In my last blog post in my "Customer's for Life" series, I discussed focusing on customer interactions to understand their expectations, as well as creating positive experiences that will impact their decision to renew at the end of their lease.  Continuing with the resident retention theme, I will show how to create a plan you can implement to create "Memory Touch Points" for your residents throughout their lease!

"Making a Plan for "Memory Touch Points" Throughout Their Lease Term"

We spend so much time and money creating great marketing plans to get the customer "in the front door", that we fail to have a solid plan for keeping them once they get in. Putting banners on the front of the property touting "FREE RENT!" only creates mayhem with your current residents because that doesn't mean THEY get any free rent! Instead focusing on certain "moments of truth" benchmarks during the initial leasing phase, through the application process, on to move in day, and those crucial first 90 days as a new resident, is the key.

Before Move In: Set an appointment time for a New Resident Orientation meeting to come to the office and go over and fill out all the legal paperwork BEFORE move in day. This gives plenty of time to effectively explain the paperwork and resident polices before they show up on move in day with anything but "listening to the legalities of living on this property" on their mind! It gives them the opportunity to ask their questions and concerns. If you have time and the apartment is ready, show them their new home and begin the move in condition form. This allows time to "make any last minute corrections" to their new home, so it's perfect on move in day.  First impressions really DO count!

Move In Day: Remember your new resident actually decides to renew their lease the very day they move in! So before your new resident arrives, contact the neighbors around the new resident's home and let them know to expect an new neighbor. Suggest that they take time to welcome their new neighbor as that sets the tone for good neighbor relationships during their tenure. Put construction cones in the closest parking spot to the front door with a "Reserved Sign" so the moving truck can have easy access. If you have elevators, mark one as "Reserved for New Resident" so again, the movers can get the job done quicker.

How about putting plastic on the floors throughout the new apartment to protect the floors and carpeting from getting dirty on the move in. A real treat is having a "hot lunch delivered" to your new residents; hey pizza is still good food! Bottled water in their refrigerator, some freshly baked cookies in the kitchen, and a basket of "snacks" always is a winner. No one has time to eat on move in day! Food is a great motivator!

Within 3 Days: Since most of the time it is someone other than the Manager who has leased to the new resident and has been their only contact during this initial time, the Community Manager should take time to either call, write (email, text, or regular letter, as matching to your current resident profile preferences, of course) or visit in person, to welcome the new resident to the community. Support and reassurance from "where the buck stops on site", is a powerful moment of truth for themselves AND their staff. Create your own "So Did We Live Up To Your Expectations?" survey to monitor that move in process.

After 14 Days: Again since the office staff generally are the ones that handle that move in process, why not have the Service Manager (Lead Maintenance Supervisor) introduce themselves too. Bringing handouts regarding emergency after hours contact numbers, the process of how service requests are completed, and getting the new resident "comfortable" with who will be taking care of their new home requests, can make a huge difference during busy maintenance seasons. That resident's confidence in the Service Manager's abilities begins right now.

Corporate Contact: As with most companies, the corporate staff never has any contact with a new resident unless it happens to be because something terrible has happened during the Move In process and the onsite staff is unable to make it right. So to counter that concept, and continue to show the new resident "support from the top down" approach, have the next level of management person send a nice letter or email welcoming them to their new home and to the management company.

Showing the new resident that not only the onsite staff, but the corporate staff as well,  recognizes the importance of those first days in a new home. This provides the resident the reinforcement that they have indeed chosen a good, professionally ran, rental home or apartment community. It also shows your on site staff the confidence you have in them to take care of the new resident.

First 90 Days: Before the first 90 days is over, send either a "warm welcome" gift or satisfaction survey (or both), to the new resident to see again if everything is working well in their new home. Just as in a restaurant, a good waiter checks in during the meal to make sure everything is to your liking, making sure the new resident is satisfied with their new home is the answer that your whole team has done their job well.