Apartment Resident

No matter what our role is within the multi-family industry, there is always one word which is used more than any other; “community.” Some of us own communities, some of us develop communities, some of us design communities and others of us lease or operate them. And chances are that many of us live in an apartment, condominium or townhome community as well. So then why is it that there is so little ‘community’ in our communities?

When it comes down to this failure’s root cause, it can really only be one of two choices;

a.       Either the management team does not expend their energies in a manner that creates a welcoming and vibrant atmosphere that encourages interaction, or

And I'm not talking the married kind of engagement. (although that can be pretty pricey too)

I'm talking the price of engagement in regards to social media. I was not a bandwagon social media user. I wanted to understand how to engage and converse with our residents and potential residents before I jumped on the social media train. I also wanted to understand how to measure engagement and then translate that to value for our clients. 

For me, the  issue with social media is not the time it takes to post, blog or tweet, the issue is engagement. Are you maximizing on opportunities of engagement? Are you talking at your residents and prospects are talking with them? Having thousands of fans or followers are great but what are you doing with them?

What gives you the best engagement bang for you buck? I have included my top three.

DON'T BE A NEWS FEED HOG

Posting and tweeting are a marathon, not a race. If you clog up their news feed, they are sure to unfollow or unsubscribe. Studies show a post every 3-4 hours is the sweet spot.

INSIGHTS

Are you looking at your insights page? Your insights page has a wealth of information and demographics. Use that to your advantage when posting. 

FEEDBACK SCORE

Look at your most successful post (in terms of likes, comments, impressions, re-tweets, etc) and figure out your feedback score. For the posts with the highest feedback percentage, do you see a pattern of posts people engage with most... sports, fashion, decorating ideas? 

I benchmark everything. As a Director of Marketing, making sure my marketing team's time is well spent requires just that, benchmarking everything. Have we figured out the secret formula to social media, engagement and ROI.. not yet but I'm working on it. :-)

Happy posting!

Sparkle Hammond, M.Ed.  First Communities | Director of Marketing
shammond@firstcommunities.net
www.century-apartments.com | www.facebook.com/centuryapartmenthomes

By Steven Van Zile, Total Management, New York, NY

Within the past 24 hours, here are the maintenance issues I’ve experienced at the property where I reside: the maintenance person, loyal to this building for 33 years, responds to a clogged toilet by advising us to pour bleach down the toilet. Concurrently, the intercom buzzer is stuck and won’t shut off. And, of course, the elevator renovation that started out as a one week project actually turned into a three week project, providing 6^th floor tenants the opportunity to save money by cancelling their gym memberships.

It’s always seemed simple to me; as residents, we pay rent, maintenance fees, or mortgage payments and the property management staff provide services for the resident. Building and trust owners hire those property managers based on their abilities to keep churn rates low, vacancy at zero, and tenants happy all at or below a budget designed to re-invest in the property. So what happens when we tenants aren’t happy? Well, in today’s age of instant knowledge and access, a lot of renters turn to rating sites like Yelp or apartmentratings.com to spitefully pen scathing reviews in an attempt warn others. These sites might be seen as a threat, but if you’re really good at your job, more transparency can only help you, and reviews will actually help your business grow.

Accepting credit cards for rental payments has been a hotly contested item in the office since Twitter published its first tweet. I'd like to get your opinion on it - not because I want to win some office bet (1/2 day off!) but because I still think this is a sticking point for some companies. Let's clear the air, check the evidence and try to figure out what we should do.

Pay a convenience fee for being convenienced.

Quick math. If you collected $10 million dollars a month in rents and that was all paid by credit card at 2.5% per transaction that would be $250,000 a month you'd flush down the toilet. It isn't practical for our bottom lines to write these kinds of numbers off. (Shoot if it was, I'd process the transactions using some crayons and a phone and keep the $250,000 myself). Only way you can overcome these lopsided mathematics is to charge a convenience fee. The trouble is the laws regarding the fees are pretty convoluted and require a decoder ring and expensive lawyers to understand. 

Here's the skinny: Discover (the card that pays you back) doesn't care who you charge a convenience to just as long as it isn't higher than what they're charging you per transaction. MASTERCARD says:

Back in January 2011, Facebook introduced their newest advertising product; Sponsored Stories.  These ads, which live on the right hand column of Facebook, use people’s friends to endorse a brand and encourage them to engage as well.  For example, let’s say I Like Apartments.com on Facebook and then I write a status update that says “Searching for my new apartment on Apartments.com!”  If Apartments.com has purchased Sponsored Story advertising, my status update, along with the brand, will be promoted to my friends.  Essentially, Apartments.com would be using me as their brand advocate to my network on Facebook.

Starting this January, one year after their launch, Sponsored Stories will start to appear in a user’s newsfeed, instead of in the normal ad position on the right hand column. This new position will increase their visibility to users.  Although mobile users will not see Sponsored Stories with this roll-out, it’s rumored that the 350 million users will start to see ads starting in March.

Let me begin by wishing you all a very Merry Christmas and Happy Hanukkah. For those of you who regularly read my scribbles, you are used to some pretty meaty topics. In light of the Holidays, this one will be a bit frothier. In each blog that I write there are certain themes which remain pretty consistent. One of my favorites is that real estate development is about the coolest industry on the planet. After all, our job is to make the world a better, more usable, more beautiful place.

Often my intended audience is the real estate developer (my hope is of course that there is some part of my subject matter which translates to my non-developer audience- or at least helps you better understand those temperamental developers who constantly tell you ‘We can’t afford that.’). Today, I would like to remind us all of something that is very easily glossed over as we perform our day-to-day tasks.

With the holiday spirit all around, this is a great time of year to get your residents together and show them your appreciation.  Here are a couple fun ideas that you can do around your apartment community:

1.       Resident gifts:  A small gift for your residents is an easy way to say thank you for living in your community and the holidays are a great time to surprise them.  Order T-shirts or sustainable bags with your branding on them for each resident.  Print some festive notes to say Happy Holidays and put them in your resident mailboxes.  Each resident can use the note to redeem their gift from the leasing office.  This would also be a great time to have them update their contact information with you.  Your residents will love their new swag and your branding will be all over the city.

I hear the “Jack of all Trades” job description a lot regarding our on-site teams, that everybody chips in and works to get the job done.  For many, it is almost a badge of honor to be a Jack of all Trades, as it implies that you can handle anything they throw at you.  And in that respect, I totally agree!  But I also believe it is the model of inefficiency.

First of all, I want to be clear that this isn’t a discussion on whether people should step up when the job needs to be done.  For example, if all the leasing consultants are out of the office or otherwise busy, I firmly believe that the community manager has to be ready to take that next prospect on a property tour.  Every person needs to be able to rise to the occasion in order to get the job done.  However, there is a difference between every person doing every job, and every person having a specific job but able to lend a hand when it is needed.

Let’s look at leasing consultants specifically.  A leasing consultant has a wide variety of job functions, from leasing, to customer service, to administrative duties, such as preparing a lease.  Sales, customer service, and administrative work are all very different, and often one personality type is rarely fantastic at all three.  Years ago when I called the community office home, I can say that I was great at customer service and administrative work, but only average at leasing apartments.  But even though I was only average at sales, and my co-leasing consultant was much better than I was, we traded off handling prospects.  This clearly was not the best use of our resources!