|| Turn Thumbs-Down Reviews Into Thumbs-Up Service
Ratings and reviews are becoming increasingly important to apartment communities, especially those with an online presence. But negative comments posted on Google, Yelp, and the like can derail marketing and management's efforts to appeal to prospective residents and cater to existing ones. Jennifer Staciokas, Vice President of Marketing and Training at Lincoln Property Company, gives her thoughts on how to manage negative online reviews and effectively solicit positive feedback from current residents.
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The Fall of Brand Power
|| Why You Should Shift Your Sales Strategy
Too many apartment marketing and leasing personnel are still being taught sales the same way the industry did 20 years ago even though prospects don't shop and make decisions the way they did back then. The key is to truly be prospect/customer centered. D2 Solutions Inc. President Donald Davidoff writes: "Leasing professionals who align their process with their prospects' — and, more importantly, who message in ways that align with their prospects' stage in the search — will be more successful."
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Marketing professionals caution that brands have never been more fragile, as the Internet has given ordinary consumers easy access to expert reviews, user reviews, and detailed product data and analysis in a vast array of categories. A recent PricewaterhouseCoopers poll determined that 80 percent of consumers look at Web-based reviews prior to making major decisions. Unfortunately, this has made customer loyalty pretty much a thing of the past. Only 25 percent of U.S. respondents in a recent Ernst & Young study said that brand loyalty affected how they shopped.
Shifting the Marketing Focus to Women
Studies have shown that women are making more and more of the decisions on where to live. Living in communities that emphasize social interaction is a primary driver for today's adult females, along with close proximity to jobs and public transportation. As for amenities, women are very focused on security and also tend to favor communities with amenities that play into the needs of children.
Three Ways to Drive Applicants to Your Vacancies
There are three ways apartment managers and marketers can drive more applicants to their vacancies. "An effective online visibility" is No. 1, as a number of boutique websites and services have recently launched to help simplify the search for a new apartment. Second, automate the showing of rental units via various apps and website services that enable prospective residents to schedule appointments with property management. The third tip is to "streamline the rental application and screening process."
BH Management Services
The Marketing Director will be in charge of implementing and monitoring marketing reports for the facility and maintain the overall advertising and marketing strategies. This position is responsible for increasing resident retention, tracking competitive trends and generating new leasing traffic.
Regional Leasing Specialist
Bernstein Management Corporation
Under the direction of the Marketing Director, the Regional Leasing Specialist will assess leasing, marketing, and customer service activities at the assigned community. The Regional Leasing Specialist will provide training and development of the leasing staff to include increasing sales performance and innovations to increase quality prospects through social media and outreach marketing efforts
LPC Leasing Managers play a key part in the on-site team. They are responsible for the same functions as a Leasing Professional, in addition to leading and managing daily tasks and supervision of the Leasing Team. The Leasing Managers will coordinate with the Leasing Professionals to assist in reporting, lease paperwork, and moving in new residents. In the absence of the Business Manager he/she may assist in management responsibilities.
The Leasing Consultant is primarily responsible for renting apartment units to prospective residents. Answers phone and email inquiries from prospective residents and uses standard sales techniques to encourage a visit to the community. Meets with prospective residents and checks the availability of units that best fit their desires and budget. Shows apartments and the overall community to prospective residents and explains other amenities of living at the community.
It's a win-win when your Company participates in the 2014 NAA Survey of Income & Expenses in Rental Apartment Communities. No other single source of apartment industry specific economic analysis can provide as valuable, accurate financial and benchmarking information. Participate this spring and receive a free copy of the results.
||The National Apartment Association (NAA) is America's leading advocate for quality rental housing. NAA's mission is to serve the interests of multifamily housing owners, managers, developers and suppliers and maintain a high level of professionalism in the multifamily housing industry to better serve the rental housing needs of the public.
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