These negative experiences from smart shoppers highlight how crucial it is to maintain an appealing, cohesive exterior even during transitional construction/renovation periods.

Enhancing the under-construction experience
For properties undergoing work, employing tactics like exterior window wraps with branding and clear directional signage can go a long way. Following the model of many retailers, using eye-catching window wraps to advertise the future opening while construction is underway can build excitement. And prominent, temporary wayfinding signage makes it easy for prospective renters to find the leasing office without frustration.

Building a welcoming permanent environment
Once construction is complete, creating an apartment community with stellar permanent curb appeal starts with the fundamentals – well-maintained buildings, grounds, parking areas, and amenities. Details like fresh paint, clean sidewalks and entryways, repaired potholes, and functional lighting all contribute to an appealing, cohesive aesthetic.

Thoughtful landscaping is also essential. Lush green spaces with planters, shrubbery, and trees create an inviting natural environment. Seasonal plantings and flower bed rotations add pops of color year-round.

Signage is another critical component. Prominent, well-designed entrance signs make a strong first impression. And clear directional signage and building markers allow visitors, as well as new and seasoned renters alike, to easily navigate the property; this is the time to over communicate.

By investing in exterior maintenance and amenities, apartment communities can create an atmosphere of pride, vibrancy and curb appeal that attracts new renters. The investment pays off through higher occupancy rates, shorter vacancies, and enthusiastic word-of-mouth promotion from satisfied residents.

Join us for our FREE workshop here! 

Check out this Curb Appeal checklist here:

Curb Appeal Checklist

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As the city prepared for the NFL draft, officials aimed to create an eye-catching gateway for visitors. However, the initial backlash highlights the importance of transparent communication and narrative control. Had details like the sign’s dimensions, budget, and design been shared earlier, public reception may have been more positive.

The disconnect stemmed from a lack of clear communication from the city throughout the planning process. With few official details provided, an AI-generated image of a massive, iconic “Detroit” sign circulated online, fueling unrealistic expectations. When the sign was finally unveiled, critics lamented its underwhelming appearance and missed opportunity to incorporate local icons like the “Old English D” font. The sign’s Renaissance font and green-blue color scheme, inspired by Detroit and Windsor’s flags and logos, drew further criticism.

In an attempt to regain control of the narrative, the city released official renderings of the sign just two months before its installation along I-94. However, this effort proved too little, too late in reshaping public perception. Ultimately, the experience serves as a lesson in the importance of clear communication and setting accurate expectations when implementing public projects that aim to celebrate Detroit’s resilience and rebirth.

As public criticism mounted, Mayor Duggan’s dismissal of the viral AI rendering as “entirely fake” seemed to overlook the underlying issue: the city’s failure to proactively share accurate visuals. This approach not only left residents in the dark but also fueled the need for them to conceptualize their own versions. Had the city provided clear information from the start, the public would have had more time to process and come to terms with the sign’s design, potentially mitigating feelings of disappointment and shock upon its reveal.

Despite the controversy, city officials maintain that the design, combining elements of Detroit and Windsor’s flags, symbolizes shared pride and offers a warm welcome to NFL draft visitors. In the context of Detroit’s rebirth after decades of hardship, this sign, alongside broader beautification efforts, holds significance as a symbol of the city’s resilience and renaissance.

The saga highlights the importance of transparent communication in marketing when implementing significant changes. By neglecting to share key details early on, Detroit inadvertently relinquished control of the narrative, allowing public perception to be shaped by speculation and unrealistic expectations. This experience serves as a valuable lesson in the need for proactive, clear communication to manage expectations and foster public support for projects meant to celebrate and elevate Detroit’s inspiring revival story.

The property management industry can learn valuable lessons from Detroit’s experience with its new “Detroit” sign, particularly regarding the importance of transparent communication in managing expectations and maintaining a positive reputation. Just as the city’s mishandling of the sign’s narrative led to public disappointment and criticism, property management companies often make similar missteps by failing to provide clear information about renovation updates, construction timelines, or navigational signage.

At Smart, I’ve witnessed numerous missed opportunities to effectively communicate changes and manage customer expectations. In one instance, a community’s clubhouse was being renovated, and the leasing team operated out of a vacant apartment. Despite some directional signs, the office remained difficult to find. Situations like these can lead to frustrated customers who may share their negative experiences with others.

In another example, a colleague attempting to drop off a gift at a new construction site struggled to find the leasing trailer, as it was located at the back of the property without any directional signs or renderings. This missed opportunity to engage and inform potential customers could have been avoided with better communication and marketing efforts.

To build trust and encourage buy-in from customers, property management companies should prioritize transparency and proactively share information such as budgets, behind-the-scenes looks, and visuals that paint an accurate picture of what to expect. By involving customers as vested stakeholders in the process, they’ll be more likely to champion and celebrate outcomes rather than focus on misinformed preconceptions.

Detroit’s experience serves as a reminder that failing to control the narrative can lead to unnecessary challenges. Had the city shared crucial details like the sign’s dimensions, budget, and design elements early on, public reception may have been more positive. Ultimately, open and proactive communication not only sets realistic expectations but also fosters excitement and support for the final result.

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Let’s dive into the details:

The Challenges & Prizes

Why I Love My RPM Career – Monday, April 15
Take a selfie or create a video at your property that shows how much you love your RPM career. Tell us about how you came to the residential property management industry and why it works for you. Submit your content (photo/video and caption) for a chance to win up to 6 CECs on Visto and a $50 gift card.

Here is the CANVA template

Maintenance/Service Professionals – Tuesday, April 16
Showcase your hardworking maintenance and service professionals by taking a photo or making a video of them in action on the job. Submit your content (photo/video) with a caption explaining why they’re a valuable member of your team. The nominator will receive a $25 gift card, and the nominee will receive a $200 gift card.

Apartment Onsite Teams Day – Wednesday, April 17
Sponsored by Chadwell Supplies, this challenge celebrates the superstars of your onsite team. Take a photo or create a video of your team being awesome on the job, and write a 250-character caption about what they mean to you and your property. The winning team will receive a $350 gift card for a team activity.

NEW! Super Supplier Collaborator – Thursday, April 18
Sponsored by the National Supplier Council this brand-new category recognizes the incredible supplier partners who make our jobs easier every day. Take a photo or create a video of your favorite supplier collaborator (individual point of contact), and tell us how they help your property and team. The nominator will receive a $25 gift card, and the nominee will receive a $200 gift card.

NEW! Leadership/Support Services – Friday, April 19
For the final day of RPM Careers Week, showcase your leadership and support services teams or professionals. Take a photo or create a video about how they nurture your talents, build up their teams, and serve your staff and community. The winner will receive up to $200 off a CAPS or CAM certification or $200 worth of CECs on Visto.

How to Enter

From April 15-19, submit your photo/video and caption for the challenges on the RPM Careers Week website. Then, from April 29 to May 6, follow the RPM Careers Facebook and Instagram pages and vote for your favorite entries by liking them. The photo/video with the most likes for each challenge day will be crowned the winner on May 13.

Winners will have 60 days to claim their prizes, and if the original winner does not claim their prize, the runner-up will be announced on the RPM Careers website for one calendar year.

This year’s RPM Careers Week is shaping up to be the biggest and most exciting celebration yet. Join us in honoring the heart and soul of our industry – the incredible RPM professionals who make our communities thrive every single day. Get ready to showcase your passion, recognize your invaluable team members, and have some fun along the way!

Submit your entries here!

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Understanding Lead Conversion Rates:
Lead-to-lease conversion rates assess the percentage of interested prospects who sign a lease compared to the total number of leads generated. This metric aids property managers in evaluating the effectiveness of their marketing efforts. Another critical metric is click-to-lead conversion, which measures the percentage of clicks on a website or landing page that result in a lead.

Application Denial Rates and Their Impact:
Application denial rates represent the percentage of applicants who are rejected based on predetermined criteria, such as credit scores, rental history, and income requirements. High denial rates can lead to lower lead-to-lease conversion ratios and reduced revenue for apartment communities. Furthermore, elevated denial rates may indicate inefficient tenant screening processes, inaccurate targeting of the desired tenant demographic, or a misalignment between the community’s requirements and market demand.

Strategies to Enhance Lead Conversion Rates:
To improve lead conversion rates while addressing application denial rates within apartment communities, marketers can implement the following strategies:
1. Refine tenant screening processes: Review and adjust your tenant screening criteria to better align with your target market and minimize unnecessary denials. A more precise screening process attracts more qualified prospects, leading to higher conversion rates.
2. Enhance online presence and targeting: Optimize your website and landing pages to appeal to the right prospects by providing accurate information about the property, amenities, and lease terms. Utilize targeted advertising campaigns to reach potential tenants who meet your criteria and are more likely to convert.
3. Improve communication and follow-up: Establish efficient communication channels to promptly respond to inquiries and follow up with leads. This helps build trust with potential tenants and increases the likelihood of converting leads to leases.
4. Offer flexible lease options: Consider providing short-term or flexible lease options to attract tenants who might be discouraged by rigid lease terms. This approach can help expand your potential tenant pool and improve conversion rates.
5. Monitor and analyze metrics: Track key performance indicators (KPIs) such as lead-to-lease conversion rates and application denial rates to identify trends and areas for improvement. Use data-driven insights to adjust your marketing strategies and leasing requirements as needed.

Optimizing lead conversion rates in apartment marketing requires a thoughtful approach that considers the impact of application denial rates within apartment communities. By refining resident screening processes, enhancing online presence, improving communication, offering flexible lease options, making sure that your sales team is continually educated along with monitoring metrics, property managers can improve lead conversion rates and ensure long-term success for their apartment communities.

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If you were able to attend the conference this year, thank you for your continued dedication and passion for our industry. If you did not get the opportunity and want to get more involved Smart would be delighted to cheer you on. I can guarantee that once you take that leap you won’t look back!

Here are the bipartisan bills we discussed on the Hill:

The post A Heartfelt Recap of the National Apartment Association Advocate Conference 2024 appeared first on Smart Apartment Solutions.

By championing initiatives that encourage greater participation in the HCVP and other housing assistance programs, we can help mitigate the affordable housing crisis and make a meaningful impact on the lives of millions of Americans. Additionally, discussing legislation like the YIMBY Act, the Respect Local Housing Laws Act, and Section 8 reform will foster a diverse and inclusive community.
It’s important to note that property operators are not the issue here, but rather the unintended consequences of well-intentioned yet misinformed legislation and the lack of understanding and empathy from some legislators. By promoting a balanced dialogue between property operators, industry professionals, and legislators, we can work towards creating more effective housing policies that benefit all stakeholders and ensure a thriving rental housing market for years to come.

Beyond attending the Advocate conference, property professionals can take several steps to safeguard the rental property management industry from potentially harmful legislation:

Stay informed: Keep up-to-date on local, state, and federal housing policies, as well as industry trends and news. Subscribe to relevant newsletters, follow industry thought leaders on social media, and join professional organizations like the Institute of Real Estate Management (IREM) and the National Multifamily Housing Council (NMHC) to ensure you’re well-informed.

Build relationships with local representatives: Establish connections with your local, state, and federal representatives. Invite them to tour your properties, share your experiences, and discuss the potential impact of legislation on the industry, tenants, and the broader community.

Educate legislators using industry research: Share your expertise and insights with policymakers to help them understand the complexities of the rental property management industry. Offer real-world examples, case studies, and data, such as the National Apartment Association’s (NAA) “Unintended Consequences” study, which highlights the potential negative outcomes of well-intentioned but misguided legislation.

Participate in local government meetings: Attend city council meetings, planning commission sessions, and other relevant local government events to voice your concerns and advocate for the industry.

Join and support industry associations: Strengthen the industry’s collective voice by actively participating in organizations like the NAA, IREM, and NMHC. These groups often have resources and tools to help members engage with legislators and advocate for the industry.

Engage in grassroots advocacy: Mobilize your colleagues, employees, and even tenants to contact their elected officials and express their concerns about proposed legislation. Grassroots advocacy can be a powerful tool in influencing policy decisions.

Collaborate with other stakeholders: Partner with other industry professionals, developers, housing advocates, and community organizations to present a united front and develop comprehensive solutions to address housing challenges.

Utilize social media: Share your perspectives, experiences, and insights on social media platforms to raise awareness about the potential impact of proposed legislation and to engage with a broader audience.

By actively engaging in these activities, property professionals can help protect the rental property management industry and ensure that policies are based on a comprehensive understanding of the sector’s complexities and the needs of all stakeholders.

While attending the Advocate conference in Washington, D.C., make the most of your time in the nation’s capital by exploring some of its top attractions. Here are the top 5 things to do in Washington, D.C., with links for more information:

Visit the National Mall and Memorial Parks:
Take a stroll through the National Mall, home to iconic landmarks such as the Washington Monument, the Lincoln Memorial, and the World War II Memorial.
National Mall and Memorial Parks: https://www.nps.gov/nama/index.htm

Explore the Smithsonian Museums:
Discover the 19 museums and galleries that make up the Smithsonian Institution, including the National Air and Space Museum, the National Museum of Natural History, and the National Museum of African American History and Culture.
Smithsonian Museums: https://www.si.edu/museums

Tour the U.S. Capitol and the White House:
Take a guided tour of the U.S. Capitol and the White House, two of the most important symbols of American democracy. Advance reservations are required for some tours.
U.S. Capitol Visitor Center: https://www.visitthecapitol.gov/
The White House: https://www.whitehouse.gov/about-the-white-house/tours-events/

Visit the National Gallery of Art:
Explore the extensive collection of art from various periods and cultures at the National Gallery of Art, which includes works by artists such as Leonardo da Vinci, Vincent van Gogh, and Pablo Picasso.
National Gallery of Art: https://www.nga.gov/

Walk along the National Harbor:
Enjoy the waterfront views, shops, and restaurants at the National Harbor, located just outside of Washington, D.C., in Maryland. The area also features the Capital Wheel, a 180-foot-tall Ferris wheel with breathtaking views of the city.
National Harbor: https://www.nationalharbor.com/

Washington, D.C., offers a wealth of attractions and experiences for visitors. Make the most of your time in the city by exploring these top sites and creating lasting memories.

Links for DC

Check out Smart Chick Megan’s Impact story for legislators below!

Megan Orser CEO Email me Smart Apartment Solutions     7347476278 Visit our website

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