Rentplicity by Lori Snider & Brent Steiner - Apartment Marketing Blog Apartment Technology

Beat the Clock

2011-12-08T10:44:00.000-08:00

I read with interest an article in the Wall Street Journal this morning concerning people’s perceived wait times in the retail environment. It seems guru Paco Underhill timed shoppers in line with a stopwatch to determine how real wait times compared with how long shoppers felt they had waited.

Up to about two to three minutes, the perception of the wait was pretty accurate, but after three minutes, the perceived wait time multiplied with each passing minute. In other words, if a person actually waited 5 minutes, their perception was they had waited 10. Interesting.

Though we technically don’t make people wait in line, many times, they do have to wait. Based on this research, the longer they wait, the even greater time they will have perceived they waited. Heck, I have witnessed clients not even be greeted in 3 minutes.

What’s a savvy leasing professional to do?

First, understand that while lease paperwork needs to be finished, every second you spend focusing on that, rather than the customer waiting in the lobby, negatively impacts perception.

The paperwork will wait. You are paid to converse with people and lease apartments. Get to it.

Second, reality dictates no matter how good you are, sometimes people will have to wait. Provide something for them to do. Show a movie in your clubhouse, have current newspapers and periodicals available, (make sure there is something for every interest), and give your clients an indication of exactly how long the wait will be. Make it their choice by making them feel comfortable, but also offering an alternative appointment time. They will let you know which they prefer. Offer a beverage, or better yet, provide a Starbucks card and send them off for coffee, assuring you will be ready for them when they get back.

Most important, (this one is for managers and bookkeepers and individuals that do not perceive themselves as leasing professionals), never ever ever pass off a client with the, “The leasing professional is out right now, have a seat and she will be with you in a moment” line. When is the last time you were OK with being “passed off”. The people in front of you are most important and there isn’t a faster way to turn somebody off than to throw that line at them and return to your desk to do the really important work.

Three minutes. After that, the perceived wait doubles with every minute. Don’t make them wait.

Back Up the Train

2011-09-27T16:32:00.000-07:00

I'm back. No excuses, just an explanation. Basically, I had nothing to say that I felt mattered. And my cardinal rule is...no crap. So, I didn't write for almost 2 months. Nothing at all. I found it refreshing. Then, today, I found something that needed to be said.

As is my routine, I was reading my Brains on Fire blog, (best blog ever), and came across Eric Dodd's post that essentially took all the concepts going on in my head and summarized them in less than 55 words -

It was a good reminder that there are an increasing number of amazing tools at our disposal, and an increased responsibility for us to learn to use them, but that tools will never fully replace sitting down with a customer and asking them how your company can make a positive difference in their life.

Exactly. It's time to back up the train, people. Have we become so enamored with the tools and the toys, (and the process, rather than the outcome), that we've forgotten the impact of simply talking to a resident, face-to-face?

Let me tell you, our people working on site with the residents haven't. But they feel obligated to the process, and that is impacting the outcome.

The Power of a Simple Action

2011-07-18T12:40:00.000-07:00

While waiting for my plane on Southwest the other day, a general ruckus caused me to look up from my work, and take note of a situation unfolding right in front of me. The ruckus was coming from a woman in a wheelchair who was clearly in distress. From her tone, it was obvious she was in one of those situations where you get so mad you cry. I can empathize with that, as I have been there.

Anyway, why she was mad, (something about the wheelchair attendant not letting her stop to eat something), was not the issue. She was just mad. A supervisor had approached and was talking to her, with little success - she just yelled louder about how upset she was between sobs, and what he did next reaffirmed everything I have been teaching about the power of body language in conveying meaning - he simply knelt down on one knee, looked her in the eye and lightly touched her arm. She immediately calmed down, stopped yelling and started listening. He promised he would take care of her, and the situation, and as she was wheeled away, she reached in his direction as if to touch him, and said, “Thank you.”

Just a friendly reminder...it’s not what you say, it’s what you convey. He cared, and she knew it. Empathy goes a long way toward making a wrong a right. Actions truly do speak louder than words. You choose.

Can You Dig It?

2011-06-01T15:32:00.000-07:00

Since three in four Americans show an interest in gardening today, it seems fitting to build a community garden for resident's personal and gastric enjoyment. Before you say, "Lori, we love this idea, but simply don't have the space to create a garden area - guess we'll have to pass.," consider these really cool and innovative products that will allow your residents to garden to their heart's content…in any kind of environment.

If you don't have the space, but the residents have patios, or you have common areas that could use a little flower power, Urban Garden offers a pocket garden system made from recycled bottles for $29.99! It makes a perfect move in gift for the gardener, and imagine how these could beautify common area spaces! If your budget is tight, there's a 2-pocket flower box for $15.99. Both are lightweight and fold for easy storage.

For that ugly old wall you just don't know what to do with, Plants On Walls living wall kit will allow you to create gardens where you never thought possible. A 32' by 51' wall kit starts at $528, and can be rearranged as the mood fits.

If character is your calling, Springwise reported this week on a spiral tube shaped device called the Whirligro. So chic, and so unique! The Whirligro can be used in gardens, on balconies, decking, flatroofs or anywhere. The plants grow in compost/soil in durable growing tubes. Love it!

So, there you go - get your gardening gloves on and get busy.
Anybody doing interesting things with you community gardening efforts? Don't hesitate to share.

How Did I Find You? First I Went Here...Then There...

2011-05-12T07:37:00.000-07:00

As a testament to just how interesting it can be to figure out how people find you, I was reviewing my morning HARO via email this week, (it’s a service that connects reporters with sources qualified to talk about a subject), and read Peter Shankman’s blurb on a nifty new source called iwearyourshirt.com. Interesting, I thought - let’s check it out. And indeed, the site has some great marketing potential for “getting the word out’ about your brand. In my quest for information, I scrolled down to “recent videos” and saw a brand called “call-em-all” being promoted, among other things, as a tool for property management. “Hmmm,” I thought, “That’s my gig - I should check it out.”

I was directed to a YouTube video where an everyday guy wearing a call-em-all t-shirt told me all about how my residents would benefit, and my life would be made easier by automatically calling or texting every phone number on my list to notify residents of community events, (“Don’t forget, the pool party is tomorrow - bring a friend!”), announcements, (“You will have no water for the next 2 hours”), and pretty much anything you would need to let everyone know. Pretty cool. From YouTube, you know I then clicked on the call-em-all website to take a better look. Pricing is based on numbers in plan, so, for example, if you have 500 numbers, (250 apartments) the cost is $95 per month. The time and effort saved in copies, delivery and traditional strategies might be worth it, and...it’s immediate. Love that. So will the residents.

So there you have it. Email (HARO) to iwearyourshirt.com to YouTube to call-em-all.

Now, to continue the circle of life, if call-em-all is monitoring and effectively managing their online reputation, they will see my post, see that I talked about their product, be forever grateful for continuing the chain and send me a t-shirt. Which I will put on, take a picture of, and blog about.

Welcome to advertising in the here and now. That’s what everybody’s talking about.

Give an Old Sales Question a New Twist

2011-04-05T13:12:00.000-07:00

Sometimes it’s good to shake up old norms and try something new.

“Where else have you looked?” or “Where are you planning on looking?” are questions commonly utilized as a means of determining which communities a client may be comparing ours to. They're good questions that will provide important insight...if apartments are all the client is considering. A better one might be, “What other options are you considering?”

Iconoculture reports on a post in Economist’s Outlook this week the share of adults under 35 living at home with Mom and Dad, especially among those age 25-34, is at the highest level since 1981, (a very long time ago - I know), at over 30%. The historical average is under 28%.

Since there are over 70 million young adults age 18 to 34 living in the US, that means somewhere around 21 million young people are living at home. Who knows how many more are considering the option, as it becomes more and more socially acceptable to do so, even into one’s 30‘s.

Think about it - options might include Mom and Dad’s basement, moving in with a girlfriend, or staying put. If you are competing with Mom and Dad’s basement, low rent and home cooking, you’ll want to build value in your community by highlighting the freedom and independence your client will enjoy.

For those that are already there, it seems likely that Junior may be getting tired of living in the basement, and even likelier that Mom and Dad may be getting tired of Junior. Maybe not, but the lifestyle benefits renting offers to both Junior, (and Mom and Dad), might be just the ticket.

On the flip-side, if your demographic is primarily 18 to 34, understand that this option is one your residents may be considering rather than renewing their lease. As it becomes increasingly socially acceptable to return to the nest for an extended period of time, and generally cost effective to do so, you may essentially find yourself competing with Mom and Dad’s basement for the renewal. Increased focus on freedom and the lifestyle opportunities renting offers will be critical to keeping this demographic.

Before selling (or reselling) anything, find out who you are really competing with - what other options are being considered?

Color - A Lesson Worth Learning

2011-03-25T10:38:00.000-07:00

Smart marketers know the power of color. More difficult, is knowing how to utilize color to create the right impact.

I came across a fabulous tool today from journalism site Poynter.org that vividly and interactively demonstrates color theory and how to use it effectively through examples and exercises. (What this means is, you get to play!) I learned about the power of color, creating impact, after effects, how colors react when surrounded by others, and a plethora of other useful and interesting
information. I even got to design a number of my own pages, and see how different color pairings affect overall mood and impact.

Time to get busy and learn something. For your own color mood and meaning lesson, click here.

Say It and Believe

2011-03-01T10:00:00.000-08:00

It's no secret that internal dialogue often influences the way people motivate and shape their behavior. Years back, I was inspired by a motivational speaker that encouraged self-affirmations on a daily basis. “I like myself” he encouraged us to say in the mirror, “I’m a GREAT salesperson!” So I did. And every time I did, I found myself chuckling. It made me feel, well, sort of foolish, dopey and, yes I will say it, good all at the same time. As a young trainer, I encouraged my pupils to do the same. I received relentless flack, from video spoofs to teasing, to an endless variety of pranks targeting the “I like myself!” affirmation. For each I laughed and took it all in stride, because, frankly, it is sort of funny to self proclaim how great you are.

The thing is, it works. Now I’m not saying that if you say “I am going to have a million dollars” every day for a year you will. You might, but the real point of self-affirmations (from my very un-clinical perspective) is how they make you feel. Nobody doubts that if I internally declare myself a bad person on a daily basis, that sooner or later I will most likely start to believe it. So why not the other way?

My former colleague Stasia Vishnevsky sent me this video yesterday, and all I have to say is, this is the kind of person I want on my team. When you yell, “Can we do it?” you can bet she is going to yell back, “Yes we can!”

Enjoy. Then get in front of the mirror and say a little something nice to yourself. If nothing else, you’ll get a good chuckle.

A Way to Make Storage All About You

2011-01-18T11:08:00.000-08:00

I came across an interesting twist on the self storage concept today, and just had to share.

Storagebymail.com offers free round-trip shipping to a centralized warehouse where your boxes are kept until you need them back. All you have to do is download a label (they even have an app for that), schedule a USPS carrier pickup and pack your boxes. That’s it. The price is $29 per month for 5 boxes, $49 for 10.

Easy breezy. Somebody else does all the work. Convenient. And a new solution to that old objection, “not enough closet space”.

Take a peek. They’ve taken the U Store It concept and truly made it all about you.
Let me know if you have tried this service and what you think.

Goals that Get Them There

2011-01-17T11:06:00.000-08:00

We all know that goals should not be determined for salespeople, (trans: leasing professionals), rather, with them. If you set the goal, it is your goal, not theirs. The question is, how do you set a goal that isn't a no-brainer, yet not so aggressive it is nearly impossible to meet?

When establishing goals with your leasing professional, ask this first -

“What number do you know for sure you can hit?” Then wait. The leasing professional will respond with a number. Here is the key. They will most likely respond lower than what they know they can do. It’s human nature. They want to hit the goal.

In this case, let’s say they say “9 leases”. Since you know this is probably a little less than what you know can be accomplished, and dependent on community variables, you might add 2 and then throw on 2 more for a total of 13.

Then say, “Since we know you can hit 9, how does 13 sound for a goal? If you hit 13, your bonus will be xxx over what if would be at 9. Do you think you can do it?”

If they say “yes”, it is their goal and they own it. If they say “yes with conditions”, hear the conditions, and, if they are reasonable, summarize and take it home by saying something like, “If I am hearing your correctly, you are saying that as long as we have ready product to show, and something available to lease, you feel confident you can hit 13 this month. If I make sure that happens, can we agree to 13? Excellent.”

Remember, effective sales is not just about the salesperson's performance, external forces can impact success. Deliver on your end, and hold your salespeople accountable to deliver on theirs.

Easy Adaptions to Aging-in-Place

2010-12-21T07:08:00.000-08:00

I just finished reading an article in USA Today on aging-in-place remodels for boomers that are getting to be “the age” where a few modifications can be a big assistance to staying put in the golden years, and have to say, when I saw the list of most popular aging-in-pace updates, compiled by our friends at NAHB, I thought, “Some of these are an absolute no-brainer, they’re so easy to implement.”

A percentage of projects remodelers have done in the last year to be able to age-in-place: (For a complete aging-in-place checklist, click here.)

Grab bars 78%
Higher toilets 71%
Wider doorways 57%
Added lighting/task lighting 45%
Non-slip flooring 20%
Easy to read thermostats 13%

They’ve got the numbers, stability and spending power...make a few easy adaptions to meet their needs and you’ll uncovered a unique marketing niche, or you may discover you keep a resident you otherwise might have lost.

A Gift of Optimism

2010-12-14T08:57:00.000-08:00

I grew up in a small town in Wisconsin full of hardy German citizens. The winters, particularly “back in the day” were long and unyielding, generally starting in mid-November and ending in April. (To provide some perspective to warm weather inhabitants, it was nothing for my Dad to warm up the car for 20 minutes before we ventured out.) That’s a lot of cooped-up in-house time for a kid...and a mother. The minute the thermometer hit 20, Mom mummified my sisters and I in wool scarves and snowsuits and sent us outside to play, deaf to our pleas to be let in because “we were so cooooldddd!”. We built snow forts, made snow angels, threw snowballs and...we survived to enjoy a hot bowl of chicken noodle soup for lunch. The people in my hometown would declare, after hearing this story, “That’s good for you. Toughens you up.” I would agree, and add that it also develops a sense of optimism.

A Wisconsin winter can include weeks of nothing but gray weather and dirty snow. Very depressing stuff, yet most of the people I know from the area possess an incredible sense of humor and a wonderfully optimistic attitude. They know how to persevere. I would imagine, though I have never lived it, the people in a state that survives hurricane after hurricane are much the same way. Perseverance breeds optimism.

Being optimistic, in the typical sense of the word, ultimately means one expects the best possible outcome from any given situation. Optimists generally emerge from difficult circumstances with less distress than do pessimists. They seem intent on solving challenges head on, taking active and constructive steps to solve their problems - as if they know, “this too shall pass.”

A client of mine, Jim Schloemer, CEO of Continental Properties, shares my hometown. During a recent session, he approached me and told me how his mother, every single morning, even on the grayest and coldest of Wisconsin days, would walk into his room throw open the drapes and say, “Good morning, Jim, it’s a beautiful morning and time for you to rise and shine and show the world all that you can be!“ While not as poetic, my mother would prance in, flip the shades and sing, “Rise and Shine!” in the most cheery of voices. My conclusion; a positive outlook was bred in us to the point we became inherently optimistic through repetition and practice. We laughed as we confessed to using the same tactics on our own children. And, much as I hated the sound of that shade rolling up then, I now remember it fondly.

A more simplistic time, perhaps, without the daily barrage of bad tidings so abundant and easily accessed today. Will things ever get better? Of course they will. Change is inevitable. The important thing is to stay cheerful and know that tomorrow is another day, and even if it’s gray, it’s a beautiful opportunity to show the world what you can do. Imagine, if just for a day, every person you knew, actually lived that. We’d be unstoppable.

Happy Christmas to all!

How Much Is Too Much?

2010-12-09T09:22:00.000-08:00

Last summer, I ordered Omaha Steaks for my dad, (Sales Guy Extraordinaire), for Father’s day. He loved it, and if I do say so myself, it was an excellent gift, the kind that keeps giving for a while. When I ordered, I must have inadvertently missed the uncheck button to receive “future offers and updates” - you all know what I am talking about here.

Within days, they started coming...and have never stopped. Since November, I have tried to save almost every offer received. (There are so many, I have a problem keeping it all organized). Omaha Steaks has worked very hard to stay in front of me. A little too hard. I ordered their product once, in June, and have not established myself as a regular. At this point, presumably due to the holiday season, I am receiving, on average, at least one email per day, up from the average of one every three days in September, October and November. (There is a noticeable gap in October - I may have deleted them, and I did go through an unsubscribe phase about that time...but don’t want to proclaim, if I’m not sure I did.)

Anyway, I get an awful lot of “buy meat” mail. Trouble is, the more they “get in my face”, the more distasteful steak has become to me. It’s just too much. I’m tired of seeing my daily “Act now before it’s too late!” promotion. I have no sense of urgency to buy, because I am pretty sure I’ll have an equally impressive offer in my box tomorrow. Have they no other customers? Why won’t they give it a rest? To stay top of mind with me doesn’t mean you have to send me a new email every single day.

Where’s the mail that asks, “Have you been seeing too much of us? Should we back off a bit?” That’s the one I would reply to. I have no objection to receiving a monthly promotion from Omaha Steaks. I like their product. It is not, however my priority or my life.

The same holds true for follow up. There is a fine line between obnoxious and committed care on the part of the leasing professional. When we lose sight of the client and concern ourselves more with “getting the sale”, is true intention revealed to the customer and serving as a turn-off to the product?

The answer, of course is letting the customer, as much as possible, decide and control their experience. That’s hard to deliver when you’re being evaluated based on parameters and specific follow up metrics; contact within 24 hours, within 48 hours phone call, etc.

How much is too much? And how do we define that? How do we provide parameters while still understanding there is no one path to the sale? I don’t think it is enough to say, “I keep calling or emailing until they tell me to stop.” I am going to tell Omaha Steaks to stop, but the damage has already been done. Once viewed as a special treat, premium product, I now simply see another blue light special. Lots of caps, lots of exclamation points, lots of “only 10 minutes left” behavior. It all seems a bit desperate.

What do you think?

Awkward (yet unfamiliarly comfortable)

2010-10-28T06:18:00.000-07:00

If you know me or work with me you know that email and texting are my preferred communication tethers. 90% chance if we do talk on the phone it will be by cell phone as I'm never, ever at the small round table (a.k.a. desk) in my. Voice mail? Hah. My inability to regularly check, let alone reply to voice mail messages is legendarily rude. Twitter? Facebook? Don't be stupid. Text or email me.

And them Samuel J. Lopez came into my life. I bought a new suit from Sam at Nordstrom some months ago. It was fine, great service, great communication as expected blah blah blah. But the awkward part came later when Sam sent me a handwritten thank you note and his business card. Again please ... h-a-n-d-w-r-i-t-t-e-n thank you note (printed on embossed paper, metallic ink and real ball point pen on the inside). The business card was also impressive. No digitally quick-printed crappy temporary card but a foil stamped legit calling card with rounded corners.

I scanned the thank you note, then went to add the card to my binder-clipped stack of to-be-entered-into-my-address-book (maybe) cards when to my horror, I saw there was no email address. Only a phone number. A single phone number with Sam's extension. I paused, "what the hell am I going to do with this?" Bottleneck in my day.

I knew Sam had entered my email address into Nordstrom's CRM system, evidenced by the weekly ads in my inbox. But Sam himself has only communicated old school. Once by phone (to follow up two months later to see how the suit was fitting and if I needed any additional complimentary alterations) and twice by snail mail (aforementioned thank you card and a hand written invitation to a private rack sale).

I kept the business card. I don't plan on calling Sam but after the initial shock of the card's lack of email address, Twitter logo, Facebook logo, LinkedIn logo et al, it eventually gave me sense of calm and put me in control of this seemingly unimportant customer service relationship. Sam hasn't added a subconscious straw to my neurotic camel's back with the feeling he will ever email me something I don't want. The genuine nature of the card's contents doesn't carry any urgency and will never make me feel like I have to DO something.

As marketers, we strive to create these exact feelings and we desperately try to create similar interactions with every touchpoint. And how many people do you know that are secure enough not to tip the design balance of their business cards by junking it up with every keeping-up-with-Jones form of contact available in today's pay attention to me business environment?

Sam knows he doesn't have to do this. How refreshingly awkward.

Involving Residents In Your Worth Cause

2010-10-27T08:43:00.000-07:00

Many companies contribute to charitable causes and the greater good, and some (wisely) share their philanthropic endeavors with their clients. But why stop there?

In The Buying Brain, Secrets for Selling to the Subconscious Mind, (yes I did like this book as this is my second post referencing it ), Dr. A.K. Pradeep notes that coupons that include an act of charity can produce a significant rise in Purchase Intent and self worth. In one study, consumers were asked to choose one of four deserving causes to receive a percentage of what they spent. This simple gesture resulted in a huge increase in emotional engagement and higher Deep Subconscious response scores for words relating to the “pleasure” or “satisfaction” associated with the shopping experience.

Contributing to charitable causes in a way that includes residents is an easily adaptable concept at the on-site level. For example, perhaps a community selects three charities, (since the business is multifamily, possibilities might include Habitat for Humanity, a local homeless or transitional shelter and other causes that relate to housing or “get back on your feet” support - make sure to run your selections by HR), and determines a percentage of the first month of resident’s rent that will be donated to the selected charity. When the resident renews their lease, (or signs the initial lease), they are asked to select which organization they would like the money to go to - they get to control it. If they say, “None - can you just reduce my rent?” (which they most likely won’t if presented effectively), you can politely decline and re-emphasize that the rent is the rent, however XYZ Apartments is committed to donating a percentage of that rent to a charitable organization that helps those less fortunate and we let our residents choose which of the three charities they would like it contributed to.

A program like this is broad enough to encompass point of initial sale and resale (renewal) strategies. Community charitable donations might be tracked on the website, Facebook page, clubhouse visuals, etc. Even better, expand the program and provide opportunities for residents to volunteer at these causes. The possibilities are endless...and all good.

What does your company or community do for the greater good? Do you let your residents know? Do you involve them in the process?

Are You a Bust With Boomers?

2010-10-11T13:33:00.000-07:00

Is Your Marketing a Bust With Boomers?

In “The Buying Brain - Secrets for Selling to the Subconscious Mind” Dr. A.K. Pradeep cites a study conducted by Dr. Adam Gazzaley that determined the ability for one’s mind to suppress distractions declines with age. People over 60 aren’t necessarily more forgetful; rather, they are more overwhelmed by distraction. Hmmm…

Based on this finding, the book suggests easy strategies for marketing products to older adults. First and foremost, keep the message obvious and direct and copy and images clean and uncluttered. Let the message “breathe" with some white space around it, and avoid the impulse to load up messages with sounds, running screens, and quick-time animations. Not only are distractions detracting from your message to seniors, most of that content is not even making it past the brain “filters’ of Boomer consumers. In other words, what teens will enjoy, Grandma won’t.

In addition, Boomers like positive messaging - wit and wisdom speak their language, and their broader attention spans make them more comfortable with knowing more than the headline and will recall and puut into context messaging that honors their cognitive abilities and hard-won experience.

Boomers control 77% of all financial assets in the United States, and they’re getting older every day.

Is your message getting through to them?

What Exactly Do You Do?

2010-09-30T13:07:00.000-07:00

A colleague that I have known forever called me for lunch today, with the intent of helping me by “finding out exactly what I do, and the services I offer.” Then I read a post in ITTYbiz this morning that challenged me with the question, “How many of your readers don’t really understand your business?” Good question. I thought about it for a while and came to the conclusion that there may be quite a few. Maybe I oughta do a better job of letting people know.

So here it is - I provide consulting to companies that are in need of marketing help. Maybe they are in trouble, maybe they are repositioning, or maybe they are brand new. Doesn’t matter. I am creative, forward thinking and experienced and I help them fill apartments, keep residents and make money. My clients like me because I utilize a common-sense, practical approach customized to achieve portfolio objectives. Personally, I love marketing apartments and I’m wicked good at it.

Since all the marketing in the world won’t matter if the people are ill-equipped or don’t care, I proved training in sales, service, marketing and management issues. I adore teaching salespeople how to sell.

And since people seem to like my down-to-earth practical style, I am often asked to keynote events. Sometimes I orchestrate the entire event. I help bridge the gap between executive and front-line because I speak both their languages, and can effectively share insight on their perspectives. I help them think differently.

I also write copy. Lots of it. It’s another thing I seem to be good at.
So, that is what I do. My sense of purpose is clear.

Now it’s time for you to complete the exercise.
What exactly do you do? Why? Don't assume everybody knows.

I Can't Afford It! It's Too Expensive!

2010-09-01T11:57:00.000-07:00

When the client seems to care about nothing but the price, try this technique.

Let’s say the client has told you that his budget is $850 per month, and the apartment he likes is $900.

Calculate the difference in price vs budget. ($50)
Then, divide the difference by a 30 day month. (50 divided by 30 = 1.67)
The client would only need pay $1.67 per day to get what they really wanted. That’s the equivalent of a pack of gum, or a cup of coffee.

$1.67 multiplied by a 7 day week = $11.69. At this point, explore ways in which the client will save money by living at your community. For example, perhaps they will no longer need a gym membership, saving at least $30 per month. Or, they might utilize your selection of first run movies and your theater, saving them a $10 movie ticket. Maybe their commute will be minimized saving $$$ in gas. Find a way for them to save $11 per week and you just found a way for them to afford it.

So, it would go something like this:
“Mr. Jones, I know this apartment is $50 above your budget. Broken down, that’s less than $1.70 per day to get what you really want. I know we can save you some money with the included fitness center, and you will be working substantially closer, which will save you money on gas, not to mention time. Plus, the apartment faces south, ensuring indirect sun, which will help your utility bills in the winter. This apartment comes out to about $11 per week more than what you wanted to pay, but all things considered, in the long run it may well cost you less. What do you think? Would you like to reserve it?”

Break it down, build the value, get the lease.

Run, Run Retention!

2010-08-03T09:03:00.000-07:00

Need an easy resident retention idea? Create a Saturday morning runner’s club for the kids. The school in our neighborhood hosts a before school runner’s club three days a week in preparation for a local Fitness Festival, which the kids may or may not participate in. Mostly, the idea is to encourage fitness by running a quarter mile track and receiving medallions for every lap they cover. They proudly wear the medallions and compare who’s got more, etc. The runner’s club is hugely popular and has been featured on local news channels. I would venture to say that over 125 people participated this morning alone. What a great opportunity to develop and encourage community.

Here’s how to do it at your community;

First, tell the kids it’s coming. Build it up. Create a special newsletter insert about healthy choices just for them. Do a countdown sign at the school bus stop. Make sure they see it and can get excited about it.

Get a goal. Let the kids know they are training for something bigger, perhaps a 5K or local fitness event. Or, you might elect to throw a party at the end for those who participate.

Display progress. Cheap trinkets that the kids can wear (in our case rubber feet charms on a 24 inch chain - go to Oriental Trading Company for ideas ) will create a sense of belonging and competitiveness. If you have enough money, give each participant plastic or aluminum water bottles featuring your community logo.

Research mileage trackers like Map My Run and mark off 1/4 mile markers at your community. This can be in an open area, or you can measure by distance around and through your property. Just make sure you define a full lap so the kids know how far they have gone. Make sure somebody is at the mile marker to physically track progress.

Get some parents involved. You will need the help. A good avenue would be to approach parents that regularly utilize your fitness facility, since they understand the importance of lifelong fitness.

Tell the kids to invite their friends to join them (and get some outreach marketing done in the process).

Create a large visual for your office or clubhouse to show the community’s progress.

Make sure to do “Don’t forget - Runner’s Club starts this Saturday” door hangers or reminders and let the parents know they don’t have to just stand on the sidelines - they can participate too. After the first, keep sending out reminders about the Saturday Runner’s Club. Let the kids know they are welcome at any time. Let the parents know they can run (or walk) too.

If your program generates a large crowd, let the press know and encourage them to do a story.

If the program is very successful, consider adding a mid-week late afternoon option.

Run the training program for approximately 2 months. If you are electing to do a 5K at the end, don’t forget the marketing! T shirts displaying your logo and a catchy tag line will get noticed (and help you keep track of everyone).

There are a myriad of different avenues a program like this can head. The most important thing is to get up, get going and get busy!

Are You The Real Deal?

2010-07-26T09:09:00.000-07:00

While vacationing recently in Wisconsin's Northwoods, we headed out on our annual trek to dine in one of the area's infamous "supper clubs". For those unfamiliar to just what exactly a "supper club" is, let me clarify. A supper club serves supper. And cocktails. And usually sports a sign at the entrance reminiscent of an early 60's motif, that many times features a martini. On Fridays, a fish fry is served. I couldn't wait.

We decided on a place called "The Red Man". Not much to look at, but the parking lot was full. Always a good sign on a Friday night. The inside wasn't real chic either, but it was full of people. Tables were free of cloth, and of the kind you drag out when you have extended family arrive for Thanksgiving. Each place setting featured a paper place mat and a large plastic bowl. The hostess took our names, and said, "OK. It's going to be about 30 minutes. I want you to get a drink and go out on the back patio and I will come get you when your table is ready." So. we did what she said.

After 25 minutes, the hostess stuck her head out the door and said, "Come on, your table is ready!" and we were seated. The bread came with the customary breadsticks and horseradish cheese. Delicious. Then came the salad. We could barely lift it. Bounty at its best.

A definite Red Man signature. The whole meal was fabulous. Our waitress Terri, was attentive, in charge, and kept the food coming.

My husband looked at me and said, "The place isn't much to look at, but it sure is the real deal." And it was.

So other than fond vacation memories, what's the point?
Here's the thing - The Red Man didn't have an outstanding entrance, lovely interior appointments or even cloth linens. Yet, the place was packed and our impression was positive. The Red Man visually under-promised and then over-delivered. It's like that one community in your neighborhood that you can't quite figure out. Not real glamourous, no over the top amenities, but everything is clean, friendly, and they're always full and raising rents. Simplistic, honest and committed to delivering the way the residents like it. The real deal.

If your community is an under-performer in the looks department, find a way to wow (What's your signature salad?) and focus on delivering consistently and excellently.

That's More Like It!

2010-06-29T07:09:00.001-07:00

I received another survey this morning, from Trendwatching, that is far more my style than the one I blogged about last week. (see below)

This survey was simple, easy and allowed me to provide some honest feedback, all with a simple email response.

Dear Lori,

We hope you enjoyed our latest briefing on MASS MINGLING. As we’re gearing up to bring you even more content and services this September, this is an excellent time to let us know what else you’d want from us.

To keep things simple, just reply to this email, answering the following:

1. What do you like about our monthly Trend Briefings? And what could we do better? [your answer] 

2. What (if anything) would make you want to try our Premium Service?  [your answer] 

3. What other content / services would you be interested in? Trend Seminars? Company presentations? Consulting? Networking? Anything goes! [your answer]

Thank you so much, we’ll do our utmost best to incorporate your suggestions,

Warmest,

Tim Pitts Subscriber & Client Services  trendwatching.com

You want my feedback? Just ask for it. What’s at the top of my mind regarding your service or product is most likely what is important for you to hear.

Quit Trying to Exceed and Just Make It Easy.

2010-06-28T05:55:00.000-07:00

I read an illuminating piece in the Harvard Business Review today that promotes a new perspective in approaching customer service. The article, Stop Trying to Delight Your Customers, written by Matthew Dixon, Nicholas Freeman and Karen Toman, examines the impact on organizations and their customers when the emphasis is placed on over-the-top service. What they found is surprising.

The research, (conducted on more than 75,000 people), found that telling employees to provide over-the-top service generally produces little more than a state of confusion, and it doesn’t build customer loyalty. In addition, there is little correlation between satisfaction and loyalty. We tend to buy from a company because it delivers quality products, great value or a compelling brand. We leave, more often than not, because it fails to deliver on customer service. So, while customer service can do little to increase loyalty, it can do a great deal to undermine it. Customers are four times more likely to leave a service interaction disloyal than loyal.

When it comes to service, companies create loyal customers primarily by helping them solve their problems quickly and easily.
For example,

Don’t just resolve the issue, head off the next. For example, simply providing an in-person apartment “tutorial” (i.e. how to shut off the water, reset the garbage disposal, etc) can head off future calls.
Arm your people to address the emotional side of customer interactions. Are your front line people trained in interpersonal communication skills? (This includes maintenance - they get more “face time” than anybody else.) Are they aware of words that can trigger negative reactions, (can’t, won’t, policy), and how to turn negative statements into positive? For example, instead of, “I can’t fix your garbage disposal - I need to order a part.”, say, “This challenge is repairable, and we will be able to get the part needed by Thursday and repair it that same day.” Remember, it’s not so much what is said, as how it is said.
Use feedback from unhappy residents to reduce customer effort. In addition to working with the resident to solve the challenge, collect feedback that informs service improvements. Use the feedback to streamline and create ease of use.
In a self-serve world, is your website cutting it? Spend as much time making your website intuitive and functional as you do pretty. How easy is it to use your website and get what you need from a resident’s perspective? If they get stuck, is it easy to get help?
Empower your team to deliver a low-effort experience. Innovative companies have stopped measuring outdated metrics based on productivity and evaluate on the basis of short, direct customer interviews with customers, essentially asking them if the service they received met their needs. Others are evaluating, not based on call time, but on how many repeat calls are received.

Finally, the research revealed although most companies believe that customers overwhelmingly prefer live phone service to self-service, that customers are, in fact, indifferent. (This could be a result of frustration with past interactions, in my opinion). This is an important paradigm shift and innovative companies will build their organizations around self-service, with reducing customer effort at its core.

My opinion? While I love over-the-top service interactions, this concept is a far more concrete, tangible, consistent and teachable approach to delivering service excellence and provides a very easy barometer by which to gauge policy and effectiveness. It’s the little things that matter. How easy are you to do business with? How easy is it for a resident to get a request or complaint handled ? Teach your people to make it easy, base policy on ease of use, and loyalty will result.

Keep It Short

2010-06-22T07:18:00.000-07:00

I received a request to complete a survey today regarding my experience for a one night hotel visit earlier this month. It was the second request I received, and I figured since they asked twice, I would go ahead and complete it. When I clicked the link, I was informed the survey would take me from 7 to 10 minutes to complete. I clicked back off.

If you want feedback, keep it short, and in context with the experience. I don’t have time to spend a quarter of an hour, or a coffee break, or the time it takes me to write this blog, to complete a survey regarding a one night visit. Now, if the survey took 3, or even 5 minutes or less to complete, or I was offered something in return for my time, I would have happily complied.

Keep it simple. Ask relevant questions that provide insight, and most of all, respect your customer's time by keeping it short.

Drive Your Plants Up The Wall

2010-06-04T11:34:00.000-07:00

Trendcentral reported this week on new products to bring the outdoors in and I about flipped my lid over a new modular planter system called Woolly Pocket Wally. With this device you can create an indoor plant wall - just think about how cool this would look on that wall you don’t know what to do with in your office, or how easily you could spice up a model by hanging one of these in the kitchen and planting basil in it. (Get it, spice up?)
Prices start at $49, which is far cheaper than most art.

While you’re at the site, check out the garden systems designed for schools. Pretty fabulous.

Who Cleans Up The Mess?

2010-06-01T15:14:00.000-07:00

A few weeks back it rained dirt in Denver. Really. Seems some dust storm in Arizona was the culprit, and the muddy rain left a pinkish brown coating of dirt on anything exposed to the elements. Yuck. Parked at the airport, the red toaster was covered, and all I could think was, “Ick, now I get to clean all this up when I get home. What a mess.”

The dirt rain seemed metaphorical somehow - after all, how many times do we leave messes for others to clean up? The sky dumps dirt, the clouds move on and we are left with no choice but to clean up after it. It happens with my kids and my dogs, and it happens often in workplaces all across the country. Every office seems to have at least one “dirt dumper” that refuses to be accountable and leaves mess after mess for others to clean up, oblivious and dismissive of the impact he or she has on co-workers.

Whether you are the kind of person that leaves your dirty dishes in the sink in the office, fails to follow through on customer problems, routinely misses deadlines (leaving your supervisor to cover for you...again), or has buyer’s remorse and dumps the candle that looked good 30 minutes ago in the cough and cold aisle at Target (OK, I admit it, I have done this), understand that somebody is going to clean up your mess. If they know you, they will resent you for it. If they love you, your behavior may cause bad feelings and strained relationships. All because you refuse to be accountable and responsible for yourself.

So the question is, who cleans up after you? Should they have to?

Service Excellence - No Bobble-heads Allowed

2010-05-14T08:33:00.000-07:00

Companies often ask me where to start in defining a true service culture, and the answer I give is simple, but not always well-received; train and trust.

If a company wants to be more than all talk and no action, its leaders (and anyone in a supervisory role) must be dedicated to training service delivery and then trusting that training will result in solid, “make it right” decisions that won’t break the bank. Sounds easy, but in fact, my experience dictates it is the hardest thing to do.

Before sessions, I routinely ask company leaders about their parameters; that is, how much money could a front-line employee spend utilizing their own judgement to make it right. Sometimes I get the $50 or $100 answer. Sometimes I am informed of programs that sound fabulous, but fall apart in actual delivery. Most often, I get a hedged answer that essentially means, “We don’t trust like that. Our frontline people could really mess that up, and I can’t put it out there that everyone has $75 to make a wrong a right because of the likelihood of abuse. Better to leave that scenario to managers of each individual community”. Hmmmm. Sounds like somebody doesn’t trust their people to make good decisions.

So, let’s say I am a leasing professional, and I have been told to make the customer happy. Be a problem solver. Deliver excellent customer service. Got it.

A resident comes in really angry. Someone has parked him in for the third time in three months and he will not be to work on time. I say, “I am so sorry. I will call maintenance and see if we can’t identify the owner, and if not, we will have the car towed.” The resident does not gleefully skip out of the office at this point, so I offer to pay for a cab to get him to work. (I do this with my own money, because the manager locks up the petty cash for the weekend and is the only one with a key. I have no idea if I will get the money back.) The resident grudgingly agrees, and I order the cab. I call my husband to bring over some money, as I don’t have $35 on me. Then I sit down and write a note to the resident, apologizing for his troubles and declare our intent to send out an all-resident bulletin on the consequences of parking someone else in. At this point, I think I am doing well. Will my manager?

That depends. That is the challenge with not setting parameters.

If the manager arrives Monday, hears the story and says, “Excellent work. I will get the $35 from petty cash right now and I am submitting your name for “Service Deed of the Month”, all is well.

If the manager says, “We don’t routinely give away money when people experience parking issues. Now everyone that ever gets double-parked will expect this kind of treatment and I have a tight budget. Are you willing to take the money out of your salary in the future?” all is not real well.
If the manager says, “You are not authorized to spend money without my approval. I am responsible for the budget and unless you would like to be, I suggest you contact me before making a decision like that again. I will think about whether you should be reimbursed. Resident X has done nothing but complain since he moved in, and I am sure there were other solutions we could have provided. I need to look into this,” all is terrible.

Whether or not we should fire the manager in scenario 3 is irrelevant, (and food for another blog post), the real truth lies in whether the leasing professional will ever demonstrate this kind of initiative again. The answer is, if it were me, probably not. Too much risk. Better to play it safe, keep my money in the bank and defer all challenges to the manager to decide. I essentially turn into a customer service bobble-head, smiling, nodding and saying, “I’m sorry”, but delivering little more than a pulse. I have no parameters and no training, and have been reprimanded for demonstrating initiative, therefore am rendered ineffective.

If a company is really committed to delivering excellence in service, the following is critical -

Throw away the rule book and commit to training.
Companies that routinely deliver excellence, routinely deliver far more training hours than average. They teach problem-solving techniques that inspire flexibility, promote initiative and encourage good judgement. How much service training do the front-line employees in your firm receive? Is initiative rewarded? Where are the priorities?

Determine reasonable parameters and then provide resources.
If an employee knows they have $75 to “make a wrong a right”, no questions asked, and most importantly, they have access to that gift card or cash, they know their parameters. If they have been trained well in situational scenarios, they understand what circumstance merits extra action and can deliver a recovery that will “wow” a resident.

Hold employees accountable to “seeing it through”.
If expectations clearly define that employees “own the problem” and hold them accountable to seeing it through, and that expectation is reinforced and rewarded, the focus becomes about problem solving and delivering to a higher standard, rather than about spending money.

Include all.
Anyone that has an impact on service excellence needs service expectation training. That includes corporate office personnel, managers, regionals, maintenance and of course, leasing professionals. All must believe to truly deliver and understand they have “permission” to do the right thing.

Hire well.
Great companies take hiring seriously as it pertains to the people working with it’s customers. How vigorously do you screen potential hires for their relating and problem-solving talents?

Nothing happens without training and trust.

Witness the Start of a Leasing Revolution - what a tool!

2010-04-30T11:37:00.000-07:00

Live from the AIM Conference, the visionaries at Realty DataTrust have done it again - they’ve developed a product that any smart salesperson will lust after, and any smart company will quickly implement to gain a competitive advantage over their competition. Gather round...gather round...this concept is so fresh, it isn’t even available, but you’ll definitely want to be in line to snap it up as soon as it is.

By now, you have all heard about or seen the new IPad. Pretty cool concept. Tablet size. Multifunctional. Read the paper without squinting, you get my drift. Mike Mueller, apartment visionary that he is, saw the IPad, and its potential as a leasing tool, and created a Leasing Tablet specifically for the device. My head about exploded when I saw it. Where do I begin? Let’s say you’re in an apartment and the client says, “Is the school nearby?” You pull out your leasing tablet, hit Maps and take a look at the school (and the distance from),in whatever format (street, satellite, whatever) you would like. Then, you hit Floor plans to share the slight variance in the apartment layout your client will be getting. And that is just the beginning. Take your typical Saturday afternoon. You’re really busy and people are waiting. Instead of sending them away, or making them stare at the walls for 30 minutes, you hand them an IPad and say, “Please enjoy - surf the web, read the Wall Street Journal or hit Leasing Tablet and take a look at floor plan and pricing options.” You may find that by the time you get back, they’ve gone ahead and leased an apartment. It’s that cool.

Now, for the staunch curmudgeons out there thinking, ‘’Good idea, except they will all walk out the door”, they’re working on that - which is one of the reasons it’s not available yet. This application is going to seriously change the way we lease apartments. You’ve been hearing me pontificate for the last few years that we need to make it about the client, not about us, and so many times, people come in further along in the buying cycle than we feel comfortable with, yet we make them go back to square one, because that’s just the way we do it. (Plus, if we don’t hit all the bases we might get a bad shopping report, and then we could lose our jobs.) This changes all of that. I find it profound. I want one and I want to lease apartments with it. It’s a leasing notebook, 3.0 style. Fabulous. I can’t wait to see it in action. Get your lawn chair and get in line now.

Get Results By Keeping It Simple

2010-04-16T09:09:00.000-07:00

The Marketing Profs newsletter reported this week on a recent Neuromarketing blog regarding typeface and likelihood of customers to provide the information you seek. In the blog, Roger Dooley writes, “you will be more successful if you describe the task in a simple, easy to read typeface.” he reasons that when something can be completed in a shorter amount of time, people are more likely to comply with the request - and less complex fonts create the impression that it will go more quickly.

Dooley cites research by Hyunjin Song and Norbert Schwarz, who asked two groups to estimate the amount of time required for identical exercise regimens. The first group read instructions in Arial—a simple, streamlined font:

The second group viewed a more complex, brush font:

Guess which group estimated the regimen would take longer? Winner, winner chicken dinner to those who guessed the second - 15.1 minutes vs. 8.2 minutes for the first regimen.

The moral of the story, of course, is to keep it simple. Not just in what you say, but in the way you say it. Complicated fonts mean complicated process to the consumer. The less time they perceive they need to spend, the more likely you will be to get them to sign up.

Sales Guy Extraordinaire Strikes Again

2010-04-12T20:52:00.000-07:00

For the masses that regularly read my posts, you’ll remember that I have dubbed my dad Sales Guy Extraordinaire, and once again, he has lived up to the expectation.

During a recent visit, Dad took a phone call from a woman he later explained was a former customer who had purchased carpet some years back, when he worked for a company that was no longer in business. Seems the woman had a problem with her carpet, didn’t know who to talk to about it, so tracked Dad down and called him. He told her he would stop by and take a look.

Wha-wha-what? Really? Dad didn’t own the former company, and he most likely couldn’t provide much more than a little guidance and direction. Likely, the carpet would not need to be replaced. so his visit wouldn’t generate a sale. He could easily have referred her to another specialist, or explained that he couldn’t really help her. But that’s not what a sales guy extraordinaire would do, and that’s not what Dad did. When I asked him why, he looked a little sheepish and tried to play it down, saying, “She’s an older woman, and it will only take a few minutes to take a look. If I can help her out, that will be enough.”

When is the last time you simply helped somebody out, no strings attached? If you have a client and have nothing to lease, do you simply wave them off with a, “You might want to try down the street”, or do you make the call yourself, and get involved in the solution, rather than dismissing the problem? You know what Sales Guy Extraordinaire would do. He would get busy and actively find an answer.

The best salespeople are in it, not just for the money, but for the people they can help. By assisting in finding the solution, they build trust and referrals, and go home every day confident they have made a difference. Zig Ziglar used to say, “Help enough people get what they want, and you’ll get everything you want.”

That’s being extraordinary.

Ready, AIM, Strategize!

2010-04-08T21:15:00.000-07:00

I know income streams aren’t exactly what they used to be, but the AIM Conference (Apartment Internet Marketing) is just around the corner, and if you market apartments at any level, it’s time you made your plans to attend.

There’s not a whole lot of fluff and fanfare at this conference, just quality, high level information that is about as forward-thinking as it gets. If you are involved with, or want to know about what is coming next in the world of Internet apartment marketing, this is the conference for you. Great minds attend this conference for insight - minds I know and respect, and often turn to for advice. You won’t be sorry. Plus it’s in Huntington Beach, for Pete’s sake. I can’t think of a better place to hold a conference.

Need a deal sweetener? I have finagled a discount for you. Book by April 20th, use the code aim2010snider, and get $50 off your registration.

Get going and get registered. I’ll see you there.

A Wolf in Consultant's Clothing -- 7 Myths of Apartment Blogs

2010-04-06T21:55:00.000-07:00

The "every apartment community has to have a blog" hysteria rages on. As more apartment blogs launch, twice their number lay barren, the echoes of their month's old posts ringing on deaf eyes. Unfortunately our industry is being overrun by "social media consultants" who insist you must have a blog to gain a leg up in the market, and claim you must blog to open communication with residents and prospective renters.

Before you buy in, consider the contrarian perspective.

Myth #1 Residents want to read my blog.
No they don't. Residents want you to make it easy to pay rent and give them good and quick customer service when their thermostat stops working. Sure you may get a single digit percent of your resident pool who agree to subscribe after you bludgeon them with requests, but TMZ.com and dooce.com are way more fun.

Myth #2 I have to have a blog to rank high in search engines.
Any SEO or web marketing professional worth three clicks can increase your rankings on search engines with a smart web site and a strategically crafted pay-per-click campaign. With few exceptions, this is a crock. We have sites on the first page of Google in many markets, and it's because we put the right text in the right place on the site, not because blog postings with the winner of this month's cutest pet contest.

Myth #3 I can just have my leasing team update my blog.
Quality blogging is an art and science; the art in the selecting topics and crafting engaging posts, the science in the ability to actually write and the time management skills to keep up with a blog. Unless you're willing to provide support via training, and willing to shift other responsibilities to make room for blogging, this is a recipe for disaster that will surly result in an amateur finished product.

Myth #4 If I build it, they will come.
There are many tens of thousands of personal blogs and company blogs and industry blogs and mommy blogs out there, each with a proud and committed writer who have posted every single day for months on end. And only a small percentage of blogs get the kind of traffic needed to create a marketing platform. Increasing your readership takes a long time and many hours of effort. And most of all, it requires fresh and relevant content. (see Myth #6)

Myth #5 A blog will pay itself off with new leads and eventually new leases.
Other than very rare examples where a blog can be seamlessly integrated into a community web site, this is a complete fallacy. When a blog-proponent claims this to be the case, raise your right eyebrow and say, "prove it."

Myth #6 There are plenty of sources of fee content to add to my blog.
To be authentic, your blog content must be original, and come from sources connected to your community or your property management company. Just borrowing generic content about the importance of recycling and recycled news is just aggregated data, a trend that died in the late 1990s.

Myth #7 There is plenty of data that shows an ROI on multifamily blogging.
Other than business to business (vendors interacting with PM companies and each other), there is no empirical data about any sort of scalable ROI on apartment blogs. There are certainly some successes out there in specific demographics, but trends are measured by trend patterns over large areas, not by one offs.

And for those communities out there with talented, dedicated, on site bloggers who are afforded the time it takes to launch a truly successful online presence, and have the organizational support to make it work, good luck. You're doing it the right, and only way.

Now go fire your social media consultant.

The Last Impression is Lasting...Part 2

2010-03-21T15:18:00.000-07:00

In a recent blog post, The Last Impression is Lasting, I wrote about paying closer attention to the last impressions we make with our residents and clients. The post generated some great discussion, and numerous individuals asked me to provide some suggestions to enhance the all-important last impression.

The key is to think of everything we do to create a first impression, give it a spin, and make it the last.

For example, to create a great last and lasting impression for the resident that moves out:

In the business world, when long term employees leave, the team sometimes throws a party and gets the employee a small remembrance gift. Think along these lines for your departing residents. Try doing something special during their last week of residency. Have a pizza or cupcakes delivered to their apartment with a “We’re going to miss you!” message.

Offer 30 minutes of maintenance time for move out week, rather than move in.

Make sure the last impression they have of your community is not a bill. If the resident is sent a bill, make sure to follow up with a personal note after it is sent. It should never be a surprise when people owe money, so do everything in your power to be proactive in this regard.

Three months after the resident moves on, drop them a line to let them know you miss them and would love to have them back. This is about the time people have decided they are going to move, or they are OK with their new community. If they decide to move...well...they loved you once, why not again? You’ll never know unless you ask.

Try sending a sincere letter from the CEO, thanking them for the time they spent at XYZ community, and mentioning the company portfolio and the commitment to excellence the company employs. Just remember, a letter from the CEO cannot be a form letter, or appear to be trying to sell something. To be successful, make it about them, not about you.

Creating a positive last and lasting impression generates referrals and the kind of goodwill that is not easy to come by. Who knows - you might just get a few of those residents back!

Feel free to share your favorite last impression techniques here.

You Choose.

2010-03-17T14:15:00.000-07:00

A few years back, I was walking through the busy streets of downtown San Francisco, on my way to a client meeting. I stepped into a busy intersection, and, (to this day I swear I didn’t trip), fell down, face first into the street. There I lay, my brand new Coach briefcase vulnerable to being run over, (never mind myself - get the bag!) as everyday citizens stepped over and around me. I lifted my head, and in the corner of my eye, noticed a yellow vehicle approaching, and thought, “I am going to be run over”.

Then, there she was. A tiny sprite of a woman with a Herculean heart. “You need help!” she said, and somehow, that teensy woman, picked me up and dragged my sorry carcass off the street, while I muttered, “Get the bag...get the bag...” She got that, too.

At the corner, she steadied me, and said, “Are you alright?” I nodded, and pulled a twig from my hair, suddenly aware that my ankle was swelling to twice its normal size. “You be careful!” she advised, and was gone to the crowd before I could thank her.
The story doesn’t end there, but that is not the point of this post. Reflecting later, I wondered how many people had chosen to simply step around or over me that day, too consumed with their own issues to help the crazy lady laying in the road. In the end, that didn’t matter, because one chose to make a difference - to consciously stop and assist someone who needed her help. She chose to make a difference, and for that I will always be grateful, though I will never know her.

Everyday, we make choices as individuals to either get involved and make a difference, or not. Will you be the one who steps forward, unprompted, the next time someone needs you? Step up and help, or leave me in the street and steal my Coach bag.
You choose.

Strolling Musicians, Daring Cliff Divers and Exciting Gunfights

2010-03-17T06:15:00.000-07:00

If you're a Denver native (rare, but possible), then you've been to Casa Bonita. Or at the very least, you've heard of it and heard the tales. If you're not from Denver, Google it. Better yet, Google Images it. Infamous even on South Park. (fast forward to the -3:00 mark)

Every city has a "Casa Bonita" kind of place. And every city has older apartment communities known to anyone over the age of 35. Kind of like a local six degrees of separation. "Oh, you're from Tulsa? I bet you knew someone who lived at _________." {wide eyes and lingering tone}

A branding spectacle, and from what I've heard, a cash cow during peak seasons. Let us all marvel at their shameless, self-satire and unapologetic acceptance of their brand.

Before I die, I have to find a Marketing Director or Developer who will let me design an apartment brochure version of the Casa Bonita menu, it's brilliant.

images via Artifacting

The Agony of Defeat

2010-03-08T08:43:00.000-08:00

This weekend, I volunteered to be the high school Lacrosse team parent representative for their coupon card fundraiser. It’s a good deal really - $20 and you get a whole lot of “buy one get one” free dinners and golfing opportunities. I figured, with my sales expertise, we would at least sell our quota. What I didn’t count on was a little girl in pink pigtails named Lexie.

Due to a scheduling oversight, we were double booked for front-of-store space with none other than the Girls Scouts. It was their last weekend for cookie sales and they were out in full force. Five little girls, all uniformed and ponytailed up, ribbons matching their outfits, ready to do their part or earn their badge or whatever their motivation was. They were supposed to stay across the entrance from us, and their parents did. But the little girls...

Sales were brisk at first. (I believe the Girl Scouts were still setting up at this point). Members of the Lacrosse team would politely ask exiting shoppers to support the team and purchase a coupon card. People would wander up, they would talk a little bit, I would offer a testimonial about the card’s usefulness and that it would pay for itself, and 70% of the time the deal would be closed. Then we were hit with the giant cannonball and before we could recoup, Lexie and her team had taken over.

Two little girls carrying posters, one that said, “Help the Children”, and the other, “Last Weekend this Year”, planted themselves in the middle of the store exit and started yelling, “Help the children!” and “Last chance to get your Girl Scout cookies!” at the top of their lungs. Only it was even worse than that. Not only were they adorable looking, Lexie, their ringleader, had the most irresistible lisp, so it sounded more like this - “Help the childwen! Last chance to get your Girl Scout cookies foweverrrrrrrr”. Lexie got in front of every single person that walked out that door and with her cute smile, would say, “Would you like to buy some Giwl Scout cookies?” People veered left toward the table in droves, leaving my teenagers in the dust. Her accomplice had very large brown eyes, and when people would ask, “Are you selling lots of cookies, girls?”, she would shake her head, look distressed, and say, “Well, we’re not selling very many...” and off to the table their carts would turn. Near the end of her shift, Lexie incorporated a sense of urgency into her pitch. “5 mow minutes to get your Girl Scout cookies this yeawwww”. One of the boys muttered under his breath, “liars”. I thought, “5 more minutes and Lexie goes away. She most definitely has a promising future in sales.”

Then came the second assault. The second shift didn’t have Lexie, but they obviously had a parent with a marketing mind. They picked the two most adorable, and planted them in the middle of the exit with a tray of free samples. “Free cookies!”, they yelled in their sweet little girl voices. You don’t even have to guess what happened. My boys were suffering a complete and total defeat.

What’s a savvy marketing mom to do when faced with such odds?

I quickly reviewed my 4 P’s - people, product, price, promotion.
People - Gangly teenagers, that tend to avoid eye contact, and would rather be sleeping in than standing at the grocery store were no match for adorable and innocent little girls in pigtails and pink bows willing to talk to anyone, and spend an hour shouting a consistent message over and over. On this front, they had us, hands down. Plus, they had Lexie.

Product - Immediate and tasty gratification with an outstanding brand reputation and awareness factor versus a piece of cardboard that may or may not benefit the buyer - whether or not is up to them. They had us here, as well.

Price - $3.50 versus $20. Since we were essentially a point of purchase display, point goes to the Girl Scouts.

Promotion - We had a sign, (that the boys made, so you can imagine its marketing impact), and the boys wore their team attire. They had banners, (that one of the mothers obviously created), free samples, a sense of urgency message, and uniforms & accessories designed to maximize “little girl appeal”. A total and complete annihilation of the Lacrosse team. “Little girl appeal” trumps teenage boys every time. My son even admitted they had gotten to him earlier in the week - he couldn’t say no and bought 2 boxes.

I had to admit, it was a complete and total defeat. We simply could not compete for the same customer. But where to find a different customer? We tried approaching people as they walked in before the girls could get to them, but that didn’t work real well. And then it hit me. Every one of those Girl Scouts had a parent there. And every one of those parents was witnessing the slaughter. The next time one of the mothers wandered by, I stopped her, complimented her on her daughter, and asked if she had seen the coupon card. Next thing I know, I had sold the card. I instructed one of the boys to visit the Girl Scout table, buy a box of cookies and then ask if they would like to buy a coupon card. Guess who came back with a few sales? I told the next guy in line for my shift to hit up the next group of Girl Scout parents. We didn’t need to sell volumes, we just needed to hit the right target.

When your competition is walloping you hands down, (and let’s face facts, sometimes this does happen), stop competing for the same audience and find a different one. Look around you - who is the competition not serving? It is my bet that Girl Scout parents have no desire to eat even one more Girl Scout cookie this year, and that they are really ready to be done standing in front of grocery stores hawking cookies. It’s time they went out for dinner, and I have a fabulous card that offers 2 for 1’s at some really nice restaurants...

Do the Customer Math

2010-03-05T13:14:00.000-08:00

Jeanne Bliss, author of I Love You More Than My Dog, (one of my new favorites), blogged this week about getting the CEO’s attention by working with your CFO and the customer database keeper to create a simple way to look at the flow of customers in and out of your company. She calls it the customer math:

Net Customers = Incoming Customers - Outgoing Customers

Jeanne recommends having every big meeting start with doing the math and discussing the reasons for why your customer asset is growing or shrinking as a way to start managing the asset that is the business of the business.

In other words, if you’re like me - a touchy feely, highly creative type, start presenting what you know to company leaders in their language to help demonstrate the significance of service to success, as well as create an easy formula to inspire relevant conversation and maintain focus among team members.

I like it because anybody can remember it. I would love to hear other formulas if you have them. Share here.

Intent vs Reality - What are You Saying?

2010-03-01T09:04:00.000-08:00

I always learn something when shopping properties.
Sometimes I discover a new technique or have the opportunity to see an expert in action.
This week, I learned there is a big disparity between intent and reality.

Visit 1 - Leasing professional shows me a lovely property, but keeps telling me to “Go visit the website” for the daily prices. This is said repeatedly, even though I have indicated that I am looking for my mother, she has just put her home on the market, and isn’t even convinced she wants an apartment. There is no attempt to have Mom come in, experience the place, etc.. (although when I suggest it, they say, “Sure! We’d love to show her around”. No “I will take care of you, and make sure your mother is happy” moment. Just, “Go visit the website for further information. Your quote will be good for 72 hours”. Why would I rent an apartment online at this point? My mom hasn’t even seen it.

Intent: “I am being helpful and giving you resources.”
Reality: “In this market, all anybody cares about is the price, and I know that. So make sure you see the prices and are OK with them before you waste my time again. Come on back when you really ready to buy.”

Visit 2 - While in the golf cart, the bubbly leasing professional says, “I need to tell you about four things, because “they” will be emailing you to make sure I covered them”. She then goes on to tell me about her guarantees and that part of Mom’s rent will be put aside for a home down payment. (Mom is selling her house, remember. She doesn’t want to own anymore.) When I ask, “What do you get for telling me about all this?” she replies, “I get to keep my job.”
It gets better. As we leave the apartment, she says, “I know you’re not ready yet, but I have to ask, would you like to leave a deposit?” I just look at her.

Intent: I might get shopped and will get in big trouble if I don’t hit all the bases, so I am going to say things that you and I know are completely irrelevant to your buying experience and I will cushion the blow by removing myself from the equation. This way everybody is happy.”
Reality: I just threw my company under the bus because they have made ridiculous mandates that you and I both know are irrelevant to your needs. Frankly, I resent it. I will do it, but I will let the client know it’s really not me that is talking, it’s the corporate heads. After all, I need to keep my job, but I also need to lease apartments.”

Visit 3 - I dub her the “speed talker” because I only understand every 3rd word. (Remember, Mom has just put her house on the market, and isn’t with me), yet I am told about how I can’t use the double doors in the fitness center because they didn’t work, that I am to come in and out a specific door, and pretty much hear every rule and regulation as part of the sales presentation. And this is relevant to me, how?

Intent: I am funny and witty and keep the tour going nicely.
Reality: I have been here a long time and have my shtick is just right and it ensures somebody is talking. It also ensures I do not have to think.

You know I can’t finish there...

If you are a corporate executive, or anyone that creates policy and guideline, understand the more you force people to “follow the script”, the greater the chance an irrelevant presentation will be delivered. Seth Godin wrote in his blog last week about compliance and innovation. The more we demand people comply, “i.e., You will tell each client about each of our corporate programs”, the less innovative they will become. There is nothing wrong with mentioning company and the quality professed. Nor is there anything wrong with talking about company programs - as long as the client listening cares. Start placing more focus on the result rather than the process. Rather than mandating, focus on hiring the right talent, and teach technique in building trust, listening skills and following through.

Leasing professionals - you know how much I think of and value your talents and profession. You are my peeps. That said, it is time you wake up and step up to a higher level game. First, never throw your company under the bus. It makes you look bad. Start listening to what your clients are telling you and be responsible to help them get what they want. Be accountable to always, always, seeing it through. Think about what you are saying - does it matter? Is it relevant? If you find yourself saying the same exact thing at the same exact crack in the sidewalk during every presentation, change it up! Take a different path, try a new technique, have more fun. Understand the pitfalls and consciously work to avoid them. If you have a challenge with the criteria for shopping reports, then take the initiative! Create one that you think is fair, and be able to validate your reasoning. Then get it in front of somebody that can influence the decision. Stop sitting on your hands and work to control your destiny, if you value innovation in your presentations.

Design vs. Creativity

2010-02-15T18:08:00.000-08:00

Multifamily marketers often use the terms "design" and "creativity" interchangeably, when in fact, they are very different. Complementary certainly, but different.

Good design is taught, studied and consistently implemented. Creativity is inherently maverick.

Design is about flow, alignment, spacing and relevance. Print design considers readability and font choice, web design is measured by usability and flatness, and interior design is grounded in the science of environment and space. It's a competency.

Creativity on the other hand is ultimately subjective. When you see an ad or a T.V. commercial and think, "I wish I would have thought of that," your envy is rooted in creativity. Creativity is how well you solve a specific problem for a specific person using specific parameters.

So should your marketing be creative or well designed? Differentiate your community by flexing your creativity muscle when given the opportunity, but don't expect all of your outreach will be creative. Stock photography is not creative. Neither are metaphor concepts or balloons on monument signs. Creativity is an effective resident retention program, and unique move-in promotion and flexing your policies to allow for customized rent payments.

Good design is mandatory, and should be evident in everything you produce, both online and offline. Design should speak to your target resident, and should carry the tone of your community or company. For example, 3D floor plans may seem creative, but they borderline on poor design because they're often difficult to understand. (apartment renters look at floor plans once a year vs. those of us in the industry who see them everyday) Most locator magazines and web sites are void of creativity, but their design allows for efficient consumption of large amounts of data that whether you like it or not, needs to be compared.

Most importantly, design allow people interact with it; and is neither creative nor effective if it doesn't sell.

Illustration Via Illustrator and Graphic Designer Frank Chimero

A Groundskeeper Named Lincoln

2010-02-12T08:03:00.000-08:00

I toured a community with a a client recently, and as we pulled up, commented on how impeccably clean the grounds were. (Not a small task, given the age and size of the community.) My client said, “That’s because Lincoln works here. He is amazing. There he is now”. As we approached, Lincoln waved his shovel in the air in greeting. He came up to the car with a big smile and an enthusiastic “Hello! How’s it going?” My client commented on how good things looked, and he said, “Oh, thanks. They could look better - I’m working on that nasty pile of snow in the corner now.”

A thankless job, grounds. Many think it an easy position that anyone with a modicum of responsibility can do, and others think it a terrible job that anyone (including groundskeepers) would hate to do. Both assumptions are wrong.

Groundskeepers clean up after people, pets and the elements all day long knowing the next day they will return and start all over again. It makes me weary thinking about it. Funny, the really good groundskeepers I have had the opportunity to work with never seemed to get weary. They see in their position the opportunity to be creative, accountable and do tangible work every day, and understand the impact their efforts have on value creation and resident retention efforts. Making the community just right brings them strength and satisfaction. Lincoln has the kind of attitude that makes you smile, and think, “Why can’t everyone be like him? I want some of that sunny disposition!” He may not aspire to be president of the company, or even the manager. Yet, Lincoln is the kind of employee in the kind of job that should be revered and respected in our organizations.

If you have a great groundskeeper, stand up right now, find them and tell them how much you appreciate them, and how much their efforts mean to the community’s, (and your), success.

Are You Invisible?

2010-02-04T12:47:00.000-08:00

The time and effort individuals are spending on sites like Apartmentratings.com detailing their experience, (most of which involves trashing the community and management staff in explicit detail) is appalling, and threatens the integrity of the site.

Yet, on almost every on every page I review, the only people talking are the disgruntled residents, (or family members of disgruntled residents), and occasionally a prospective resident whose observation of the horrific commentary has spurred them to speak on the lack of useable information provided, and proclaim the residents a bunch of whiny babies. The result is a whole lot of screaming and trash-talking and very little relevant information. The resident spends an hour creating an in-depth dissertation on why they hate the community they live at, then proclaims it to the world, and the management company says nothing. They are completely invisible and therefore not part of any conversation. Why not? Why are we ignoring these sites? They’re not going away, and they certainly aren’t doing the consumer any good given their current scope. In fact, they are turning the consumer off all together by making our industry appear pretty pathetic.

What’s a savvy property manager to do?

Reality Bites.
Perception is 99% reality, and the disgruntled resident has an outlet to proclaim their reality. Instead of being defensive, try to look at it from the resident’s perspective. Why are they so mad? Why are they willing to spend extensive time and energy proclaiming how incompetent you are?
It’s simple - some don’t feel heard, and some don’t like what they heard. If they don’t feel heard, why not? Is communication breakdown at your community commonplace? Do residents ever feel like they have been left “hanging” ? If they received an answer they did not want to hear, how was it delivered? Are residents expecting a level of service that is impossible to deliver, given variables at the community? Why do so many refer to the office staff as “rude and uncaring?” Take a hard look at your operation and the way you deliver. Where is the missing link causing the negative perception? Even if most of it is slander, try to find the real issue that is sometimes lurking below the surface. Stay away from being defensive, and acknowledge that they have a right to their feelings, exaggerated as you might believe them to be.

Say It To My Face
Gossip, rumors, did you ever notice the most outlandish claims against someone usually develop when they are not there to defend themselves? It’s easy to talk about somebody behind their back. But say it to their face...now that is another story. If residents that vent on these sites know you are there and present are they as likely to be as vicious? Probably not, and they may think twice before making broad, exaggerated statements. You are not there to call them out, but you are there, and they know it because you regularly respond, acknowledge their feelings and work to find solutions.

Who’s the Bigger Person?
When an individual trashes you and your integrity, your first reaction might be to get the boxing gloves on, yell “Oh no you did not!” and run at them swinging. Not a good idea as you have just stooped to their level. It will make you feel better for a moment until they punch back and suddenly all you have accomplished is your own version of a VH1 reality show. Lots of clawing, screaming and finger pointing and in the end, you lose. A better move would be to acknowledge the commentary, i.e.
“I am sorry you have had parking issues and can understand your frustration at not being able to find a parking space. As you have posted anonymously, I don’t know where your apartment is, and in order to best help you, may I contact you off line at your convenience? Or, if you prefer, we are open every day from 9 until 6 pm and our phone number is .......... . We will do whatever we can to help you.”
Stay calm, cool and collected and be the bigger person.

No Sniping When There is Nowhere to Hide
One of the attractions to individuals hell-bent on destroying you is that the review sites offer the cover of anonymity. They can say whatever they want, because nobody knows who they are. Until the FTC develops rules on testimonials and disclosure to force individuals to clarify who’s behind the recommendation or conversation sans ambiguity, your goal will be to draw the Sniper out of cover.
“I understand your frustration over the water leak that forced us to strip your floor bare of carpet and leave you like that for 8 days, and have reviewed all of my service requests in an attempt to determine who you are and why we would have erred this enormously, but I have not found any record of such action. We definitely want to speak to you about this and get it solved. Please contact us at your earliest convenience at.............”
Your writing should contain a neutral tone and an innocent look. Your goal is simply to understand and help.

At this point, you may receive additional sniper fire. Again, simply seek to understand, and suggest a civil future.
“Again, I understand your frustration and promise to hear you out one-on-one. Please contact us at your earliest convenience.”

What this says to others viewing the site, is “Maybe this person is a lunatic. The management company seems to be trying to work with them. Hmmm.”

Educate and Communicate
Many of the “complainers” at these sites seem to have an unrealistic expectation regarding apartment life. Complaints regarding noise, crime and the behavior of others can stem from a misunderstanding regarding expectations. If you have, for example, a parking issue at your community, teach the leasing team to define the expectation without damaging the benefit. Try something like this -
“How is the parking?”
“For this building, parking during the day will most likely not ever be a challenge. One of the wonderful things about this apartment is that it has a fabulous golf course view. That means there is only parking on one side of the building, limiting close-in access. You may find in the evening hours you may need to park in the lot one building over. I know a view is important to you - are you willing to make the accommodation for the peace, quiet and environment or should we consider other options where more parking is available?”

Teach your people to share the benefit in not having parking close-by. There are many scenarios that might be played out on this topic alone, dependent on community, amenities, etc.. Find what is good and build on that, rather than skirting the issue or making broad statements that don’t answer the question like this:
“There is one space designated for every apartment and you probably won’t have any issues, but it is first-come, first-serve. There is additional parking in front of the clubhouse if you should ever need it.”

Sharing in this regard requires a high degree of emotional intelligence and extensive training, but the time investment will be worth the reward.

Make sure your leasing professionals clearly understand and can explain the lease and the expectation regarding it. There is nothing wrong with stating, “Since this is a legal document between you and XYZ Apartments, we both have obligations to fulfilling it. Let’s review them. “

Explain the consequences for lease break, etc. I used to give my clients a brief quiz at the end, by saying, “OK, time for a lease quiz. If you decide to give notice at the end of your lease, what do you need to do? Why is it important to have renter’s insurance?” etc. Every good teacher knows to reinforce learning. Don’t assume they understand. Make sure they do.

Don’t spend all your time at these sites, but stop being invisible. Focus most of your attention on defining the expectation and treating your residents really, really well. Remember that the complainers, justified or not, are the minority. Let the happy people know they can go there and comment when they have a positive experience. Get a stamp that says, “Pleased with the service, pleased with us? Let the world know at apartmentratings.com.” Focus on service, consistency in delivery and communication training. Understand that while you want everything to be perfect, sometimes it just isn’t. We will not be able to live up to every expectation. Don’t beat yourself up, but be accountable for service delivery. Watch your scores rise.

What Size is Your Service?

2010-02-01T16:42:00.000-08:00

My first job was at the Dairy Queen. I worked in a little building that had an outdoor walk-up counter and we would slide the window open to take an order. Needless to say, I can still impress my kids at any soft serve machine in town by, through the flick of my wrist, creating the perfect curl on the top of a cone. This craft was perfected through practice and cone size training. On the wall at the Dairy Queen, a small, medium and large cone were drawn to detail and we were expected to deliver the correct size cone to every customer. A small cone was to be 3.5 ounces and needed to have a specific shape, not too skinny, and not to short and stout. If we made a cone, held it up to the diagram, and it was too big, or too short, we needed to make note of that and try harder. If it weighed under or over the 3.5 ounces, by half an ounce or more, we were to scrape it off and make another. My naive teenage mind assumed this was to maximize profits and eliminate waste. What it really was all about was delivering consistently.

On a recent trip to our local Dairy Queen, the gentleman in front of me ordered a small cone. He got what appeared to be a very substantial small cone. As a matter of fact, it was quite large. I ordered the same thing for my son, yet, what we got was not at all the same. Though the curl was perfect, the size was about half of the other guy’s. My son took the cone and said, “Crud. We got jipped”. I knew someone was not following good cone protocol.

Did we get cheated or did the other guy get too much? Chances are good we got the perfect cone, but how would we know?

Make sure you can deliver consistently and predictably each and every time before you try to delivery extraordinarily. Consistently delivering what you promised, i.e. a clean apartment, timely service, functional amenities, etc. will result in long term residents and the trust in service that generates referrals.

The Last Impression is Lasting

2010-01-18T08:39:00.000-08:00

We are a society that loves firsts: first place, first kisses, first apartment, being first in line, first to adapt, the list goes on. What about last? It’s not quite as exciting to be in last place, last in line, or last to the party. It seems natural then, that marketing efforts focus on first. The power of a first impression cannot be refuted. It is incredibly important to setting the stage and justifying value.

Equally important is the last impression we make. People remember most your last point of contact. What is the last thing a resident experiences from your company/community? A bill? You waving from the office? The dead shrub at the back entrance? Think of it like a book - the cover page, the pages in between and the back cover. The cover visually attracts and serves to create the vision and lifestyle expectation. The pages contain the story, or the living experience. The last lines and the back cover summarize and reinforce the book’s quality and content, and leave a firm impression on the reader.

Have you given as much thought to the last impression as you have the first? Don’t let another day go by without determining your strategy to deliver. What is the last thing you want your residents to remember about you after they say "goodbye"?

Get a Foot In The Box

2010-01-11T14:51:00.000-08:00

I came across this product this week and just had to share. TheShoebee.com offers protective liners for your shoes with a twist - just put your foot in the portable shoe box, and the plastic wraps around your feet! Love it! I can think of a dozen uses for this - (client tours of ready apartments the first that comes to mind), and at $29.95 per box it's a no-brainer. Plus, the liners are free...forever. You might even decide to slap your logo on the box! I wonder if I could train my dog to step in the box when he comes in from outside... www.theshoebee.com.

If Your Community Were an Album, How Would You Sell It?

2010-01-07T13:56:00.000-08:00

I read with interest a recent USA Today article on the new Susan Boyle CD, Dream. Despite being released in November, it has shattered numerous sales records and is the top selling release for 2009. I personally purchased one for my mother-in-law, and she for her friend. Marketed aggressively in a campaign that didn’t play by the rules, rather, was promoted almost exclusively through word of mouth, TV and the Internet, it became the must-have gift of the season.

A CD. Aren’t CD’s supposed to be dead? Isn’t the new word “download”? Here’s the thing: in an age in which digital is all the word, there are still people (and based on Dream sales, plenty of them) that don’t own an MP3 or IPod and don’t have the first idea how to download Itunes. They own CD players, and would value the gift of a CD by an artist they enjoy hearing. Antiquated they may be, but they have money to spend, and loved ones who will spend on them. While everyone else was going digital, Dream was marketed almost exclusively through word of mouth, TV and the Internet. Labels are recognizing each album is unique and tailoring campaigns accordingly.

As a lesson for our business, take a look at your desired consumer. Analyze how they buy, and what they desire, and develop a campaign that speaks to them. Should a new One Republic album be marketed the same as Susan Boyle? No. Different strokes for different folks. Don’t get so caught up in the rules that you miss a market that is right there, ready to buy.

Are You Talking About You...Or Talking To Them?

2010-01-04T12:33:00.000-08:00

I have blogged numerous times about the power of powerful copy, but until now, have not been able to provide resources, (other than hiring a copywriter), that will assist you in preparing more powerful and compelling messages geared toward the consumer, rather than about you or your property. In other words, making it about them, and not about you. (If you have ever had a friend or colleague that can't stop talking about themselves, you know what I am saying here. They rarely understand what a true turn-off they are.)

Future Now offers a WeWe calculator that will help you discover what your word choices say about where your focus really is, and provides a sense of the impression you are making on clients. The tool won't make you a powerful copywriter, but it will allow you to see whether your messages are about the client...or about you. I tested 10 random apartment sites, and not one scored above a 46% in utilizing customer-focused words in their messaging. In other words, every community talked more about themselves using words like "I", "we", "our", and company name (just like a "we"), than they used words like "you" and "your". According to the tool's inventor, there seems to be a clear difference in the clients that score above 60%. That said, other influences can have an effect on your copy,and it's not always what you say, but how you say it, so use the tool simply as a fun exercise in seeing your words through the client eyes.

Have fun. Test each part of your site. Then, take a close look at your text, and make whatever changes you need to make to ensure your visitors feel your only focus is their satisfaction. If you want the consumer to perceive that you are focused on them, talk about them, their needs, their wants, and how they can get those needs and wants satisfied. Make it more about them...and less about you.

Yes, I Can!

2009-12-22T07:44:00.000-08:00

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

2009-12-16T07:54:00.000-08:00

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

2009-12-14T11:57:00.000-08:00

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

2009-12-07T07:59:00.000-08:00

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?

2009-12-05T08:13:00.000-08:00

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

2009-12-02T18:44:00.000-08:00

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

2009-11-16T17:13:00.000-08:00

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?

2009-11-04T07:57:00.000-08:00

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

2009-10-14T09:01:00.001-07:00

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

2009-10-05T20:58:00.000-07:00

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

2009-09-30T07:47:00.000-07:00

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

2009-09-21T08:22:00.000-07:00

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

2009-09-08T16:38:00.000-07:00

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...

2009-09-08T09:37:00.001-07:00

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

2009-09-01T09:25:00.000-07:00

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?

2009-08-18T09:16:00.000-07:00

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

2009-08-07T10:10:00.000-07:00

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

2009-08-04T07:29:00.000-07:00

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?

2009-08-02T17:29:00.001-07:00

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

2009-07-28T07:42:00.000-07:00

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

2009-07-27T11:14:00.000-07:00

“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

2009-07-23T15:59:00.000-07:00

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

2009-07-21T21:11:00.000-07:00

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

2009-07-16T08:51:00.000-07:00

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

2009-07-14T08:20:00.000-07:00

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?

2009-07-09T15:02:00.000-07:00

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

2009-07-07T07:17:00.001-07:00

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

2009-07-06T12:33:00.001-07:00

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

2009-06-22T10:32:00.000-07:00

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.

2009-06-17T10:13:00.000-07:00

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

2009-06-09T07:01:00.000-07:00

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!

2009-06-08T07:13:00.000-07:00

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

2009-06-05T13:14:00.000-07:00

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?

2009-06-05T05:42:00.000-07:00

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)

2009-06-04T04:16:00.000-07:00

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!

2009-06-03T08:50:00.000-07:00

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.

2009-05-27T07:42:00.000-07:00

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

2009-05-13T15:21:00.000-07:00

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)

2009-05-05T14:42:00.001-07:00

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

2009-05-04T10:42:00.000-07:00

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

2009-04-29T05:23:00.003-07:00

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!

2009-04-27T13:38:00.000-07:00

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

2009-04-17T14:54:00.000-07:00

“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!

2009-04-14T13:18:00.000-07:00

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

2009-04-06T21:27:00.000-07:00

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.

2009-04-06T09:30:00.000-07:00

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

2009-04-01T06:03:00.000-07:00

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?

2009-03-31T09:23:00.000-07:00

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

2009-03-30T14:34:00.000-07:00

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...

2009-03-30T10:58:00.000-07:00

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

2009-03-20T18:44:00.000-07:00

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

2009-03-20T05:17:00.001-07:00

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?

2009-03-16T07:54:00.000-07:00

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?

2009-03-09T07:56:00.000-07:00

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

2009-03-06T07:56:00.000-08:00

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