Are We Renting Apartments Today?

Despite COVID-19, Apartment Demand is still there! 

Apartment marketing

Download Google search demand graphics for the past 30 and 7 days by state. Are People Leasing Apartments Today

Note: This PDF was purposely left in black and white for small download size. Nothing fancy here 🙂

 

 

 

 

I am, of course, writing this from home.

Despite the fact the apartment industry is heavily invested in the traditional model of having people work in a conventional leasing center your residents and prospects employers have restructured to support mass work from home. 

In most cases, apartment demand hasn’t evaporated, it’s just now a question of how to fulfill the demand – safely. While we need to mitigate risk, we also need to support the leasing process.

One unexpected outcome of the coronavirus crisis could be heightened demand for bigger apartments, said Adam Ducker, Senior Managing Director, RCLCO. That three-bedroom unit might look pretty good to a family that’s been holed up in a two-bedroom for the duration.

RENTCafé surveyed more than 6,000 renters March 18-20 Found Here and found that most (56%) plan to move as soon as they find an apartment; only 17% said they would stay put.

How can our leasing, marketing, and training teams adopt?

It’s interesting to watch how grocery stores are adapting to how they are handling health and safety in-store and making life easier for customers to take advantage of online shopping and parking lot pickup.

We already have food order apps and online delivery services like UberEats and Delivery Dudes. They make home delivery possible for restaurants that don’t have their delivery services.

These food apps have demonstrated the trick is to find a sustainable and viable model that works for everyone.

Motivation to think outside the box

I wouldn’t use the word “opportunity” to describe what apartment leasing and marketing teams are facing, but we certainly do have the motivation to think outside the box and adapt to change.

From an evolutionary perspective, it isn’t the largest or most influential that necessarily survive, but those most able to adapt.

  • Leasing Teams are working from home answering calls & following up with prospects.
  • Leasing Teams are social distancing in the office to tour prospects in our apartments. Apartment tours are being provided using apps, not in person. They are using virtual leasing techniques. There are techniques!
  • Marketers are advertising “View our Apartments on on a app” on their websites, Google, and social media. Note the words Skype and Facetime are trademarked and should not be used in Google ads.
  • Leasing Teams are making videos of their vacant focus apartments and adding them to their websites.
  • The follow-up effort is being completed using a virtual tour or video. While they’ve already seen the apartment in person, they can continue exploring online with a complete walk-through and even share with family and friends. We all know it’s reasonable to tour an apartment two times.
  • Stacking map are being created that lets prospects explore your community by each floor, selecting between floor plates to view available apartments. Example: https://centraltower.ca/floorplans/
  • 3D artists can take professional photos of your vacant apartments and stage them with graphic furniture, decor, and other elements to bring the rooms to life. The process is also relatively short – about one week. https://com/renderator-case-studies/ 
  • Have professional photos of your community? Great! But don’t let them gather dust on Google or your website. Leverage their marketing power across hyper-visual platforms like Instagram and Pinterest.
  • Trainers are using this time to provide additional online leasing training to those not working in community offices.

Stay in touch and learn demand by apartment type.

Google and Yelp Reviews

Apartment MarketingWe wanted to let you know that Google and Yelp Temporarily Removed Several Features Due to COVID-19
Google and Yelp are temporarily removing some features from Google My Business as a result of limitations caused by the COVID-19 situation.
FROM GOOGLE “During the unprecedented COVID-19 situation, we are taking steps to protect the health of our team members and reduce the need for people to come into our offices. As a result, there may be some temporary limitations and delays in support as we prioritize critical services.”
For the time being, these features will be temporarily limited or removed.
Reviews & Q&A
Google My Business will not be publishing any new reviews, review replies, or new Q&A until further notice. Existing reviews, review replies, and Q&A will still be visible.
Presumably, any newly submitted reviews, replies, and questions will eventually be published when Google has the resources to do so.
We want to assure you that we take the health and well-being of our community, customers, and associates very seriously. Like you, we’re closely monitoring the quickly developing effects of the Coronavirus (COVID-19) pandemic.

20 Ways for Apartments to Compete In Today’s Markets

Apartment MarketingLooking for quick, easy-to-understand ways to get and keep a competitive edge— in leasing, marketing and in property management.

1. Change your leasing strategies and incentives weekly. Many markets are fast-moving, and if we keep doing the same thing over and over, we’ll get the same results over and over.
2. Add an Uber drop off and pick up location in your community. A sign works as a new amenity. These suggested locations are meant to make pickups easier and faster for riders and drivers. Make this area comfortable by adding a seating area. When selecting the location consider if possible protection from snow and rain, easy to charge a phone and easy to access without going past the security gates.
3. Has your resident profile changed over the past 4 years? With all the new construction odds are likely that community profiles have changed. Has this information been reviewed? Has your website and models altered to reflect this new profile?
4. Create “star” apartments every week. If you have sure apartment floorplans that are harder to lease, offer an additional incentive for renting those apartments.

5. Create urgency among leasing staff. In some companies, regional managers make random, surprise calls to properties to give them unique, short-term incentives. For example, they might say, “Just for today, every lease signed, the leasing consultant will receive an additional $50.”

6. Change your prices every day. Break every occupancy and leasing report down by floorplan, and set prices and concessions according to floorplan availability.

7. Upgrade all associates’ computer skills. Everyone at every property should be able to use not only the property management software but also basic laptops slow down the amount of work that can be accomplished. Daily, I hear leasing teams complaining about the age of their technology tools.

8. Learn how to tell the truth effectively. Don’t over inflate your community or its amenities in your marketing campaigns—it will come back to bite you. Instead, focus on what really is unique about your apartments and community.

9. Offer multiple methods of paying rent. Give residents as many options as you possibly can—direct deposit, e-pay, credit cards, cell phone apps, etc. This will increase the likelihood of their paying on time.

10. Offer telephone incentives. Increase telephone-to-appointment conversion by allowing leasing professionals to dangle a carrot: “If you are able to come in today, I’ll take $50 off the application fee.”

11. Treat EVERY employee like a professional by providing personalized business cards. Giving service team members those standardized business cards that require them to write in their name sends a wrong message: You aren’t significant enough (or won’t be here long enough) to warrant your own personalized cards. Instead of doing this, why not be confident in your new hires—and express that confidence by printing up customized business cards.

12. If you have happy residents, by all means, put them on display. Create a book of testimonials and put it on display in your leasing center; highlight them on a “wall of fame;” use them in your advertising, etc.

13. Practice the Internet “Golden Hour” rule. Do your best to reply to Internet leads within one hour of receiving them. Remember that people use the Internet, in part, to get information quickly. The text is an essential part of the leasing process today. Does your team have a cell phone to send and receive texts? Don’t forget to place all call on Call forward to the main line.

14. Incorporate instant rewards into your mystery shopping program. Identify 6 to 8 items on which shoppers should critique onsite people—and have the shopper give the staff member an instant reward if he or she successfully covers those 6-8 things. This is a great morale booster!

15. Mechanize every process. Keep the property running smoothly and make sure nothing is overlooked by creating a book of checklists, by position, for every procedure.

16. Support pet projects. Allow staff members to pursue aspects of property management that interest them. Give them new responsibilities or even create new positions for them. It is not only empowering for the employee but also beneficial for the property.

17. Rethink your renewal strategies. Does it make sense to offer better deals to new residents than to existing ones? Or to provide leasing professionals higher incentives for new leases than for renewals? Now more than ever, it’s critical that we close the back door by treating our existing residents like the valuable assets they are.

18. Set realistic goals. Goals that are too big to be realistically achieved are demotivating. Break huge “wishful thinking” goals into smaller benchmarks that can actually be reached over time.

19. Get rid of “survival language.” Stop talking about “hanging on by the skin of your teeth” or “making it through the year.” Put the past in the past, focus on what you’ve done right, and move forward.

20. Embrace diversity in all its forms. Learn to make the most of the different life experiences, skills, and interests every employee brings to the workplace.

 

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Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

Info@Multifamilypro.com

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How To Market Your Apartments On A Small Budget Tip 5

How to market your apartments on a small budget

Apartment Marketing

Tip 5.

Location

In some markets prospects have drive times from work of more than more than 20+ miles to visit and live in a apartment community they trust. One of the reasons Reviews are so important is that prospects will inquire based on reviews and how far they have to drive to visit. Do you know your drive time?  Do you include a link or actual reviews in your elead responses?

Marketing Tip: Conquest major employers from areas outside your primary market based on zip code and city.

Low cost lead generation for apartments

 

Apartment Marketing: Website Tool

Hotjar is one of the leading “heatmap analytics” solutions (others include Clicktale and Crazy Egg). Heatmaps are visual representations of how visitors interact with your site and help you understand what visitors are looking for, what they care about, and how well your site meets their expectations. Many marketers find this visual approach to website analytics is more intuitive and easier to understand than the complex charts and graphs reported by the more conventional website analytics tools.

Evolving beyond simply presenting heatmaps, Hotjar now includes a wide range of analytical tools, including individual visitor session recordings (allowing you to watch everything a visitor did while using your site, including mouse clicks/movements, page scrolling, and much more), tracking conversion funnels, and form performance analysis. Hotjar also includes easy-to-use tools to proactively solicit feedback from your site visitors via feedback forms, polls, and surveys.

Hotjar offers a free basic offering, with paid plans starting at $29/month for sites logging up to 10,000 daily pageviews. To get started, click here.

SEO HUGE News

SEO HUGE news and means a lot of work! Google has recently updated the way that they track “vicinities,” or locations, and in doing so, locations have been completely changed in their back end and how they serve us this data. Because of this, we have to re-map these locations in our systems. Google no longer recognizes certain neighborhoods or boroughs. EVEN SOME SUBURBS CITIES If you are tracking a keyword by one of the changed location types, the keyword’s location will need to be updated to monitor on another city or postal code. I have some accounts that we are still figuring how or where to focus on. UGHHHERRRR Google! My source for this information is MOZ highly trusted by Google.

Apartment Industry Speakers

Apartment Industry Speakers

Are you seeking the perfect apartment industry speaker for your next event?

You want a professional apartment leasing, marketing or management speaker who will emotionally connect with your attendees, entertain them, give great content and leave them educated and motivated? Are you looking for a proven apartment professional who leaves their ego at the door so they can focus on the needs of  your employee?

Perhaps you need an “expert who speaks”? This is a book author or researcher who is a recognized expert in  the apartment industry who also speaks. They might be a currently active facilitator, consultant, coach and writer who speaks about their experiences and how they can help your company and employees

Whatever your needs are, Tami Siewruk is likely the  right speaker for your event. If she is not she will now the speaker and provide you with their contact information. Research goes a long way when you are choosing a speaker in the apartment industry. There are many levels of speakers in the apartment industry, with credentials and capabilities that vary widely.

You will want to look at fees, expenses, logistics, topics, expertise, professionalism, technology use, learning tools and most important of all, the audience outcomes the speaker creates for you, your organization and your sponsors.

Follow this link to a few of Tami’s seminars or customize one for yourself!

Apartment Leasing Today

For many Multifamily Leasing Professionals, leasing has become a challenge with the change in consumer’s expectations, higher rents, no concessions and the focus on raising rents at renewal, added responsibilities and less time! This tour focuses on arming you WITH a whole set of proven skills, strategies, resources and more, proven by years of success to help you  lease and renew more apartments. What would you say if we told you that you can learn how to lease more apartments, personally, from one of our industry’s most experienced authorities on leasing? Join Tami Siewruk and be amazed that targeted learning can be so fast, easy, and affordable, or the return on investment for your career and community been so HUGE!

Learn Today’s Apartment Leasing and establish a solid foundation of skills that will have you closing and renewing more leases immediately. Learn how to Turn Rants Into Raves: Turn Your Residents On Before They Turn On YOU! Build trust and exude credibility for stronger and more profitable relationships with your future residents; Learn hundreds of leasing tips, tactics, strategies and techniques that are guaranteed to retain today’s consumer’s and work in today’s market conditions; Lease smart and with unmistakable confidence … using more than 137 tools! Celebrate a measurable increase in your renewals and closing ratios; replace frustration with continual inspiration! Master the best practices of leasing and renewing to reach your goals and set the bar higher … far beyond what you previously thought possible; Fall in love with how great it feels to lease confidently and skillfully without incentives and concessions!

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Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

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New Social Media Platforms For Apartment Marketing

Time For New Social Media Platforms  Apartment Marketing

Apartments marketing platformsWe’ve noticed apartment traffic from Facebook to our websites is going down. We share apartment community blog posts on our clients websites timeline for SEO benefit, and the number of visitors we attract to our sites has dropped in the past year-and-a-half. Overall, website traffic is going up and notice an excellent growth in organic search. Facebook is a resident engagement play. The benefit is that they share how much they love living in our communities and there for a referral platform. Increase sharable content, use influencers and engage heavily with each person that posts or comments. I have found that Facebook is more time consuming these days to achieve the same traffic to our websites. We are spending much more time on other social media platforms and is now also becoming a new essential strategy Has your strategy changed this year? Let me know.

 

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Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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Multifamilypro

35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

Info@Multifamilypro.com

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Best Practices for Successful Apartment Marketing Tactics

One of the most successful apartment marketing tactics that people have been using to generate more qualified apartment prospect leads is via apartment internet marketing. However, for most apartment managers they have no clue how to begin. The article below can help you start generating more apartment prospect leads on the Internet.

Apartment Leasing
Your apartment internet marketing strategy doesn’t have to be limited to the internet itself. For instance, you may want to host in-person gatherings or events for prospects, brokers, vendors, and residents with whom you regularly interact. This will have them become more familiar with your apartment community; this will make them more excited about writing about your apartments, company, and community.
Always keep track of what your main apartment competitors are doing. Take a look at your competitor’s website to see what you need to work. You can get a good idea of the number of visitors they are generating, and that can help you determine how you are doing.
Though apartment internet marketing is a road to success, supplement it with a direct marketing strategy as well. Reach out to your potential and existing residents with traditional methods, such as telephone, emails and local applications that many people are using today, such as nextdoor. You can find much helpful information in online directories.
Start with a small, well-optimized website site. If your site has thousands of indexed pages, search engines are more likely to pass it by in favor of sites with a few hundred well-optimized pages.
Create a blog if you don’t have one and post great content on apartments. Search engines rank sites with fresh content more highly, so if your site is not updated regularly, your ranking will suffer. A blog allows you to create new content consistently.
How your website looks and operates is as important as what you are selling. Regularly test your ads, links, graphics, and checkout system for problems that may inconvenience site visitors. Just like people won’t shop if they are unable to get in the front door, Internet shoppers will not wait while you keep fixing website bugs.
Know how to code HTML tags. HTML tags will indicate how relevant your content is, and will show it in different bold gradations based on its importance. Search engine spiders will evaluate your website based on what these tags emphasize. Be sure to highlight the essential keywords.
The key to any Internet marketing campaign is knowing what works and doesn’t work for your competition. Knowing your apartment community competitors and how they do business is essential to nurturing your Internet marketing success.
Use high-quality images that give visitors a good idea of the apartments you are leasing. Potential residents will appreciate the fact that they can see apartments.
It is optimal to be able to run pages on numerous social networking sites, but consider the time that would need to be invested in keeping them up-to-date and functioning. When you see a stagnant profile, it is seen as spam.
Use tools that can determine how many of your visitors become residents so that you can see if your marketing efforts are working. Most major companies online offer various add-ons and trackers, which allow you to see the comparison of visitors to lease numbers.
It is now time to start thinking about the goals of your Internet marketing campaign. Keep it reasonable, but consider what you want to accomplish in the next few months as well as over the next few years. If you set positive goals and continue to learn and grow, you will be successful in no time.

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Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

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Apartments Near Me Search

Apartmnt Marketing help

“Near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% over the last two years.

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Why it matters in apartment marketing

“Near me” is no longer just about finding a specific place. It’s now about finding a specific thing, in a specific area, and in a specific period of time. People now expect search to find the places in their area where they can get what they need. Marketers should make that easier. Read more

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Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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Multifamilypro

35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

Info@Multifamilypro.com

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APARTMENT MARKETING: Facebook Update

Facebook is phasing out its Reviews systemin favor of a new Recommendations system. The change appears to be a staged roll-out from Facebook.

As of today, not all logged in Facebook users are seeing the new Recommend option. Recommendations are not appearing yet on public business pages to non-logged in users. Those pages still show the Reviews tab and content.

Recommendations are not yet being exposed via Facebook’s API, so it will be some time before changes are reflected there.

About Us

Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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Multifamilypro

35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

Info@Multifamilypro.com

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How To Market Your Apartments On A Small Budget Tip 4.

How to market your apartments on a small budget.

Apartment Marketing

Tip 4.

Promote resident referrals.

Encourage residents to refer their friends to your apartments. Airbnb and Uber grew by leaps and bounds using their referral programs.  Boost your resident referral program to provide a money or discount to both the resident and recipient of the referral.

Creating a successful resident referral program is not difficult. There are three important components to an effective resident referral program.  Structure, Design, and Promotion. I am going to write about each of these components in this post  – and provide examples of best practices from programs that have succeeded with resident referral apartment marketing programs.

Resident referral programs are built upon genuinely enthusiastic, resident-get-resident interactions that equally rewards all parties involved. There is a science to making resident referral marketing programs successful. Here are the three steps to this strategy.

Craft the resident referral structure

To build an effective resident referral program, start with the program structure.

Take this step to determine the incentives you’ll offer target residents, coordinate an easy to understand referral structure and determine what interactions are necessary to make your resident referral program successful. To assist with defining your structure, start by answering three simple questions:

Who are your best residents?

Outline a program that leverages the enthusiasm of your happiest residents. Why? Because like follows like. These residents are most inclined to refer friends, family and co-works who will be satisfied with your apartment community and have similar income levels. Resident referral incentives are targeted at a specific group and this is what makes them effective. Target residents to get target residents.

 

Design the resident referral program.

A double-sided resident referral brings value to both parties when they participate in the offer. It feels like you’re both taking advantage of a deal and you’re both on level ground. Other arrangements like affiliate programs have one party profiting off of the other. Most consumers aren’t interested in this kind of deal.

Promotion

Make the referral message easy to share on social and by email.

Effective resident referral programs make it as easy as possible to share. A complicated process creates friction and directly undercuts the referral initiative. Personalized links to hook user attentions, pre-filled text boxes to streamline sharing, and one-click sharing  – this all works wonders. The best apartment communities conduct their referral programs within a seamless sharing experience.

resident referrals 

See more ideas on our Pinterest Board

About Us

Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

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Multifamilypro

35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

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How To Market Apartments On A Small Budget Tip 3

How to market your apartments on a small budget

Apartment Marketing

Tip 3. Historical Blog Post Optimization?

Simply put, historical  blog post optimization means optimizing your “old” blog content so it’s fresh, up-to-date, and has the ability to generate even more leads and ranking on Google and Bing and conversions than it already does. By “old,” I just mean posts that already exist on your blog — whether you wrote them last month or three years ago.

This is important and produces BIG BIG BIG results!

 

Don’t Make This Apartment Leasing & Marketing Mistake 2

Don’t Make This Apartment Leasing & Marketing Mistake 2

Apartment LeasingLeasing & Marketing Mistake 2: Not having a way for the prospect to contact the apartment community that doesn’t require any other information than an email address.

Long forms such as guest cards do not produce nearly the same number of leads. In fact, I have found through hundreds of websites that making other fields required prompts the prospect to provide false information. How many times have you wanted information and gave a fake number because you only wanted it by email?

In the apartment industry, email leads get ten times higher conversions than social media campaigns. How do I know that email marketing makes sense? I have been using email marketing to generate and re-market to prospects, brokers, locators and residents weekly for well over 5 years with great success. In fact when I hit the send button in constant contact my leasing mangers start receiving responses and telephone calls and this shows up in our daily, weekly and monthly traffic reports.

 The Advantages of Email as a Communication and Re-Marketing Channel:

Email is Personal – Email allows you to land in a user’s inbox. There is no ranking system limiting your reach. It is straightforward, personal and casual.

Email is Purposeful – To get your email, a user needs to signup for your email list and then confirm their email address. Someone doing this much work is interested in hearing from you, and he or she is much more receptive to your message.

Email is Targeted – The prospect has already shown interest in your apartment community. You already know for example: that the prospect wants a one bedroom apartment, has a pet, needs to move in two months and so on. You can deliver the information at the time they desire and offers to get better results.

You Own Your Email Leads List – You do not own Facebook, Twitter or Google. Your social media campaigns and SEO efforts can go to waste when these platforms change their policies. On the other hand, you own your email leads list, and the decisions of other businesses do not influence it.

Email is One-on-One – People read email in the privacy of their inbox. The message is not on a public timeline. They can ask you questions directly, in private and with confidence.

Every bright apartment marketer understands the value that an email list holds. They understand that email marketing is the best long-term marketing investment with a much higher return. People will continue to get a message at little cost for a more extended period of time.

Studies show that at least 91% of consumers check their email on a daily basis.

You should spend more time and put more effort into something that guarantees much higher results.

What Do You need to Start Building an Email List?

You should know why building several email lists is so important and why ignoring it would be a HUGE mistake.

So let’s take a look at what you need to start building your email list.

Things You Need to Build an Email List:

1) A website.
2) An email marketing service like  mail chimp or Constant Contact. I use Constant Contact.
3) High-converting opt-in forms. What is an opt-in form? An opt-in form is a form of consent given by prospects, acknowledging interest in your apartments and authorizing you to contact them with further information. “Opting-in” generally refers to email communication and is used for permission to send newsletters, apartment information and other marketing material to residents, locators, brokers and prospects.
4) A lead management system (like Lead2Lease) which allows you to export contacts weekly.

If you work with brokers and apartment locators build an email list to keep these professionals informed at least twice a month.

Be sure to also keep a Residents email list so that you can send them community updates and promote your resident referral program monthly.

Don’t Make This Apartment Leasing Mistake 2

Texting for Apartment Leases

Fourteen months ago I had a client put a smartphone on each of their apartment communities; we have since provided the leasing teams with their own smartphone due to the demand of texting and the high response rate.

ways to lease an apartmentTexting has increased the conversions on all lead types. And yes they are converting to leases.

Telephone calls from prospects that were not returned and emails that were not being responded to are now receiving a response from text messages.

The Text Follow-up System does take some set up.

  1. Quick response messages to program a signature file for each leasing person.
  2. Some photos on the phone to share. Floor plans, models and amenities.
  3. The teams have been trained on how to drop a location pin for directions. Most know how to do this, but we covered all the bases.
  4. Program in a quick response and link to the online leasing process.
  5. Add a text only number on the website.

Results have been incredible! I highly recommend the Text Follow-up System as the phones pay for themselves the first day.

How To Market Apartments On A Small Budget Tip 2

How to market your apartments on a small budget

Apartment Marketing

Tip 2. Email Marketing

People spend far too much time, money and effort chasing after new prospect lead when they usually have old prospect leads that they have either given up on or forgot all about. The most valuable leads you have are over a year old now.

Most of the time, leasing and marketing teams are  impatient with prospect leads.

They want to kind of squeeze the most they can out of the prospect leads right away. And if they don’t lease right away, then they often get discouraged and think, “Those leads are no good and dead them out in their Lead management system. They were unqualified, or they’re just lookie-lou’s, or they’re not going to lease and apartment”.

So think about all of the prospect leads you’ve already been generating. Look at the last 2 to 5 years.

If you even just start connecting with those people that you already have contact details for.. there’s a good chance that if it was more than 9 months  ago, they might be getting ready to actually start looking for an apartment now that their current lease is coming close to the end.

So here’s what to do:

Collect Their Details

Gather up the name and email for all of your “dead prospect leads”. All of the people that you have been in contact with at some stage that haven’t become a resident. Even if this is someone you haven’t heard from in a couple of years. If your lead management system only exports 6 months of dead leads, ask you representative to pull all leads going back as far as you can by month needed.

NOTE: I do not consider a prospect lead dead unless they bought a house or are a felon. All other things in life change from income and credit to pet size and family size.

You will be surprised just how many names and emails you can collect.

Send A VERY Short Email

Send each of these dead prospect leads a very simple email.

The subject should just be their first name, ie. “Bob”.

The body of the email should be these 9 words:

“Are you looking for a new apartment ?”

More follow up examples :

  • “Are you still looking at insert what ever their hot button was?”
  • “Are you still looking for an apartment with over sized closets?”
  • “Are you still looking for an apartment with three bedrooms?”
  • “Are you still looking for an apartment with a location near the airport ?”

Focus on The Best

Sometimes people are worried about sending an email out to people they haven’t been in contact with for a long time. But this shouldn’t be a concern.

When you send this email 3 possible things can happen:

  1. They don’t respond – in which case you are no different from having not sent the email.
  2. They reply and say no (or some variation there-of) – this is not a bad thing because now you can remove them from your prospects list and at least you definitely know.
  3. They reply with something other than no.

Now quite often for the people that are still interested they won’t actually reply with yes. They are a bit hesitant and scared of being sold to.

Instead they might reply with something like “why do you ask” or some other non-committal response.

This is just as good as a yes because it means you have re-opened the conversation and can reply to them with more information just the same as if they had said yes they are still interested.

Have a Conversation

A key when sending emails to prospects is to take things slowly and not try to force everything in at once.

I think a lot of time people are worried about not including some information and that if only they include it then the prospect will be convinced to visit again.

But that’s not the way people work.

Emails should be like any other interaction with a person and they should be a 2 way conversation.

Think about if a door-to-door salesperson knocks on your door.

They usually jump straight into their sales pitch and you stand there for a good few minutes trying to get a word in and tell them to go away. As soon as they start on their pitch you aren’t even listening to them because you know they are trying to sell you something and all you are thinking is how you can get rid of them.

On the other hand think about if you run into someone at the shops. Maybe someone that you think you used to know but are not sure.

They might start the conversation by asking how you are – and then you reply. And you ask how they are. And they reply and ask you about how you know each other or what you are up to now. And you reply. And there is a 2-way conversation that slowly leads in a certain direction.

So when you are sending this email – the goal is to get a response and to start a conversation. That’s it!

Don’t try to sell them on anything in the first email. Don’t include any more information. Just a short, simple email that is expecting a reply.

And when people do reply with something other than no – you can continue the conversation (not sales pitch) and slowly lead them towards engaging in your services.

But My Apartment Community is Different

Think your prospects  or your area or your apartment community is different and this won’t work for you?

Wrong!

This isn’t about you, it is about human nature and humans are humans are humans.

So get to work, gather up your old prospect leads and send out the very short email.

The worst possible thing that can happen is you will get no-one reply or get people replying saying to not bother them. Wow! Really?

The best thing that can happen – you are quickly flooded with prospect leads and new leases.

Read More Budget Stretching Apartment Marketing Ideas!

Don’t Make This Apartment Leasing Mistake 1

Don’t Make This Apartment Leasing Mistake 1

Apartment Leasing Mistake: Not Having an Effective E-lead Response Strategy.

Apartment LeasingThe biggest frustration I have is how leasing teams work leads. In my portfolio E-leads are more often than not the most neglected form of leads that apartment communities have. Not having an effective lead response strategy is a HUGE leasing mistake!

With the cost per lead rising every year, it’s even more critical for your apartment community to incorporate an E-lead response strategy to outshine the competition.

Apartment communities that implement have an E-lead response strategy will see more leases.

The best practices for E-lead follow-up begins with a well planned and trained strategy.

What tools have you provided your leasing team for active E-lead follow-up?

  • Moving Guide?
  • Digital Brochure?
  • Time-saving pre-written letters that can be modified?
  • Digital library of photos, floor plans, site maps and location maps?
  • Links to reviews, a direction mapping tool and other moving resources.

Maximizing the efficiency of the interaction and the potential of the lease is at the core of a leasing E-lead  strategy.

Your lead’s time is valuable. If roadblocks can be identified earlier in the process, it will save everyone time and money. That said, there’s no such thing as the ideal prospect lead, and all leads will be actively worked through the leasing process to some degree. It is VERY rare someone has zero interaction with a leasing professional and move-ins.

The trick is to get a quick handle on what your E-lead needs in order to convert the lead to a phone call or visit successfully. If you can provide that need, it’s likely to be a successful leasing experience. Moreover, determining this earlier in the process will make the entire interaction more efficient, more cost effective and more prosperous for every party involved.

There are several ways an lead may be generated, depending on the shape and scope of the campaign. Sometimes E-leads are produced through a simple pay-per-click campaign, such as Google AdWords. Sometimes they’re generated through a concerted Search Engine Optimization (SEO) drive. Other possibilities range from a listing service like Apartments.com or a simple word-of-mouth referral. Nearly all lead generation methods have something in common: the need for data.

 Respond to Every Lead.

Don’t cherry-pick leads! Phone calls are usually the first leads to be worked. Why are they any more important than an E-lead?

Do you have a system in place to manually or automatically provide a professional response to every inquiry you receive? If a prospect takes the time to reach out, they deserve a timely response.

Respond Quickly!

Lease throgh emails

Learn How to Lease via email

Your E-lead response time should be in minutes – not hours!
Studies show Internet shoppers who receive a response within 10 minutes, are three times more likely to visit the community.  Contact e-leads right away – at their highest point of interest!

Personalize the E-Response.

Providing more and not less information is always a safe rule to follow. Many times, an email address is the only way we can contact this lead. Why did they contact you? More information of course!

Your responses to e-leads should always include:
1. The prospects name.
2. The apartment community name, logos and taglines.
3. A leasing person’s name, photo and direct phone number.
4. An active call to action – tell them what to do next!

Professionalize the Response.

If you wouldn’t send it to your employer – don’t send it at all.

Eliminate typos, inconsistencies and irrelevant information that distracts the prospect! Put courtesy and professionalism into every response to help instill a sense of trust in your community from prospects that earn you referral business. YES, prospective residents provide referrals based how they were treated throughout the entire process even if they do not lease!

Answer Prospect Questions in the First Response.

Seems like a no-brainer for a best practice, but we see it all the time!
Generic autoresponders are not enough to satisfy prospects with questions. If you don’t have the option to customize your autoresponders, it’s time to look around for a new provider, wink-wink. L2L does offer customization based on keywords that are in the inquiry. Is yours set up?

Be Leasing Proactive.

Only 3% of leasing professionals respond with a multi-apartment quote with rental rates.
Stand out from the competition in the inbox by offering:
• Apartment options
• Lease options
• Rental rates for various available apartment types

 What Is Your After-Hours Leasing Plan?

Up to 40% of E-leads land in our inbox after hours. I can sit at my computer and watch the leads fly in after 8 pm. Why? That is when the prospect has time to research! Who is responding? How are those leads being worked? I have often considered working these leads myself as I know they are the most active and interested. They want information now. Why not have a professional leasing consultant work leads between 8 pm and 10 pm? Do you know what times your E-leads are arriving? The cardinal rule of E-lead nurturing is to engage with your lead when your lead is ready to talk. Everybody, leads included, have moods and mindsets. If they’ve reached out to your community about your apartments, you’re missing an opportunity by not being there when they’re ready.

If your lead contacts you with a question, research suggests that by responding within an hour gives you seven times better chance at a meaningful interaction than if you respond one hour later.

It’s worth noting that keeping great lead data can enable various team members to interact with leads efficiently. Ensuring that a team member is always available is a great way to form a seamless path of immediate communication.

E-Leads are more likely to covert when you’re readily available. Also, they’re less likely to find reasons to seek out your competition.

Does your community currently have a system or technology (L2L) to personalize auto responses to a prospects inquiry after hours? If it doesn’t, it should. If it does, have you confirmed that it is appropriately programmed?

When was the last time you reviewed your autoresponders?

Stay Engaged & Nurture Leads. Plan the Leasing Nurture Journey.

Email lead nurturing is easy. Using emails, you can confirm, follow up and engage with all E-leads. Remember that communication is key to nurturing E-leads through what can often be a long process. Starting dialogue within minutes sets the tone for all future interactions. Using email is an easy way to communicate with the lead right away.

How long? My Data shows up to 120 days from the time they originally stated that they needed an apartment.

It’s best practice to use automated follow-ups that provide updated specials and information to re-engage prospects, so your team can focus on newer leads.

The leasing nurture journey is critical to 1) building relationships with prospects and 2) retaining lesser qualified leads for future interest is arguably the most frequently broken or neglected part of lead management.

What is your top of the funnel, mid-funnel and bottom of the funnel strategies?

Letting hours go by before contacting leads is wasted time. Not only are you providing a window for the competition to set in, but you’re also disappointing the prospects’ expectations. Waiting just five minutes can reduce the likelihood of the lead to convert by up to a factor of 10. That means for every minute you wait. You’re losing residents.

The more you know about leads, the better you can anticipate their needs. Needs of a prospect helps make the entire interaction more efficient. In other words, the more data you have, the higher your chances of closing the deal and converting the lead. You’ll improve best practices for lead follow up and your bottom line.

In conclusion, E-leads are the fuel that keeps your apartment community running. In some very literal ways, leads are the future of your community. But not all leads will be equal. Some will be lease-ready and others will be marketing-qualified for a later date. So of course, many leads fall somewhere in the middle.

Don’t Make the Apartment Leasing Mistake of Not Having an Effective E-lead Response Strategy!

 

Learn more at this years Multifamilypro’s Brainstorming Sessions

Market Your Apartments On A Small Budget

How to market your apartments on a small budget

Apartment Marketing

Tip 1. Create Short Model Videos

Provide styling tips or how-to’s for your apartment models! Upload to YouTube and your website, share on social media and Pinterest and be sure to include relevant keywords in the title, description and available tags. This would also be a great place to try Periscope! It’s a free video app for live streaming that also lets you play back recordings where you can connect + follow other users. According to research, customers who view a video are more likely to purchase than non-viewers and apartment marketers have seen as much as a 40% increase in click to call as a result of incorporating videos.

 

Don’t miss the next tip sign up for TGTW!

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MULTIFAMILYPRO'S 2014 Workshop Maximize the Value of the Multifamily Asset(2)

Dallas, Texas January 14, 15 and 16th
  • We email all required workshop materials that needs to be completed before attending
  • Please provide Tami with the name and address of the one community we will focus on during the workshop.
  • http://multifamilypro.com/mprostore/seminars/workshop-for-distressed-and-under-performing-multifamily-assets/
    The attendee agrees to: Create a complete kit of all the materials that will be needed in order to create a complete set of plans for the asset. Complete all required homework assigned on each night of the workshop in preparation for the next day. Please answer yes or no in the box below.

Lease Renewal Strategies

Lease Renewal Strategies that Help You Manage

Lease renewal tips for apartments

Wouldn’t it be nice if we didn’t have to worry about lease expiration’s? If every resident simply moved in and stayed….and stayed…and stayed? Ah, but this is the real world—and in the real world, leases expire and residents move out. Even the best resident retention plan won’t completely eliminate turnover.

 

Because lease expiration’s are a fact of life, they must be managed like any other aspect a property. You need techniques for ending leases at the most appropriate times and in manageable numbers. You also need strategies for getting a little more mileage out of a resident—for those times when the market is terrible and your occupancy is not all that it should be. This article will look at some lease-expiration strategies that help you protect your occupancy and your income.

 

It’s Staggering!

 

One of the most effective techniques for controlling expirations and ensuring that your occupancy doesn’t take any sudden plunges is to stagger lease-end dates. Some companies follow very strict policies about how many leases can end in a given month, ensuring that only a certain percentage of the total number of apartments turn over at the same time. Others try to make sure that most of their leases end in the spring and summer months, when traffic is at its highest. Companies with high numbers of student residents often write their leases with the school year in mind, offering lease-end dates that coincide with the ends of semesters or terms. By controlling the number of leases expiring in a given period, you make life easier on yourself and your entire staff. Your service teams won’t be faced with a daunting number of make-readies all at once, and your leasing professionals won’t suddenly find themselves with impossible numbers of vacancies to fill.

 

Another approach involves staggering leases by apartment types. This ensures that you don’t end up with an oversupply of one apartment type and no availability in other types. If you are very in tune to your market, and you notice that there is a higher demand for certain floor plans at certain times of the year, you can stagger leases to ensure that vacancies in specific apartments coincide with demand for those apartment types. If you don’t have a sense of which apartments are most in demand at certain times, review your traffic reports and lease information for the past couple of years and see if you can discern a trend. You might be surprised.

 

Any staggered expiration approach will almost certainly involve offering non-standard lease terms. For example, if a resident signs a lease in February, and you have already scheduled your maximum number of move-outs for February of the following year, you will have to offer either an 11-month or a 13-month lease. If you’ve already filled up your move-in slots for January and February and March, the lease expiration will have to be pushed into either December or April. Some companies put a “flexibility” sales spin on the funky lease terms, allowing residents to pick their own move-out month based on expiration availability.

 

Going Month to Month

 

Offering residents a month-to-month option may also help you manage move-outs. There are some disadvantages to the approach—the most obvious, of course, being its uncertainty. The more residents you have on month-to-month leases, the more precarious is your occupancy. You have no way of accurately forecasting your turnover beyond 30 days unless you REQUEST a 60 to 90 day notice to vacate.

 

But stress level aside, month-to-month agreements can work wonders for a community’s occupancy. If you simply can’t afford to lose residents, they can be just right carrot to entice those who are hesitant to sign a year or six-month lease. A month-to-month can also be useful for eking out just a few more months of occupancy when you need them most. For example, if you can convince a resident whose lease is ending in February to stick around for just another two or three months, you will be that much closer to warm weather—and to the traffic you need to fill vacancies.

 

If you opt to let residents renew their leases on a month-to-month basis, you are entering into what is properly called a “rental agreement” rather than a lease. Essentially, this agreement expires at the end of each month, and is automatically renewed when the resident pays his or her rent for the next month. In addition to specifying the standard terms that all leaseholders agree to (resident and management obligations, rules, etc.), the agreement should specify:

 

  • How much notice the resident must give if he or she decides to vacate, and
  • How much notice the property or manager must give the resident in order to either change the terms of the agreement or end the agreement

 

The length of both these notice periods is often 30 days, but may vary from state to state.

 

If possible, when offering a month-to-month lease you should ask for more rent. In many markets, residents are willing to pay a premium for the flexibility of such an agreement. However, if it is the weakness of your market that is forcing you into a MTM in the first place, you may find it impossible to increase the rate. If this is the case—and if you really need the resident for a bit longer—don’t get stuck on the idea of charging a premium. Keep your eyes on the prize: you’re NOI.

The Ostrich Approach

In markets that are extremely difficult, some communities may opt to simply ignore lease expirations altogether. That is, they do nothing to bring the lease end to the resident’s attention, in the hope that the resident will simply go on living there—and go on paying rent—as if nothing has happened. Doing this creates a “tenancy at will,” which means the tenancy has no specified duration and can be terminated at any time by either party. Laws may vary from state to state, so you should check, but in most cases, the original terms of the lease are still binding (with the exception of the lease term dates). Either the resident or the community may residency the tenancy with a certain amount of written notice, which varies from state to state. The community may also change the terms of the lease—such as the rent or security deposit—with a specified length of notice.

In practice, then, this approach differs little from a month-to-month rental agreement. The main difference is the lack of paperwork. Another practical difference is usually the ability to charge a premium. While some communities charge a higher rate for the month-to-month option, those that opt to create tenancies at will are almost certainly not asking for more rent. Quite the opposite, in fact— they generally need their residents so badly that they’ll do whatever they can to avoid rocking the boat.

Squeezing in Some Marketing

 

Whichever strategy or strategies you use for renewals, one challenge you undoubtedly face is managing them in such a way that you have enough time to market newly vacant apartments. This requires balancing two sides of your managerial personality. On one hand, you want to give a current resident every possible chance to renew his or her lease—right down to the wire. On the other hand, you need to know what apartments are vacating so you can start advertising them. The longer you wait to market, the longer the apartment may have to sit vacant. So how do you satisfy both of these demands?

 

Part of the solution may lie in how much in advance you contact your potential renewals. The question of when to first approach residents with notice of their impending lease expirations depends largely on the state-mandated length of notice they are required to give of their intent to vacate. The general rule if to make contact at least one month before this formal notice is required. Following that guideline, then, communities with a 30 day-notice might make contact 60 days in advance, while those with a 60-day notice might make contact 90 days prior to lease end. Giving yourself the extra month accomplishes two things: (1) it allows you to surface objections that can be overcome, overcome them, and get the renewal, and (2) it allows you to identify those “solid” no’s, so you can start looking for replacement residents.

 

Solid no’s are generally those residents who are making major life changes—buying a home, moving out of town, getting married, etc. While it’s not impossible that they’ll change their minds, it is mighty unlikely. You are probably safe to assume that they’ll be vacating. Other solid no’s are those residents who, for whatever reason, are clearly unhappy in your community. You know who they are—every property has at least one.

 

Once you’ve identified those residents you know will be moving out, you can start your marketing efforts for those apartments. If you have a close-knit community, you may want to start close to home—with the neighbors of the soon-to-be-vacant apartment. Simply call those residents in the vicinity of the apartment, and say, “Mrs. Smith, can you think of anyone you’d especially like to have as a neighbor? The apartment right across the hall from you is opening up next month, and I wanted to let you know before we start advertising it, in case you had someone special in mind.” Who knows—you might just get a referral! And even if you don’t, you’ll win points with Mrs. Smith and the other residents you contact.

 

 

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MULTIFAMILYPRO'S 2014 Workshop Maximize the Value of the Multifamily Asset(2)

Dallas, Texas January 14, 15 and 16th
  • We email all required workshop materials that needs to be completed before attending
  • Please provide Tami with the name and address of the one community we will focus on during the workshop.
  • http://multifamilypro.com/mprostore/seminars/workshop-for-distressed-and-under-performing-multifamily-assets/
    The attendee agrees to: Create a complete kit of all the materials that will be needed in order to create a complete set of plans for the asset. Complete all required homework assigned on each night of the workshop in preparation for the next day. Please answer yes or no in the box below.

 

About Us

Tens of thousands of Apartment Managers and other Multifamily Professionals across the country, just like you .

Contact Us

Multifamilypro

35246 U.S. Highway 19 North #259

Palm Harbor FL 34684

(727) 940-5211

Info@Multifamilypro.com

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Resident Referrals

Resident Referrals

This app helps renters cash in on resident referral bonuses

Rentgrata connects people searching for apartments with the current residents of apartment communities. The prospect can communicate with their peers and receive personalized feedback from someone who actually lives in the building. If the prospect signs a lease, the prospect and the resident split the referral reward paid out by the property manager, which is typically between $500 and $1,500. By facilitating this prospect-resident communication, we provide property managers with warmer leads, and the amount they spend to pay out a referral reward is far less than what they are paying for an average apartment broker lease commission. The apartment broker is the taxi driver to our Uber.

 

In addition, we help increase the sense of community at these properties and keep the residents renting there longer. What occurs in these conversations is nothing short of amazing – residents are responding to simple questions with entire paragraphs to help get new renters through the door, and complete strangers are bonding and becoming friends.

 

From a user experience standpoint, think of us an Apartments.com, except you can chat with current residents and both people make money if you move in. However, by adding a third side to our marketplace, the current resident, we have greater potential for repeat and daily active users than any of the incumbent listing services available.

 

Since launching our first version in the App Store back in August, we’ve gotten buy-in from some of the largest property managers in Chicago and beyond, and prospective and current residents alike want this product to become widely adopted due to its benefits and differentiators from anything else out there. We currently have about 80 buildings in Chicago on board, with about 8,000 units, including those managed by ZRS, PPM, Marquette, CA Ventures, and Morguard, among others.

 

Chicago startup Rentgrata wants to solve this problem. Its resident referral platform connects apartment hunters with their would-be neighbors.

“If you think about the two main avenues millennials use to find apartments, they’re either asking their friends for recommendations or turning to sites like Zillow or Craigslist,” said co-founder Ben Margolit. “What we’re basically developing is a combination of the two.”

The user links their Facebook account to the Rentgrata app and fills out a brief profile, selecting a handful of interests like sports, pets and concerts. When an apartment seeker clicks on a building, they see a list of any tenants they’re Facebook friends with. If none of the user’s friends live in the building, the app displays a list of tenants with mutual interests.

Apartment hunters can message current tenants to ask questions about the building and neighborhood. This feature is especially useful for those new to a city who don’t know anything beyond what they’ve read online. If the prospective tenant gets the answers they want and decides to move in, both parties can collect a referral reward, if offered.

The idea for Rentgrata was formed last summer. Co-founder Zach Sloan met a friend on his pool deck who had just moved into the building. Neither person knew the other lived there, which caused Sloan to miss out on a $1,000 referral opportunity.

These missed opportunities are a problem for property managers as well.

“They have these resident referral programs in place for a reason,” Margolit said. “They want residents to bring in their friends because those who do so and earn a reward are more likely to re-lease at a property.”

Buildings don’t have to pay to be on the platform, but Rentgrata does charge a flat fee (based on building size) per lease signed. Margolit said property managers have been helpful in promoting the app, sending email blasts to residents and letting the company put flyers up in elevators and attend building events.

The Rentgrata team has three founders (Margolit, Sloan and Sam McArtor) and recently made its first hire, an iOS developer. It has 31 Chicago properties signed up on its platform with an average size of around 100 units per building (total, not vacant). The goal is to get to 500 in the next four to six months.

Learn more at https://www.rentgrata.com/

 

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MULTIFAMILYPRO'S 2014 Workshop Maximize the Value of the Multifamily Asset(2)

Dallas, Texas January 14, 15 and 16th
  • We email all required workshop materials that needs to be completed before attending
  • Please provide Tami with the name and address of the one community we will focus on during the workshop.
  • http://multifamilypro.com/mprostore/seminars/workshop-for-distressed-and-under-performing-multifamily-assets/
    The attendee agrees to: Create a complete kit of all the materials that will be needed in order to create a complete set of plans for the asset. Complete all required homework assigned on each night of the workshop in preparation for the next day. Please answer yes or no in the box below.

Techniques to Make Presentation Content More Memorable

Apartment Presentations on Marketing

Apartment Presentations

Apartment Presentations

By Mary Sandro

© ProEdge Skills, Inc. (http://www.ProEdgeSkills.com)

Raw information tickles the logical mind and bores the rest of the mind to sleep.  The result of an overly logical presentation: bored, sleepy listeners who remember nothing and do nothing.  Great presenters

start with raw information, add their opinions, color it with imagery, and give it personality.  The more of the mind you tickle, the more retention and motivation you reap.  Additional parts of the mind you can tickle include: long term memory, imagination, and emotion.

Long Term Memory

Adults know a lot.  Unlike children who come to us with clean slates, adults harbor vast reservoirs of knowledge and experience.  Great presenters do not fear this knowledge and experience.  They use it to their advantage.

The fastest way to create learning is to link the unknown with the known.  Since adults know so many things, opportunity for linking abounds.  Simile and metaphor provide the means.  A simile uses the words “like” or “as” to bridge the unknown with the known.  Example: It tastes like chicken.  I don’t care what food I’m discussing.  You now know how it tastes.  Metaphors link without the words “like” or “as”.  Example: That business is a three-ring circus.  You can probably think of multiple businesses that fit a three-ring circus description.

One year, the city that hosted the Super Bowl was vying to host an upcoming Summer Olympics.  A reporter interviewed the mayor of that city and asked about his confidence level in hosting an Olympics after the recent success with the Super Bowl.  The mayor responded by acknowledging the recent success, but then cautioned, “Hosting the Olympics is like hosting 15 Super Bowls per day.”
We used a wonderful bridge to lead into a brainstorming session on marketing ideas.  He mused, “Suppose we were in the business of attracting squirrels.  How would we attract them?  We would climb up a tree and act like a nut.  Now, what kind of nuts do our squirrels like?”  Employees laughed and joined in enthusiastically to offer new “nuts”.

Imagination

The mind loves pictures.  We dream in pictures.  We daydream in pictures.  We remember faces and forget names.  We forget street names and remember landmarks.  Have you ever given someone directions like these?  “Go about one mile.  Then you’ll see a big white church and a nursery across the street.  Take a left.  When you come to the fire station…”

I participated in a research study in college that still fascinates me.  To earn extra credit in a psychology course, I agreed to be a guinea pig for the graduate students’ research project.  The graduate students sat me down and told me they were going to read 20 sentences to me.  My job, visualize or imagine each sentence as vividly as possible for 30 seconds.  Then we would proceed to the next sentence.  Based on only that information we began.

Being the good student, I visualized intently, practically crinkling my nose to see the images.  After 20 sentences, the graduate students blindfolded me and walked me down a hallway to a water fountain.  They told me to take a drink of water.  They blindfolded me again and escorted me back to the original room.  They took my blindfold off, handed me a blank piece of paper, and instructed me to write as many of the 20 sentences as I could remember in 60 seconds.  Despite my unnerving walk down the hall, I wrote down 18 sentences exactly as they had read them to me within 60 seconds.  I had no idea a test was coming.

Visual aids provide a perfect opportunity to incorporate pictures into a presentation.  Yet, most presenters squander the opportunity by using bulleted lists of words and numbers as their visual aids.  Challenge your bullet points.  Clipart programs abound.  Dress up boring graphs.  For high profile presentations seek the assistance of a graphic artist or employ internal talent.

If real pictures elude you, paint word pictures on your listeners’ minds.  Similes and metaphors, by their nature, paint vivid pictures like the 15 Super Bowls or the squirrels and the nuts.  Take conceptual or technical ideas and create pictures for them.  In a former life I used to be an actuary in the insurance industry.  I recruited from colleges and gave presentations about the actuarial profession.  To educate students about actuarial science and motivate them to pursue the career, I defined an actuary as a mathematical fortuneteller.  Reaction from students, “Hey, that sounds pretty cool.”  (Now do you believe word pictures are powerful?)

Emotion

People take action for emotional reasons not logical ones.  Most people logically understand the hazards of cigarette smoking, yet they continue to smoke.  Most people logically know that healthy diet and exercise keep them vibrant, yet they eat chocolate cake and watch TV instead.  Sales professionals claim that people buy for emotional reasons then justify with logic.  Have you ever purchased something you couldn’t really afford?  Enough said.

In general, people are motivated emotionally by “moving towards” happiness or “moving away” from pain.  When your alarm clock sounds in the morning, why do you get out of bed?  If you answer, “Because I love life and I can’t wait to start another spectacular day.  Carpe Diem!”  You would be motivated by “moving towards”.   If you answer, “Because if I don’t get up now I’ll be late for work and get fired.”  You would be motivated by “moving away”.

Add an emotional element to your presentations by explaining to listeners the rewards of action (moving towards) and the consequences of inaction (moving away).  Be sure to address both ends of the spectrum.  If you only dangle rewards, the “moving away” listeners tune out.  If you only threaten doom, the “moving towards” listeners sour.

A recent prospect wanted presentation skills coaching for their software experts because for the first time their Users Group conference included other companies.  I advised that if they went forward with the coaching, the improved presentations would create a buzz that would drive some of the increased traffic into their sessions.  Then I warned that if they didn’t pursue coaching, lackluster presentations might cause an exodus of once guaranteed audience members to other companies.

Summary

Raw information tickles the logical mind, but bores the rest.  To increase motivation and retention, tickle more of the mind by appealing not only to logic, but long-term memory, imagination, and emotion.  Use similes, word pictures, “moving towards”, and “moving away” to join the ranks of great presenters.

Mary Sandro helps companies and professionals achieve results through effective presentations, exceptional customer service, and innovative hiring techniques.  She provides seminars, keynotes, individual coaching, and consulting in these areas.  For more information visit http://www.ProEdgeSkills.com or call 800-731-0601.

 

Read Upgrade Your Residents

 

Receive apartment leasing, apartment marketing  and  management ideas, trends and tools when you join our FREE! “Too Great To Wait” E-mail Subscription! This information is NOT available in any other place.

MULTIFAMILYPRO'S 2014 Workshop Maximize the Value of the Multifamily Asset(2)

Dallas, Texas January 14, 15 and 16th
  • We email all required workshop materials that needs to be completed before attending
  • Please provide Tami with the name and address of the one community we will focus on during the workshop.
  • http://multifamilypro.com/mprostore/seminars/workshop-for-distressed-and-under-performing-multifamily-assets/
    The attendee agrees to: Create a complete kit of all the materials that will be needed in order to create a complete set of plans for the asset. Complete all required homework assigned on each night of the workshop in preparation for the next day. Please answer yes or no in the box below.