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," says Vanhook-Weaver. " Those pillars are genuine, savvy, passionate, or sharp. Each of those pillars represents what the brand "Kenect" is all about and how our team should reflect in their dress. For example, Genuine, A team member was hired for their true selves, and we want their uniform to reflect genuine personality. Savvy is being knowledgeable about the community, product, and area. Passionate is showing what you love to do outside of work and bring that enthusiasm to work every day. Sharp is all about being quick-witted, kinetic, and well-informed."