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.

The idea behind these treats is to use the dynamite or bomb-shaped candy as a visual metaphor for the recipient’s impact and importance. The candies can be wrapped in personalized messages, such as “You Are Dynamite!” or “You Are The Bomb!” to convey a sense of appreciation, recognition, and fun.

One of the strengths of this outreach idea is its versatility. It can be used in multiple scenarios, whether you want to impress a potential resident, thank a current resident, or add some fun to a routine work order. Additionally, the element of surprise adds a playful touch that is sure to brighten anyone’s day.

While this outreach idea may not be the newest or most cutting-edge, its effectiveness and ability to create a positive impact make it a timeless classic. In an industry where building relationships and creating a sense of community are essential, these dynamite or bomb-shaped candies serve as a creative and meaningful way to show appreciation and build connections.

Supplies You Will Need:

1. Rolled candies ( I like Rolos)
2. Red paper  ( I like construction paper)
3. Yarn ( I like black or white)
4. Scissors 
5. Glue stick or double sided tape
6. Labels from Smart
7. Hole punch (if needed)

Steps:

• Cut yarn 1 inch longer than candy roll
• Cut paper wide enough to cover candy wrapper
• Place yarn along candy roll
• Wrap with paper
• Glue paper at seam
• Fasten desired tag to bundle or stick of dynamite

The post Dynamite Retention & Outreach Ideas appeared first on Smart Apartment Solutions.

We knew that moving would be a significant undertaking, especially as we transitioned to a remote business model, a new frontier for us and our industry. Whether it’s an office or residential move, relocating a business that so many rely on is a formidable challenge. As experts in real estate property management, we excel in finding solutions that support both our clients and team members.

The intricacies of packing and moving weren’t our top priority, given our busy days focused on finding solutions for our clients. However, this endeavor demanded continuous planning, flexibility, and the determination to overcome unexpected obstacles.

Here are some valuable lessons we learned from our move:

1: The Overwhelming Amount of Stuff We Forgot We Had
In our pursuit of embracing a remote work future, we decided to eliminate paper (almost entirely) from our processes and procedures. This involved extensive scanning and shredding, leading to moments of reflection like, “Why did we save 250 postcards from the 2009 marketing campaign?” or “Does Smart really need this many wigs?” We take pride in reducing our paper load by over 90%. As for costumes and wigs, we had a good laugh reminiscing about the trade shows we wore them to, making tough decisions like keeping the Flintstones Wilma wig but parting ways with the Katy Perry blue California dreaming wig. (Ok maybe that one got thrown back in.)

2: Everyone Experiences Change Differently
Not everyone responds to major changes like moving or going remote in the same way. Some team members embraced the changes immediately, while others needed more time and answers to feel comfortable. We realized early on that clear communication was vital. Over-communicating the steps of the move and discussing the future direction helped prevent chaos. We initiated conversations with our team early to ensure no one was caught off guard. Although business remained a priority, we acknowledged that the move was disruptive and kept our team well-informed about the timeline and logistics, despite the evolving information.

3. The Importance of Logistics Strategy
One recurring question was where to store supplies we still needed and how to turn this storage challenge into a solution. This question became the most frequent one, and our solution involved renting a small storage unit near my residence in Brighton, MI, for the 10% of paper items we were required to keep, along with half of our marketing supplies. We also purchased a small shed for our Staffing Coordinator in Makita’s backyard, containing employee uniforms and the remaining marketing supplies for outreach and job fairs. While we initially searched for a 24-hour storage facility with concierge service, we couldn’t find one near Makita, so the onsite storage shed offered convenience.

The change has been rewarding, and we are excited to see the new opportunities it will bring to Smart!

I am delighted to share that our new mailing address, effective October 1st, 2023, is:

100 Orndorf Dr
756
Brighton, MI 48116

For more of the story, check out our press release here:

https://smartapartmentsolutions.com/smart-staffer-updates/press-release-smart-goes-remote/

Check out our story on what led to going Remote here: https://smartapartmentsolutions.com/uncategorized/leadership/smart-goes-remote-our-story-about-our-path-to-remote/

The post A Fresh New Start For Smart appeared first on Smart Apartment Solutions.

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.

The post It Could Be Oprah! appeared first on Smart Apartment Solutions.

I want you to think back to early 2009, and remember where the US economy was, specifically the housing economy. Tough right? As a country, we were trying to power through a crippling mortgage crisis, and in my industry, real estate property management, we were hit especially hard…… well most of us.

I was an Assistant Manager/ trouble shooter in Detroit, MI at that time in history, and also one year into my infant company, Smart Apartment Solutions.   Detroit had one thing going for it, we were used to powering through distressed everything, but that of course is a different story for a different time.

On that snowy January 2009 day, I remember getting an email from my Regional manager Donna saying, “I need you in Naples ASAP!”. 

One of the hardest areas hit in the industry during the mortgage crisis was Naples, FL and our company’s portfolio in Naples, was getting put through the wringer and we were getting dangerously close to losing everything.

I replied back to Donna, got my specific marching orders and boarded a plane to SWFL, with a 6-week mission to locate an elusive housing director at the two (yep two) Ritz Carltons in Naples.  Why was this guy so important? Well… The Ritz Carlton was known to rent 40+ apartments annually to house the Ritz Carlton’s International’s staff members, and my boss wanted me to get those 40 contracts for our two struggling communities.

I landed in FL, got my rental car, hid my suitcase discreetly in the model I would be living in for the next 6 weeks, that would also be an active tour apartment during business hours.

I attended every Chamber, Hispanic Chamber, Beachside Chamber, BNI, apartment association event I could locate, basically if there was a group of people gathering in Naples or Ft Meyers, I was crashing the party.  

In addition to inserting myself into every event I could find, I negotiated with banks, repo people and suppliers not getting paid while covering one of the two properties while the manager was on maternity leave.

I was able to scrape up some funds to try every outreach marketing idea I knew to use on the Ritz Carlton to try to talk to the Housing Director. I tried to go into the hotels, nope, I sent food, and flowers still no.

I didn’t give up.  I kept showing up and started to get recognized at the events I attended, even by a man that is the closest embodiment of Panama Jack and his name is Barry.  Barry is an average stature man, always in beach attire with bright white hair that he gathered into a ponytail at the nape of his neck.  Barry is friendly and laid back like his attire suggests, and he is the owner and face of “Barry’s Paradise Jewelers” in downtown Naples.  

For four weeks of networking I have casually said hi to Barry at every event I attended, and besides me, he was also very active in the Chamber events, but admitted he primarily came for the food and drinks.  I never really talked with Barry, I didn’t see the value he brought to my situation and the properties I represented, I mean what does a jeweler have to do with us?

I only had two weeks left and I was starting to doubt myself, and the chance of making this important connection and getting that contract opportunity for our Naples communities. I was at a “Grand Opening Event” for a golf course the Chamber was holding, and I did something I hadn’t done before, I sat down with Barry and asked him about his business, and what he was trying to accomplish.  

After he was done telling me his fascinating Stories of his high-end jewelry adventures, he turned the tables and asked me why he was seeing me at every event in town…… And I was vulnerable and honest. I shared my goal to locate and talk to the housing guy at the Ritz, and my fear that I was failing and what I thought that would mean for the properties I was trying to help.  Barry smiled, patted my hand, and said, “keep showing up like you have been kid, and no matter what, give it 110% until you get back on that plane.”

We waved good bye and I cried in my rental Ford Focus, we were going to lose the property, I wasted four weeks and had nothing to show for it….. I went back to my model apartment and went to sleep.

The next day I went to the office, fought the battles, and headed to another Chamber event being held in downtown Naples that night.  I didn’t want to go, in fact I sat in the car at the event location and convinced myself. “Stay five minutes, talk to three people have a drink, and bounce.” I felt defeated.

I walked in the room, put on my paper Hello my name is name tag and put on my smile.

There was Paradis Barry! He waved I waved and then he came over and said, “How is it going kid?” “Did you get into the Ritz yet?” I replied, “No not yet, but I’m here and I’m not done yet!  Barry said “that is the spirit, Barry then gently grabbed my arm and guided me to a group of men standing in a circle networking.  Barry tapped a tall man on the shoulder, the man nodded and turned towards me and Barry introduced me to the man….. That man was the International Housing Director at the Ritz Carlton and Barry knew him.

Turns out, fancy guests in fancy hotels like fancy private jewelry shows brought to them, and Barry was that jeweler.

I got my meeting with Mr. Elusive and I got to log this story in the books as a huge success, but not without thanking Paradise Barry! 

 He taught me and hopefully you some important lessons.

1. You literally never know who people know, and assuming you do is only holding you back
2. Be kind authentic and vulnerable
3. And show up each and every time, even when it feels impossible, never give up, you never know who is taking notice of your resilience.

I am and will be forever grateful for beautiful people like Paradise Barry.

Barry and Paradise Jewelers in Naples, FL

Smart Chick Megan

The post Paradise Barry! appeared first on Smart Apartment Solutions.