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.
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Not only tacky pots and fake flowers, but a $0.99 for rent sign. I've seen the fake plants used over and over and over again. They are particularly funny to see in cold locations in mid-winter rising just slightly above the blanket of snow on the ground. Although fake flowers are not attractive from the second they are installed, the color they fade to within weeks is so unnatural that even the word tacky gives the display too much credit.
ReplyDeleteHere are some ideas in lieu of using fake plants:
*Look into colorful perennials for your planters. They do exist. For the cost of fake plants, you can probably find the perfect natural plant.
*Worried about keeping the plants alive? Try something else to improve curb appeal and get noticed. A few tasteful light pole banners, an a-frame sign or colorful banner will go a long way. They don't have to be expensive. Find a local sign company that can inexpensively create something unique for your property rather than ordering it out of a national catalog.
*If you are in an urban location (as the property above appears to be), utilize the windows facing the street. Create a tasteful retail-style window display, consider unique lighting at night or displaying large photos of models and amenities on boards inside the windows.
Having experience elevating the performance of many properties without adequate funds for marketing and curb appeal, I've learned a little ingenuity can go a long way. Just say no to fake plants. You won't regret it.
Absolutely. Thanks for the comments.
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