Jolene Sopalski's Blog

Are donations really required?

Seeking donations from vendors have become the standard for many of us on the property management side. Is it really the answer to our lack of budget for resident retention programs or corporate meetings?

This is going to be a touchy subject for many, but one that I realize we do not talk about enough in our industry. Today I experienced for the first time in this industry, racism towards me in front of a room full of people. I did not know how to handle it and it took all the strength I had to not cry or go off on the resident. No one ever trained me to know what to do when a resident is racist towards you!  I was trained on what to do when a co-worker or a vendor is rude or racist. What was even more embarrassing was the fact that I was the only one of my race in the room and the others were either speechless or giggling about what was being said.

So what do we do when this happens to us? Do we ignore it or address the issue right away? Would it even matter to the resident? I chose to calmly ask the resident to please leave my office.  I was told that I was denying them their right of freedom of speech. They did have the right of freedom of speech but not in front potential residents. This only added fuel to the fire and after several minutes of telling them to leave, they finally did. I turn around to see the astonished looks on my leasing specialist’s and the applicant faces.  I noticed that two prospects were giggling about the whole thing. I apologized to everyone that they had to hear that and then headed outside to pound on the doors of delinquent residents with my new leasing specialist in tow. 

The feeling I had of shame and anger was new to me and I did not know how to handle it. My ancestors were Jewish immigrants from Russia and Poland in the 1920’s. I know that they would have been appalled to have heard the comments that were made to me. How do you deal with ignorance like that and why does it still exist in 2011?

Are we as an industry automatically prejudice against those on Section 8?

I recently participated in a Facebook discussion about how we stereotype those who receive section 8 or any type of government housing assistance. I will admit, I have been guilty of this and have to constantly remind myself that because of where I work and the person that I strive to be, that I cannot think like this.  It is very hard.  I had found myself resenting the fact that all or partial of their rent is paid while my partner and I work our butts off to support our family and are barely making it. There have been times that I let that resentment affect how I view these residents. However, no one wants to be resented no matter what their status in life is.

As professionals who are working with section 8 vouchers it is not our place to judge the person who is applying for our community solely based on the fact that they are receiving state assistance. Trust me, it is hard to do when you have the young parent in your office with 6 kids and can barely write a complete sentence. However, we do not know the type of life they have had, our position is to give them a decent home. That is the bottom line.

Recently NBC launched a new show called “The Voice” and it inspired me on so many levels. From the shows concept, marketing with the use of Social Media, to the coaches them selves.  While watching this fantastic show, I could not help but see how I could use this as a learning tool.  I also saw so many ways that the Multifamily Industry is similar to The Voice.  The makers of the show and NBC seriously had the formula down pat on the marketing side and knew how to keep your attention.  How does this work for our industry?

I want my property to stand out from everyone else’s in every way from my print ad, social media presence, to my sales pitch, and curb appeal. So how do we do this, how do we make a statement to our prospective renters that we are a different management company or community? It is very easy, so easy that you are going to hit your head with the palm of your hand for not thinking to use a little trick that Lisa Trosien talked about in a recent webinar presented by App Folio. Are you ready? Here is the top secret advice: Care about your residents and their voice by sharing what they have to say about your community!

It’s very simple!  Your greatest asset is your residents’ voice. They already live at your community and know what your management company can offer them. So why do we not use this great asset? Are we afraid to be the first in the market for our area to be different or are we just comfortable being the same?

I like to think that we can overcome our fears of trying something new.  Goodness knows I have tried many new things in many areas of my life. I can tell you what I would do if I had the ability to make my community stand out from everyone else.

      Have you ever been excited to go shopping only to leave disappointed? That's how I felt today after leaving a department store where I was looking for a new television. From the moment I stepped into the store I was greeted by a sales associate who assured me that all of the associates had over 200 hours of product training. The problem was not with how I was greeted or how knowledgeable the sales associates were. The problem was when I went to look at all the new HD televisions.  Now picture this, you walk into the electronics section ready to drool over all the different size televisions an crystal clear picture quality of all the latest an greatest goodies that modern technology has to offer, finding only to your disappointment that all of the televisions are all showing the same Non-High Definition broadcast, Which roughly translates into the formal wear section of the Miss America pageant being down-graded to T-shirts an jeans. None of the TV's were showing off their true potential. The sales associate wasn't even interested in trying to sell, or even acknowledging the presents of anyone other than a rather affluent looking gentleman who was clearly annoyed by him. Needless to say the only thing I left with was disappointment.

 This got me to thinking how can I make sure no one ever leaves my community feeling this way. Even the thought of one of my prospective residents leaving feeling as neglected an unappreciated as I did upsets me, considering we are here to provide quality homes and make our communities prosper. No one cares how knowledgeable you are if the product you are selling dose not look its best. No one will care if you are currently with a prospect as long as you acknowledge them and let them know you will help them as soon as you can. A great sales person is aware of every potential customer and will establish some type of contact. Do you greet every person who walks into your office when you are busy or just ignore them wishing they would go away? I surely hope not, as that negative attitude can often influence your chances for a lease in a very negative way. Sometimes we are so wrapped up in a conversation on the phone, or with a resident, or a prospect that we can't jump up from our seats and say welcome. What we can do is make contact, and let them know that you or someone else will be able to help them shortly. Something as simple as making someone feel at home in your office can make someone want to make your community their home.

It's A Bird, A Plane, No Wait It's A Baby Boomer!

  
Marketing to seniors has to be one of the hardest markets but it can also be one of the most fun! How do we go from seniors being hard to market to, to being easy? Ooops, I’m still working on that, if you find out, PLEASE let me know! I have been working at a Senior Community since October 2010 (Not very long so I have first hand knowledge-fresh insider look at the struggles & what is working NOW). The senior community is like it's own little world in our industry! Talk about a culture shock going from Multifamily Housing to Senior Housing. So, how do you market to seniors?  Here are some tips that I have learned and what I have research in. Maybe it will help you out when marketing to seniors!

1) Do not underestimate a senior’s knowledge of the Internet! I have learned this the hard way and let me tell you after getting an ear full from my residents and my grandmother; most seniors today are not Internet and social media illiterates of the past. Today's seniors are one of the largest groups using technology to socialize and for entertainment. Some ways to tap into this market are:

Oh no, the dreaded word GUEST CARD, however; it can also be your new favorite word!  Do you truly appreciate your guest card and all the value it has for you? Do you realize your guest cards are your greatest leasing/marketing tools?

What can your guest card do for you?  It can tell you where your prospect is coming from, how they heard about you, what they are looking for and so much more. You would be amazed at how many people only use the guest card to record the name and phone number. It kills me to see a guest card like this because that tells me you don't care about your marketing dollars and follow ups much less actually selling the community to include your clients’ needs and wants. (This last sentence is a big deal, you should read it again.) J

Instead of thinking of a guest card as an annoying thing to fill out, think of it as your best silent sales agent. When you are filling out the guest card with your future resident, yes I did just say you fill it out with them, ask the questions in a conversational way (not military style). The guest card will allow you to start building a relationship and get important keynotes of what they are looking for that you can use in your sales presentation. Get all of the information you can for example: cell number, Facebook account, email address, date of birth, correct mailing address. These items will allow you to do some awesome follow ups.