“Marketing types have latched on to this story as an example of the power of social media and "virtual word-of-mouth" to boost a company's reputation. But I see the reaction to Sue Fortier's gesture as an example of something else — the hunger among customers, employees, and all of us to engage with companies on more than just dollars-and-cents terms. In a world that is being reshaped by the relentless advance of technology, what stands out are acts of compassion and connection that remind us what it means to be human.” ~  Reference to the social media explosion after the manager of a Panera Bread restaurant who made a bowl of clam chowder for a young man’s dying grandmother in article written by Bill Taylor, HBR Blogs (Harvard Business Review)

Maybe it is more important to be kind, rather than offering Specials and concessions to our Prospects and to our renewing Residents to entice them to live in our communities.. There are sure to be some cynics out there that will disagree with this, that Gen Y and X will choose price over any other offering when apartment shopping, that our current Residents only want to maintain a status quo without enduring the dreaded rent increase, that our Team members only want raises – that the almighty dollar trumps our ability to offer a connection to one another.

I posted a comment to one of Maria Lawson’s Blogs on Multifamily Insiders regarding loyalty recently. I wrote of how during an extremely emotional moment, an act of kindness brought me from the brink of despair. How many opportunities do we have onsite to show kindness to someone? How many opportunities do we let slip through our fingers because of time constraints, because it is not ‘Policy,” because we do not NOTICE a simple opportunity?

How many times do your Leasing Consultants receive a phone call asking if you accept Section 8 or are an income-based property? How many times do your Leasing Consultants answer curtly, “NO, we do not,” and hang up? Wouldn’t it be nice if, for once, the Leasing Consultant gently said to the Caller: “I’m sorry, but no, our community doesn’t accept those at this time, but may I offer other choices in our city that do?”

How many times do your Service Techs enter an apartment of an elderly person to complete a minor work order and never acknowledge or speak to the Resident? Wouldn’t it just be kinder to notice the Resident and ask about the program they may be “watching” on television at the time, or ask how the person is feeling that day? Yes, I know – the Tech is liable to be there for fifteen extra minutes but that time may be well given in service of a lonely older person. (Yes, I know the Tech is also liable to hear all about the latest aches and pains, too!) How many times are opportunities to excel in customer care lost because the Tech does not ask if there is anything else needing attention in the apartment at that time?

It is just amazing to me that there can be so little direct connection with people any more. We talk about the newest generation of renters being Tribe affiliated and I guess I just feel there may be a whole generation (Z, perhaps?) that will miss out on what a real relationship is all about. What is the point of “talking” to people via text message, posting to our Twitter accounts, and posting “updates” on our whereabouts on Facebook, Foursquare and always checking in if you don’t know how to relish a face-to-face conversation? Is it possible that because this is the focus of so many people’s ability to relate to others, our employees/employers, Residents, and Vendors don’t know how to recognize the opportunities to have a meaningful impact on someone else’s life? Sometimes, a person needs to experience a smile directed his way, perhaps a hand placed on his arm or shoulder, to hear the soft tone of voice letting him know he can make his home right here in your community and how you can assist him in making this a reality.

I rent a lot of apartments, sight unseen, but it is all so gratifying to see the actual Resident show up and see the apartment home for the first time. I want to be able to actually connect. Otherwise isn’t that person just an apartment number, an address for the post office? Don’t get me wrong – I love and embrace the opportunities to make connections using social media venues – but I think sometimes reaching out and talking is necessary, too. There really is an art to conversing with someone with whom you are just meeting for the first time. I once remarked that I thought loneliness is the bane of society. When people are isolated, ignored, and left alone to wither, that is what they do. Or, they become our residents who are chronic complainers, the thorns in the sides of their neighbors, and the nemesis of every property manager out there.

Walk your property and speak to your Residents. Smile.

Follow up with those who placed Work Orders and ask how the service was.

Bend down and tie a small child’s shoe.

Write a thank you note to a Vendor who performed the job – better than you expected.

Write a thank you note to your boss, Regional, Maintenance Supervisor.

Place little gifts at your Residents’ doors on days that “don’t have any significance.”

Call a “long lost” friend. Call your mother, father, brother, sister, grandparent, uncle…

Apologize.

Send a congratulations on your new home card to the couple who bought a house.

Buy a Service Member – anything! It will be very much appreciated! Like a haircut J

Pick up the trash you see – any where – doesn’t even have to be your property’s!

Thank the Greeter for being at church each week.

Bring a sandwich to a shut-in and spend a couple of minutes chatting.

Sing! (Or, in my case, hum – I don’t really say I can carry a tune.)

Share your time; share your talents. Share your ice cream cone.

The point is, these aren’t random acts of kindness. These are purposeful acts. Do them intentionally. Everyday. Do them when you are tired, when you are weak. I really think, especially for those of us who are a part of a lot of people’s lives, when you set your mind to making a difference, you gain strength by creating the attitude of being the best human being you can be. Residents will notice, I can guarantee that.

And just to be completely me, I will tell you I am not an intrinsically kind person. My mother was VERY fond of telling the story of how once, when I was about six years old, a little friend at school asked me if I liked her new dress, and I replied, “No. I don’t like it at all. I think it’s ugly.” I have since learned this is not the kind way to behave and there is such a thing as learning to be tactful.