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Giving Residents an “Effortless Experience”

Giving Residents an “Effortless Experience”
We have all heard that it is far cheaper (and easier for that matter) to retain a current customer or resident than it is to acquire a new one. How much simpler life would be for your leasing staff if every resident renewed their contract year after year? Actually, if that was the case, your leasing staff may be out of a job – bad example, but I think you’re picking up what I’m laying down. The big question then is – How do we convince our residents to renew their contract at our property year after year? Customer loyalty, of course! It is so simple – if you build loyalty with your residents, then they will never, ever leave, right? So how do you build this so-called “loyalty”? Let's say you get your staff together and start discussing all of the ways that they can go above and beyond for your residents, so they put out a candy jar and a plate of cookies in the leasing office for all of the residents to enjoy. Each resident is sent a birthday card on his or her big day. When a resident experiences a big inconvenience, you issue them a credit no-questions-asked. After seeing a resident take one of those delicious chocolate chip cookies from the counter after they made a trek down to the office to make a rent payment, the staff says to themselves, “He is really going to enjoy that cookie. I bet he will never want to live anywhere else.” As you know, tha......
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