You're a social marketing pro, but just how social are you?

We spend so much time these days working on our social networking, but are we forgetting the true roots of what it means to be "social?" There are so many things these days that take the personalization out of life. For instance, when I'm at the grocery store, I love to use the self checkout line so I don't have to deal with the grumpy cashier. When I go to the bank, I chose the amazing new computerized ATM to make all of my deposits, avoiding the need to go to the teller. Heck, I can even buy stamps there so I don't have to make a trip to the post office. When I was recently looking to purchase a new car, I did all of my searching online and never even spoke to a person until I found the van that I wanted. I've realized that I rarely interact with an actual person these days. On one hand, I like it. It's convenient, it's on my terms and I don't have to be bothered by less than friendly people, which is what I always seem to encounter these days. But even though it's nice to do my own thing, it's also refreshing to actually talk to a friendly person every now and then.

A recent discussion post on a multifamily board got me thinking about this recent shift in the customer service industry and how it pertains to our industry. The question was in regards to inviting prospects to resident activities. It got me thinking that more than likely, we're not spending enough time actually being social with our residents and prospects. We spend so much time focusing our efforts on our internet advertising and our social media because that's the direction our industry has taken. And while yes, it's a great thing to move forward and stay current with the trends, it's also important to remember the general roots of customer service. Being present for your customers and giving them your personal attention is priceless in gaining their trust. Here are just a few things you can do to accomplish that. Feel free to add your own ideas in the comments section!

1. Invite your prospects to your resident socials. Most communities have events once a month. Print some invitations to those events and have them ready to go in your traffic information packets. By inviting your prospects to your resident events, you give them an opportunity to interact with you and your residents and see what it's really like to live in your community.

2. Make phone calls. So much is done by email these days, which is great, but a phone call shows that you care. Call residents on their birthday and follow up all service requests with a quick ring.

3. Send handwritten thank you notes. These are really becoming a thing of the past, but nothing is more personal than a handwritten note. Send them to prospects after they tour and residents after they refer someone.

4. Treat them like family. Send residents a card on their birthday, a small gift when they have a new baby or get married, etc. Think of each and every person as a member of your family, and when they celebrate an accomplishment or milestone, do what you would do as if it were one of your family members celebrating that event.

5. Give them face time. Most residents work during office hours and never get a chance to talk to the manager directly. Have a night once a week to leave the office open an hour or so late and have the manager accessible. If a resident has a problem that requires the manager's attention, they'll greatly appreciate being able to talk that matter over in person rather than on the phone or via email.


Morgan Oney, CAM
My Newsletter Connection-stylish and affordable online and print newsletters for apartment communities http://www.mynewsletterconnection.com