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Brent Williams' Apartment Blog

Thoughts, comments, and ideas about the overall multifamily industry, as well as a property-specific focus on resident retention and apartment marketing.

2021 Rewind - Creating Empowered Teams for the Future of Multifamily

2021 Rewind - Creating Empowered Teams for the Future of Multifamily

Training is so much more than onboarding and the basics of property management.  Effective training empowers our team members to grow and thrive, pushing the boundaries for what we can achieve in multifamily.  It not only builds their skill sets, but inspires them to passionately approach their job as a career.  In that way, training isn’t just about learning how to cross their t’s and dot their i’s.  It’s about building a culture of constant improvement and a love for learning. 

For those who have joined us this year on our Webinar Wednesday adventure, we thank you and hope you have enjoyed your time with us, as much as we have enjoyed our time with you.  For those who haven’t yet joined us, we hope to see you soon!  Here is a glimpse of this year’s journey:

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Great Mix of Casual and Professional for On-site Uniforms!

Great Mix of Casual and Professional for On-site Uniforms!
I was listening to Carroll VanHook-Weaver, National Director of Leasing + Marketing at AKARA Partners, on the Dream Catcher Podcast, and one thing jumped out to me – their uniforms!  She said their on-site teams are allowed to wear concert T-shirts, band T-shirts, and local T’s, but coupled with a blazer for a touch of professionalism.  I have to say, I LOVE this idea!  First of all, it can be a great conversation starter, and a potential bonding moment with a prospect or resident if they happen to enjoy the same band.  I know we are an outgoing bunch in multifamily, but to have something easy to help build rapport is fantastic.  Also, thinking about local t-shirts, that could be a HUGE opportunity for cross-marketing and outreach marketing!  The on-site team’s uniform becomes an extension of the knowledge of the surrounding community, and also builds rapport with local businesses.  And if the prospect or resident is also a fan, it serves a double purpose to build a bridge with that person. The uniform was inspired by Jenna Gottlieb, original Director of Branding and Experience for Kenect. "I was inspired by our rebel vibe while maintaining a professional look. The band tees are a great way to have a thematic look while allowing team members to express individuality. Not to mention a great conversation starter. Our buildings are in major cities where music thrives and anyone can find common ground." "We want our team members to portray uniform pillars when they are getting dressed every day,"......
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Sponsoring a Minor League Baseball Team – A Unique Opportunity?

Major League Baseball players make millions per year.  But for those in the minors, at least relative to their big league counterparts, they essentially get scraps, earning only between $12,000 and $16,800 per season.  This week, MLB announced a change that could possibly impact multifamily housing providers!

MLB owners have now agreed to provide housing for nearly all minor league players, with the only exceptions being those that already have major league contracts or those that make above $100,000.  Obviously, this might be a good time to do outreach marketing, but even beyond that was how interesting it might be to be the “official housing provider” of that team! 

There are currently 120 minor league teams, many of which in smaller markets where ad dollars might go farther.  From a housing needs perspective, each team has between 28 and 35 players.  The news is sparse, but here is what we have so far:

 

What do you all think?  Any other interesting ways to take advantage of this new information?

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The Multifamily Industry Doesn’t Have a Lead Problem, It Has a Customer Experience Challenge

The Multifamily Industry Doesn’t Have a Lead Problem, It Has a Customer Experience Challenge

In today’s climate, many apartment communities have more leads than they know what to do with, and multifamily teams are struggling to service those leads, according to Bobbi Steward, Vice President, Marketing, at BH Management Services.  From phone call answer rates to email response times, communities have more on their plate, often with less resources than before.  

I had the joy of speaking with Bobbi about how her company implemented the Marketing Focus 5, which identifies the five biggest growth levers for very specific tactical areas in their marketing.  She also touched on the impact of their website and the partnerships she has with different ILS’s who have a similar strategic vision, such as Zumper’s approach with organic, mobile-first lead generation.     

She also delved into reputation management and review response’s impact on SEO, and then did a deep dive into the always controversial discussion of lead attribution!  I highly recommend watching all the way through, as there is lot of fantastic nuggets throughout, and if you like this type of content, make sure to subscribe below, or on our Youtube channel!

How do we pick companies to talk to?

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Turning the Tide on Bad Resident Reviews

Turning the Tide on Bad Resident Reviews

When a community’s ratings and reputation is struggling, it can be incredibly challenging to pull those ratings back from the brink, all while not having the team get discouraged along the way. And for those communities that are already doing well on that front, how are they proactive about getting resident feedback before that feedback turns into negative reviews?

These are two of my favorite parts of my interview with Danielle Johnson, Vice President of Marketing and Training at Bridge Property Management. She dives into how they impact Google reviews, measure the results, and how they implemented touchpoints for feedback after tours, move-ins, work orders, move-outs, and other key points along the resident and prospect journey. Plus, she shares the most common reasons for bad reviews, and how her partnership with Opiniion helped gauge impact in her efforts!

By the way, if you like this type of content where we talk with different property management pros, make sure to subscribe to our YouTube channel and click the bell icon!

How do we pick companies to talk to?

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Improving Lead Capture and Leasing Automation


Today we are looking at capturing leads. One of the biggest challenges properties face is that transition from marketing to leasing, where we are reaching prospects through our marketing, but then they slip through our fingers before we can move them to that next step in the leasing process. Many companies are automating as much as this process as possible. So this series is about looking at challenges that communities often face, and then talking with different property management companies to understand how they approach that problem and what supplier partners they used to overcome the challenge.

So today I’m talking with Mark Ainley, Partner at GC Realty & Development, to talk about how they tackled the marketing and leasing process to convert more leads, such as working with ShowMojo.

By the way, if you like this type of content where we talk with different property management pros, make sure to subscribe to our YouTube channel and click the bell icon!

How do we pick companies to talk to?

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Putting our money where our mouth is – The 4 Star Challenge ⭐⭐⭐⭐

Putting our money where our mouth is – The 4 Star Challenge ⭐⭐⭐⭐

There are two critical keys to effective training: 1) Great content, and 2) High engagement. If either of these pieces are missing, then team members simply won’t embrace their training. Unfortunately, many people have been burned by boring training that causes pushback from the on-site teams, so we have decided to be BOLD! We are putting our money where our mouth is and guaranteeing that if your teams don’t rate our series at least 4 out of 5 stars over the course of one quarter, we will refund you every penny!

We bring in the top speakers in multifamily, not just from a content perspective, but who are also dynamic and motivating! And now, you don’t have to take our word for it. If we don’t meet your team’s expectations for quality training, then that first quarter is FREE!*  Take a look at the schedule and consider this: If your teams are guaranteed to LOVE this series, or it’s free, will it benefit your company to bring in the top trainers, speakers, and mentors in multifamily?

See the full Webinar Wednesdays Lineup HERE. Then, contact us to get more information on how the program works! 

We can't wait to see you!


Click here to see the terms and conditions of this program.

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Making Craigslist Less Painful


Across multifamily, 72% of communities currently use Craigslist.  Unfortunately, Craigslist tends to be a time-consuming and tricky platform, taking precious time that leasing consultants could be spending elsewhere.  Therefore, we asked Kitty Callaghan, Vice President of Marketing at Wasatch Property Management, to share how they tackled Craigslist!  Below, she shares how they went from managing Craigslist for 50 properties using an Excel spreadsheet to automating the process using Rooof’s PostEngine tool.

By the way, if you like this type of content where we talk with different property management pros, make sure to subscribe to our YouTube channel and click the bell icon!

How do we pick companies to talk to?

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"Crime has no address"

One of the more challenging prospect questions leasing consultants get is the infamous, "is this a safe area", or the related, "how many break-ins happen here?"  It's never a fun question to answer because it always sounds evasive, but I found my personal favorite, provided by Jerrica Harris.  This one may be common knowledge, but it was the first I've heard of it, so maybe others will enjoy, as well!  (Obligatory XKCD)

 

 

You can check out all the replies on the ShareSpace:  https://www.facebook.com/groups/multifamilysharespace/permalink/857070408224621/

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Working On-site: “Even if you are the best at your job in the whole country, someone is probably yelling at you today”

I had the joy of being the very first guest on the new Apartment Academy Podcast with host, Daniel Cunningham of Leonardo247, and my favorite part came from Daniel right at the beginning:

I often say it is one of the most challenging industries I think anybody can choose as a career.  It’s one of the few careers that if you are really, really good at your job – maybe you’re the best at  your job in the whole country, someone is probably yelling at you today for doing a good job, because they have to do things that are unpleasant.

Isn’t that so true?  Our on-site teams are perpetually underappreciated and have to go through so much on a daily basis.  In this podcast, we delved into that topic and a lot of other popular discussions that came through the Multifamily Insiders and the Multifamily ShareSpace over the past few weeks.  Also, we discussed the unbelievable opportunities that Leasing Consultants have in front of them, so make sure to share this podcast with your leasing superstars!

You can watch the entire episode here:

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