WIN! The Grand Prize is a complementary event registration and 3 hotel nights!

One of the fabulous benefits of attending Brainstorming 2012 is that by way of collective intelligence, you’re going to hear the very hottest leasing, marketing, and management trends and ideas of the year and share the EXPERIENCE of everyone who attends. Of course, we at Multifamilypro have a few tricks up our sleeves, but Brainstorming isn’t about us … that’s why we’re crowdsourcing the task of gathering together all our EXPERIENCE to share!

November: Signs of the Times

Calling all Brainstormers! This month’s photo contest is “Signs of the Times!” Keep your eyes peeled for a great sign idea that’s adaptable to our industry (signs of all kinds are welcome), snap a photo, and submit it to this month’s contest! Vote for your favorite and check in regularly to see who’s on top!

We’ve set up a few different ways for you to share your EXPERIENCE for the rest of the year:

• Submit a video of yourself sharing an EXPERIENCE on 12seconds http://12seconds.tv and then let us know you did via Email to info at Multifamilypro.com

• Share an image that represents your EXPERIENCE on Flickr or Facebook http://www.flickr.com/groups/multifamilybrainstorming/ or http://www.facebook.com/mfbsconf

• Interview someone in your company on their EXPERIENCE and share the video on our Facebook page at http://www.facebook.com/mfbsconf or tag us on You Tube http://www.youtube.com/user/Multifamilypro

• Think of other ways to make and share your EXPERIENCE, then challenge the rest of us to participate! Let us know by emailing Tami at MultifamilyPro.com and we’ll spread the word!

• Tweet your EXPERIENCE or links to any content that you create or find, using hashtag #mfbsconf.

Then, during our brainstorming event, we'll mashup and share these Experiences with everyone who attends!

Attendance at the Multifamily Brainstorming Sessions is not required to win!

AND, to make it even MORE fun, there are PRIZES involved!!!

We’ll be rewarding participants every month for things like best video of the month; best idea in a category; most innovative way of sharing your idea; most visionary idea; most quality ideas and or/comments or posts; and more! The Grand Prize will include complementary event registration plus 3 hotel nights PLUS 4 free registrations! The Grand Prize will be awarded on August 30,2012. Start posting your submissions today!

The Multifamilypro Brainstorming 2012 Photo Competitions

They say “image is everything,” so let’s put that old adage to the test! Each month, we’ll feature a new photo contest here in ProZone guaranteed to make you smile ; Do you think your resident events are super fun? Did you see a great sign that would be fun to use in an apartment community? Do you have a fabulous photo of your community or of a great idea you’ve recently implemented? Does one of your residents have a dog that smiles like a person, or are your co-workers just the coolest people you know? Did you see a funny sign today or catch someone dancing in the break room? Dust off your camera lens to get a great shot … it has to be a photo of you or that you took yourself, so no surfing Google images for something random and cool; don’t forget to ask the subject’s permission if the photo is of someone else; and upload it here for the popular vote! Be sure to cast your own vote while you’re here, for your own pic or for someone else’s, and check in regularly to see who the top stars are today! (And hey, keep it professional … if you wouldn’t want your boss to see it, don’t post it. Chances are, your boss is—or will be—a member of ProZone, too!)

Planned Photo Contests Include

November: Signs of the Times

Calling all Brainstormers! This month’s photo contest is “Signs of the Times!” Keep your eyes peeled for a great sign idea that’s adaptable to our industry (signs of all kinds are welcome), snap a photo, and submit it to this month’s contest! Vote for your favorite and check in regularly to see who’s on top!

December: Marketing Madness

This month’s photo contest is “Marketing Madness!” Your mission is to find a great, visual marketing idea that can be adopted by a multifamily company or community (for example: an ad, campaign, billboard, sign, flyer, banner, human directional, etc.), snap a photo, and submit it to this month’s contest! Vote for your favorite and check in regularly to see who’s on top!

January: Posable Pets

Yep, you knew it was inevitable. This month’s contest is all about the furry friends. Take a photo of your favorite pet (your own, a friend’s, or—if your community is pet friendly—a resident’s) and post it here for the popular vote! Costumes and captions are allowed and encouraged! Vote for your favorite and check in regularly to see who’s on top!

February: Exceptional Exteriors

This month’s photo contest showcases “Exceptional Exteriors!” Submit any exterior photo of your community that you’ve taken yourself—your professional marketing shots are not allowed! Your photo can show any aspect of your community’s exterior, from a wide-angle view to a garden close-up. Vote for your favorite and check in regularly to see who’s on top!

March: Innovative Interiors

This month’s photo contest showcases “Innovative Interiors!” Submit any interior photo of your community that you’ve taken yourself—your professional marketing shots are not allowed! Your photo can show any interior space at your community from a special apartment feature to a great resident event hosted at your clubhouse. The only rule is that it has to show something special or unique. Vote for your favorite and check in regularly to see who’s on top!

April: Fun, Fabulous Faces!

For this month’s photo contest, get the team together and say cheese! Submit a group photo of any number of your teammates doing your job and LOVING IT! The photo should be one that you’ve taken yourself (feel free to use your camera’s timer to get into the picture, too), and be sure to get everyone’s permission before posting. The only rule is that your photo has to communicate that you love your job and have fun doing that thing you do … just remember to keep it properly professional. Vote for your favorite and check in regularly to see who’s on top!

May: Caption Contest

This month, we’re turning the photo contest upside down! We’re giving YOU the photo, and it’s up to you to come up with a fun caption for it! Add your caption(s) to the comment box and we’ll post our top ten favorites for a survey vote on (date). Ready, set, GO!

June: We have the Team!

For this month’s photo contest, get the team together and say cheese! Submit a group photo of any number of your teammates doing your job and LOVING IT! The photo should be one that you’ve taken yourself (feel free to use your camera’s timer to get into the picture, too), and be sure to get everyone’s permission before posting. The only rule is that your photo has to communicate that you love your job and have fun doing that thing you do … just remember to keep it properly professional. Vote for your favorite and check in regularly to see who’s on top!

We hope you’ll join in the fun and ask your friends and peers to join us, too!

Official Rules

“It's All About Experience! ” Promoted and Sponsored By Multifamilypro's Brainstorming Sessions

NO PURCHASE NECESSARY. A PURCHASE OR PAYMENT OF ANY KIND WILL NOT INCREASE YOUR CHANCES OF WINNING.

Eligibility: The Contest is open to all multifamily professionals and organizations.

Entrants must be amateur artists and must not be at time of entry, during the Contest Period or at time of Grand Prize fulfillment and acceptance, a party to any agreement with any studio, production company or publishing company or any third party that might interfere with entrant’s participation in the Contest and /or acceptance of the Grand Prize awarded. Employees of Multifamilypro are not eligible.

By participating in this Contest, entrants: (a) agree to be bound by these Official Rules and by the interpretations of these Official Rules by Multifamilypro and by the decisions of Multifamilypro, which are final in all matters relating to the Contest; (b) to release and hold harmless Multifamilypro and its agents, employees, officers, directors, successors and assigns, against any and all claims, injury or damage arising out of or relating to participation in this Contest and/or the use or misuse or redemption of a prize, and for any claims based on publicity rights, defamation, invasion of privacy, copyright infringement, trademark infringement or any other intellectual property related cause of action; and (c) acknowledge compliance with these Official Rules. Multifamilypro reserves the right, in its sole discretion, to disqualify any entrant who is under a third party agreement which Multifamilypro deems as contradictory to the amateur nature of this Contest.

Promoter and Sponsor: Multifamilypro,

38565 U.S. Highway 19 North | Palm Harbor, FL 34684

Phone: 727.940.5211 | Fax: 727.940.5819

Agreement to Official Rules: Participation in the Contest constitutes a participant’s full and unconditional agreement to and acceptance of these Official Rules and the decisions of the Sponsor, which are final and binding. Winning a prize is contingent upon fulfilling all requirements set forth herein

Entry Period: The “It's all about the Experience!” (the “Contest”) commences at 12:00 PM (ET) on October 10, 2011 and ends at 11:59 P.M. (ET) on October 28th, 2012 (the “Contest Period”). All entries must be received by 11:59 P.M. (ET) on the last day of each month during the contest period.

Contest Overview: The Contest is a contest wherein entrants create a video (the “Contest Video”), share photos, post an idea on their blog using the promotional links provided, accompanying their own video,photo or blog. Creating and submitting the Idea entry is the sole responsibility of the entrant according to the manner specified in paragraphs 6, 7 & 8 within.

To Enter: A Contest entry consists of: (1) a video submission that follows the prescribed promotional script.

Submissions that do not include all required information and adhere to the foregoing and following requirements will be considered void and will not be considered in the judging of this Contest. Your video must meet the requirements set forth in Sections 6 and 7 below.

7. Contest Terms of Submission: As conditions of entry into this Contest, and by uploading a Submission, each Entrant: WARRANTS AND REPRESENTS THAT THE ENTRANT OWNS ALL RIGHTS TO THE SUBMISSION HE/SHE IS ENTERING IN THIS CONTEST, INCLUDING, WITHOUT LIMITATION, THE VIDEO RECORDING, AND THE PERFORMANCE CONTAINED IN EACH SUBMISSION; WARRANTS AND REPRESENTS THAT THE ENTRANT IS THE INDIVIDUAL PICTURED AND HEARD IN THE SUBMISSION, OR, ALTERNATIVELY, THAT THE ENTRANT HAS OBTAINED PERMISSION FROM EACH PERSON WHO APPEARS IN THE SUBMISSION TO GRANT THE RIGHTS TO THE SPONSOR DESCRIBED IN THESE RULES, AND CAN MAKE WRITTEN COPIES OF SUCH PERMISSIONS AVAILABLE TO THE SPONSOR UPON REQUEST; WARRANTS AND REPRESENTS THAT HIS/HER SUBMISSION(S): (a) ARE ORIGINAL TO THE ENTRANT AND HAVE BEEN LEGALLY OBTAINED AND CREATED, (b) DO NOT INFRINGE THE INTELLECTUAL PROPERTY, PRIVACY OR PUBLICITY RIGHTS OR ANY OTHER LEGAL OR MORAL RIGHTS OF ANY THIRD PARTY, OR VIOLATE APPLICABLE LAWS, REGULATIONS, OR NETWORK STANDARDS; (c) HAVE NOT BEEN ENTERED IN OR WON PREVIOUS CONTESTS OR AWARDS; AND (d) HAVE NOT BEEN PUBLISHED PREVIOUSLY IN ANY MEDIUM; Irrevocably grants to Sponsor and its affiliates, legal representatives, assigns, agents and licensees, the unconditional and perpetual right and permission to copyright (as appropriate), reproduce, encode, store, copy, transmit, publish, post, broadcast, display, publicly perform, adapt, exhibit and/or otherwise use or reuse (without limitation as to when or to the number of times used), the Entrant’s or any other party’s name, address, image, voice, likeness, statements, biographical material and Submission, including, but not limited to, the video or digital recording and performances contained in any of the above items (in each case, as submitted or as edited/modified in any way by the Sponsor, in the Sponsor’s sole discretion), as well as any additional photographic images, video images, portraits, interviews or other materials relating to the Entrant and arising out of his/her participation in this Contest (with or without using the Entrant’s (or any other party’s name) (collectively, the “Additional Materials”) in any media throughout the world for any purpose, without limitation, and without additional review, compensation (except if required by law), or approval from the Entrant or any other party. Entrant and all other parties, forever waive any rights of privacy, intellectual property rights, and any other legal or moral rights that may preclude the Sponsor’s use of the Entrant’s Submission or Additional Materials, or require the Entrant’s permission for Sponsor to use them for any purpose, and agree(s) to never sue or assert any claim against the Sponsor’s or the Sponsor’s use of Entrant’s Submission or the Additional Materials. Entrant and all other parties agree to indemnify and hold the Sponsor and its respective affiliates, officers, directors, agents, co-branders or other partners, and any of its employees (collectively, the “Promotion Indemnities”), harmless from any and all claims, damages, expenses, costs (including reasonable attorneys’ fees) and liabilities (including settlements), brought or asserted by any third party against any of the Promotion Indemnities due to or arising out of the Entrant’s Submissions or the Additional Materials in this Promotion, or the Entrant’s conduct during and in connection with this Promotion, including but not limited to trademark, copyright, or other intellectual property rights, right of publicity, right of privacy or defamation. Entrant and all other parties agree to release, indemnify and hold harmless Sponsor from any and all claims that any commercial, advertising, presentation, web content or any other material subsequently produced, presented, and/or prepared by or on behalf of Sponsor or the Sponsor infringes on the rights of Entrant’s work as contained in any Submission. Entrant and all other parties agree Sponsor or affiliates are in no way responsible for assisting in creating or uploading an entry for the Contest. Entrant and all other parties agree that Creating a Contest Video and the process of entering a Contest Video is the sole responsibility of the participant(s).

8. Submission Format and Content Requirements:

Technical Requirements

Video file(s) of any Contest Video entered in the Contest must be less than 2 minutes in length. See the YouTube User Terms of Use for additional technical details.

Additional Requirements

Your Submission may not contain, include or involve any of the following (as determined by the Sponsor in its sole discretion):

Obscene, profane, lewd, defamatory content, data or images unsuitable for broadcast.

Crude, vulgar or offensive pictures, depictions, images, language gang signs and/or symbols.

Gratuitous violence, gun or other imagery or gestures of weapons Threats of violence.

Nudity, explicit, graphic or sexual activity.

Commercial products such as clothing, toys, food and/or their trademarks, brands, logo or endorsements.

Hard liquor use or product images.

License plates, phone numbers, personal addresses (physical or email) or otherwise Website or web page links.

Illegal drug or alcohol use or abuse.

Derogatory characterizations of any handicap, disability, ethnic, racial, sexual or religious groups, humiliate other people (publicly or otherwise), any assault or threatening of others.

Trespass or the violation of other people’s rights or property. Illegal (discriminatory, harassing) or inappropriate activity, behavior or conduct (i.e, inflicting emotional distress).

Conduct or activities in violation of these Official Contest Rules.

Any other content, display, materials and/or images that is or could be considered inappropriate, unsuitable or offensive, as determined by Sponsor in its sole discretion.

Any third party materials (including but not limited to music) that may otherwise violate or infringe (or may infringe) any of the following:

Copyright, trademark, logo, mark that identifies a brand or other proprietary right of any person living or deceased (including but not limited to rights of privacy or publicity or portrayal in a false light) or entity, other than Multifamilypro or is otherwise objectionable, will not be considered and may disqualify the Entrant. Clothing worn in the video should not contain any visible logos, drawings, cartoons, phrases, trademarks or other third-party materials.

All Submissions must be suitable for broadcast as determined in the sole discretion of Sponsor.

Entrants may not copy or otherwise plagiarize the Submission from any source. No Submission shall contain any content or performance that has been broadcast or streamed, published or televised on television or other medium or as part of a recording of a motion picture film, television program or audio production or broadcast.

Sponsor has the sole discretion to determine whether a video qualifies as an Entry. Any Entry not in compliance with the above and does not meet the YouTube requirements will be disqualified.

Sponsor may modify or edit any materials related to a Contest entry or request entrants to do so, so that such materials meet such guidelines. Videos must be in keeping with Sponsor’s image and may not be offensive, as determined by Sponsor in its sole discretion, nor can it defame or invade publicity rights or privacy rights of any person, living or deceased, or otherwise infringe upon any person’s personal or proprietary rights. In such an event, the video will not be posted to the Multifamilypro YouTube page and will be disqualified from the Contest.

All submissions will be reviewed for content before being published or judged; however, such review does not relieve Entrant from responsibility for compliance with the Official Rules. Submissions that do not comply with the Official Rules or that otherwise contain prohibited, or inappropriate content as determined by the Sponsor, in its sole discretion, will be disqualified and will not be published or considered for a prize. Sponsor makes the final determination as to which Submissions are eligible to take part in this Contest and be considered for a prize.

9. Selection of Winners: There are two rounds of judging in this Contest: In Round One, a panel of Multifamilypro associates and/or affiliates (the “Judges”) selected at the Sponsor’s sole discretion will select 2 finalists. Judges will take into consideration results of any online ratings and comments but Judges will make the final decision for the finalists. Round One of judging will be completed on March 5, 2010. In Round Two, a panel of judges selected at the Sponsor’s sole discretion will select the prize winner. Again, Judges will take into consideration results of the online ratings and comments but Judges will make the final decision for the finalists.

Judging for the finalists will begin on the first day of each month and be completed on the 15th of each month. The Judges’ decisions are final and binding in all respects.

10. Judging Criteria: Contest Video will be judged based on creativity, execution, and enthusiasm. The Judges reserve the right to extend the Contest Period or not to award a Prize if they determine, in their sole discretion, that too few entries were received for a given category.

11. Categories & Prizes: GRAND PRIZE: if the winner is already registered for Multifamilypro's Brainstorming Sesssions, the winner will receive $500 cash. If the winner is not yet registered, he/she will receive free registration to the conference and three nights standard lodging at the host hotel (incidentals not included).

Verifiable retail value (VVRV) of the prize is approximately ($2500).

12. Prize Winner Notification: A representative of Multifamilypro will announce the winner via Facebook, Twitter, and Multifamilypro's various websites with the winning video posted in any/all of those online venues and at the event itself; as well as notifying the winner personally. If the potential Prize Winner cannot be reached via the contact channels provided upon entry or fails to claim his/her prize prior to October 31, 2012, an alternative Prize Winner will be

selected from among the remaining Eligible Entries received. In addition, Multifamilypro reserves the right to select alternative Prize Winner(s) in the event that the Prize Winner(s) fails to comply with these Official Rules.

13. Disputes: Entrant agrees that: (i) any and all disputes, claims and causes of action arising out of or connected with this Contest, or any prizes awarded, other than those concerning the administration of the Contest or the determination of winners, shall be resolved individually, without resort to any form of class action; (ii) any and all disputes, claims and causes of action arising out of or connected with this Contest, or any prizes awarded, shall be resolved exclusively by the United States District Court or the appropriate Florida State Court located in Palm Harbor, FL; (iii) any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering this Contest, but in no event attorneys’ fees; and (iv) under no circumstances will entrant be permitted to obtain awards for, and entrant hereby waives all rights to claim punitive, incidental and consequential damages and any other damages, other than for actual out-of-pocket expenses, and any and all rights to have damages multiplied or otherwise increased. SOME JURISDICTIONS DO NOT ALLOW THE LIMITATIONS OR EXCLUSION OF LIABILITY FOR INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE ABOVE MAY NOT APPLY TO YOU. All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrant and Sponsor in connection with the Promotion, shall be governed by, and construed in accordance with, the laws of the State of Florida, without giving effect to any choice of law or conflict of law rules (whether of the State of Florida or any other jurisdiction), which would cause the application of the laws of any jurisdiction other than the State of Florida.

14. General Terms: Noncompliance with any of these Official Rules may result in disqualification. ANY VIOLATION OF THESE OFFICIAL RULES BY A PRIZE WINNER OR ANY BEHAVIOR BY A PRIZE WINNER THAT WILL BRING SUCH PRIZE WINNER OR MULTIFAMILYPRO INTO DISREPUTE (IN MULTIFAMILYPRO’S SOLE DISCRETION) WILL RESULT IN SUCH PRIZE WINNER’S DISQUALIFICATION AS A PRIZE WINNER OF THE CONTEST AND ALL PRIVILEGES AS A PRIZE WINNER WILL BE IMMEDIATELY TERMINATED.

Multifamilypro assumes no responsibility for incorrect or inaccurate entry information whether caused by any of the equipment or programming associated with or utilized in this Contest or by any human error which may occur in the processing of the entries in this Contest. Multifamilypro is not responsible for any problems or technical malfunction of any telephone network or lines, computer online systems, servers, or providers, computer equipment, software, failure of any e-mail or players on account of technical problems or traffic congestion on the Internet or at any web site, or any combination thereof, or any incomplete, lost, late, delayed, misdirected or garbled votes or failure to receive votes, including, without limitation, any injury or damage to participant’s or any other person’s computer related to or resulting from participation or downloading any materials in this Contest or the voting rules to this Contest. Multifamilypro is not responsible for any typographical or other error in the printing of the offer, administration of the Contest, or in the announcement of the Prizes or Prize Winners. If, for any reason, the Contest is not capable of running as planned, including, without limitation, changes in Multifamilypro’s business, infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes beyond the control of Multifamilypro which corrupt or affect the administration, security, fairness, integrity or proper conduct of this Contest (including, but not limited to, the online voting/comment process) or for any reason that Multifamiypro deems it necessary. Multifamilypro reserves the right in its sole discretion to cancel, terminate, modify or suspend the Contest, or the online voting/comment process and to determine the Prize Winners in its sole discretion. Should the Contest be terminated prior to the stated expiration date, notice will be posted on www.OptmizationSummits.com, Twitter, Facebook, Multifamilypro.com and other Multifamilypro online points of presence, and the Prizes may be awarded to winners to be selected from among all Eligible Entries received up until and/or after (if applicable) the time of modification, cancellation or termination, or in a manner that is fair and equitable as determined by Multifamilypro. All interpretations of these Official Rules and decisions by Multifamilypro are final. No software-generated, robotic, programmed, script, macro or other automated online or text message entries are permitted and will result in disqualification of all such entries. Automated votes, or votes that have been tampered with or otherwise solicited improperly will result in disqualification of all such votes. Mulitfamilypro reserves the right in its sole discretion to disqualify any individual it finds to have tampered with the entry process or the operation of this Contest; to be acting in violation of these Official Rules; or to be acting in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person or to have provided inaccurate information on any legal documents submitted in connection with this Contest.

CAUTION: ANY ATTEMPT BY ANY INDIVIDUAL TO DELIBERATELY DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE CONTEST IS A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, MULTIFAMILYPRO RESERVES THE RIGHT TO SEEK DAMAGES FROM ANY SUCH INDIVIDUAL TO THE FULLEST EXTENT PERMITTED BY LAW. THE COURTS OF THE STATE OF INDIANA (STATE AND FEDERAL) SHALL HAVE SOLE JURISDICTION OF ANY CONTROVERSIES REGARDING THE CONTEST AND THE LAWS OF THE STATE OF INDIANA SHALL GOVERN THE CONTEST. EACH ENTRANT WAIVES ANY AND ALL OBJECTIONS TO JURISDICTION AND VENUE IN THESE COURTS AND HEREBY SUBMITS TO THE JURISDICTION OF THOSE COURTS.

Entrants agree to indemnify and hold harmless Multifamilypro from any and all liability resulting or arising from the Contest, to release all rights to bring any claim, action or proceeding against Multifamilypro, and hereby acknowledge that Multifamilypro has neither made nor is in any manner responsible or liable for any warranty, representation or guarantee, express or implied, in fact or in law, relative to the Prizes.

Entrants hereby agree to submit their entries under the following terms and conditions: (a) that Multifamilypro may use any ideas, concepts, material, in whole or in part, contained in an entry, (b) that all physical materials submitted become the property of Multifamilypro and will not be returned; (c) that all materials submitted are free from any lien or claim by anyone, including, but not limited to any union, guild or performance rights society; (d) entrants have obtained all rights, permissions and licenses necessary for Multifamilypro to use the entries for any purpose; (e) that no entry or any part thereof infringes any trademark or copyright or otherwise violates anyone’s right of privacy or publicity; and (f) entrants indemnify and hold harmless Multifamilypro and their respective entities, officers, directors, employees, agents, members, affiliated companies and subsidiaries from any claims, suits, losses damages and expenses (including reasonable attorneys’ fees) that arise from any breach of the following conditions. Entrants agree to the foregoing and in addition agree to obtain, upon request of Multifamilypro any documentation and releases necessary to prove their unrestricted ownership in all materials contained in their Submission Material and Multifamilypro’s right to use such materials, in whole or in part, without limitation in all media and for any purpose whatsoever without compensation.

In case of a dispute over the identity of the entrant who submitted the winning Eligible Entry, the authorized account holder of the email address associated with that Eligible Entry will be deemed the entrant. The “authorized account holder” is deemed the natural person who is assigned to an email address by an Internet access provider, service provider or other online organization that is responsible for assigning email addresses for the domain associated with the submitted email address. Said entrant must comply with these Official Rules and, at Multifamilypro’s sole discretion, may be required to provide proof or ownership of the email account.

15. Request for Name of Grand Prize Winner and Official Rules: For the name of the Prize Winners and/or Official Rules, send a self-addressed stamped envelope to: Multifamilypro,

38565 U.S. Highway 19 North | Palm Harbor, FL 34684

Phone: 727.940.5211 | Fax: 727.940.5819

All requests for a copy of the Official Rules and the names of the Prize Winners must be made each month beginning October 10, 2011. Please note on the front left- hand corner of your outer envelope whether you are requesting “Official Rules” or the name of the “Prize Winners.”

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]]> http://www.multifamilypro.com/2011/11/01/%e2%80%9cit%e2%80%99s-all-about-experience%e2%80%9d-contest/feed/ 0 http://www.multifamilypro.com/2011/07/12/have-f-u-n-with-leasing-apartment-homes/ http://www.multifamilypro.com/2011/07/12/have-f-u-n-with-leasing-apartment-homes/#comments Tue, 12 Jul 2011 17:56:34 +0000 admin http://www.multifamilypro.com/?p=2600 By the Smart Girls, Dawn Ford, Megan Orser and Paige Perry of Smart Apartment Solutions

Do you recall the memories of some of the most important events of your life, graduating high school, going away to college, landing your first job, getting married and becoming a parent?  In recalling these memories, what also comes to you is the recollection of an emotional experience.  What we remember the most out of our life experiences is the way the event made you feel.  Another life event that is a highly charged emotional experience is finding and moving into your first home.  So are you engaging in the F.U.N. when assisting your customers in one of the most influential decisions they will make?

F.U.N., feelings, understanding and needs are the necessary elements of turning an experience from unpleasant and uncomfortable feared event to a positive memory point.  As leasing professionals, we are all leasing four white walls and a piece of carpet, it is the way that the experience makes them feel that makes leasing from you at your community a positive and influential emotional experience.

Your initial contact with the newest member of your community could be on the internet; are you presenting your prospective resident the information in a succinct, friendly and personalized fashion?  Gone are the days of the flowery details; with 90% of our customers conducting their apartment home search on the internet, they have visited your website, looked at your floor plans, reviewed your pricing and have decided that your apartment home meets most of their criteria.  Make sure your response addresses their specific questions and most importantly, extend an invitation for them to meet you and visit the community.

If a prospective resident calls you, more than likely it will be on a cell phone, and more specifically, a smart phone.  By December of this year, 52% of owners of cell phones will be using a smart phone.  With this new complexity of communication, this places an elevated significance on listening carefully to your clients needs.  Use this new technology to your client’s benefit; text directions from Google maps or Google goggles right to their phone, send a short video that you have made on www. OneTrueMedia.com that shows the view from the balcony of the apartment or send them a link from YouTube of a video depicting the lifestyle that your community has to offer.

You have listened to your client and it is during the tour that you demonstrate your understanding of your clients needs.  Change the emphasis of your tour of the apartment home from those obvious, tangible items to mentioning and creating memory points of features and benefits that will evoke more of an emotional connection.  Mention the frost-free refrigerator is large enough to hold 3 gallons of milk, your skim, your children’s whole milk and your husband’s two percent.  Demonstrate in the kitchen that the cabinets have adjustable shelves and will easily accommodate dinner plates.  In the kitchen, another great feature to mention is the number of plugs for small appliances.  Perhaps the apartment will have four occupants, mention of things like the size and recovery time of the hot water tank will mentally register as a feature that your competition didn’t mention they had.  For our Millenials, be sure to talk about cell phone coverage and internet speed.  To check you cell coverage for a specific location, visit www. cellreception.com.

So how has all of this new technology changed the way we close the sale?  Certainly, you can get clever and add some new and refreshing approaches to closing but what has not changed is that the prospective resident wants you to ask them to become a part of the community.  You have gotten them to come and tour, listened to their specific needs, customized a demonstration that is jammed-packed with F.U.N, so while in the living room of the model apartment, ask a form of a closing question or comment.

Now that you have incorporated all of the newest technology into your phone and demonstration toolbox, how do follow-up on this very savvy consumer; the possibilities are endless.  What we do know is there is F.U.N. in follow-up.  Are you texting a short thank you message as the prospective resident leaves the community?  Use tools such as Google voice where you can schedule a variety of different types of messages over the next 48 hours, direct the prospect to your facebook page to become a fan, find them on twitter and request to follow them and send them a link to a video of their new apartment home that you have personalized.

Use whichever method of this innovative technology you are most comfortable with but be sure you enjoy yourself.  Your FUN will definitely create a memory point with your customer.

Don't miss Dawn and Megan on MultifamilyproTV show Your Recipes For Success

Thanks to Wendy Muse, Vice President of Education at Tarragon Management, Inc., and Lisa Trosien, President of ApartmentExpert.com, The “How to Lease to Anyone!” workshop at the Multifamily Brainstorming Sessions a few years ago where they shared,  some of the most applicable tricks-of-trade when it comes to dealing with all types of customers.  Here are just a few of the most familiar personalities they discussed and their original ideas for transforming these leasing challenges into signed  leases.

Recognizing Different Types Of Customers

In A Hurry
What do you do when a person doesn’t have an appointment and just wants to run through some models quickly?  Or what if he or she doesn’t have time to fill out a guest card?  It’s time to think on your feet.  Complete the guest card as you’re walking through the models – this saves time and allows you to get the information you need.  You also can offer to e-mail a brochure to the visitor and suggest that he or she makes an appointment for a later time.  Of course, the key here is to tell the person that you know and understand how valuable his or her time is.  Make the process a convenient and enjoyable one, and you’ll have a better shot at closing the deal.

Personality Conflict
Sometimes you may just not click with someone.  Your personalities don’t mesh, and it doesn’t look like you’ll be able to work together.  In this situation, if you can make a graceful handoff to one of your colleagues with a “Why don’t I have Susie show you our model” or “John will be happy to take you through the paperwork,” go ahead and do it.  If this isn’t possible, take a moment to read the person’s body language (such as crossing his arms, leaning forward, or standing at a distance) and see if you can mirror it.  This is a diplomatic sign of respect that might help you ease the tension and move away from potential conflict.  Of course, you can always grin and bear it.  Put on a big smile and do your very best to serve this customer.  That’s your job, and you just need to give it your best.

Disabled
When someone in a wheelchair visits your property and your models are on the second floor of a walk-up building, don’t immediately think that you won’t be able to lease to this individual.  According to Muse and Trosien, it’s a good idea to have virtual tours available, either via a video in the office or on the Internet.  Another option is to show the person a market-ready apartment on the first floor of the building.  Yet, the most important approach is to discuss the person’s needs in detail, never assuming what the person can or cannot handle.  From your prospective customer’s input, you will be able to tailor a presentation to his or her needs.

Blind Or Hearing Impaired
If a blind person visits your property, it is important to introduce yourself immediately.  This person wants to know who he or she is speaking to, and you don’t have time to play guessing games.  Oftentimes, someone who is blind will have a lead dog or a companion.  In these cases, refrain from touching the lead dog, and be sure to talk directly to your future renter – not through the companion.  Furthermore, never touch a blind person without speaking first; you don’t want to startle him or her.  Then, as you begin your tour, use the “sighted guide technique,” walking beside the person with your hand on his or her arm and giving explicit directions as you move through the apartment.

For the hearing impaired, the rules of engagement are clear-cut.  First and foremost, do not turn away from the person you are speaking to; that individual needs to read your lips.  Therefore, also be sure that you don’t cover your mouth while you’re speaking.  Keep the volume of your voice at a normal level – you don’t have to shout for a hearing impaired person to understand you.  Finally, don’t over-enunciate, and don’t hesitate to rephrase what you or the potential customer has said to make sure that you’re on the same page.

Looking Way Into The Future
If you think that talking to or showing models to someone who doesn’t plan to sign a contract for at least six months is a waste of time, think again.  These people are potential customers, and the best way to deal with them is to treat them like every other client.  To start, don’t hesitate to show them a model.  If they show interest, this is a great opportunity to put them on a waiting list – a skillful way to make sure that there is a unit waiting for them when they’re ready to make a move.  You also should put them on your e-mail or newsletter list, as this is a quick and easy way to stay in touch over time.  In addition, if you have planned a resident function for the near future, invite these potential residents to join in the festivities.  This kind of personal service will keep your property in the forefront of their minds.

Pet Owners
People’s pets are often like their children.  Most people will not move without their pets, so if your property accepts them, you’ve already earned points with pet owners.  You can net even more points by catering to pets, keeping pet items in the model and making sure that the property is a welcoming place for someone’s precious pooch or frisky feline.  If you don’t take pets, you might want to consider changing your position; a “no pets” policy can eliminate 60 percent of your prospect base.  However, if you are determined to operate a pet-free complex, be sure to talk to prospective renters about the consequences associated with a violation of your policy.  You don’t want to anger a renter by delivering an unexpected penalty.

From Out Of State
Moving is a daunting experience, and moving from out of state is even worse.  These renters face a higher level of anxiety than most customers.  By letting them know that you are a true professional and that you have their best interests at heart, you’ll immediately create a comfort zone.  It’s important to be willing to help these clients get acclimated to their new environment, so it’s good idea to have some information about the surrounding areas in the leasing office.  Additionally, renters who are moving from an inexpensive area to a more pricey location can experience a bit of a culture shock.  In this case, promote the value of the apartment, not the price.

Getting Divorced
When dealing with someone who needs an apartment because he or she is getting divorced, it is crucial to be empathetic and flexible.  This individual may have some unusual requests, such as asking you not to call him or her at home (maybe because the other person in the relationship doesn’t even know about the divorce yet).  You must label your guest cards clearly to ensure that you don’t make a mistake.  Then, let the renter know that his or her privacy is of the utmost importance, and that you will do everything in your power to make sure that the entire process is discreet.  And for those people who don’t want to sign a lease right away because they are working on their marriage and might need to get out of a contract, you can discuss the different leases you offer, as well as any out clauses you may have.

Language Barrier
The Hispanic population is one of the fastest growing market segments for the multifamily housing industry.  Therefore, it’s a great idea to have a bilingual person on your staff.  If you’re not adding to your staff right now but need to be able to communicate with prospective renters for all different ethnic backgrounds, have a list of key phrases in a variety of languages handy (Berlitz Travel Guides are a good resource for this).  But be careful – many languages have a number of dialects.  Some of these vernaculars are not pure versions of a language; in fact, they’re often called “slanguage.”  Because of this, don’t depend solely on Internet translation sites like www.freetranslation.com or www.babelfish.com.  Members of our group suggested that you turn to local translators or even high school or college students to help with proper translations.

Overcoming Objections

Ultimately, there will be any number of different personalities walking through your door.  Your job is to listen to the needs of everyone you meet and try to resolve any issues they may have.  Some people undoubtedly will have objections, and you have to find ways to overcome them.  Wendy Muse and Lisa Trosien suggest that you approach an objection with the following steps:

·    Be prepared
·    Present it first
·    Qualify it
·    Present the other side
·    Admit it and move on

Whether it’s a bedroom that’s too small or appliances that are too old, your job is to help customers figure out which features mean the most to them and then show them how your property really does fulfill their requirements.  You have to promote all of the great benefits your property offers and let renters know that they arrived home when they walked through your door.

Essential Steps of the Leasing Process

1.  Effectively handle all requests for information about your community, including telephone,email, Internet and regular mail inquiries, with the goal of developing a relationship in order to persuade the future resident to visit the community personally and ultimately lease.

2.  Meet and greet future residents (at the front door if possible). Offer your hand, start building a relationship if this is the first contact, offer your help, and offer a comfortable chair and refreshment.

3.  Learn to develop rapport and build a relationship. The basics are fairly simple and include smiling, using the future resident’s name, saying please and thank you when asking for information, showing interest in the future resident’s needs and wants, and letting the future resident know what his or her options are.  Focus all your attention on the person or persons in front of you!

4. Qualify future residents without interrogating. Determine their needs and wants before you start asking for the information that you need to complete the guest card.

5. Complete the welcome/ guest card for each future resident without making them feel like they are being interrogated; while collecting the information you need to stay in touch and satisfy the leasing criteria for your community, and track the marketing source.

6. Present/show/demonstrate the model (if the community has one) and an available apartment. Demonstrate to the future resident the amenities that they are interested in such as the fitness center, pool area, tennis courts, business center and so on. Discuss the community, Management Company, service department, special services, location and so on. Maintain a focus on those features and benefits they are most interested in.

7.  Develop complete product knowledge of every floor-plan within your community! Show all closets and added storage spaces, present square footage of both living areas and storage space, furniture placement possibilities and options, and special extras like how many hangers can be hung in each closet, views, and added functions of all included appliances.  If your community offers custom home upgrade options or other extras such as special telephone  systems or additional lines,  Internet access, renters insurance, etc., explain the programs and possibilities. Be alert for objections and be prepared to overcome them while you continue to build the relationship.

8. Learn and apply the finer points of closing by invitation and persuading the future resident to become a resident in your community.

9. Invite the future resident to complete the rental application or offer to fill it out for them. Introduce the future resident to other team members if possible, or at least offer the business card of the manager or community concierge (if your community has one) and complete any additional paperwork necessary. Once the future resident has filled out the rental application and has signed it, collect the application fee and security deposit.

10. Verify the information on the application and check the applicant’s credit, then present it to the Community Manager for approval or denial of occupancy.

11.  Follow up with the future resident by sending a thank you or welcome card or letter. Once the application has been verified and approved, provide the future resident with the numbers to call for water, cable, Internet access, newspaper, electric, gas and telephone services; their new address; and the amount of rent that will be due upon move-in. Many communities today offer to make utility and service connection calls for the resident as an added value service. Keep in mind that the relationship leasing process includes making certain that the new resident understands every detail of the move in process and has no surprises from the signing of the lease on.

12. Complete all move-in paperwork. Make certain that the apartment door locks have been re-keyed and the appropriate keys to the apartment and mailbox are ready for move-in day. File all paperwork in appropriate files. If the future resident did not lease, follow up by writing a thank you note, sending post cards, mailing or e-mailing further community information...and always make at least two follow-up telephone calls. Continue the follow up process until the future resident has leased in your community or in a competing community. If the future resident chooses a competitor, determine why they selected that community rather than yours, and especially how the other community better satisfied their needs and wants. Keep a record of this information.

13. Be intimately familiar with other local communities - this includes both competitors and those owned or managed by your own company. If you can’t help a future resident, always refer them to another community that can. By keeping a set of brochures on these communities close at hand, you can then offer the future resident the information they need, and even call the community to set up an appointment. This will go a long way in establishing a rapport with these other communities that will, in time, lead them to do the same for you.

14. Recognize that knowledge is your key to success in each of the steps and areas addressed above. This includes knowledge of the relationship leasing process as well as product knowledge. The more you know, the more you’ll grow. Remember also that knowledge isn’t a static entity. It’s the product of learning, which needs to be a life-long and career-long process. The more you continue to learn, the more you’ll continue to grow as a professional.

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