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Customizing Your Customer Journeys

Introduction Nike is always at the forefront of of marketing innovation. For years, Nike has allowed everyday customers to customize their new kicks.     This idea of mass customization has transcended into almost every industry. Think about your last trip to Moe’s. Did you go with the standard ‘Earmuff Bowl’…or did you Build-Your-Own (B-Y-O)? If you’re like us, you went down the line and cherry-picked the ingredients you like the most. The best part, you still pay a comparable price… assuming you did go too crazy with the queso. In our last several posts, we have discussed how you can customize your communications for prospects and residents. We recommend email sets to enhance each customer’s journey. Today, we are going to talk about how you can customize your communications to fit your individual property’s needs, because one size doesn’t fit all… no matter what the tag says.     Campaign Customization Let’s imagine a property management company has two properties in the Boston area. Property A has an amazing location in the heart of Boston, however, it doesn’t have room for a lot of standard amenities like a pool, gym or clubhouse. On the flipside, Property B has luxury amenities, but is located about 25 minutes outside of the city. The standard Pre-Tour emails (showcase amenities, features, and neighborhood) doesn’t work well for either of these properties.     That’s why you should customize your customer journeys to highlight your property’s strengths.   For Property A, you may want to forgo the ‘Showcase Amenity’ email ......
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5 Essential Automation Plays for Resident Satisfaction

5 Essential Automation Plays for Resident Satisfaction

What is the Resident Zone?

Before we jump into the Resident Zone, here is a refresher on the concepts behind Lifecycle Programming:

  • playbook is the complete guide to automated customer lifecycle marketing. It maps out personalized content to engage customers from the time a prospect fills out a guest card until they move out.

  • A zone defines where the customer falls in the customer journey.

  • A play is designed to move customers from one lifecycle stage to the next. 

 

The Resident Zone encompasses all customers from the time they sign a lease to until they move out. If you have looked through our Playbook, you probably noticed the Resident Zone has more plays than the other two zones combined.

There are three reasons why this zone has the most plays:

  1. It’s the only zone where the PMC’s make money (so we want to keep customers there!)
  2. It has the longest time frame. A customer can be a resident for years. So, it is important to keep them engaged throughout their residency.
  3. The Resident Zone has the most lifecycle stages; therefore, it has the most plays.

 

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Do You Have a Customer Journey Map?

Do You Have a Customer Journey Map?
Do you have a customer journey map? I know this is kind of a rhetorical question, since you can’t immediately respond, but it is something I am very curious about. The more I ask people about it, the more I realize that understanding and owning your customer journey map is not the norm for our industry. Actually, I don’t think it is the norm for most industries, because it’s a lot of work.  We are still designing, marketing, and selling for ourselves, or a very skewed version of what we think the customer wants. Whether we realize it or not, our ego often gets in the way of seeing the perception and the truth. I mean, come on, no one wants to admit they are experiencing ugly baby syndrome. So, it is easier to think our years of experience give us all the answers. For example, I recently spoke with a group about the customer journey map, and a woman responded with, “It’s too new agey.”  You can probably imagine my giant eye roll. It was so big it almost gave me a headache. But, it also made me feel a little defeated. A customer journey map is not anything new. It is often what determines any company’s future growth and success, especially when communication and information sharing changes as quickly as it does today. Put in the work, and do your research. And, commit to not making another reactionary decision until you have completed your customer journey map.  I might have gotten o......
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