Enter your email address for weekly access to top multifamily blogs!

Multifamily Blogs

This is some blog description about this site

Creating Emotional Brand Connections, Through Stellar Customer Service

I am a huge promoter of technology and innovation; they make life better, faster and more efficient however, it’s vital not to underestimate the need for balance between innovation and a personal connection.

For instance, last weekend my daughter had us drive an hour to have breakfast down the shore. While the food is undeniably tasty and the vibe quirky and fun, the real draw is the way they make you feel; the way that they know your name, chat with you at your table, bring you coffee while you wait in line, and make you feel like you are the most important person that walked through the doorway that morning. They have irrefutably created an emotional brand connection through their personal touch and stellar customer service, validated by the parade of loyal customers that line out the door waiting for their turn to share in the experience. 

Creating a positive, emotional connection with customers will take you further to establishing a long-term relationship than any other strategy you could roll out.

Here are 3 ways you can create an emotional brand connection through extraordinary service, and taking a genuine interest in your customer base.

1. Listen. Jot down the nuggets they share about their life. For instance, if you know their son is a little nervous about joining Little League for the first time; ask how he’s doing. Everyone wants to feel they’re important enough to be remembered and that people genuinely care.

2. Court Your Prospects. Selling is a lot like dating, you must woo prospects and hope they return the attention. You wouldn’t go out to one dinner and then ask your date to get married, would you?  We know most prospects don’t make their decision about renting on the “first date” and prefer to keep their options open. One way to sway them in your direction is to court them.  Check in on their search progress, send them useful moving and packing tips, a calendar of local events and, invite them to an upcoming resident gathering so they can experience the vibe of your community.   Believe me, this extra effort is noticed.

3. Date Your Residents. I don’t mean literally date your residents, just don’t stop courting them once they become a resident. Apply the same wooing fundamentals you used when they were a prospect to establish a long-term resident relationship.  Be keen to the things that are important to them, be thoughtful, be kind, and take pride in providing an experience that is superior to your competitors.

You don’t need new product, lots of amenities or, big budgets to provide your customers what they really want – a connection that is both meaningful and memorable. If you accomplish that, you’ll have created loyalty through emotional branding that rises above the tide and stands the test of time.


Rate this blog entry:

Leave your comments

I was at the bank this morning, about 10 minutes before the bank officially opened, joined by a few of my fellow customers.  And as we waited, it occurred to me that a 5 minute change could make a big difference to your customer service! Sometimes it's the small things that make the biggest differences, both good and bad, so even when  something seems unimportant, those small "unimportant" moments can add up to either a great or not-so-great experience.  So getting back to my morn...
I was recently in Miami staying at the Fountainbleu Hotel for a conference. Located in the heart of Millionaire’s Row, the hotel is smack dab in the middle of a spit of land with the Atlantic ocean on one side and the bay on the other. The room was gorgeous, and I spent quality time on the private balcony enjoying the views of both bay and ocean.   Accommodations aside, what really impressed me was how The Fontainbleau seemed aggressively involved in the customer journey and experience. The...
Today I had the fortune of visiting a doctor’s office for one of those tests that it nearly kills you to schedule, but that you feel pretty good about once it’s done and you know everything is still in working order. The center was new, modern and sleek and the experience completely transparent. Smiling employees guided my visit every step of the way and explained exactly what was going to happen next. The nurse directed me into a well-appointed changing room and handed me a gown. Th...