Apartment Community

Social Media is powerful—that’s pretty much recognized across the board. But a massive social following doesn’t just happen overnight (unless you're like Jeremy Lin or Madonna). Which is why it can be beneficial to promote your community’s virtual presence in the real world.

Here are 21 examples of how businesses create visibility for their social media platforms through means which are offline. Some tactics could clearly translate to the multifamily biz, others would take a bit more creativity. So to get you thinking...

Dillard’s Breezeway Billboard - In a fairly basic attempt, Dillard’s invites shoppers to get updates on special offers and events through their social media platforms, by placing a sign near the store’s entrance. Easy, simple, to the point. 

The mobile market is booming, and while you may have joined the latest trend with a mobile phone purchase of your own,  this technology can now be incorporated into your community by reaching residents and prospects in the way they most prefer—text messaging.  In return, your community can save time and resources with just a quick trip to the computer.  With an easy log in to your chosen texting platform, designated employees can type in a short text message and with a simple click, your message is in the hands of your subscribed residents, prospects or both.

Imagine reaching your residents quickly with notifications like:

• “Your lease is almost up. Stop by the leasing office to check out our latest specials to renew!”
• “Just a friendly reminder, rent is due Monday.”
• “Sorry we missed you. You have a package waiting in the leasing office.”
• “Powerwashing this Thursday.”
• “The next resident social is April 15th. See you at the pool at 2pm.”

Managing any property requires a true commitment from the on-site team. There are so many responsibilities involved that many Managers simply burn out and try to ride it out with their heads buried in so-called busy work each day without any regard for tackling the tough management issues.

One of these tough issues is also somewhat controversial, considering what is going on with the Martin case in Florida and the Price case in Ohio. However, it is an important issue to discuss and understand. Many crime-ridden properties face the issue of trespass every day and Managers should be well versed in this subject. I feel issuing Civil and Criminal Trespass Notices can work very well for addressing unwelcome people who enter your property.

May is the perfect time to start thinking about container gardening at your apartment community, so I asked my friends at Gethsemane Garden Center for some advice.  Check out these five tips for keeping your property blooming this season.

Summer will be on its way in no time!  Before you head to your local gardening center, here are a few criteria you should consider to help you select the perfect flowers, edibles and containers for your space; and achieve success in your gardening endeavors.

1. What type of sun exposure do you have?

What can you do to show you appreciate someone, your residents, your family, your friends, or the person on the street you just passed?  As we learn and use the wonderful features of technology and social media, we tend to not interrelate like we once did.  We have all emailed the person in the next cubicle or office, and texted someone when we could have called them. What three things can you do on a daily basis that makes a difference in how people connect and react to you?

Everyone has three things they can do to let others know they matter.  I recently sent an email about this to my fellow teams. Incidentally, I received more replies than normal and I would like to share some of the unedited feedback.

1. Smile and compliment them.
2. Make them feel welcome; tell them they have been approved for their new home.
3. Ask them “How can we help”?
4. Tell them you appreciate them, maybe bring them a coffee and tell them one nice thing! Or just give them a big hug.
5.  Listen, people want to be heard and know that what they have to say matters, and it shows you value them, as well as what they have to say.
6.  Speak directly to them, look in their eyes, and be attentive.
7.  Use their name when you talk to them, it makes them feel important and gets their  attention.
8.  A simple acknowledgement, “Great Job”.
9.  To a stranger driving and trying to get in your lane, “Just wave and let them in”.
10.  Stand up and greet them when someone walks into your office. Tell them how special they are every time you see them. 

This is timeless and relevant in this exciting and incredibly busy life we share.  Our lives are increasingly demanding, and the technology creates more texting, emailing, posting, tweeting, and less opportunities for those random meetings.

A few weeks ago I discussed that our industry needed to learn how to be “exceptional”, and that we are so mired in small-scale struggles that we have no vision as to what apartment living could or should be like.  But for a moment, I want to assume that a given community has that vision.  They have created a community that is more than simple amenities, but rather a true home for their residents.  Their residents are rabidly loyal, and not only do they consistently renew their lease, but would actually be upset if they were forced to leave!  Consider the community to be the Apple equivalent of the multifamily world.  What would that type of community be like from a management point of view?

Perspective is an interesting thing in life.  If we were talking about a new lease-up, saying that we had 25 units left would start to sound inspiring - like the proverbial light at the end of the tunnel.  Suddenly, there is a sense of urgency in the leasing process.  With every unit leased, suddenly there is one less available, so prospects better start applying now!  

On the flip side, if you have an older community and you have 25 units available, suddenly things don't look so rosy, and you start thinking about if you don't renew everybody AND lease some during the weekend, things are going to get a bit scary!  Two situations with the same numbers have markedly different reactions, don't they?  

Hola! Aquí estamos. Are you ready, or not?

So who contributes to the on-site strategic marketing plan?

The recent tough multifamily years in the Houston area brought a certain focus back to the industry for many of us.  With job losses, cut work-week hours and reduced benefits for many renters, the need to get back to the basics was dreadfully apparent.  There existed a segment of leasing personnel who had only worked during the golden years just before the downturn.  Essentially, you could offer an apartment in a take it or leave it attitude.  Follow-up and effective closing techniques were not stressed nearly enough in many communities (especially at class A communities).  Emerging from the many ill-effects caused by the recession was a re-energized focus on leasing fundamentals.

This need to make it through the concession period was highlighted in many of the marketing plans being used on-site.  Admittedly, I started in the business when print shop flyers were king and raising locator fees constituted marketing for the week.  Alas, with a few years under my belt and countless hours studying the subject, I have a true respect for the intricacies of multifamily strategic marketing.  It is easy for a disconnect to exist between the various role players inside a management team.  All too often, the corporate management executives, corporate marketing personnel, owners, property manager and leasing team will each have various views and feelings about creating and executing a good marketing plan.  While my future blogs will cover some of the many aspects of a strategic marketing plan, I wanted to take this opportunity to write about the key players in its execution.  First and foremost, the on-site management team should have a unified and coherent positioning and vision statement from the owner and/or management team executives.  Next is the understanding that we are really marketing to prospects, residents, the public, vendors, management team, and owner.  Marketing is not all about advertising or promotion.  While this is an important component, the true purpose of marketing is to create, enhance, rebuild, and communicate value in relationships.  Positive relationships with vendors can help you pull strings to turn the vacant apartment that got left off the leased unit list and is scheduled to move-in within two days.  Positive relationships within the general public means that you have a good reputation and strong brand awareness.  These are important aspects of a multifamily strategic marketing plan, but we usually focus on the prospects.  So, in terms of who markets who on a daily basis, I would argue that the entire on-site team does.  Everyone from the property manager to the housekeeper is a valuable part of the marketing plan.  Whether it is apparent or not, their appearance, demeanor, and level of selfless service are constantly being communicated verbally and non-verbally. With that said, the next time you hold a marketing message meeting or begin to construct one, make sure you have the input and commitment from the entire team.

As property owners, managers or leasing agents, you understand the need to conserve energy at your apartment community.  By installing energy-efficient appliances and windows and using eco-friendly alternatives for floors, countertops and paint, you are not only significantly reducing your carbon footprint, but also banking significant savings on energy costs.  If 10,000 owners of large apartment communities change to Energy-Star appliances, the energy saved could power each of your TVs for 1,640,625 years!  While the people on the property level are doing their part to protect the environment, we want to provide you with four sustainable tips you can share with your environmentally-friendly residents—leading up to Earth Day on April 22^nd—that they can put into practice today.

1. Be a Savvy Shopper

What are you supposed to do to “turn around a troubled Section 8 property?” Some people may not like my answer; however, since this is my forte, I will give you a succinct, straight forward answer – you can’t – UNLESS you are committed to doing what it takes. I feel strongly that just because you work on an income based property, there is no reason not to manage with pride and provide the best living experience for your residents. But it takes more than someone coming to work at eight o’clock each morning and running out the door at five o’clock each evening. I can tell you almost every project based Section 8 property struggles with discouraged management at one time or another. Until you can walk on that property at 8 AM ready to face whatever comes your way, then you aren’t approaching that property ready to do it justice.

My first Section 8 property (when I was hired it was because the manager  did not even know how to turn on her computer, much less master the newly installed property management accounting software program. She was an acquaintance of mine and recruited me) was rough with more than 300 police calls each month. The Manager’s office contained stacks and stacks of files in varying stages of recertification. Rent checks had not been input into Yardi for 3 months. I asked if the money had at least been taken to the bank? Some had, but not all of it had, evidenced by a stack of checks I found inside the bank bag.