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Home Insider Blogs Kaitlyn Michaelis's Blog Give your residents the VIP treatment
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Sep 06
2011

Give your residents the VIP treatment

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Posted by: Kaitlyn Michaelis on Sep 6, 2011 13:14

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Whether it’s the first class cabin, the VIP lounge, or the Yacht Club, everyone loves the feeling of being part of an exclusive group. It can symbolize an achievement or special status, and provides a feeling of high importance and distinction. These clubs appeal to us because of the aforementioned exclusivity or because of some benefit (real or perceived) that is associated with membership.

Have you ever considered creating a VIP club for residents? Gather together a group of residents who have lived in your community the longest or have been most involved in community activities. Invite them to exclusive activities and take the opportunity to really listen to what they’re saying. The advantage of gathering a group of residents in one place is they’ve already got something in common: they live at your property! Along with membership, you may offer special perks depending on what you’re comfortable with: reduced rent, gift cards, free access to amenities you may usually charge for, invitation to dinner parties, etc. Be as creative as you want.

What can you expect in return? That’s up to you. You can include members in formal focus-group discussions to find out how your property is doing, or just bring them together in an informal setting and gently guide the conversation to encourage their ideas to flow naturally. You could ask members to post about your property on Facebook or Twitter and give rewards for referrals. Without trying too hard, you’ll most likely end up with a group of VIP’s that love your property and don’t care who knows it!

We've recently started a club of our own: the Red Shoe Club! Our members get a pair of flashy red shoes and are invited to be part of product beta testing and exclusive events. Members have a lot of fun and we get great opportunities to learn from a select group of awesome and loyal advocates for our products.

Does your property have a community VIP club or similar group? What are some ideas you have tried to encourage residents to participate more fully in community life?


Comments (2)Add Comment
7305
written by Elesa Kassoff, September 07, 2011
I think this is a great idea but it should be in keeping with the property. For example a community that is by the water can be easily joined by folks who enjoy sailing. A urban community that is in the middle of farmers markets can sponsor a trip to the market. In other words a group of residents that have a common interest could be a part of the V.I.P idea.Yes, exclusitivity sells but has to be in keeping with the personality of your property to use one of Brents ideas. Named or no name
just common interest folks.
6368
written by Jasmine R. Brooks, September 07, 2011
Hi Kaitlyn!

I believe the absolute best way to encourage your residents to participant fully in community life is to communicate consistently. In addition to being a fun and responsive leasing team, you have to communicate consistently across all communication channels.

I think one major mistake some communities make is sending out a flier about an event, and neglecting to mention it in person! Or promoting an event on Facebook, but when a resident comes in to the office, no one mentions it! Your personal invitation will always be more personal and effective when inviting residents to events. You have to be consistent!

Keeping events exclusive may or may not work depending on the size of your community. I've never tested a VIP program. However, take this scenario into consideration: What if you community is heavy on resident referrals? If I've been living here for five years, I might still want my friend - who I referred - to come to the event even though she's only been living here for six months.

Good luck to the Red Shoe Club!
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