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Mar 21
2010
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The Last Impression is Lasting...Part 2
Posted by: Lori Snider on Mar 21, 2010 12:24 Tagged in: Untagged
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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.
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.
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Comments (2)
Thanks Lori for your post. What goes around, comes around. Once again the need for instant gratification in business is clearly defined as unnecessary in your post. We are not in business for tomorrow, we are in business forever. Creating and applying a long term strategy will always boost a company's human curb appeal. Thanks for your insights and tips on how to do this.~~JS
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