The way we did business before in the property management industry is over. Residents don't care anymore about the fancy printed material, the typical sales pitches, or the boring apartment tours. To be successful in our current market you have to be constantly thinking like a "resident" and less like a "leasing agent." Sound weird?
Residents want to feel like they are living at a community that truly cares about them as people - individuals, not as a "residents" which groups their individuality into a box. A successful Leasing Agent is getting to know their clients when they first walk in the door - then molding their presentation to their clients individual needs and wants. The days of shaking a persons hand (if that even happens) and sitting them down and then diving right in and asking, "are you looking for a 1 bedroom or 2 bedroom" days are over! And honestly...I'm glad!!!
It's time for a repositioning of how we look at our residents and begin seeing them as individuals with individual needs and wants. It's time to start viewing our "traffic" as people that just want to be a part of something. They want to be a part of a community that cares about them and wants to make them as happy as possible while they are living in a place they can be proud to call home. They want to walk in the leasing office and be called by their first name because that is how much you really got to know them and showed you cared.
If you want to increase your resident retention, it's as simple as getting to know your residents when they very first walked in the door the day they were looking for their new apartment home. Show them you care, and they will care about you. Treat them like a regular piece of traffic, and you will get mixed in with the other 10 apartment complexes they saw that day. Stand out - Stand up - Be proud of your community and show your clients why your apartment community is the absolute best, and ONLY place they would want to call home.
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