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Feb 26
2009
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The Move-In Experience...Moment of Truth (Part I)
Posted by: Gabriele Preston on Feb 26, 2009 01:00 Tagged in: Resident Satisfaction , Resident Retention , Occupancy , Customer Service , Communication , Apartment Residential , Apartment Community , Apartment
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Once the deposit and application is received, it is the moment of truth for the prospective resident. They are thinking "Is everything I saw and was told about and promised going to come true?" If you have been on the front lines for awhile you know that the better the move in experience is for the resident the more satisfied they will be long term. Deliver a substandard apartment or don't communicate well and their trust in you and your company will be destroyed.
In order to provide superior service during the resident's move-in experience we need to teach our employee's how to walk it out. Superior service is far more than just ensuring that your team is professional and courteous. It's their ability to over communicate, build sincere relationships, anticipate their resident's wants and needs and exceed their expectations.
Here are some great ways to ensure that your resident's move-in experience is superior.
1. Over Communicate - keep prospective residents continuously informed and connected. Send meaningful emails, text or instant messages (for all Twitter's out there), letters, postcards or personally call them at every relevant step in the process from the status of their application and tips on moving to the readiness state of their new apartment and scheduling or confirming an appointment to sign their lease paperwork and move-in.
2. Integrate them into your community's culture by sending them any newsletters or invites to gatherings happening at your community before they move in. Introduce them to team member's and other residents whenever an opportunity arises.
3. Through genuine interest and care, one will be able anticipate their prospective resident's needs and wants. From the conversations held with prospective residents one can gather their special needs, wants or challenges. For example, let's say one learns that the resident:
a. has small children or a pet. One can imagine that this resident may need someone to care for their children or pet while they move in.
b. is driving their moving truck into town the night before they are scheduled to move-in. One can conclude that this resident may need a place to park their truck and sleep.
4. Exceed their expectations by going out of your way to meet the resident's special needs, wants and challenges. Like offering to do or actually doing something that the resident would not expect in the normal course of business. Using the same examples above, one could:
a. Offer to provide a babysitter or pet sitter on the resident's move-in day.
b. Offer to provide a parking space for their moving truck and access to their apartment when they arrive. Stock their refrigerator with refreshments and food.
Other ways to exceed expectations include:
a. Giving them an attractive welcome folder (at the time of deposit) that includes pertinent information such as a change of address card, voter's registration form; driver's license information, move-in instructions and a map of the city or town. As extra benefit, add a publication that talks about the best places in the area for recreation, entertainment and to eat;
b. Pre-inspect the new resident's apartment home to ensure that it meets quality standards of readiness.
c. Provide convenience items (i.e. hand soap, toilet paper, read more about this in journal entry titled Convenience & Comfort Goes a Long Way, released on Jan 27, 2009) and a quality thank you gift.
Wait, that's not all. Presenting a superior move-in experience also includes giving VIP treatment, educating your residents and providing personal attention and appreciation. Read More about this in Part II scheduled for release on Monday, March 2.
To Read More of Gabriele Preston's Journals, go to http://www.multifamilymanagementconsultants.com/journal
