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Making Sure Your Leasing, Marketing and Resident Retention Programs Actually Work!

If you want to know the best way to craft a marketing, retention or leasing message that will resonate with your prospective and current residents, you need to do a little research. When working with clients, I always do a tremendous amount of research to make sure our messages 'hit the target' based upon what the current trends are.  I use magazines, websites, newspapers and personal observations when consulting and speaking. Here are some of the latest trends and statistics for you, also paired with 'how to use it':

Statistic: 30% of Americans are now late on some bills for the first time ever. What can you do with that information?  Offer ‘late rent relief' to some of your renters. I'm recommending all sites offer 'one free late' per year to their residents. This doesn't mean you hold off on pressing forward if they don't pay before filing dates; it simply means you'll waive one set of late fees one time per lease period.

Statistic: 32% of us are having trouble sleeping. What can you do with that information? Look at the 'sleep program' put together by the Radisson hotel chain and offer it as a marketing program. Radisson provides a sleep mask, lavender pillow spray, a cd of lullabye music and more. Let your prospects 'sleep on the idea' of selecting your property. After all, the average renter is now having 4.5 contacts with you (defined as phone, visit, email) before they rent. "Sleep on it" makes perfect sense in our overstressed economy!

Statistic: Sales of canning and freezing supplies are up 15%. What can you do with that information? Offer a class on canning and freezing (obviously), along with ‘meal stretching' ideas like the ever popular $5 pizza night we are seeing implemented so successfully across the country.

Statistic: Cookie and ice cream cone sales are down almost 10% as people forgo dessert. What can you do with that information? Offer an "Ice Cream Sundae Saturday" at your property where you feed the residents their dessert. Guaranteed hit!

Statistic: 36% more of us are using coupons. What can you do with this information? Create a ‘coupon swap station' in your leasing or community space for residents. You can also offer coupons as an incentive to get new residents to lease apartment homes with you. Put them in your print publications, on your website, in your ILS ads and more.

Statistic: Organic gardening supply sales are UP 500%. What can you do with this information? Start a gardening plot program in your suburban community. Host a class on 'square foot' gardening in your urban highrise.

Statistic: Wine sales are up and eating out is down. What can you do with this information? Offer a wine tasting event at your property and try to strike a VIP deal with restaurants in your area where your residents receive discounts.

Like I said, Use the News. It's the smartest way to craft your marketing and resident retention efforts. Don't forget to point out all of your new programming in your advertisements and in your leasing tours. It will make a difference to your bottom line and to your residents.

If you like what you read here, head on over to my daily blog, http://www.apartmentmarketingblog.com/ and see what I have to say over there as well.

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This comment was minimized by the moderator on the site

LT,

Thank you for this very useful list - you really pack a lot of value into your blog posts. It's refreshing to see.

  Mike Brewer
This comment was minimized by the moderator on the site

Hey, my pleasure!

I absolutely LOVE to do research, so I really enjoy sharing my findings with everyone in the industry. As long as you're going to be putting together leasing, marketing and retention programs, why not do your homework ahead of time to make sure what you are doing is relevant and will have the results you seek?

LT

  Lisa Trosien
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Thanks for the great stats Lisa! These are really inspiring numbers for me. They get the idea juices flowing!

  Heather Blume
This comment was minimized by the moderator on the site

Hey Heather!

Thanks for the comment. Please let me know what ideas these stats inspire for you. I know more than just me would love to hear your ideas.

LT

  Lisa Trosien
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Late Bills - One of our local radio stations out here had a contest where one of the prizes is that they will pay one of your monthly bills (Up to a certain amount). That would get some great attention!

Sleeping Troubles- Why not host a monthly night where you teach a new stress relief tactic, bring in masseuses, etc. You could do it on Sunday evenings and invite people to kick off their week with your "Sleep Better Sunday Night!"

Cookies and Ice Cream - You know what really rocks at the end of a summer move in day? Opening your freezer to find a half gallon of ice cream in it.

Organic growing - classes on growing an indoor herb garden AND on how to actually USE the herbs they grow. What goes with Pork, Beef, Tofu, etc. (and if you know, please tell me. Using herbs scares me...)

Wine and Eating Out- Big cabana kitchens mean lots of room for demonstrations and buffet dinners! Why not bring in a local chef to teach some culinary local flavor to your residents? Better yet, don't forget the old stand by of potlucks! I'd love to hold a potluck recipe swap group. First month, Desserts. Then maybe we'll get around to some entrees and such. heh.

Those were the first ideas that came to my mind. I don't know if all of them would work for everyone, but I do think they'd be fun to try. Some are tried and true, and some are ones that are either original from my noggin, or ones that I've read so long ago that I think I'm being creative!

  Heather Blume
This comment was minimized by the moderator on the site

All great ideas, Heather! And they are virtually guaranteed to be a success... that's what I really like about building your plans in conjunction with trends in society and the economy.

Find a need and fill it! Thanks again for posting.

LT

  Lisa Trosien
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I don'tr think i've every really met someone who started a paragraph with "I absolutely LOVE to do research/", ;D, but the post was great! love the concrete nuggets of goodness.

  Tara Smiley
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Okay, Tara...you busted me. I'm a geek. I'm a bigger nerd that Mark Juleen, the Marketing Nerd. I love Star Trek and when I was a kid one of my favorite games I played with my Dad was "dictionary" where he'd pick a word out of the dictionary and I'd spell it and guess the meaning. My nickname in elementary school was 'the professor'. Yes, I'm a geek who LOVES research. I actually think it's fun.

And all this time you thought I was just another pretty face (ha ha ha - totally kidding there!).

LT

  Lisa Trosien
This comment was minimized by the moderator on the site

first of all, Lisa, if you're going to try to trump juleen, you're going to need to get specs... really big specs... and i can't razz you too much... i loved latin and still get a kik out of knowing the verb conjugatinm of derivative bases!;D

  Tara Smiley
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Okay, this is getting scary. First of all, Juleen stole those glasses from me at AIM last week. Second, I love Latin as well. Too bad they don't teach it in the schools much anymore!

  Lisa Trosien
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