The Unexpected Email I Received From A Panhanlder Today

When I lived in Chicago I was never comfortable with people on the street asking me for money. I was worried that I was contributing to a bad habit that may have put them on the street or that their story was a fraud.  When I was walking the Country Club Plaza in Kansas City, I was told that a certain panhandler sitting near The Cheesecake Factory made over $70,000.  While I tried not to pass judgment, I never understood why someone who was that good at asking a stranger for money did not get up and get a job.  After all, successful sales people have to ask people they do not know for money all the time! There were times when I thought the "loose change seekers" were better at it than I was. 

 

I have also seen many panhandlers to demonstrate marketing savvy.  They know people will read their sign so they put something worth reading.  Personally, I respect the signs that make me laugh.  Here are some of my favorites:

 

 

 


Today, my view of a panhandler changed when one of them emailed me.  For the first time in many years I have a morning routine that includes driving the same route each morning.  At one high profile corner there have been two panhandlers who are friendly and creative with their signs.  One morning I whipped through the light and saw the sign out of the corner of my eye.  The gentleman was asking for money for his BMW fund.  I found this to be an example of the strength of the Houston economy and if I were not late for a meeting I would have made a u-turn and snapped a picture for my Facebook status update. 

Each day I drove this route I looked for him again.  Finally today, the stars aligned and I caught the light while he was standing there with the sign.  I figured it would not be nice to take a picture from the inside of my car and not give him money.  So, I broke a personal rule and quickly pulled out some dollar bills.  I handed them over and asked for a picture. 

For the next 30 or so seconds we had a conversation that started with "you get it don't you". In an instant my view of this man changed.  He explained that he is a writer and is trying to get noticed.  He asked me for a card because he carries on the panhandler tradition of asking strangers for something, in other words, he is a salesperson. At this point my Mother, Linda, is probably thinking she should have told me 1000 more times not to talk to strangers!  Well Mom, talking to strangers has pulled me along in life and I felt an instant connection with this one.  His name is Tom and he is looking for a job.

 

I am impressed with the email he sent me.  Well written, complementary, researched (made two references to blogs I have written) and effective. His talent is obvious. I hope he finds what he is looking for but I will miss him on the corner.

If you would like to read Tom's blogs, please visit: http://homelesspatriot.blogspot.com/ and http://rogersparkbench.blogspot.com/

What Ashton Kutcher and I Have in Common

This is a pretty bold title for a blog! Let's start by saying I love this guy. In my life I have had a few celeb crushes starting with Rob Lowe starring in St. Elmo's Fire and About Last Night.  The day after I saw Legends of the Fall I had to leave work at 10:30 am because I could not concentrate on writing a marketing plan and had Brad Pitt on the brain. Then came my encounter with John Stamos.....well that is another blog on my personal page.  And finally Ashton. I saw him in Just Married and loved his expressions.  I was hooked.  

Of all my celeb crushes, I have never felt like I was on their level until I heard Ashton accept his Teen Choice Award.  He proudly took this opportunity to reach out to the young audience with a message about life.  I was personally touched when he shared the same thoughts that I frequently talk about in my programs.  Not only did he connect with screaming 16 year old's, he connected with me too.

The first point of his speech is that his name is really Chris and he lived an important life before he took his middle name to become and actor.  Surprisingly, he learned about opportunity before he got his role on That 70's Show.  Ashton feels that opportunity looks a lot like work.  He had jobs where he mopped floors and washed dishes and he never felt that he had a job he was better than.  Ashton respected the opportunity and saw it as a stepping stone.  I found his next point to be very important for today's 20 something generation; never quit a job until you have your next one.  When you quit without your next job lined up, you just proved to the world that you thought you were better than the job you wanted to leave and did not respect the opportunity to work.  As an employer, I steer clear of people who make this choice and do not have a really really, and I mean really good reason. Click here:

For those of you who have heard me speak in the last few years, you may have heard me close my program with this words to live by "Be Here Now, Be Somewhere Else Later". This is the key to my success and I have been benefiting from this belief for over 20 years.  I meet ambitious people who want to do what I do and the best advice I can give them is to do what you do now extremely well.  If you are a housekeeper, be the master of clean.  If you are a Leasing Consultant, stop making excuses for why an apartment is not leasing and have the highest closing ratio in your company.

I have a dream board, goal sheets and big plans for my life but none of them will happen if I am not taking my current opportunities and knocking them out of the park. My first job in the apartment industry was to lease apartments.  In my first two weeks with my company, Trammell Crow, I went to a week long training class where I witnessed what corporate trainers do and I knew then, I wanted to be one.  But, to get there, I had to first show people that I could do the work that I would be training other people to do.  It was in that very class that I decided that I would not stop until I was the number one Leasing Consultant in the company.  I hit that goal within a year.  I was the Director of Training 4 years later.

I wondered where Ashton was going when the second point of his speech was about being sexy.  This is a guy who could rest on his looks for his sexy but he knows there is more to being attractive.  Ashton explains that being sexy is accomplished by being smart, thoughtful and generous. In our world we are caught up in what he labels crap; the stuff that people try to sell to you to make you feel less. I have always been attracted to the smart, thoughtful and generous guy.

Over the years, I have received some nice compliments about how I look.  I always brush that off because I think I am just an average person.  It is the comments and compliments about my intelligence that make me say "thank you".  I know my expertise, and how I give to others, have opened many more doors than my looks.

Ashton's last message is about building a life not just living one.  Again, I connected.  I have not taken the path well traveled, I have carved out the life I want.  I continue to build my life based on the belief that most people are no smarter than I am.  If they can do it, why can't I?

Now, go be amazing at work today and get your sexy on!

How Important is Your Pool? Other Amenities Take Over!

When I was 19 years old, and my title was Leasing Consultant, I wondered why the people who built the property I was charged with leasing up did not load it with amenities.  This was "back in the day" when racquetball was still popular and I wanted a court!  About five years later, as my career hit the fast track, I found myself on the Board of Trustees for the National Association of Home Builders.  I had a front row seat to the work of the best research body in our industry.  One of the many facts I learned was that only 17% of our residents actually use the pool. I started to see amenities in a whole new light.

So, why do we even build a pool?  This is when my leasing and marketing hat appears and I know that it is one of the highlights of the leasing tour.  The pool is one of those checklist items that create the feeling of a lifestyle that most people desire: "On my days off, I'm going to lounge on a chair poolside, sipping a cold drink, reading my Kindle, wearing the same bathing suit I wore in college (it's a dream so we can dream that it is still looks hot on us!), meeting fabulous people!". We know this lifestyle offering helps to lease apartments, but is it your best tool for selling renewals?

If you ask people why they stay at an apartment community year after year, you will hear key points such as; I like my apartment, it is a fun place to live, my life is easy here, this is a great location, my dog loves the pet park, I have made friends here.  Rarely do we hear "I can't move away from that pool!". People stay because of the real lifestyle they create for themselves, not their perception of the life they will have when they are looking at your pool on the leasing tour. 

No matter what the age of your community, there are a number of amenities which you have, or can add, that will create that day to day life that your residents will enjoy.  Here are a few of my favorites and some new ones to consider.

1. Valet Trash Removal - Residents report that at first they do not like the fee's associated with trash removal but then they see how nice it is to no longer have to hold your breath when walking to the stinky dumpster and risking goo on your hands from lifting the lid.  One apartment resident tweeted this picture of her dumpster and called it scary and creepy. Valet trash removal is something you miss when you buy a home!

 

2. Pet Parks - We know that 63% of apartment residents have four legged family members in their home. Pet Playland, Parks and Potty areas are some of the most commented on amenities in social media.  Not only are they great for exercising a dog but they have become a social area for neighbors to meet.  One resident reports that she rushes home to get to the pet park at 7:15pm because of a hot guy, and his Jack Russell Terrier, who are always there at this time.  Here are a few things to make your pet park fun, memorable and luxurious.



Keep pets healthy and cool.  Provide outdoor pets with plenty of fresh water and shade. We love this watering hole that bubbles fresh water for pets.

Another option is to create a fun play area. Take a hint from landscapers and create artful dog play courses using plants and hardscaping to create obstacles to weave through, balance beams to walk on or tunnels to roam through. The one shown here is also people size, but you can always create one that’s just dog size. It can be your pet’s hiding spot. Even dogs sometimes need to get away from it all.

When building the ultimate Fort Whoof, add some agility pieces for the pooch who has been lounging in the residents bed all day while their Momma or Daddy was hard at work.



 Create fun seating for pet parents to gather and stay a while.

3. Add on to existing amenity areas such as your business center or resident clubhouse.  We find that many people come down to this common area to utilize the Wi-Fi and socialize.  We see people reading and working on their iPads and laptops.  Try creating a reading nook for the little residents too.  This special space is inviting and encourages quiet activity.

4. It's time to revive the sandbox! Remember the hours you spent as a kid hanging in the backyard building a city made out of toys and sand? Apartment kids need these outdoor experiences too.  Create a large sandbox and watch the creativity roll for the hands of a 4 year old.  This is another space where you will want to build in seating for the parents.  My landscapers tell me to have the area sprayed for ants on a regular basis and close off the sandbox for 8 hours following. 

5. Take book sharing to another level. Little Free Library is a nonprofit that seeks to place small, accessible book exchange boxes in neighborhoods around the world. Place one of these fun book exchange boxes next to your mailbox kiosk and create the place for community sharing. Little Free Library locations may purchase a charter for $35 that puts their library in the organization’s database and affords them discounts and information about keeping, maintaining and promoting their libraries.

 

6. In 1991 I moved into Steward's Glen Apartments in Willowbrook, IL and was blown away by the huge sand volleyball society the residents had created.  One person propped speakers from their apartment to blast tunes (of course I dated and later married him!), another rolled in a keg and everyone came down with their sun chairs for a good time. The residents supplied the ball and fun so all the apartment community needed to install was the sand court.  I know for certain there were plenty of resident referrals due to the fact that everyone wanted to live at this property and have a great summer.  Check out this fun volleyball court which will keep the ball from wondering off and does not require inside the court.  It's like a bounce house for volleyball! Could this be the new volleyball court?  Buy one for your region and it can travel from property to property.  Pretty soon, each property will want their own.



7.  Urban vegetable gardens are making a comeback.  We saw a lot of them in the early '90's and then the trend seemed to drop off.  Today, there are lotteries to determine which residents will get the coveted gardening space. 

What new amenities are you offering your residents?  Email me at kate@kategood.com and with your permission I will share them in a blog post (and give you all the credit!).

A Marketing Lesson from 6 Dollar Shirts

My cousin, Andrew, placed an order with 6 Dollar Shirts.  This could have been your run of the mill Internet transaction until he received a game changer in his email box. He found an email that, among the thousands he receives in a week, was cool enough to send to his cousin Kate.  Really people, this had to be an amazing email because I don't get emails from Andrew very often (not that I am upset, Cuz, I know you are a busy guy).

6 Dollar Shirts had already secured the sale, Andrew's credit card was approved and the shipment was on its way.  Most businesses would stop there.  The savvy marketers at this online retailer know there is more business to be earned.  A simple, crafty, creatively worded email created a stir.  Andrew shared with his friends at his office and now more people are aware of this company.  This email tickled my marketing ear and now I am posting it on my Website blog for hundreds of thousands of people to read, okay maybe just a few hundred loyal readers.  But really, this means something because before this email forwarded from my cousin, I had never heard of 6 Dollar Shirts.

Who else has told you that you look good today?  Now go on, I dare you to check out www.6dollarshirts.com and buy the "Death before Decaf" tee shirt!

How Can A Car Help You Lease Apartments?

Very simply put, creating a memorable experience will help you stand out in a crowded marketplace.

"It took 9,000 hours over a period of seven months for eight craftsmen from two families to shape a work of art that comprises roughly 2,227,000 individual parts weighing a combined 200 pounds, with each one glued together one by one. The completed sculpture, on view on the first floor of the new BBVA Compass Plaza on Post Oak Boulevard, speaks volumes of the cultural flavor of Houston and the values cherished by the city's stakeholders — and the principles of the underwriters. Vochol, the title of the piece, is a 1990 Volkswagen Beetle swathed in a mosaic of vibrant glass beads that collectively, from afar, appears to be a painted vehicle of sorts — what one would see sashaying down Houston's iconic Art Car Parade. But this art car's Mexican provenance — Mexico was home to the last manufacturing plant of this popular VW model that was assembled from 1938 through 2003 — pays tribute to an artisanal craft that at its core serves as a spiritual channel." -Culture Map





Give your sales team this type of conversation and it can open 20 doors to building rapport and connecting through a solid visual memory of what makes your property unique. While this car is a huge display, a memory point does not always need to be as bold.  It simply means that you have something notable and you take the time to share that with your prospect.  At the end of the day, when they are reviewing all their choices, what will they remember you for? I doubt it is 4 white walls and beige carpet.  Everyone has that. Try a wall mural with all the sports teams in your area like a community in Jacksonville put in their indoor basketball court.  A community in Tampa has a NYC Taxi in their courtyard. And, one smart community in North Carolina has a "stuffed person" named Gladys sitting on the couch in the model.  All are unique and stand out in the mind of the consumer.

5 Questions You Should Never Ask in a Job Interview

Could these words be costing you your dream job?

By Catherine Conlan, Monster Contributing Writer

Hiring managers and HR pros will often close out a job interview by asking an applicant if he or she has any questions themselves. This is a great opportunity to find out more about the job and the company's expectations, but you can't forget that the interviewer hasn't stopped judging YOU. Here are 5 questions that can make a bad impression on your interviewer, scuttling your chances for getting the job.

1. "When will I be promoted?:This is one of the most common questions that applicants come up with, and it should be avoided, says Rebecca Woods, Vice President of Human Resources at Doherty Employer Services in Minneapolis. "It's inappropriate because it puts the cart before the horse."  Instead of asking when the promotion will occur, Woods says a better approach is to ask what you would need to do to get a promotion.

2. "What's the salary for this position?"Asking about salary and benefits in the first interview "always turns me off," says Norma Beasant, founder of Talento Human Resources Consulting and an HR consultant at the University of Minnesota. "I'm always disappointed when they ask this, especially in the first interview." Beasant says the first interview is more about selling yourself to the interviewer, and that questions about salary and benefits should really wait until a later interview.

3. "When can I expect a raise?"Talking about compensation can be difficult, but asking about raises is not the way to go about it, Woods says. So many companies have frozen salaries and raises that it makes more sense to ask about the process to follow or what can be done to work up to higher compensation level. Talking about "expecting" a raise, Woods says, "shows a person is out of touch with reality."

4. "What sort of flextime options do you have?"This kind of question can make it sound like you're interested in getting out of the office as much as possible. "When I hear this question, I'm wondering, are you interested in the job?" Beasant says. Many companies have many options for scheduling, but asking about it in the first interview is "not appropriate," Beasant says.

5. Any question that shows you haven't been listening. Woods said she interviewed an applicant for a position that was 60 miles from the person's home. Woods told the applicant that the company was flexible about many things, but it did not offer telecommuting. "At the end of the interview, she asked if she would be able to work from home," Woods says. "Was she even listening? So some 'bad questions' can be more situational to the interview itself."

With the economy the way it is, employers are much more choosy and picky, Beasant says. Knowing the questions to avoid in an interview can help you stand out -- in a good way.

While listening to Heather Blume's webinar yesterday on the Apartment All Stars Webinar Wednesday Series, I was inspired to write up an idea.  Heather's topic was "Reinventing the Resident Event".  During the program she polled the audience to find that most have to keep their events within a $500 budget.  That is when I thought about a new take on the BYOB. Try a Bring Your Own Basket party! Invite residents to bring their picnic basket to your common area. For under $500 you can supply the picnic blankets to sit on and dessert. Fun, sun and sweets!

Don't Tell Them What You Know Unitl 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. We are so eager to tell the customer about the apartment but at this point the consultant might as well be saying “blah, blah, blah.”

The customer is really not going to remember much of what the comsultant is 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 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.

Kate's Key to Managing Time

In Your Face Book

As an industry, we seem to be getting the age of Facebook all wrong. With a few exceptions, I'm seeing properties use their Facebook walls to post updates to their specials and prices. I just looked a property page and noticed that their last 6 posts were all telling me that they were having a "sale" on their two bedrooms.

If you did not "get it" in 2010, you are really going to struggle in 2013 and beyond. My friends, and Facebook friends (!), it is all changing. Have you noticed? Are you ready? Have you accounted for this in your marketing budgets? Why? Because the apartment industry is prime to take on a whole new position in social media. We are going to rent apartments, in real time, on Facebook.

What started out at a tool to broadcast yourself with fun updates and pictures of your recent vacation to make all your friends jealous, has turned into a real business tool. I was having breakfast with Craig Donato who has been developing Facebook Marketplace. I was curious to know why they picked the apartment industry as one of the top verticals they are targeting. His response was that our industry is one of the most active industries on Facebook. Craig feels that apartment industry has a lot of enthusiasm for building connections with residents, past residents and future residents. Honestly, for an industry who has never been to the first to arrive to the technology party, this was exciting to hear. But what does it mean?

Let's start to put this all together. Have you noticed that you have been receiving emails from residents sent via your Facebook page? Have you noticed how easy it is to upload photos of events at your apartment community? If there’s anything we’ve learned about Facebook, it’s that Likes don’t always translate to … well, likes. We’ve all Liked things to enter a contest, get a free meal, or out of pity for a friend’s new business. The key to Facebook success is engagement.  Measure your success on how many people commented and shared your post.  Don't let any comment or share go without your comment.  This keeps the thread alive in the news feed.

Facebook is also a tool to help you understand the demographics of your customers.  Most importantly, where do they hang out? What sports teams do they like?  What hot restaurants are they visiting? How do they feel about current events? Where will they be this weekend?  These answers and more will help you market to your customers in a very specific way.  We can also celebrate the milestones, birthdays and anniversary's in their life through interaction on their wall.  Bring all of this knowledge and engagement into your office and you have a modern view of today's customer.

Words to Live By

For more great quotes, checkout www.Facebook.com/caseyvyoga

P.S. Casey Van Zandt is my hero!  She dreamed to bringing Yoga Leadership into her life and she is making is happen.  Bravo Casey!!

The Apartment Internet Marketing Video Awards

Last month, AIM 2013: The Art of Creativity, was pleased to announce the first-ever Apartment Internet Marketing Video Awards, sponsored by Capture the Market and Apartments.com. With video becoming a critical tool in the digital marketer’s arsenal for outreach, branding, lead-gen, training, SEO, blogging and more, it’s about time to applaud the achievements of the apartment industry within this unique and compelling medium.

A panel of three judges, Sarah Greenough, Isreal Carunungan and Sarah Milligan decided the winners in each category, and were judged on the basis of engagement, innovation, creativity, and technical merit. Finalists and the grand winners for each category as well as honorable mentions were announced at the AIM Video Awards presentation Huntington Beach, California.

I was more than honored to host this groundbreaking event. I am passionate about the use of video in the marketing mix. Prior to the event, Chris Wood with Linnell Taylor Marketing sat down to pick my brain on some pressing questions:

1) Kate, you're recognized as an apartment lease-up expert and multifamily marketing maven. Why do you think video has become a CRITICAL tool for today's digital marketer in the multifamily space?
Video marketing has increased our SEO rankings and that is important in today's marketing mix. We are seeing that the potential renter is spending more time watching videos too. I used to think we were doing well if we could get the viewer to watch up to 30 seconds, now we are seeing four plus minutes of viewership. This means that video has become a step in the decision making process and I honestly feel that if you don't have videos out there promoted in Social Media and your Websites (including mobile), you are missing an important sales opportunity. Simply put, it you want your video to work for you, you have to get it posted on Facebook, Twitter, Pinterest, LinkedIn and Craigslist.

2) And what makes for great marketing video? We've heard you are a big fan of the "peep show" MINI and Dollar Shave Club videos. What do you think makes them so compelling to consumers?
Yes, those are my two favorite videos. I just saw the Dollar Shave Club video as a commercial on cable TV. I guess their business is growing! And to think, it all started with the launch of a killer video on Twitter. These videos work because both were totally unexpected. One was uber funny and the other uber sexy and ironic. Both played on the viewer's emotions and created a quick bite of footage that you could not look away from. In fact, many people have commented they wanted more when it was over. To be compelling you have to do the unexpected and execute very well. I have laughed at the videos that Property Solutions has created to promote their new software. They get it. APT Companies also understands that people talking about the apartment community during the video will provide another level of sales effectiveness.

When it comes to Customer Prospecting: Communities can show off their property thoroughly to prospective customers and through social media. Personally, there are videos that can be fun/funny, videos that are creative…however if people are looking for information, videos need to be very informational as well as engaging. Nothing more frustrating to customers than watching video and not come away with enough information to take a closer look. People have DVR, TiVo and commercial skip devices. Meaning, people are purposely skipping commercials and searching for information on the internet because they are no longer getting it from television. Remember we are trying to reach a targeted audience not the masses like typical 30 second commercials. That’s why they are spending more time on videos than the 90 second narrative. They want more, see more, hear more.

3) For community marketing, how can we be more creative about how we're leveraging video to showcase and promote our properties?
Yes, we DO need to be more effective and to get there we need to break the mold of sales videos. From music to pace to subject matter, it has to be fresh and new. I like humor, many people like drama and crescendo. Start with a stellar video and then use it. I find it is not enough to just have it living on your Website or posted on You Tube, you have to market the link. Companies have found by putting video into their Craigslist ads, viewership goes through the roof. Also, when you shoot footage for your video, don't just stop at editing one video. I suggest creating 5 plus videos that give the viewer short bites of information. Mearly having a video is not enough. You have to put it out there either yourself or through services like WebListers, RentSentinel, ILS services. Having a video is like having a car. It will get you from A to B but only if you know how to drive it!

Another great benefit of building marketing videos and promoting them is to showcase to your prospective management talent where they are going to work.

4) What about video as a training tool? Are there compelling opportunities to engage leasing and property management associates with video content that is shareable, tablet viewable, and —let's face it— less boring then a training guidebook or seminar?
Our industry needs more "just in time" training. When I first entered the industry I attended leasing school that lasted 5 days. I was only 2 weeks into my job and could not relate the material to anything and so my retention was very low. Videos can be an effective way to deliver smaller doses of education on more specific topics. Smart companies are creating massive libraries of content so if you see a team members struggling with their ability to covert a phone call to a visit, leadership can direct them to a video to coach them along. The best case scenario is when the team member becomes engaged and starts to direct their own learning through the library.

We are also creating a library of content for residents. The entire orientation process can be better covered by a well thought out video versus an assistant manager who is in a rush. Filming a leasing seminar or class is not engaging. They may as well sit in the class. There needs to be video/photos to illustrate the training point. Performing poorly on film can have a negative effect though. Unless it appears real and not staged, people will tune it out. Minds will wonder with thoughts of "this is so lame…these people are bad actors". The video has to be interesting and relatable to the audience or you will lose them. Video material almost needs to be able to stand alone. If you walked out of the room, they would remain watching it.

5) Let's talk about video sharing. What are some of the top tips for succeeding with marketing videos on YouTube or Vimeo. What's the difference, anyway?
YouTube is Free and Vimeo if being used commercially and used to promote a business the cost is $199 per year. YouTube is literally a search engine for video content. Vimeo is mostly used as a video hosting site. Your videos need to be on YouTube because it is the #2 search engine, is owned by Google and Google search loves YouTube videos. Also with YouTube you have unlimited storage and many custom functions like uploading transcripts for Closed Captioning and even has video editing/enhancement features. Vimeo advantages is the video players are more customizable, you can make branded portfolios and strong privacy controls. Vimeo Pro for Business is limited to 50GB for storage and 250,000 views for the $199 per year rate and does not get much love from Google searches.


6) And finally social media. Can video content open up some new opportunities in customer prospecting, customer service, or even retention?
People want to see more. Videos that just roll through JPGS are boring. Your video should show movement. Why not include testimonials, footage from a recent party, introduce your maintenance team? This is what people need to see in order to make a buying decision. For better customer service create How-To videos, preventative maintenance videos and community events marketing/highlighting videos.

For Resident Retention; Managers and staff now have a medium to deliver their messages to all the residents. Videos can be used for illustrating community policies and procedures and a great reference for residents regarding terms of their lease, addendums and community policy. Your resident holiday card can even be in the form of a fun video!

7) We hear you're hosting the AIM 2013 Video Awards. Can you give us a sneak peak into this inaugural event?
I am honored to be a part of this awards program. For those entering, it will be a great opportunity to earn kudos for your work. For those looking for some insight into creating and improving their video marketing, you will witness the best of the best. I have also heard about some super-secret surprises that will be in the event. I highly encourage you to enter one or all of the categories. To enter the awards visit: http://www.apartmentinternetmarketing.com/aim-video-awards/

Apartment Community Art Wall

This apartment community clubhouse features an art wall.  What makes this very special is that all the art has been created by their residents.  I think this would be a great talking point on a leasing tour. Great idea! - Kate

Track and Field: How to Stay on Track

I don't really like to run. It hurts and I get a little bored. But add some competition to the effort and I am engaged. This is the reason why I loved being on the track team but still loathed running. Being on a team meant I was competing as an individual and a team. My mission was to run faster and jump higher. To accomplish these goals, you have to have a strong sense of self discipline to stay on track and improve. Being a star at work is no different and now more than ever, we are expected to run faster and jump when duty calls. It's best to stay ahead of yourself so when you fall behind, you can quickly catch up. Here are a few tips to help you stay on track and win with your team:



What motivates you? Most people start off their day easing into their routine. This is the first step to getting off track. For example, you can look busy at your desk by looking at your computer screen but catching up on the overnight Facebook news feed is not going to get you to the finish line for your day. You sit down at the computer, and you swear you'll be productive. Next thing you know, it's three hours later. You've checked your email, updated your Facebook status, browsed the trending topics on Twitter, read your RSS feeds, looked up your favorite band on Wikipedia, vanity googled yourself, cyber-stalked your ex, looked at all your high-school crushes' Facebook photos, watered your plants on Farmville, and lost a week's pay playing online poker.

Tomorrow, I dare you to mix up your routine and start your day with a mind charging activity that will motivate you to dig in. Go directly to your to do list and do not pass through Facebook, Twitter, or junk mail! In fact, many overachievers spend the first hour of their day working on tasks that accomplish their goals THEN they check email. Think about how much you can get done in that first hour of the day if you were not thinking about the ten things that dropped in your lap. There will be time to get those items done but if you jump into them now, it just may consume your entire day and you never got to the work that truly helps you meet your goals.

I have expanded my world of speaking to include building apartment communities. Many of you know, this was always my dream. I had no idea how many meetings are needed to build a great apartment community. There are days when I am rolling from one meeting to the next and it is vitally important to make sure this time is productive and concise. This is why I believe in agendas. Today when someone says you have an agenda they may not be flattering you! But in my world, it means you are organized and prepared. Two essential actions needed to stay on track. I learned years ago, if you have a meeting with certain departments at the Sears headquarters, you would be meeting in a room with no chairs, just pub tables (sadly there is not a dirty martini in sight) to lean on and take notes. The idea was that you will be more productive if you are standing versus sitting. At Chrysler Technology Center meeting rooms have timers for the lights and the maximum time is 30 min. When time is up the lights go dim. This is your reminder to wrap it up. We have to meet or our businesses would fail because nothing changed, make those meetings powerful.

I like outlook because I can set up appointments with myself. When there is something I have been procrastinating about I set up a meeting with myself to get it done. It is a reminder that the work needs to be done but the appointment takes some pressure off of me knowing that I have scheduled time approaching.



There are many of us that have to put diversions in our path because we simply do not have the discipline to stay on track. Look for tools that will set you up for success. StayFocusd is a productivity extension for Google Chrome that helps you stay focused on work by restricting the amount of time you can spend on time-wasting websites. Once your allotted time has been used up, the sites you have blocked will be inaccessible for the rest of the day. We have parental controls for our kids, so it is okay to have professional controls for you!

Now, Run Forrest RUN!

Community Upgrades to Get The Most Bang for Your Buck!

By Cathy Macaione
Cathy Macaione Consulting Services CM@Cathymac.net

With more apartments coming on line, it’s time to plan your interior selections upgrades. We all know that renters want to live in apartments that have a modern, updated look. Upgrading your vacant units so they have what renters want will help decrease vacancy loss. If you’re not sure what’s in demand in your area, tour new home communities, read decorating magazines and watch Home Improvement Shows to get ideas. Following are some quick tips to help you implement what you learn without breaking the bank.

• Have a well thought out plan to make sure your selections will last. Quality doesn’t always mean super expensive. Make a list of your “must-have” upgrades and devote ample room in your budget to those quality items. You can make cut backs on the “nice to have” items.

• Upgrade in phases. There’s no need to do everything at once. You can update the flooring, cabinets, counters, and lighting in each apartment as it becomes available for rent. This will enable you to spread out the cost of the investment.

• Offer packages. Offer renters two upgrade packages—one with total renovations and one with partial upgrades. For example, if you’ve already changed the cabinets, and the countertops are in good condition but the color is outdated, select a paint color that will change look and feel of the kitchen so the countertops don’t look dated. Then offer the apartment as partially upgraded.

• Invest in flooring. Carpeting gets ruined very easily. Make your flooring last longer by installing a laminate floor. A good selection could be a distressed wood look. It’s in style and will hide wear and tear.

• Think green. Install dual flush toilet conversion kits. They’re inexpensive at around $40 each. It is also easy and low-cost to install low-flow shower and faucet aerators. Additionally, installing fluorescent light bulbs will show a noticeable reduction in utility bills. Look for incentives and rebates to help trim costs even more.

• Granite for less. Yes, you can offer granite-like countertops. My favorite sources for countertop makeovers are Giani Granite ( http://www.gianigranite.com/ ) and Appliance Art, supplier of Instant Granite ( http://www.applianceart.com/ ). Check them out.

Upgrades and renovations don’t have to drain your bank account or be a source of anxiety. Carefully planned upgrades can be both simple and profitable. So start your upgrade plan today to make your apartment offerings more desirable. Before you know it, you’ll have a fully leased community.

For more information on this topic, attend Cathy's Webinar in the Apartment All Stars/Multifamily Insiders/NAAEI series called Webinar Wednesday's. Earn CEC credits when you attend.

http://www.multifamilyinsiders.com/shop-multifamily/product/32-upgrade-your-interior-design-selectionswithout-breaking-your-budget

2013 All Star Tour Cities Announced

I'm Adding to the Success Formula

To be successful at work, here's how you must spend your time:
1% Inspiration
9% Perspiration
90% Justification

If you are reading my blog you are probably looking for some ideas or information to solve a challenge you are having. You can find exactly that all over the Internet and I am glad you stopped by my blog. I would like to give you a little advice as to what to do with the information you are gathering today, work it HARD!

In my consulting practice I constantly hear the excuse "the owner will never go for that". It seems the idea just dies there. This is very sad because you are closest to the problem and you just found a solution. I am certain the owner wants to hear this but it is important that you justify what you think and why. This means you need a lot of supporting data and possibly a mock up of what it will look like. Owners live for ROI data. That simply means, "if I make this investment, how will business improve?".

In late 2012 I jumped into the seat of an apartment developer and owner. ROI has become an all too important topic in my office. You see it is not about saving all the money we can, it is about smart spending and knowing that everything we do has a reasonable payback or it is not worth the money. Think and communicate like an owner and you will find your ideas supported.