is right in front of you that with a twist, could add value to your offerings? Perhaps you have a vacant plot of dirt. A little elbow grease and topsoil could result in a community garden – very hip to today’s recessionista crowd. Maybe you have an old community but you have a lot of land. Pace it out and create a walking area complete with distance markers. Conference room void of conferences? Abandon that purpose and turn it into a CYO (Create Your Own) room. Offer classes in do-it-yourself fare and show people how to create with less. Don’t like that idea? Offer classes in money management or resume building. The point is, think about what resonates with your residents during these times and respond. In the process, you will build value.

Get together with your team today and ask yourselves, “Where is the pleather in our community?” Then redefine it.

What's The Good News?

Time for Some Good News.

Last week, Brian Williams, anchor of NBC’s Nightly News, acknowledged that he has been delivering depressing news to a depressed audience and sent out a call to the viewers to share some good news to report. In two days he received thousands of responses, more than they could ever cover live on air. He heard about a man who keeps a full tank of gas in his trunk and gives it to people who are in need, asking only that they do the same for somebody else. One woman goes up to strangers on the street and gives them money.

It's time to start turning some of this pessimism to optimism.
What's the good news?

Frugal Fix

This idea definitely won’t blow your budget. If your community is starting to show wear and tear, but your budget doesn’t include new doors, cabinets or floors, the Sharpie touch up permanent marker is for you. A few seconds and a few strokes with this permanent marker will get things looking like new. At $3.00 for three, in light, medium and dark wood colors, it’s a recessionista’s friend.

One word of caution – don’t try to color the whole cabinet…some things really do need to be replaced.
http://www.sharpie.com/enUS/Product/Sharpie_Touch-Up_Permanent_Marker.html

I Fell Off the Wagon...and Lucky Got His Job Back

(For those of you that have not been following recent posts, I canceled my long time newspaper subscription a few weeks back. See Lucky Lost His Job Today for detail)

I couldn’t do it. I missed my newspaper too much.

Every morning I looked out my window to see, if by chance one had accidentally been left. Lucky stood next to me and howled. I perused the paper online, but never seemed able to get into articles over my breakfast the way I had been able to with the physical paper. I felt as though I was up to date on the headlines, but clueless in regard to the actual subject matter. I found myself squinting a lot to decipher articles found online. My comfort and my convenience had been compromised.

On Saturday, my husband took me to breakfast and I couldn’t believe the person I turned into when the vending machine ate my last dollar and did not produce my beloved paper. Then the Rocky Mountain News went out of business. I called and renewed my subscription.

I once had the good fortune to listen to Craig Newmark, founder of Craig’s List comment on what makes newspapers special. He believed there was a definite niche for the paper because the reader values the comfort and reflection opportunities the venue provides. It offers a time to step away and focus solely on in-depth content, whether at the breakfast table, on a subway commute, or even the restroom. I valued that experience more than I realized. The paper can be duplicated on line with the same information, but the experience of reading the physical paper, cannot. That is why it is my belief that newspapers will survive. It was for the experience I was missing, more so than the actual content, that I renewed my subscription.

Keep in mind, that your residents can get similar physical product anywhere. What they really value, and what they buy and will pay more for, is the experience your community provides.

Lucky has his job back. Every morning he retrieves the paper. I tried to go cold turkey and fell off the wagon, but I’ve got no regrets. I’ve got my experience back.