Awkward (yet unfamiliarly comfortable)

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

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?

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?

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!

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!

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?

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.