“We don’t compensate for the bad behavior of our employees.”

Can you believe I actually had an employee on the Continental Airlines 800-We Care 2 phone line tell me this? I was shocked to say the least. After telling the customer service representative the problem I recently had with one of their team members in Cleveland Ohio, I was told that they could not offer me compensation for the bad behavior this person exhibited when we had a mix up with seat reservations. Had the employee broken a policy, there may be compensation but apparently at Continental Airlines, there is no policy for treating customers with respect and kindness and therefore bad behavior is tolerated.

It has been said that one upset customer tells 5 other people, I just told you and you are one of thousands of people that visit my Web site each month! Gee Continental, would you like to amend your policy? Feel free to call me anytime at (480)888-5028 to discuss your change of heart.

Pod Hog

I stumbled into the Apple Store while out Christmas shopping today and noticed there is a new Nano that my pod collection is lacking. Yes, I said collection. I actively maintenance and use three IPods. I love my ITouch because I can load a bunch of pictures, games and videos so it makes a good companion for my travels.

While flipping through some of the files on my ITouch I found the first Podcast ever created for the apartment industry. It was shot in about 1 hour by Elise, daughter of Mike Mueller (Vaultware CEO). What is so cool about this effort is that she was still in high school at the time. I hosted the Podcast along with Toni Blake and laughed the whole time (as you always do in the company of Toni Blake). This experiment was to prove the easy and usefulness of technology for marketing apartments.

Today when I click on property Web Sites, You Tube and FaceBook pages for apartment communities I see great use of video. Anyone can buy a Flip Video, shoot something fun and then plug it into your computer to create a captivating video. Next step, publish it so the world will know more about your apartment community. This is such a low cost marketing idea I don't know why we don't see more video.

Ok, ok....do you want to see the first apartment Podcast? Click here (and no comments on the big hair please!) http://video.google.com/videoplay?docid=8611820949239419842&q=source%3A006601590604224603136&hl=en

The end of an era brings a marketing opportunity.

IT’S THE END OF AN ERA. Are you prepared?

On February 17, 2009 America will transition to digital TV. A recent article in Multi-Housing News highlighted key points that property owners and managers need to consider prior to the deletion of analog broadcasting. A webinar was conducted by the National Multi Housing Council and gave these primary recommendations;

1.) If you change channel assignments at a property and you don’t change processing electronics, analog channels will disappear.

2.) Conduct a digital channel site survey – check your instruction booklet for “8 vsd” and at least a -30 dBmV signal level

3.) Every property is different and requires different arrangements and distribution systems so check out www.dtv.gov and www.dtv2009.gov to learn more.

And…..
There is a marketing opportunity awaiting you.

How can you capitalize on the new digital requirements?

It’s a great time to reposition your leasing incentive and turn to a relevant incentive such as a 100% digitally compliant HDTV with the signing of a year’s lease. Residents budget for their monthly rent payments but rarely will budget for new electronics. And now that financing credit has seized up, they will appreciate the incentive even more. Plus, HDTVs are available in a variety of sizes and can fit any budget.

Year end specials are at an all time high and the multi-housing industry can take advantage of additional manufacturer’s rebates by contacting Creative Concepts at jls@corpconcepts.com . In the subject section note: Kate Good’s HDTV. P.S. Free HDTVs have proven to be a great closer.

No Risk.
What do you have to loose? You don’t have to purchase the TVs until contracts are signed!

Why I Love January

I don't know why, but I can honestly say, January is a great month for leasing. Do you agree? Maybe it is all the people who did not want to move during the holiday months are now ready to make the needed change.

I wonder if the challenging economy with effect our January '09? There sure are a lot of job cuts out there and the paper informs us of new ones each week. I am still going to be optimistic as there are still people renting apartments.

So, I challenge you, what are you doing to get your "unfair share" of the traffic during one of our best winter months? Here is a little checklist to help you make sure you are putting your best designer shoe forward:

1. Landscaping - some of you are still in bloom, while others are living through the miserable winter wet weather. Is there something you can do to spruce up your look? While managing a community in Chicago, I tricked the eye with silk flowers.

2. Night time Marketing - the sun is setting early and lighting is very important. Where I live, it is already dark when the evening rush hits. Add an elegant glow to your community and get people to notice you.

3. Sales Path - put some extra signage along the path to remind people what your community offers. It is a competitive world and you want to make certain people remember you!

4. Step up the Model - what can you add to your model to sell a warm and cozy home environment? Possibly a furry throw on the cuddle couch, fuzzy slippers under the coffee table and a juicy book.

5. Deal Sweetener - talk it over with your team and think of a cool item that you can offer to be one step above the competition. At a community I am consulting with, we decided to offer a Ipod docking station in the kitchen. I love this idea because it helps us lease and since the docking station is a permanent addition to the apartment and adds value to the asset.

6. Guest Card Goldmine - every person that called or visited should be invited back in the month of January. In other words, don't just wait for the traffic to spike, create your own traffic.

7. The team that dresses together works better together. I really beleive this. When we are all dressing alike, it tends to reinforce the concept that we are a team. Head out to the after holiday sales and get a deal on something fun to have everyone wear in the office. Find something really cool and watch the enthusiasm in your office improve.

8. Stay Open - this is not the month to close early! In fact, advertise that you are open. At 5pm, put signs along the road that say "We're Still Open - when others are not!"

Now get yourself prepared for a fantasitc January! If you want more traffic and leases you must have a plan. Always plan your work and then work your January Plan.

Cut back or add value?

Today I was leading a meeting where we were planning an event for fall of 2009. There was a lot of discussion about who would come and what they would spend. Everyone agreed that we felt that success would be limited. Next the conversation rolled to how can we cut costs.

And then it hit me.....

Yes, times are tough. My sweetie summed up the state of the union with this statement "it is time to take the women and children off the streets." Sure thing, I would love to hide out and wait for brighter economic times but I don't have that opportunity. This women has to stay on the street and here a look at my survival strategy. First off, spending has not halted all together. People are still eating out, going to movies, renting apartments and buying clothes. They may not be doing as much of it but there is still some commerce to report.

If people are spending money but not as much as last year, we have to get our unfair share of the spending. How do you get that, add value and don't cut back. People are making value choices. It is our job to sweeten our offers and build value. When people see value they will buy from the best offer.

Remember this in your marketing too. Every piece of copy should sell value. If you don't know where the value lies in your product, just ask your customers.

Where do I begin?

I am so excited to start my blog! It seems each day I run accross something that makes me want to shout from the roof tops and share a great idea or a interesting thought that will help us lease apartments or just make our days brighter. I am looking forward to having the forum to share these thoughts with you.

Your comments, ideas and questions are always welcome. I am looking forward to your participation.

Please check back often and I will do my best to always have something interesting for you!

Don’t Tell Them What You Know Until You Find Out What They Need

Sometimes words come out of my mouth and I think “that is the perfect way to say that.” At other times I know that I need to put a little more explanation behind what I am saying. This title of this blog is not self explanatory, at least not when it comes to leasing more apartments. So many times I hear a Leasing Professional jumping right in at the start of a leasing presentation and “data dumping” on a future resident. Instead of taking the time to find out what the customer needs in a new apartment home they start telling them about the apartment. At this point the consultant might as well be saying “blah, blah, blah.” The customer is really not going to remember much of what they are saying because it does not mean anything to them. To make the things Leasing Professionals say more meaningful they should start by asking what the customer is looking for. Questions such as “what is important to you in your new home?” and “are there any special features you are looking for in your new home?” will draw out information about your customer that you will make it so much easier to make what you are saying about the apartment so much more memorable. Now when you discuss the apartment and it’s attributes you can say something like “Our living rooms have a 14 foot wall which should be big enough for your oversized couch and end tables.” Wait to tell them what you know until you can link it to what they need.