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Dec 20
2011
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What Makes Your Residents Actually Want To Stay At Your Apartment Community?
Posted by: Brent Williams on Dec 20, 2011 11:07 |
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Some communities struggle with great maintenance and customer service – this blog is not for them. Instead, I’m speaking to those communities who already do a fantastic job at customer service, have low response times for their apartment maintenance, and overall have the “fundamentals” down pat.
Let’s say you live at a community with horrible service, and that is why you are leaving. Well, that is going to be at the top of your “must have” list because it is a struggle you are having at that moment. But if you are living at a community with solid service, then you aren’t as focused on that aspect because it’s not a concern. And if you tour a community that talks about their great service, there is a chance you will take their word on it. In other words, you don’t understand the importance of what you have until it’s gone. (I’m pretty sure there is a love song in there, somewhere)
So in a strange sense, your strong customer service and maintenance program may not be appreciated until they have already moved out and learn first-hand what they are missing. It might feel nice they they are missing you now, but that doesn’t change the fact that they have already left your community.
So when you residents are making that renewal decision, there are two aspects to their decision: 1) Are there things that are driving them out of your apartment, such as bad maintenance, and 2) Are there things that are enticing them to stay longer, such as amenities they actually use. So once you have improved your maintenance and customer service so that you are not pushing them out the door, you now need to assess whether you have any elements to your product that are actively making them want to stay!
What amenities, services, or other factors do you provide that make your residents actively want to stay?
Residents do not want to feel like they are a rent check every month, they want to feel like family. If you treat them as such, they will want to stay. Customer Service is the key to long retention, but it is so rare these days!
Managers need to empathize with their residents. Would you want to live in an apartment that the stool or the stove didn't work?
When entire "team" is committed to excellent customer service you will see a your retention rate rise.
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it is ALL about "Community" - not an apartment building or trailer park
I am NOT a Landlord... I am a property owner
We do NOT have tenants... We have residents, neighbors and friends
Our Managers are NOT managers.. they are our Community Team Leader
In this business it is all about relationships and as I shared, "Community!"
There is an old saying, "People don't care what you know or what you have.. until they know you care!"
It's NOT about us and what we offer... It's ALL about them and what we can do to SERVE their needs and wants.
Lastly, it's nice to know there are other communities out there who care as much as we do! Thank you Ladies for making the difference that you do!!!
Happy New Year to you All,
Tammy
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Property management teams have have their hands full each and every day, but knowing how to prioritize all of those details makes the difference between losing or keeping a resident. The number 1 priority you can focus on every day: Respond to resident calls and emails same day. This, more than any other single act or task, demonstrates how important your resident is to you.
Bravo, Rose, Tammy and Barbara for everything you do for your community!
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By the way, if you know of a community in AZ. wanting a "Community Team Leader" I am available. Thank you and have a WONDERFUL NEW YEAR!
Respectfully yours,
Barbara Kendrick
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Case in point, I recently moved into a new apartment, in a new city. I did all of my research online and narrowed my choices down to 2 communities. Both had 3 out of my 4 must-haves although differing in the 3. What ultimately made the choice for me was the management team. At first meeting, both communities were extremely professional and knowledgeable. However only one community called me back with an answer to a question I had during the tour. When I told my leasing associate that her phone call was the reason I leased, she was floored. She said, we always return our phone calls...done deal.
So far, I have had 2 work orders, both were completed the same day and I also received follow up emails the same day. They even remembered that I preferred to be contacted via email. It's the little things that residents will remember at renewal time.
Thanks Brent for sparking another great discussion!
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Because I notice when my residents are ill, injured, or out of town, and listen to them, they feel at home in my community. I remember if their parents are coming to visit for Christmas, remember their parents names, and ask if they enjoyed their stay. In this day and age where people rarely get to know their neighbors, this means a lot to them.
My rents are higher than my comps, and worth it because of the level of service I provide. It's common to have former residents call me back and complain about the lack of service at their new place, and more than a few have come back. My most recent move in was referred to live here by someone who I evicted. (He was evicted because he lost his job and couldn't pay.)