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Good Insight From marketing Expert Kate Good
By Leah Etling, Blogger for YARDI on Oct 23, 2012


Kate Good’s energy and enthusiasm are infectious. Whether she’s talking about apartment branding, leasing strategy, or cute shoes, the veteran multifamily motivator captures her audience with humor, charm and solid market-tested knowledge.

As an independent consultant and a member of the Apartment All Stars, a team of multifamily experts that delivers industry insight and inspiration on a national tour and via webinars, Good is in demand for her 23 years of expertise. She gave us a few minutes of her valuable time recently to chat about multifamily trends. And stay tuned for a big announcement involving the All Stars’ next big thing in the coming weeks, she hinted during our interview.

Good began her career as a leasing professional with Trammell Crow, and started her consultancy in 1997. Today, she speaks to over 18,000 apartment industry professionals annually at conferences, seminars, trainings, retreats, awards and other industry events, sharing the lessons that she’s learned while assisting her clients. Good works with all varieties of properties, from distressed assets with lagging vacancy rates to new construction (one of her favorite project types).

She is passionate about working with apartment industry clients to help them stay motivated, be better at their jobs, lease up their properties, retain residents and raise rents.

“She is without a doubt the most entertaining speaker I’ve ever seen in the industry and certainly one of the most informative,” said Will Johnson, publisher of Professional Publishing, Inc. Rave reviews from her speaking engagements are common, with audiences say they walk away energized, excited, and ready to work.

Despite having months of travel on her calendar each year for speaking engagements and consultant gigs, Good’s outlook is perpetually upbeat and optimistic, and her audiences feed off that energy.

“My audience is sophisticated. I’m constantly out there looking at what everyone’s doing, looking at the best of the best, searching for ideas from other industries, so that every time someone comes to hear me speak they get new material that is researched, that I believe in, that I have tested through my own marketing,” she said.

“I want everyone to know that I am doing this stuff – I am a speaker and a consultant. I’m actively marketing. I took on some of the hardest properties during the recession, and I’m still taking on the hard stuff. I’m challenged just like everybody else is. When I get up and talk, I’m talking about real life scenarios. I don’t talk about things that I think might be good. I talk about things that I know work.”

She shared one of her secrets to staying focused and energetic with such a crazy schedule: Monster Zero energy drinks. It’s part of her contract that they are waiting in her hotel room on ice. (Note to Kate: You’ll probably be getting a call to endorse the Monster Zero beverage line any day now.)

Here are a few of the invaluable industry insights we learned from our chat with Kate Good:

What’s changed in the industry since she started: the data that can help you make better business decisions is now readily available, and smart companies use it daily.
Good says: “Companies like Yardi have helped us become stronger decision markers. We used to do things that were mainly gut reactions – ‘Well, based on my experience, or based on what I’m seeing, we should try this.’ Well now, if we’re using the technology provided for us, we have reports, data, and history. We don’t have to make gut decisions anymore, we can make really informed decisions.”

What’s trending right now: with the popularity of apartment renting as a lifestyle, resident populations are becoming more diverse. Multifamily firms need to be ready for blended demographics. Good says: “We could have senior housing and Gen Z housing all in one community. It will be important to build marketing systems, retention programs and management style that have diversity targeting all the different profiles of renters. Whereas in the past, we’d say ‘this is a boomer community, or a senior community, or a young professional community, or a hipster/just out of college community.’ We’re not seeing that anymore.”

Do you need a new branding strategy? Find out how your prospects view you answer that question. For a recent client, Good surveyed 200 apartment hunters to find out whether marketing messages were hitting home. It turned out that the image projected by the property was being perceived in a drastically different way by the potential renters.
Good says: “When I want to find out if branding is working, I look to see if we are attracting the desired profile that we want from our branding. When we are attracting them, is that the message that they are understanding, is that what they’re hearing from us? You don’t know that until you ask.”

New construction marketing raises everyone’s game. Properties in initial lease-up typically come out swinging with aggressive marketing campaigns, creative social media strategies and even social opportunities to target new residents. They’re among Good’s favorite kind of campaigns to run, and they also make the competition better.
Good says: “They can knock it out of the park – and if you’re been around 2 years, 5 years, 20 years – you’re going to raise your game to stay competitive, and I love that. I like being on the edge, and with new construction you can be on the edge of what’s new and what’s fun and what’s hot.”

What’s hot right now? Multifamily is finally starting to understand social media well and use it effectively, and the right approach can be different from property to property. Good says: “I’ve seen properties where their Facebook page rocks, because you can pay rent on it. I’ve seen another Facebook page that gets a lot of traffic because they have a direct feed for resident reviews, automatically posted, unfiltered. People are using that as resource for finding out about their community. I’ve seen Facebook pages that are entire brochures, with floor plans, and videos, and pictures, and the ability to rent the apartment right there. So, we’re starting to see how social media is becoming both an informational website as well as an interactive point for our residents.”

Rents are going up. How are smart communities selling that? One year into the post-recession recovery cycle, many apartments have been able to raise rents between $100 to $160/month during a lease renewal, and many markets are seeing higher average rents than they were before the economy crashed. Good says: “We’re starting to see incremental increases, the return of the wait list, and balancing out revenue opportunities that we let go of during the recessionary time. During the recession, we unbundled things. We unbundled the garage from the apartment, because that added another $150 onto the rent, and that made it look so expensive. Now we’re bundling the garage, storage and the amenity fee, and putting it together as one offer to add value to the price we’re trying to get. We’re using the garage, storage and amenities as value builders for these really high prices we’re asking for.”

What else should multifamily professionals be thinking about right now? With a recovering job market and new emphasis on professionalism and technical skill sets for multifamily employees, Good hopes that the industry will take a hard look at making wages more competitive. Good says: “I want to challenge companies to think hard about the value of attracting good people to our business and having a compensation package to attract them and keep them and be competitive with other industries. I just feel our industry isn’t offering enough compensation right now for the hours put in and what we expect of a property manager.”

Thanks to Kate Good for taking the time to speak with us. We asked Kate to tell us a little bit more about herself by answering ten fun profile questions, and she kindly obliged:

What is your favorite type of music?

I am a Texas girl at heart and grew up in a small town. I connect with the lyrics and wholesome themes that you find in Country Music. Except for the ones that talk about Momma being in jail. They can’t catch my Mom! And, I love to see any band live. It just gets my juices flowing to hear the drums and guitar crank it out through a powerful speaker.

What is your favorite book of all time and why?

“Oh The Places You Will Go” by Dr. Suess. The book is about never losing your sense of adventure and wonder.

If you have an hour of free time to spare, what do you do with it?

Gather a group of friends and jump on our road cycles, climb Camelback Mountain or hit the slopes of Aspen. I love to exercise in the outdoors. It is the antithesis of airports and hotels.

What kinds of food do you like?

The ones I cook at home. I was on 142 airplanes last year and the real treat for me is to be home cooking all the recipes I read about in the magazines I buy in the airport (we won’t talk about the Kit Kat bar I buy at the same time). Hold the cheese, use fresh cut herbs and prepare it to perfection and I am in heaven. If I could eat butter poached tarragon lobster every day and never gain a pound, I would.

Where is the most interesting place you’ve ever traveled?

This is a tough one because I have been to 21 countries. Every place is interesting the first time you visit. I was mesmerized by the scenery in Lake Como, Italy. I was interested in history when visiting Vienna. But most interesting to me was Alaska. The wildlife and icebergs made me wonder if we are doing enough to save them for eternity. We are not and it will be sad that one day people will only have photos of what was once the most majestic place I have ever seen. It moved me and I will never forget the memories from that trip with my Father, Sister and Cousin.

What do you like best about your job?

I don’t like the hassle of taking off my shoes, belt and traveling with 3oz of hairspray (that will only last two days) when getting to my gigs but I sure love my job when I get there. I honestly feel proud when the audience laughs at a joke or applauds for a point I make when presenting my best stuff. I recharge my battery on stage, no matter how little sleep I got the night before because the plane circled Atlanta for hours. I will certainly miss it all someday.

If you could have dinner with anyone, alive or historical, who would it be?

My Dad. He left me too soon and I have so much to ask him and tell him. He would make me laugh and listen with love.

What are the words you live by?

“Live, Laugh, Love.” Reminds me to balance my world with hard work, not take myself too seriously and love deeply.

What do you want to be when you grow up?

When I was 7 I would have told you that I wanted to be a waitress. Now, I want to be in a position to deliver a speech that really matters. I don’t know what I will be doing when that day comes but I know I will feel a sense of purpose. Is that when we know we are grown up?

Do you speak any other languages, and which ones?

I speak Prada, Gucci and Canine. Just ask my dog, Mrs. Harry Winston.

If you could own one piece of famous art, sculpture, memorabilia or historic artifact, what would the item be?

The original copy if the Anne Frank’s diary.

What are some things on your bucket list?

Deliver a speech that matters.
Start my charity called “The Birthday Box” which will raise funds, decorations, cakes, gifts and wrapping paper for every underprivileged child to celebrate the one day that God made special in their lives, their birthday.
Walk into Target and spend less than $100. I don’t think it is possible for me but I will keep trying.
Have all of my friends in one place at the same time. Heaven!
Become a travel writer.
I have a theory about why dogs die so young. I want to write a book about it.

What was your last Do It Yourself project?

I painted my outdoor furniture. But the one I am most proud of is that I did my own laundry. I don’t do laundry.

What athlete or sports figure do you most admire?

Mary Lou Retton. She broke the mold when it came to the image of a gold medalist scoring a 10 in the Olympics.

What online sites do you visit?

Facebook, WSJonline, Delta, Hotels.com, ThinkGeek.com and of course NeimanMarcus.com

If you could have a super power, what would it be?

I heard Jenny McCarthy say one time that she always wanted background music playing in her life. I wish I had the power to always create that in everyone’s world. We would all feel like we were in a movie.

What’s something about you that few people know?

I get very nervous on stage. So nervous that one time I rushed off stage to use the ladies room and left my microphone on. I guess I a lot of people will know about this now!

Did we leave you behind?

I love to study all things marketing and in the past 13 months I have been taking notes about marketing that gets my attention in an age where traditional marketing channels no longer work. Based on my notes, here are three things I am doing in my marketing plans and activities today:

1. Simplify Your Message - Today's consumer is on advertising overload. The days of busy ads selling all things to all people no longer exist. Today, the message the reaches and resonates with the customer is a simplfied one. Stay on target and be clear.

2. Keep it Positive - Everyone likes good news. Fun, happy, positive messages are memorable and welcome in all worlds. Celebrate and enjoy. Pass this along to your target customer and it is contagious.

3. Don't tell people what you sell, tell them why they should buy it. 'Nough said!

I Bought Another Pair of Shoes

I know you are not surprised by the fact that I bought another pair of shoes. I love my shoes. Today I am on a 4 day trip and I have 5 pairs of shoes with me! Years ago, no one would have imagined buying shoes on the Internet. Of course we would want to try on the shoes before we buy them. Or do we?

Online shoe retailer, Zappos, changed this mindset when they started selling shoes online. In order to gain the trust of the customer, they had to not only have great shoes, but great people helping the customer buy the shoes.

In my first experience with Zappos, I spoke to a customer service agent who wanted to help me get the right size. Because the event I needed the shoes for was just a week away, we only had time for one shipment. Zappos shipped me three sizes to be certain one of them would fit. And, there would be no charge to return the pairs of shoes that did not fit. When the boxes arrived at my home, I found that one of the shoes fit perfect. Did I return the other two pairs? Nope. My assistant bought one of them! So, because they extended themselves with over the top service, they sold two pairs of shoes.

What is your company known for? Do you have a legacy of doing what ever it takes to earn the customers business? Zappos shows us it is not only easy, it is profitable.

It's Time to Stop

I once spent a lot of time with someone who was wildly successful in his career. As a result, many things came to him in the form of opportunities, quality people and cool toys. Sadly, with all the gifts in his life, he was constantly in search of happiness. I watched him read countless books on the subject, talk to his peers, dig into movies about the subject and always think his life was missing something. Happiness was within his grasp yet he was doing everything wrong.

I often wondered how a smart man could be so clueless. And then I realized that he and many people, including myself, make the common mistake of taking action to accomplish something but this action is not getting them to their goal.

When you stop doing the wrong things, you make more room for the things that make you happy.

So, starting today, join me in making a personal commitment to quit and then eliminate counter productive behavior and open our time up for the right behavior. Personally, I have been practicing this concept over the last 24 months and I have never been so happy or fulfilled in my life. You CAN live the life you want and it can start today if you set yourself up for success. Here are some things to quit:

1. Quit procrastinating on your goals.

Some people dream of success while others wake up and work hard at it. Action and change are often resisted when they’re needed most. Get a hold of yourself and have discipline. Putting something off instantly makes it harder and scarier. What we don’t start today won’t be finished by tomorrow. And there’s nothing more stressful than the perpetual lingering of an unfinished task.

The secret to getting ahead is simply getting started. My secret to avoiding procrastination is to engage in the habit of clustering. When I have a project with a due date approaching I start to cluster my ideas, thoughts and resources on individual sheets of paper as they pop into my head. I drop them into the project folder. Now when it is time to work on the project I have a file full of first steps to roll with. Suddenly I am motivated because the mountain does not seem so high. This can also be done by typing emails to yourself on your smart phone. Put the name of the project in the subject line. Now when you are able to start the project you can simply do a search for those key words and all your thoughts will be sorted in your inbox.

2. Quit blaming others and making excuses.

Stop blaming others for what you have or don’t have, or for what you feel or don’t feel. When you blame others for what you’re going through, you deny responsibility and perpetuate the problem. Stop giving your power away and start taking responsibility for your life. Blaming is just another sorry excuse, and making excuses is the first step towards failure; you and only you are responsible for your life choices and decisions.

Picture two circles, one inside the other. The inside circle is all the things you have control of in your response and action. The outside circle you can influence but not change. Spend time on the inside circle where you can make a difference. Too many people live in the outside circle making excuses and not taking action by controlling their behavior.

3. Quit trying to avoid change.

If nothing ever changed we would still be using flip phones, or worse, the fax machine! Most of us are comfortable where we are even though the whole universe is constantly changing around us. Learning to accept this is vital to our happiness and general success. Because only when we change, do we grow, and begin to see a world we never knew was possible.

And don’t forget, however good or bad a situation is now, it will change. That’s the one thing you can count on. So embrace it, and realize that change happens for a reason. It won’t always be easy or obvious at first, but in the end it will be worth it. This is knowledge that was given to me in my high school years and it made all the difference in my attitude. My best friends' Mom said to me that this world I am struggling in will not last forever. She encouraged me to see beyond today and look forward to the changes in life. I later learned how I could control my destiny and this has been the source of my power.

4. Quit trying to control the uncontrollable.

If you try to control everything, and then worry about the things you can’t control, you are setting yourself up for a lifetime of frustration and misery.

Some forces are out of your control, but you can control how you react to things. Everyone’s life has positive and negative aspects – whether you’re happy or not depends greatly on which aspects you focus on. The best thing you can do is to let go of what you can’t control, and invest your energy in the things you can – like your attitude. If you are still fighting this concept, refer to item #2 and discover what circle you are living in.

5. Quit talking down to yourself.

Nothing will bring you down quicker than berating yourself. The mind is a superb instrument if used right, but when used incorrectly, it becomes very destructive. Be aware of your mental self-talk. We all talk silently to ourselves in our heads, but we aren’t always conscious of what we’re saying or how it’s affecting us.

As Henry Ford once stated, “Whether you think you can, or you think you can’t, you’re right.” One of the major causes of why we fail is due to self-doubt and negative self-talk. The way to overcome negative thoughts and destructive emotions is to develop opposing, positive emotions that are stronger and more powerful. Listen to your self-talk and replace negative thoughts with positive ones, over time you will change the trajectory of your life.

Many people do not realize how incredibly nervous I feel prior to walking on a stage. The nerves would be debilitating if I did not overcome it with positive self talk. I remind myself that I am good at this and today this audience deserves my best. Sometimes I get a standing ovation when I am completed and that is an amazing feeling. However, 100% of the time, I finish my speech knowing I gave it my very best.

6. Quit criticizing others.

The negativity you bleed out toward others will gradually cripple your own happiness. When you truly feel comfortable with your own imperfections, you won’t feel threatened or offended by the imperfections you see in other people.

So stop worrying about the flaws you see in everyone else, and focus on yourself. Let the constant growth and improvement in your own life keep you so busy that you have no time left to criticize others.

Personally, I am having trouble with this one. I currently have someone I work with in my consulting practice who has some serious problems remaining professional and courteous at all times. I know he can be so much better than what he is. To be successful, I have to stop trying to criticize him by pointing out his failures and shortcomings as he will not change. My dear friend Mark recently quoted Tommy Lee Jones to me when he said "you never ask a horse or an actor do something they cannot do." Wow, this is so true, thanks for the sharing the advice, Mark.

7. Quit running from your problems and fears.

Trust me, if everyone threw their problems in a pile for you to see, you would grab yours back. Tackle your problems and fears swiftly, don’t run away from them. The best solution is to face them head on no matter how powerful they may seem.

Fears, in particularly, stop you from taking chances and making decisions. They keep you confined to just the small space where you feel completely comfortable. But your life’s story is simply the culmination of many small, unique experiences, many of which require you to stretch your comfort zone. Be proud of your life story and remember your failures have everything to do with getting you to your successful self. They are the best learning opportunities you have. I have screwed up and failed many times. I have even been fired. As I look back over my adult years I would not remove that experience from my life story if I could. Letting your fears and worries control you is not ‘living,’ it’s merely existing.

Bottom line: Either you own your problems and fears, or they will ultimately own you and you are simply operating with excuses.

8. Quit living in another time and place.

Some people spend their entire lives trying to live in another time and place. They lament about what has been, what they could have done, or what might become. However, the past is gone, and the future doesn’t exist. No matter how much time we spend thinking and lamenting about either, it doesn’t change anything.

Our brightest future hinges on our ability to pay attention to what we’re doing right now, today.

We need to live more in the moment and be aware of reality. Living in the moment requires active, open, intentional awareness on the present. Don’t fantasize about being on vacation while at work, and don’t worry about the work piling up on your desk when you’re on vacation. Live for now. Notice the beauty unfolding around you. I lost my Father at a young age. I had the opportunity to visit him the week before he died but was worried about a pile of things that impacted my future. I made a decision I now regret because I did not live in the moment and reality that my Father was ill. I allowed my dream of the future to overshadow something incredibly important to me . Trust me, the future will always work itself out. Do what you need to do today.

9. Quit trying to be someone you’re not.

One of the greatest challenges in life is being yourself in a world that’s trying to make you like everyone else. Someone will always be prettier, someone will always be smarter, someone will always be younger, but they will never be you. Don’t change so people will like you. Be yourself and the right people will love you, and you’ll love yourself more too. I am a bit unconventional and don't always deliver what people expect. This used to trouble me until I discovered what I deliver is better!

10. Quit being ungrateful.

Not all the puzzle pieces of life will seem to fit together at first, but in time you’ll realize they do, perfectly. So thank the things that didn’t work out, because they just made room for the things that will. And thank the ones who walked away from you, because they just made room for someone better.

No matter how good or bad you have it, wake up each day thankful for your life. Someone somewhere else is desperately fighting for theirs. Instead of thinking about what you’re missing, try thinking about what you have that everyone else is missing.

I am rooting for you and feel honored when you share your celebrations of success with me. My relationships with you will be part of my legacy. Go get 'em tiger and know that I am on your team! If you need support and encouragement, email me anytime at kate@kategood.com and remember you rock!

Videos That Get Watched

I'm getting requests for my favorite videos I showed during my panel discussion on Videos That Get Watched at the VMS conference. Here ya go! All 6 are worth a look.

http://www.obtampons.ca/​apology
If you have not clicked on this one yet....do it and prepare to laugh and the video and marvel at the unique use of technology.

http://www.videobrewery.com/
Video Brewery is like Crowd Spring wh
ere you post a project and people submit storyboards and bids. They are great for creating explainer videos. Check out their gallery.

www.dollarshaveclub.com
Remains the most amazing launch of a business in 2012 by using this one video. However, I wonder what their launch would have looked like if they included a link to action??!!

http://www.youtube.com/​watch?v=_u7CnATFJ3o
You know I LOVE the mini cooper peep show. This video became a powerful commercial for the launch of their new topless car. Bada Bing!

http://propertysolutions.com/
My cospeaker showed the video for Entrada, Property Solutions new product. Some behind the scenes info, this was shot for $1,000 plus the price of talent, in their office. Cool! But, I am convinced property management people have better eyewear!

http://www.youtube.com/​watch?v=68GNoqB9zSk
Prepare to be moved by this incredible video that Eric Whal and Jon Engles shot and edited in 7 hours. Bravo. It moves me.

List of Top Education Sessions at Boston NAA Conference Sheds Light on Industry Issues

Thanks for checking out my blog. I just discovered this blog posting by Maureen Lambe and wanted to share it with you. Of course, I am overjoyed that the Apartment All Stars made the top of the list. 10 years strong and loving it!! - Kate

David Letterman isn’t the only one with a Top 10 list. We have our own list here at the National Apartment Association Education Institute, and ours doesn’t include the “Top 10 Things You Don't Want To Hear At A Barbecue” or the “Top 10 Superhero Pet Peeves,” though we did like the one about people not understanding the difference between “tights” and “leotards.” No, our Top 10 list identifies the most highly attended sessions at last month’s NAA Education Conference and Exposition. (Yes, we do count, halfway through each session; after people have discovered that they are in the wrong session and leave.)

Before I unveil this year’s top conference sessions, let me share with you some of the feedback I have received about this year’s conference. In the past few weeks, I have talked to a lot of people. The ones who attended the conference cannot stop raving about it. They were overwhelmed – in a good way -- by the trade show and the opening party, where they had fun reconnecting with friends and making new ones. They also enjoyed the variety and the useful information of our education sessions. I couldn’t agree more.

Now, without further delay, take a look at the Top 10 Most Highly Attended Education Sessions at the 2012 NAA Education Conference and Exposition. Note that the number in the parentheses following each identifies the number of attendees.

Drum roll, please.

1. Apartment All Stars – Idea Factory 2012 (500)

2. Trends in Resident Technology & Communication Preferences – What Do Residents Want? (500)

3. Did I Just Say That Out Loud? – 468

4. Grass Roots Marketing at Its Finest - Riding Your Creative Edge (468)

5. Five Trends Changing the Face of the Multifamily Industry (468)

6. Improve Performance through Personal Accountability (400)

7. Law and Order — Fair Housing Implications for Criminal History Screening (325)

8. The Epidemic of Hoarding (302)

9. How To Own Your Busy...Stop Wasting Time Getting Productive! (300)

10. Put Your Best Facebook Forward – The Benefits, Dangers and Pitfalls of Social Media (270)

It’s a great list, but what does it say about those of us working in the industry? Obviously, many of us are worried about hoarding – whether among our residents or people we know. This list also tells us that we are all trying to stay ahead of the game. We want to hear what is working for others, how we might apply that to our own jobs and what is looming on the horizon. We see the importance of social media, and we are demanding more from ourselves in terms of improving our own job performance and how we interact with others.

It’s a good list. Hopefully, you’ll use it to come up with training programs at your company or your local apartment association. In the meantime, know that you can order the complete set of 20 video and 17 audio-synced PowerPoint recordings here. You will also access and view these sessions at this website. These are great resources to have unlimited access to, so I encourage you to take advantage of them.

Byline: Maureen Lambe, CAE-National Apartment Association Education Institute | Published: 7/31/2012 10:07 AM

Old Leads Are Cold Leads and My Olympic Experience

This is one of the hottest summers on record. I live in Phoenix, just ask me what 113 degrees feels like. Yuck! All over the country, our leasing teams are feeling the heat and it can be truly exhausting. By mid-July we are wearing down from this long hot summer yet we need to keep our leasing productivity HOT! The quickest way to get there is to touch something COLD, your Internet leads.

80% of potential sales are lost due to lack of follow-up. This is one of biggest mistakes people make in marketing. Do you want to know how you could increase web conversions and sales by as much as 400%? The secret lies in what you do after you generate a qualified lead. The steps you take next to build a relationship and help your prospect get what they want make all the difference. Most people are so focused on getting qualified leads that they neglect to put their web site marketing and Internet Listing Service follow-up systems in place to convert leads to sales. It’s so important that I’ll say it again;

…with better follow-up, you could increase web sales by 400%.

In just a few days the World’s attention will be on London for the start of the 2012 Summer Olympic Games. This is always an exciting time for me as I reminisce about the 1996 games in Atlanta. I tried out to be a placard bearer in the opening and closing ceremonies and got picked! The day of the opening ceremonies it was 111 degrees on the tarp that covered Turner Field. Our energy was draining but continued to be refueled by the excitement of meeting our teams and seeing Mohamed Ali light the torch.

I ushered the great country of Azerbaijan into the games proudly holding their county’s sign alongside the flag bearer. I call them a great country and it has nothing to do with their politics which I know very little about. What I know is about the athletes that represented their country in 1996. It was their first year competing as an independant country after breaking off from the “Unified Team” also known as Mother Russia. Azerbaijan’s uniforms were mismatched and used. Russia looked smashing in their red suits and hats. (Did you think I would get through this blog without a little fashion commentary?!?) It was clear they had little resources and training opportunities but they had a lot of ambition and a plan to win. At closing ceremonies we gathered again for a celebration in the stadium. It was truly exciting to see these inspiring athletes wearing medals they had won. They were singing and dancing with athletes from all over the world. As for me, I was just proud to be a part of the biggest moment in their life and wear a silver medal won by a hot wrestler named Namik!

Imagine you were training for the upcoming summer Olympics. You’re a runner and want to win gold this year. You get a new pair of shoes to help you in your medal quest. Then you map your workout plan. With your coach at your side you identify which exercises to do and when to do them. Each day until the coming Olympics you eagerly show up at the weight room and the track. What happens? Each week your strength and speed improve and you become a stronger competitor increasing your chances of winning a gold medal.

Now imagine a competitor who wants to win but after signing up for the team, didn’t show up for practice. Who do you think is going to win? The person who follows up on their commitment with a series of planned activities or the one who neglects these? Web site marketing is like training for the Olympics but with a whole lot more gold medals available! Start with a lead, regular follow up and you can win many more customers.

You could continue marketing the same way and get the same results, or you could discover the lead generation and follow-up activities that can increase your sales by 400% or more. Just as in training for the Olympics, what you do and when is critical. Use these 7 follow up ideas you to increase your sales.

1. Act Immediately
Old leads are cold leads. Use automated email responses or voice messages to instantly acknowledge a prospect’s interest and give them the information they requested. If you plan to call them, let them know when you’ll call. If you’ve offered something free to entice them to respond, deliver it instantly.

2. Use Curiosity to Motivate
The most powerful motivator in marketing is human curiosity. Tempt your prospects with something they want and pique their interest to prompt them to visit your community or to call you to get the details. I feel it is important to have a contact from that asks questions that give you the clues you need to understand their hot buttons. When you use these hot buttons in your response, you will capture their attention.

3. Create A Sense of Urgency
People are prone to procrastinate, just ask me, I started writing this blog in June! We put off doing things even when we want and need something. Give them a reason to act immediately, such as a limited time offer.

4. Educate Your Prospects
Customers may not have an immediate perception of their need for what you provide. What makes you unique compared to the competition? This product differential must be front and center in your marketing. Use each contact to help them define a problem or concern and demonstrate that your product or service is the solution.

5. Build a Relationship
The stronger your relationship with your prospects, the more likely they’ll be to turn to you when they are ready to make a purchase. Do most men or women propose on their first dates? Of course not! And if they do it is my personal experience you should RUN! It takes time and repeated contact to establish the basis for a long lasting, mutually beneficial relationship.

6. Give Special Attention to Prospects that Demonstrate An Interest
Let’s say you sent out a special $100 discount email offer to your prospect list. Typically, 10-16% of your prospects will open the email, and a much smaller percentage will act on it immediately. Go back with an even stronger call to action to the people that opened your initial email. You’ll find that approximately 50% will open it and you’ll sell a lot more of your product and services.

7. Use Automated Systems to Follow-up
Set up your email auto responders to do your follow-up for you. Use each email contact to educate and motivate your prospects and tell them about your limited time offer. Remember that prospects are more likely to buy after six contacts, so use a series of six emails spread out over two weeks. However, this does not excuse the need for human contact. Reach out!

Want to earn gold with your business? Like Olympic athletes you need more than goals. You need a follow up strategy and system. Put these in place and you can capture the 80% of potential sales you’re missing.

Tactics in New Construction Lease-Ups

by Chris Wood on May 25, 2012

MINI and multifamily at AIM 2012's New Tactics in Construction Lease-up panel with Apartment All-stars speaker and occupancy specialist Kate Good.

A lot has happened in apartment Internet marketing and technology since the last big development boom. With the consideration that new community lease-up budgets are often eight to 10 times larger than typical community marketing budgets, the Bozzuto Group’s director of interactive marketing Michael Kilmurry and Apartment All-stars speaker and occupancy specialist Kate Good ran AIM attendees through an exhilarating gauntlet of creative lease-up strategies in their Tactics in New Construction Lease-ups session at AIM 2012.

“Whatever you do, you’ll want to track analytics through all channels,” said Kilmurry. “In fact I want a t-shirt that says I love tracking URLs. But creating a new community ultimately comes down to starting a conversation, and you’ll have to do that, too.”Bozzuto has found recent success starting conversations by networking deep into their PR and marketing associations, pairing up with luminaries and brands like Candace Bushnell, Neiman Marcus and Georgetown Cupcakes for event based marketing that has turbocharged preleasing at the firm’s new communities.

“The market is focused on what’s new, what’s hot, what grabs our attention and holds it,” said Good. “With lease-ups we’re looking for a great launch, because 10 percent of the market typically influences the purchasing decisions of the other 90 percent. That’s the new, critical importance of brand advocate marketing.”

Good shared insights from marketing campaigns including Dollar Shave Club and MINI, and suggested a deeper social media and technology empowerment at the site level to throttle lease-up success, including personalized leasing agent web sites and URLs and training leasing teams better on delivering messaged communications. “Add value to the leasing conversation,” Good said, “and I do believe that 50 percent prelease openings can happen with regularity.”

It's Not Just A Parking Sign, It's A Statement

Marketing and retention is more than just flyers and ads. To be effective, you have to address everything you do as it is a reflection of your property's overall mission. Even a parking sign creates an impression. I spotted a apartment community whose tag line is "Our Residents Come First" yet the parking lot parking signage did not communicate this message. It says "Manager Parking Only All Others Will Be Towed"!

Being positive goes a long way. Your signage can actually reserve parking for your best customers and encourage others to participate in promoting your community in social media channels. Thumbs up to Glades Plaza for honoring their Mayor on FourSquare with a reserved parking space. I think this is much more important than reserving a spot for the Manager. Apartment communities also reserve parking for move in day so that the new resdient can have the best space that will put their moving truck close to the entrance door. Why stop there? I think we should have reserved parking for move out day also...and I am not talking about the eviction you are thrilled is finally leaving so you can re-rent the apartment to a paying customer! There are many great customers whose lives have changed and it no longer suits them to live at your community. A positive move out experience will ensure that they will continue to be brand ambassadors and refer friends to the apartment they once loved to live in. Reserve a parking space for these customers too!

There are spaces and places where you don't want your residents to park. Have a little fun with this message too. Funny trumps everything and will communicate a policy while still keeping a smile on your resident's face. Approach all decisions you make for your community with a customer service and marketing eye and not just your policy manual.

Does Anyone Work Here Anymore?

It's Friday night, you invite your best peeps over for happy hour. People start to arrive, walk in your front door, look around and you are missing. The guests make their way all the way back to your kitchen and find you munching on your favorite potato chips in the pantry. They start to feel as though they may have arrived on the wrong night! You would never think about doing this to your good friends. So why would you do it to a customer who is in control of your paycheck? If a customer walks into your leasing center and has to come find you then you have failed to make a welcoming first impression.

Last summer while on a beach vacation, I became freindly with a certain little beach bar one block from my rental house. I spotted the team members wearing these "Yes, I work here" shirts and immediatly left my vacation behind and started to think about our team members wearing them to let all of our customers know we are always there to serve and will never hide. In addition, the act of waering this shirt will serve as a constant reminder that we put customers first.

I wonder what I will find on my next trip?? Stay tuned!

Pinterst Contest: Repin to Win

I was standing in line at the grocery store with my iPhone in hand searching for something to occupy my time and mind. No texts to respond to, email is caught up and Facebook takes too long to load on a smart phone. Seems like the right time to be a "pinhead" otherwise known as a Pinterest addict. Are you pinning too?

As much as I love this app I have struggled to find the best way to use it in our industry. I looked up and saw that the grocery store was running a contest and that is when I thought about a contest on Pinterest. I quickly discovered that I was not the first person to think about it but I will be implementing it!

Pinterest is now a great tool for posting a picture and asking your residents and Facebook fans to help spread the word to their followers. Post a pic and ask them to repin onto their Pinterest boards. The top pinner will win a cool prize! Happy pinning.

Quick! Name Your Top 5 Brand Advocates

The Hangover: Rental Edition

Although all indicators exist for a healthy year of rent increases, it does not make our job as Leasing Consultants and Property Managers any easier. Simply put, our Residents are not prepared for increased rent when they are still nursing their recession hangover. For most Americans, the recession was a tough time filled with learning how to live with less, reprioritizing needs vs. wants and living in fear of the unknown. We became a nation of bargain hunters eagerly checking our Groupon email first thing in the morning and exploring options for a “staycation”. A few good job reports and a strong uptick in the stock market is not enough to erase memories or change our bargain hunting instincts.

People still want a deal and they are expecting you to give it to them. Here are a few strategies to help you meet the goals of your owners and your residents.

1. Flat rate pricing is a dead end street. Many communities tried this during the recession to fill up fast and now have a community where people think that most pay the same amount in rent. The price was typically based on the lowest rent we could offer even though more than half the apartments had higher value. Price the apartment based on the attributes which make the apartment unique. Why should a person rent the subject apartment over another? The answer to that question will help you see the individual opportunity for this apartment price. Once you move to this type of price structure it is easier to sell a new price on an apartment.

2. Give residents options and you give them control. The customer now has a decision to make rather than just accept what you are asking of them. Psychologically this will help you get to yes. The options could be the length of lease or apartment upgrade. Now the customer has control of the decision through choice.

3. Monthly market surveys are worthless. Study your market on a daily basis. When you do so, you will notice incremental changes in the market by companies who are truly committed to managing for a high yield. Tracking these changes will help you understand what is available in the market and how the market is accepting the inventory. You now have data you need to price accordingly.

4. Prepare your team for this question "Why are rents going up?". Have a response that everyone understands and is comfortable delivering. Educate your team as to why rents are increasing and prepare them for this conversation with residents. Remember, every member of your team should understand this strategy and what to say to a resident. Your service team spends more time with residents compared to us. Do they know why rents are increasing and how to discuss this with customers?

5. Apartment All Star, Michael Benton, reminds us that competitors don't steal happy residents. Great point! Above everything, a good customer service program should be part of your rent increase strategy.

6. Moving is the worst day of your life. At least we think so! You will always have the advantage of knowing that no one really wants to move. It’s just not fun and there are a million better things to do on a Saturday. Coming to an agreement means that the customer will not have to move. This makes everyone happy.

7. A waitlist is motivating. Start one and get every prospect on it.

8. Be a Revenue Rockstar. 2012 is the time to turn up the volume and make it happen.

Can You Overcome Any Objection?

I sincerely hope you are not dealing with this functionality failure at your apartment community! This would be a very difficult challenge to overcome. A true leasing pro knows that dealing with you customers objections is an essential step to close the sale. After all, who is going to take the time to discuss their concerns if they are not interested in the apartment?

Many people get discouraged when they hear an objection and do not attempt to overcome the customers concerns with solutions. They simply give up and report back to their manager that the apartment did not work for the prospect. Is there really a perfect fit when it comes to an apartment. I'm certain it is probably rare. Dig in and talk about some ideas that you have help your customer see things differently.

The next obstacle is the "excuse" objection. My favorite excuse for not leasing is the ever popular "I don't think my husband will like it". Are you kidding me? Women are the keepers of the home. It's how we were programmed since the beginning of time. If a lady likes the apartment she will tell her man that he will love it too. Now is the time to find out what is really holding the customer back from leasing the apartment.

Why PEOPLE should be the focus of your 2012 Marketing Plans

Essential Upgrade for 2012

Your residents want to charge and power their USB devices. Provide these new outlets and add another new amenity to your apartments no matter what the age of your community might be.

Do you want your Future Residents to read your follow up emails? Try these tips!

I found myself reading my email today and the whole point was to delete things that did not need my attention. I think many of us do this no matter what what day of the week it is, but for this Monday, I was rapidly tapping the delete button. I started thinking about what it takes to get people to read email and found myself doing a search for some expert help. Here are some tips from Jill Konrath who wants to make sure all of your emails elicit a response.

1. Eliminate Delete-Inducing Words

Get rid of all verbiage that activates the delete response. Here are some serious offenders: exciting, state-of-the-art, solution, partner, leading edge, passion, unique and one-stop shopping.

2. Keep Your Message Simple

Your email needs to be less than 90 words. Use 2-sentence paragraphs so it can be scanned. Stick with common black fonts (no colors) and never include more than one link or attachment.

3. Align With Their Objectives

Research your prospect's specific needs, likes and other hot buttons which will help you connect. Relevance is essential.

4. Focus on Immediate Priorities

Identify key events that may be impacting your prospect's priorities and tie your message into that. An example might be if they are relocating from out of state, there are a lot of things that will need attention vs a move across town.

5. Be an Invaluable Resource

In your e-mails, focus on the ideas, insights and information you can share that will be of value to your prospect in reaching their goals.

6. Craft Enticing Subject Lines

Your subject line determines if your message gets read. Avoid sales hype and focus on business issues such as: "Quick question re: are you ready to move" or "Welcome home to Green Oaks Villas."

7. Launch a Campaign

Do eight to 12 touches (via e-mail and phone) over a four-to-six week time period, with each contact building off the previous one. Provide links to resources. Spotlight the value of visiting today and making a decision.

It's a Bird, It's a Plane....It's A SUPERnar!!

First Impression Failure at Quiznos

While searching for a lunch spot in Atlanta today, I stumbled upon a Quiznos. I was disappointed to see that "management" has reserved position A in the parking lot for themselves! While shooting this pic, two cars pulled into the spot and rolled on out with a puzzled look on their faces. This one sign says so much about how this restaurant feels about their customers. Let's call it, management before customers.

Each week I visit apartment communities all over the country. Sure, most of them have "future resident parking" signs in front of their leasing center. The trouble is, the team does not respect these spaces and they choose to park in the VIP spot. Don't you think we should make our residents feel like VIP's?

Before I jump off this point, I want to discuss your beloved golf cart. While I love this little gem as much as the next leasing consultant, it should not be parked in a future resident spot. A better plan is to put it at the end of the amenity cooridor. This placement encourages the leasing team to walk through the amenities at the start and end of the tour. The amenities add value to the apartment the customer is leasing. Set your leasing tour up for success. Nough Said!

Join me on January 25th to learn about marketing tips to impact your traffic in the next 7 days! This program is RED HOT!

Visit www.MultifamilyInsiders.com/allstars to register.

Dressing For The Dollar Store, Walmart and A Leasing Office

Allow me to stand on my soapbox for a moment. What are you wearing today? Does it look like you deserve to write a $12,000 contract? Flip flops are not career appearal. Each day we need to look in the mirror and ask ourselves, "would you rent from you?".

I feel that we got a little too casual over the years. I blame it on Southwest airlines and their shorts, polo shirts and tennis shoes. They were the anti uniform of the day and today it does not have the same impact. But I still love uniforms. We need to update our image for 2012. The Southwest Airlines look is no longer kool. In fact, it is worn out. Find your team's personality and express it in your dress. Nothing says professional like a team all dressed to kill and matching. If you are going to spend the money on uniforms, get some bang for the buck and match.

The trend for 2012 is back to professionalism, after all, it is what set apart the "good guys" during the recession. America is dressing back up and opting for ballet flats instead of flip flops. It's time to come to the closing table in a pressed shirt and jacket again.