Why You Should Consider Resident Emotions | National Apartment Association

Why You Should Consider Resident Emotions


July 2014


Interview Image Getting Emotional About Appealing to Residents

Keeping apartment communities as close to full occupancy as possible entails determining people's needs and desires. But today's apartment professionals can become so focused on what lures prospective residents to their properties, they can lose sight of the relationships they should be building with current residents. Discovering what motivates people emotionally can result in substantial increases in both new leasing and resident retention. One expert in this regard is Eric Clark, Director of Marketing at Altman Companies.

Leasing Tips for a 'Microwave' Society

Consumers today are living in a "microwave" society in which expectations are high and patience is thin. So, how do apartment professionals market to such folks? One key is to respond to e-mail requests from prospective residents as soon as possible. Another rule of thumb is to determine the "positives" about living at your apartment community, compare them to the "negatives" of your competition, and then drive those points home to prospective residents. Those were just a couple of the tips ApartmentExpert.com President Lisa Trosien and Don Sanders, Principal of Trainer Don's World, offered during "The Path of Lease Resistance" session at the recent 2014 NAA Education Conference & Exposition.

Why Strategy Is Imperative to Your Marketing Promotions

Success in any field requires strategic planning, and this is especially true with regards to marketing apartment communities. Valerie Hayman Sklar, president of The Apartment Boutique powered by Corporate Specialties, lists 10 reasons why your apartment community can benefit from strategic thought. One, she writes, strategic planning at the outset "makes it much easier and less stressful to. . ."

Wooing Pet Lovers With Pet Amenities

More and more luxury apartment developers are providing innovative spaces for animal lovers. Among the more creative amenities being offered are outdoor dog runs, pet washing stations, and full-service pet spas. Some urban communities are even offering canine agility courses for those residents who didn't think they could own an active dog in the city. It was not that long ago that most apartment owners didn't allow pets on the premises due to concerns about possible damage and added liability. Studies have shown, though, that Americans are spending more time and money on their furry companions than ever before.

Mobile Users Don't Like Being Targeted by Ads

A new global study by Razorfish shows that more than 75 percent of Generation X and Generation Y smartphone users consider mobile advertisements to be "an invasion of privacy." It was also discovered that nearly 80 percent of Generation Y admitted that a poor digital experience would compel them to bypass a brand. In the United States, Millennials were found to be more interested in mobile payments than Gen Xers. The study uncovered a number of other interesting findings with regards to these two demographics.

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Featured Jobs

Regional Marketing Director
Lincoln Property Company

TX- Houston
The primary duties of the Marketing Director include, but are not limited to, the following:
Assist with the design and implementation of signage, collateral materials and marketing plans for new construction properties; assist with the redesign and reordering of all signage and collateral materials for stabilized properties; assist stabilized and rehab communities who are experiencing marketing challenges and poor occupancy; analyze leasing reports on a weekly basis to anticipate and combat downward occupancy trends; analyze Marketing Reports to stay apprised of rent and marketing trends and; develop, maintain, and evaluate leasing programs.

Assistant Manager/Marketing Associate

MI-Ann Arbor
Are you upbeat and positive? Do you have at least 2 years’ experience as a marketing/leasing agent in the multifamily industry? Are you sales-driven, and enthusiastic about marketing and leasing apartment homes? This opportunity may be for you! CAPREIT, a national property management company that owns and manages multifamily housing communities across the US is recruiting for an experienced, full-time Asst. Manager/Marketing Associate for its peaceful Lakestone apartment homes located in Ann Arbor, MI.

Real Estate Market Researcher
Yardi Systems, Inc.

Pierce-Eislen, a Yardi company, is a premier provider of property and market level real estate information to commercial real estate investment, management, and construction professionals and their suppliers. We are experiencing rapid expansion and are looking to add to our growing team in our beautiful Scottsdale, AZ location!

Leasing Consultant
Town Center Property Management Company

CA-San Pedro
We are seeking polished, engaging, and energetic Sales Associate who is responsible for the leasing of apartment homes, retaining existing residents, and achieving maximum occupancy. We are looking for highly motivated individuals with a strong customer mindset and commitment. We are committed to excellent customer service for a residential community. Must have strong sales experience and closing skills.


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NAA’s Education Institute (NAAEI) is once again presenting its “REWIND” program, offering recorded video and PowerPoint-synced audio sessions from the 2014 NAA Education Conference & Exposition.
NAA logo   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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