In the first two blogs of my "Customer's for Life" series, I discussed the different ways to create positive experiences for your residents throughout the key first 90 days of their lease. Now, I continue with the theme by sharing more touch point opportunities, as well as provide a plan for the equally important final 120 days of your residents lease terms!
"Other Contact Opportunities"
Without driving the program into "over kill" mode, there are numerous other opportunities throughout those "middle months" of their lease term (3 through 8 months), where you can "solicit" resident satisfaction comments. Several are listed on the Power Point slides in my webinar program, but a couple of "memorable moments" are at the beginning of each month at rent collection time, and calling back on service requests. Statistics show you will see more of your residents during those first few days of the month than at any other time. Making that "connection" by asking ,"How is everything in your home? Do you need any service requests completed?", really makes a difference in the number of and severity of their next service request. Small problems turn into big problems fast.
Following up on as many of your service requests gives you the opportunity to correct any "non satisfactory" issues quickly. After all the #1 reason why residents PAY rent instead of owning a home is for the service they get! So their satisfaction of that service is important to track. Reward your team for those "A+" efforts...they are your front line of service! Take care of your staff and they will take care of the residents!
" Start At Least 120 Days In Advance Of Their Lease Expiration Date"
Just as the first 90 days of a new resident's tenure are very powerful, the last 120 to 90 days are as well. Most companies have a simplified plan of contacting the resident to begin the renewal process. Creating progressive steps in the renewal plan that "builds" on each step with incentives to help encourage the resident to sign their renewal agreement earlier than just 30 days in advance of the end of their lease term is best.
Contacting the resident and offering a "Menu Selection" of either home improvements such as carpet cleaning, touch up paint, maid service for a day, or even air duct cleaning is quite effective. Make the Menu Listing that mirrors your resident profile's needs. Even selections of offering a Spa Day or 3 Day Cruise or a Reserved Parking Spot, can be extremely enticing. Make the number of selections based on "tenure" with the community. i.e. If the resident has been there for 1 year, they get a selection of only 2 items. If they have been there 3 to 5 years, they would get more selections. Ultimately, the idea is to match the reward choices with the tenure of the resident. This has nothing to do with Fair Housing as the reward is based on a resident's tenure, not who they are based on any protected class.
Getting the resident to sign the renewal contract earlier by using time frames for completion. The earlier they sign, the better it is for them (with the rewards) AND the better it is for the management company to solidify another lease for another year.
Finally, when the "official letter" with the new lease terms, rent amounts, etc. are sent, make sure the language is "positive" by nature. We should say that "it is time to renew the lease, not that the lease is about to expire". Put the renewal letter on good letterhead and the Manager should personally sign it. Presentation of the letter in a "unique" method with a "catchy renewal phrase" such as having the letter rolled up and put in the arms of a small stuffed bear and balloons tied to the it stating, "We just couldn't bear for you to leave." Again based on your resident profile of what is appropriate, another clever way would be to put a door hanger on the resident's door indicating they have a "special package" waiting for them in the office and when they stop in to pick it up, it is the renewal information along with a special gift card or flowers or a freshly baked plate of cookies.
" To Sum It Up"
Taking care of your residents from the moment you shake their hand to greet them for the first time, while they fill out their application, personally escorting them to their new home on move in day, strategically contacting them during the first 90 days as a new resident, and all through their lease term, by remembering that people want to be "wowed" and to feel "special", is vital in this competitive market we live in today.
Making the renewal process fun, exciting, and most importantly, "memorable" is the best way to insure that your residents won't go looking for another place to call home, because they already are home.
It's not difficult when you realize that people don't care how much you know, until they know how much you care. Show your residents how much you care, and they will show you by staying and paying for that good customer service.