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

The post Smart Shoppers Speak Up About Their Experiences: Enhancing Curb Appeal to Attract Renters appeared first on Smart Apartment Solutions.

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.

The post Detroit’s New Sign Stumble and the Marketing Transparency Lesson appeared first on Smart Apartment Solutions.

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!

The post RPM Careers Week 2024: Celebrating the Heart of Our Industry with Exciting New Challenges appeared first on Smart Apartment Solutions.

Embracing a New Identity

Founded in 1913, Stanley has long been synonymous with rugged, reliable outdoor gear. But in recent years, the brand has undergone a metamorphosis that has allowed it to break free from the constraints of its traditional image. By introducing vibrant colors and contemporary designs to its product line, Stanley has attracted a new, younger audience eager to embrace the brand’s unique blend of nostalgia and modernity.

The Power of Influencer Marketing

One of the driving forces behind Stanley’s resurgence has been its strategic use of influencer marketing. By partnering with social media personalities and celebrities, the brand has been able to tap into a vast network of potential customers, exposing its products to audiences that might otherwise have remained unaware of its existence.

The Quencher Revolution

At the heart of Stanley’s newfound success is the ubiquitous Quencher – a 40-ounce water bottle that has become an Instagram sensation and must-have accessory. By reimagining a staple product and incorporating design elements that appeal to today’s consumer, Stanley has managed to turn a simple water bottle into a cultural phenomenon.

Sustainability and Authenticity

Finally, Stanley’s commitment to sustainability and authenticity has endeared the brand to a generation of consumers increasingly concerned with the environmental and social impact of their purchasing decisions. By emphasizing the durability and longevity of its products, Stanley has managed to create a sense of trust and loyalty that will serve the brand well into the future.
In conclusion, the story of Stanley Cup Thermos serves as a powerful reminder of the transformative potential of intelligent marketing and a willingness to adapt to changing consumer preferences. By staying true to its roots while embracing new opportunities, Stanley has proven that it’s possible for a heritage brand to not only survive in the modern era but thrive.

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Just as Dawn recognized heightened interest from New England apartment seekers, Megan noticed that calls and emails from the New York City area indicated elevated engagement with the ads on Craigslist and For Rent. This early interaction brought in several quality leads and many were converted into leases at the two communities all while the surrounding competitors raised their two months free to three months free (triple ouch!) to try to capture the existing renter pool .

How can you unearth trends like Dawn and Megan? One way is to regularly analyze move-ins, move-outs, and applicants over a six-month periods. By identifying commonalities in origin, employment, and relocation distances, you can unveil valuable insights that supercharge your marketing efforts. This knowledge extends to potential shifts in the job market, such as the entry or exit of employers.

Among our favored free data-driven tools is the Esri Zip Code Tapestry Look Up, as expressed in the Outreach For Smarties session. This resource provides intricate data based on zip codes, offering invaluable insights into residents’ preferences and lifestyles. Megan, during her tenure as a marketing director, employed this tool when approached by a movie theater for advertising. She diligently researched her customers’ spending habits to gauge the theater’s viability as an advertising source.

Megan’s exploration of Esri Zip code data unveiled consumer behaviors, from car preferences (Kia and Hyundai) and magazine choices (Better Homes and Gardens) to favored TV channels (Game Show Network) and spending habits (movies).
Access to data that corroborates or challenges your hypotheses empowers your efforts to uncover new solutions to understand and appeal to your customer better, because isn’t that what it is all about? Such insights affirm you’re on the right track or signal the need for adjustment.

Creating a successful outreach plan for your apartment community entails aligning marketing strategies with branding, demographics, and budgets. Our “Outreach for Smarties” class underscores diverse strategies tailored to various demographics and budget tiers among many different ways to make outreach marketing successful for the long term.

Dawn Ford’s experience as an apartment manager revealed migration patterns and hidden employment trends. Smart Chick Megan’s narrative further emphasizes early prospect engagement. Uncovering trends involves consistent analysis of move-ins, move-outs, and applicants, unveiling invaluable insights.

Remember, to pinpoint trends, consider regularly auditing move-ins, move-outs, and applicant data – preferably every six months and by doing this practice on a regular basis, you will reveal valuable data that keeps you ahead of the competition.

The post Digging Deep Into Outreach Marketing Data appeared first on Smart Apartment Solutions.

As with so much of the new Build to Rent language the term ‘lease-up’ is one borrowed from our US multifamily counterparts.

As one of the most critical phases of any scheme it is surprising there is so little content on the subject. So what is it, why is it so important and what are the key things that need to be considered when working out your lease-up costs?

Back to Basics, What is Lease-Up?

The lease-up phase of a scheme is the period that starts before the building is delivered (pre-leasing) through to stabilization (usually 95% occupancy).
Dependent on the size of the scheme and the expected date of delivery, pre-leasing can start up to 6 months before practical completion and occupancy targets set accordingly.

Before and throughout that time a number of critical elements need to be implemented including brand creation, staffing and marketing – all with the ultimate objective of moving as many residents in as quickly as possible.

What Makes a Successful Lease Up?

The importance of a successful lease up is fairly obvious. The more vacant units the less income there is, putting cash-flow and financing at risk, and at the same time owners try to rent each at the highest possible ERVs, in order to maximize the re-capitalization potential in the future. However it’s not just about getting as many people into the property as quickly as possible, it’s about getting the right people as well. The first residents are key as these will be the ones who help establish the reputation of the property in the market. Getting the wrong residents in, getting bad reviews online, having residents break leases or not renew will not just have a negative impact on the effectiveness of lease-up, but can ultimately affect the long-term success of the entire scheme.

The post Smart Addons To Help Lease Your Properties Faster appeared first on Smart Apartment Solutions.

Property managers are responsible for the feeling of community in their apartment community. People may live side by side, but that doesn’t mean they get the chance to know each other outside of regular work or school hours. It’s difficult for people to break their routine when they’re busy, which is where the property manager can step in.

Read on to learn some easy ways you can build a sense of community in your apartment building. Tenants will appreciate getting to know their neighbors while also being cared for by the management team. You can go all out or start with baby steps, depending on your budget, but there’s always something you can do to encourage a sense of community.

1. Designate an Outdoor Space

If your complex doesn’t have one already, find a way to designate an outdoor space for your tenants to use as a community center. This could look like a pool, a garden or even a plot of grass with some picnic tables. Many apartment communities are also building dog parks, if they have the infrastructure.

Consider the average life experiences of your tenants to determine what outdoor space they would enjoy best. You don’t want to spend your money on an amenity that tenants will likely ignore. It’s more important to build the right outdoor space than to jump to provide anything at all.

2. Set Up Regular Events

A great way to get tenants to interact with each other is to set up regular events that will make them want to step out of their possible comfort zones and meet new people. Events can be centered around fun holidays, like the Fourth of July or Halloween, so everyone can participate. Encourage tenants to come out and have fun at a cookout or networking event, for example.

When your tenants get to know each other, your business benefits. Not only will familiarity make them more considerate of each other’s space and quality of life, but you’re likely to reduce tenant turnover in the long run. Creating community events doesn’t have to be resource-intensive, and it results in connections that will help you and your tenants enjoy the rental experience more.

3. Host Contests

If you have the budget, you may want to try engaging with tenants through fun contests. Contests can range from food-drive competitions to costume contests to even who can get the most likes on a pet picture on social media.

Think about what your tenants might like and pitch ideas with the management team to come up with ideas. Your community will love the interactive side of contests without necessarily having to carve out time from their schedule to participate.

4. Create a Social-Network Page

Most businesses automatically get social-network profiles to represent themselves online. After all, people want the online experience of seeing 3D models, floor plans and pictures. In addition to your main profiles, create a unique community page where only residents are allowed into the group.

This is a great way to encourage residents to establish neighborly ties. If you manage a city rental, post local activities every week or so to see if your tenants want to form a get-together. For more suburban regions, where commutes are often 30 minutes or more, set up carpooling threads to help tenants save on driving costs. Social media is a powerful tool for helping residents feel like they have a community they can rely on.

5. Remember to Say Thanks

People need a place to live, so tenants may feel like they’re taken for granted by property managers. One way to get around this feeling and continue building a sense of community is to always remember to say thanks. Put notes on doors or in mailboxes that remind residents you care. Celebrate their six-month or one-year move-in anniversaries to show that you pay attention and value their choice to stay with you. Tenants will be pleasantly surprised to have an interactive and caring management team, leading to feelings of community and worth.

The post How To Attract More Apartment Residents appeared first on Smart Apartment Solutions.

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Here are some tips for keeping your cool and keeping them cool during a bad customer care experience.

1. Listen

Practice active listening rather than passive listening. Active listening means concentrating on everything the customer is saying so you have a clear understanding of why they’re upset. Passive listening means only absorbing part of the message, and not paying full attention to the emotions behind their communication.

“Most people do not listen with the intent to understand; they listen with the intent to reply.”
Steve Covey, author of ‘The 7 Habits of Highly Effective People’.

Be present and give the customer your full attention. Read the customer’s inquiry twice before you respond. Focus on the words they’re communicating and not the anger behind their words. To show the customer you’re actively listening, paraphrase what their complaint is, ask clarifying questions, and don’t interrupt them. This is often the most effective way to handle angry customers at the outset of the situation.

2. Apologize

Apologize for the problem they’re having. Acknowledging the mistake and letting the customer know you’re really sorry will go a long way. Be thorough in your apology.

Instead of: “I’m sorry for the inconvenience”. say: “I’m sorry your order was late, this isn’t the customer experience we’re aiming for and I can see how this would be really frustrating. I’ve looked into the issue and here’s what happened…”

A thorough apology shows the customer you care, and you understand their frustration. Offer a brief explanation but don’t drag this out too much. Keep the explanation short and move forward.

3. Show empathy

Empathy helps guide your response and reaction to an angry customer. Empathy doesn’t necessarily mean agreeing with the customer. It means you truly understand how they feel.

By truly understanding how the customer feels, you’ll be able to relate with them on a more personal level. As you have difficult conversations with customers, showing empathy will help de-escalate the issue and show the customer you respect them and are really listening to them.

4. Maintain a calm tone of voice

Don’t let frustration get the better of you. When dealing with an angry customer, you may be tempted to match their tone of voice. Avoid this at all costs, as it will only make the situation worse.

It’s easy to copy a frustrated person’s tone of voice, and to respond immediately after they finish a statement. But you’ll have a more productive conversation if you can remain calm, and if you can take a brief moment to think about your answer.

Tip for maintaining a calm tone of voice:

• Proofread your response to ensure you avoid any aggressive language. If time allows, step away for a few minutes and come back to your drafted response before sending it to the customer. A quick break and a fresh perspective can help filter out any harsh words.

5. Use the customer’s name

There’s power in a name. Using the customer’s name puts a face to the person you’re talking to. It helps instill a strong level of personalization in the interaction. This is much more effective when dealing with an angry customers than addressing a nameless entity who could be anyone.

“Remember that a person’s name is to that person the most sweetest and most important sound in any language.”
Dale Carnegie, author of ‘How to Win Friends and Influence People’.

Using the customer’s name shows you care, and it also reminds the customer that you are also a real person working for a real company. Addressing the customer by name also shows them that you respect them.

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