DOING A GOOD JOB IS NO LONGER GOOD ENOUGH
We jabber so very often in our circles about Resident Retention, and what that means. We yak about do we send a letter, an email a phone call to reach out to our residents about renewing their lease. Hey, lets send them a gift too. Does any of this non-sense work?
YOU ARE GRADED ON HOW YOUR RESIDENT FEEL
What if you were measured on how your Residents Feel About You and How Your Residents Feel About Your Company, would you act and react differently? Would you even stay with the company you are working for? This is a fundamental change in thinking and requires a paradigm shift. All the things you are doing or not doing suddenly don’t really matter all that much, because you don’t get to choose, Your Resident Chooses. They always have actually.
THINKING LIKE A GENUINE BRAND
Our Brand tells our Resident whether something will make them feel better or make life easier, better or solve a problem, or fulfill a desire. Wikipedia describes a Brand “A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity. Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies.”
ARE YOU DELIGHTING YOUR RESIDENTS
Satisfied Residents are important. However, Delighted Residents become your Primary Influencers and will help you self-rent apartments. Satisfied Residents may or may not renew with you. They are content, but their loyalty to you is suspect. Delighted Residents are committed to future purchases with your company or organization.
We welcome your feedback on things you or your community are doing to Delight the Resident. Are you gauging your success or failure on How Your Residents Feels? Perhaps you should be,
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
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