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Do your events fit the residents at your community?

Do your events fit the residents at your community?
Recently I started reading Ryan Holiday, Growth Hacker Marketing. In the book Ryan explained about Product Market Fit and how growth hackers believe  products should be changed until they are ready to generate explosive reactions from the people who will see them. This was like a revelation to me, but not in the sense of marketing – as you would think – but in creating resident events. See, for the past few weeks I have been talking with several friends about which kind of resident events they were doing at their properties and I learned they were all doing the same thing! When I asked what made those events so special for the residents they replied that attendance was low. So, as I was sitting on the bus reading this section of Ryan’s book, a light bulb went off in my head! “Why can’t we apply what he is saying to how we are planning our resident events?” Before you start planning events, make certain you ask the residents what kind of events they would be interested in attending. Next, look over  prior resident events and attendance. See if there are common denominators among these events and the residents requests. This will give you a good base for deciding on future resident events. At many properties it is the leasing manager, activities director and sometimes the marketing director’s responsibility to create resident events. Establish a process to assist the party planner with determining the marketing plan and attendance potential for each event.  Creatin......
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Why You Need to Cultivate Real Community, Not Just Online Community

There’s a lot of chatter around current multifamily blogs and magazines questioning the value of investing time in a Facebook presence for apartment communities. My personal opinion is that it does have real value (beyond simply the obvious corresponding SEO boost) as long as you can streamline the time commitment and have a real strategy so you’re not just floundering about letting time slip away in the black hole that social media can be. However, even more important than having a slick social media strategy is having a consistent plan to enable your residents to connect in person with their neighbors and on-site staff. You can’t make people be friends. But you can create environments that allow them the opportunity to build connections with other people in their apartment community. As with most things that are win/win for everyone, it’s bound to benefit your NOI, ROI, and bottom line. I bet there’s a study somewhere that would confirm what you already know: if people feel connected to their neighbors, they are more likely to renew their lease and become the kind of long-term residents who don’t drop trash on the stairwell. The kind of resident who takes ownership of where they live and contributes to sustaining an environment that benefits residents and the owner. When neighbors connect it’s good for business and simply just good for people. Although I think Facebook and Twitter are worthwhile endeavors for apartment communities, they should never be more important than planning and implementing activities that help residents ......
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