Topic: Help! How can we recover from a recent murder close to us? Our applicants are cancelling!

Help!!??
There was a recent murder adjacent to one of our communities (not involving any of our residents) and we have people canceling applications en mass as a result. We just lost 14 rentals. Does anyone have advice on how to recover/market/respond to this?

Every situation is different when it comes to crises. I have more questions than answers at this point, which is why I generally recommend conducting one on one meetings with residents and possibly prospects to understand concerns completely before implementing measures in this case. My recommendation really is to engage a crisis communications provider that can gather the right information, and help you implement the right tactics.

If it is normally a low crime area, reach out and give the facts. Pull the crime report for the area and the fact behind the murder. May save a few

Personal communication from the manager addressing each applicants concerns

Working on that as they come in. Thanks!

See if your area has a crime free for multi family- check with the police station they have lots of free advertising if you go through the program and will do free events with your residents and kids. It is a requirement now on some affordable sites here in Vegas to show we are taking a stand against crime. We work with the officers hand in hand

Sometimes the knowing the details can help. Do you know if it was random, domestic or targeted? If it was random, Cat makes excellent points!

Increase security temporarily, host resident neighborhood watch, send out a letter acknowledging the incident as isolated and include all of the extra security measures you’ve implemented. As the local police for increased viability and invite them to your neighborhood watch meeting. Launch a positive online reputation campaign....just a few things that have worked for me in the same situation!

Offer a 30 day satisfaction guarantee. If they don’t love it there and feel comfortable in their new home, they can move out within the first 30 days and only pay for the days they were there. Most don’t move once they are in.

Get the details and practice your message about the incident as a team. Consistency will go a long way in calming people's fears. I have found that people take their cues from us. If we are calm and consistent in our explanation of the incident, they will be too. Prepare and practice as a team. Good luck!

We had a murder suicide in our community. We assured people it was an isolated incident and as always crime doesn’t have an address

I just started on a property with three years of bad reviews about maintenance, office staff, poor living conditions & not 1 but 2 murders in that time frame.

I'm guessing that showing them screenshots/print outs of the reviews along with your leasing/retention rates hasn't been enough?

Hi Coletta! Blame it on old management! I'd respond to every single old review with something along the lines of "I am so sorry to hear about this. As you may know, I am the new property manager here, and I'd like to resolve the past issues you have been having." If you haven't yet, I'd set up a 'meet the new management' open house and invite people to the event when you respond to these reviews. When you talk to your residents, get the good and the bad. Tell them you want to continue the good and make a priority list to address the concerns. I'd pick the top 3 complaints to tackle, and then communicate your plan with your residents. Tell them you have identified xyz as the top issues, and therefore those are your first items to address. On the tours, you can then acknowledge the reviews and let them know you're on top of it moving forward!

Hi Mia Wentworth thank you for that boost of confidence

Coletta good luck! If you have any questions let me know and I’ll certainly offer some advice if I can

Think of it like this and yes I am going to use a sports analogy. That was previous management. Teams like the Cowboys, Patriots and 49ers all had horrible seasons losing almost all their games but came back with new coaches and built Super Bowl winning teams... winning fans back. We make changes...usually to make the team and community better for "the fans"(residents

Your advice is very much appreciated! Thank you for sharing your wisdom and experiences.

Crime watch monthly meeting with the courtesy office. There's usual a monthly meeting the police department has with the business owner. The officer in charge of that district will come and speak. Call a ADT/alarm company out sponsor the event offering specials as well.

I understand you are going through a frustrating time but, If you lost 14 leases due to an unfortunate event outside of your community, you never really had them in the first place. I would focus more on why they felt that your community would be no

I agree, hold monthly safety meetings with you residents. Make sure your beat officer day and night are present for questions only they can answer. Ask one or two of your vendors to cater/sponsor your event and offer specials ie...discount carpet cleaning, paint one accent wall in the apartment or one free cleaning. I had one day a week where all I did was meet with residents In my office. Give them the facts of the murder as much as you can within reason, they at this point will feel a little more empowered and not so scared. Pull police stats and use the good info to your benefit. Also include your entire staff so they can stay in the know. Have them direct all questions and concerns to the office staff.

Hire some security for a few months to do patrols etc.. it is what we had to do in a similar situation

All of the above and change the name of your community!

I shared this post last year after the brutal murders that happened in Las Vegas - I was hosting an event there for my client MBC at the Mandalay Bay only a few weeks afterward. Although this incident was obviously much larger scale, I thought it might be helpful for you to see what they put together as communication for us to share with regard to measures they had taken to enhance peace of mind for those concerned. There were a few groups that canceled events like your canceled leases, but we definitely stayed and showed support to the hotel and the city, as did NMHC. Here is my post:

“I have been in close contact with my event planning team at Mandalay Bay this week. For those attending our Multifamily Broadband Council event there in a few weeks, or NMHC OpTech the same week - or anyone who wants to help Vegas - I thought you might like to know some of the things they have put in place after the events of this week:

"First and foremost, security continues to be a top priority. Our team is working tirelessly to protect the safety of our guests and facilities. The security teams at MGM Resorts International have always maintained security measures to ensure the safety of our guests. With the recent events in mind, we have moved to an elevated security level to ensure an added level of security.
While we do not ordinarily share the specific details of our security plans, Property and Corporate Security teams have implemented many added security measures and we have outlined a few for your reference:

• Increase security presence at critical locations
• Conduct additional K-9 sweeps of major public gathering areas
• Enhance local law enforcement presence on property
• Restrict vehicle parking on or near the building perimeter
• Selective vehicle searches
• No staging of vehicles
• 24 hour key check at guest elevator lobby
• Maintain active surveillance of critical locations

We have also spoken with a number of other owners in the hospitality industry, and we are all committed to working together to coordinate efforts as a whole to protect the safety of guests at all resorts. Our focus on security and guest services will ensure that Mandalay Bay continues to serve as a premier convention destination."

I have no doubt that Mandalay Bay will be one of the safest places in the country for us to be. I asked what we can do to support Vegas during this time. Really, it's about the #VegasStrong initiative, and continuing to go to Vegas and support the local businesses and industry there. One said, "Vegas now more than ever, needs your support, and what better way to demonstrate how strong we are collectively as a country." She said she didn't know anyone who didn't know at least one person who was among the dead, injured or even unreported injuries from Monday. We both got a little emotional during our conversation.

I was touched when my onsite coordinator sent me a message yesterday that said, "Thank You for your empathy and support. We need support more than ever! The past 72 hours have given me the opportunity to reflect on all aspects of life, family, business and myself. If there is one thing I know it’s that Las Vegas is resilient and we will be stronger than ever. Again thank you for your empathy and understanding. It’s a time to lean on one another and demonstrate respect and kindness."

So let's continue to lean on and love Vegas, to be kind to one another, and to support them in whatever ways we can. For myself and MBC, it's about standing with Vegas and proudly hosting an event at that gorgeous resort destination. For others, it's donating blood to help build up the reserves again. And for those who can, it's about donating dollars to help the families of the victims of the shooting. You can do so here: www.gofundme.com/dr2ks2-las-vegas-victims-fund

For those who want to take action, I turn to the words of Strategic Advisor, Shelly Palmer: "As we grieve for Las Vegas, I wonder, will it ever be the right time to start an intellectually honest discussion about gun violence? You probably have thoughts about this too. If so, please take action. Visit facebook.com/townhall to contact all of your elected officials. Tell them what you want them to do." I personally have always liked Australia's approach.

My heart remains with Vegas this week. Let's all continue to love and support that city and the people there. #VegasStrong ❤️❤️❤️

Most importantly - don't allow folks on the leasing team to "skirt" this issue - when folks ask, tell the truth - things like this can happen anywhere - the thing that's great about living at a managed community is that you have an entire team of folks working to help you through it! If they leased and cancelled - I'd call them back and offer to discuss in person with them what they are concerned about. Especially if it's not at your community. It's a "knee jerk" reaction. What kind of media attention has it received? Maybe you should be pro-active and contact those who've leased to see if they have any questions - and tell them what you can. It's a hard situation - but you'll make it through!

Instead of crime watch meetings, name it resident outreach, or resident night/ just resident meeting.

lots of good ideas! Please consider a flyer, newsletter, letter to all residents, maybe on a small sign on each desk "Crime has no address, it can happen anywhere. Because it happens once doesn't mean it will happen again."
Time will take care of this; people forget. Stay positive, encouraging and upbeat.
Crime, wrongdoing, evil is all around. Schools, churches, driving, theatres, concerts, restaurants. We must all stay aware of our surroundings, and continue on with our lives. If we don't, evil wins.

1. Have your attorney contact media stations to 'cease and desist' if they are showing any coverage of your apartment, or mentioning your apt property's name.
2. Do not give interviews to the media, except to say what your attorney says to say. (You do not want bad publicity from an incident where what you say can be edited for most 'shock appeal' on the nighttime news.
3. Contact other apts nearby who are most likely also being affected by the incident and work together to make a 'game plan of action'.
4. Use media (facebook, twitter, etc.) to show that your apt is serious about safety of residents and steps you already take (screening, courtesy cameras, patrols, police personnel living on-site, neighborhood watch participation, etc) as well as measures you want to begin to take.
5. Ask residents for their input and recommendations (will also help them feel less powerless) and for any good idea, let everyone in your apt community know you the idea and are implementing it.

If you work with other apartments in the area also being affected by the incident, it will save all of you time, as well as help all of you regain applicants.

I'd think the most effective thing you can do is reassure residents. Maybe have a police officer come out and give a talk about his recommendations. Be proactive and show you are concerned about your residents and area community. Get you local representatives involved, as wel...and always get things okayed by your attorney.

The incident can help bring your community together, rather than splitting it, if proactive and it results in changes that are positive and residents see that.