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.