I heard the greatest idea from Valerie Sargent at a stop on the Multifamilypro Brainstorming Tour last week here in Southern California.  She suggested that when a good resident gives their notice, and it is something that can absolutely not be influenced (job transfer, home purchase, etc.), and the resident gives verbal kudos to the team, don't be afraid to ask them something to this effect:

"Thank you so much for the compliment! Would you be willing to write that in a letter or email and allow us to use a quote for our web site/print ads/brochures?"

"We're so glad you've had such a good experience! May I ask you to share your experience online at www.apartmentratings.com (or whatever apartment search site is most popular in your area)?"

While our research shows that 60% of turnover is controllable, and can be impacted by our service delivery practices, there's that 40% or so that we may not be able to affect. In those cases, and when appropriate, let those departing residents be a part of your referral and promotion strategies. Make it easy for them to participate, too. After getting their permission, send them an email with a link where they can leave their feedback, or send them a link to your online comment page, if you have one. The residents who love you will be happy to do it!

The goal is always to have a positive lease renewal decision, but in those cases that we can't influence, collect those references and kudos. Turn that frown upside-down and smile, smile, smile!