Apartment Marketing

Posted by: Debbie Huff, 1/21/11
Apartment Marketing
Lisa Trosien covers many different topics related to apartment marketing and recently she talked about an experience purchasing an elliptical trainer. The description of her experience has some best practices that are applicable to any property management company that believes providing exceptional service will grow their business.

  1. Listen to what your customers (owners and residents) are saying to you.
    All customers aren’t the same. Find the time to ask a few thoughtful questions and customize your response. Not only will you learn something new, your customers will feel more connected and loyal to you.
  2. Find opportunities to connect personally and authentically.
    That can be hard when you have a lot of customers, but you can do it. Think of your communication style, remember and acknowledge an important event, send a handwritten thank-you note, be sure your office staff recognizes a customer when he or she calls the office.
  3. Be surprisingly responsive.
    Of course we all know to respond to issues, questions and complaints – but this is what everyone (i.e your competitors) does, too. When your customers have to wait, they get cranky and frustrated. Respond within hours – even if it is simply to acknowledge that you received their call and will be getting back to them shortly.
  4. Set expectations and then always follow through.
    Tell your owners when they will receive owner statements and newsletters, then deliver them exactly on that day. Tell them how you will be marketing their properties and then send them some examples. Do what you say you will do, when you say you’ll do it and you will build lots of trust.
  5. Identify unique ways to deliver stand-out service.
    I think this is the most important one on the list because it is a way to rise above your competition. The best place to start is by asking your customers. Conduct a health check with a few customers every month and ask them the one thing you should be doing to keep their business, then (and most importantly) find a way to do it!

If you consider the times you are sold by service you might be surprised. Are you finding enough ways to provide stand-out service to your owners and residents? What are some examples?

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