Communication quality is key, technology is no excuse.

I just had to share this commercial with all of you. It makes me laugh and there is much to be said from it. The way we communicate in forums, social media or e-mail can have a dramatic impact in whether a relationship will come from it.

Most important though is the way we don't communicate, and what meaning one perceives from that non response or canned response.  I have observed and been a part many exchanges that start traditionally, in person or by phone. Then one of the participant says; let's connect later, just send me an e-mail or tweet. One or two e-mails later, maybe a tweet or a facebook message and a potential partnership unravels before it even started...

That's going backwards...

In the case of a prospect sometimes we will invite someone to go ahead and apply online. We place a great deal of emphasis of engaging our prospective clients through good marketing or great social media strategies. We focus on building a rapport, connect with prospective clients. We may achieve the one goal of gaining a tenant but we all want more, we want fans and the best way to get there though live conversations and interactions.

This commercial reminds me of how important it is to maintain a consistent mean of communication. There is nothing more powerful that in person communication and that should always be the ultimate goal.  Once you get there then don't give it up. Build on it and make a fan out of your residents.