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!