How a Basketball Player Reminded Me Why I Love My Job

I love a good sports movie.  I like to see the underdog rise to the top and as the music begins to crescendo, we see the team shoot the winning basket, score the final touchdown, kick the goal to take the championship as fans rise in sheer joy at the remarkable story they have witnessed.  The best stories include struggle and determination.  A Mother, Coach or Father sacrificing to see the person they love and believe in make it to the top.  When Kevin Durant, star player with the Oklahoma City Thunder, delivered his acceptance speech when receiving the honor of NBA MVP, he described the challenges of his life and all that lead him to this day. The speech could be a script for a movie that I would pay money to see.

By the time he got to the 22nd minute of his speech, I was on my third tissue! The best message was yet to come...Kevin thanked his Mother and described one of his best memories as a child.  His Mother was a young single women raising two young boys.  She gave up her meals to make certain her children were fed. She worked to keep them off the street and instill a strong sense of family.  And, when they sat in the living room of their first apartment, empty because they had no furniture, that apartment made this young family feel as though they "made it".

I clipped this portion of the speech to share with you:

I want to thank Kevin Durant for reminding me what I love best about my work.  I love connecting people with home.  I was reminded power of this experience.  It is a old, tired saying and yet it means so much, Home is Where The Heart Is.  And on a day when I questioned the value of all that I have done and built in my career, Mr. Durant reminded me of my purpose.

Initially, I posted this on my Facebook wall thinking that others in our business may be having a difficult day like me, and would find their purpose renewed by reading his quote.  I was touched to see, in a matter of a few hours, 200 people clicking "like" as a personal affirmation that even an empty apartment can change someone's life and that we are honored to create exceptional communities for a living.  As the post was shared, 29 times and counting, it seems that everyone needed the sweet reminder that our work matters more than we will ever know.

#1 Need for a Pet Park? Cleaning up #2!

As I'm working on my new property, Vargos on the Lake, I'm scouring the internet for things that will make the property stand out.  One of my projects on the site is the Vargos Pet Park.  This project is close to my heart because of my very own fur baby, Mrs. Harry Winston... In fact, pet parks are vital to apartment communities today, since they are among the top four amenities people check when doing a search for an apartment on an internet listing service such as apartmentguide.com.  It is important to have a great pet park - more than 63% of renters today have pets. 

I'll share more about the ways I'm making the Vargos Pet Park special in a later post, but I wanted to share some pet park amenities that I've found (many thanks to my Facebook friends!).

Warning: this post is picture heavy.  And funny enough, what started my search for fun pet park ideas was looking for a new and updated doggie bag/disposal station. So these will be pictures of places to put your puppy's... poo.  Except for this first one - here's a picture I love of me and my Winnie. 

So here's the standard disposal station - bag dispenser at the top, trash receptacle at the bottom.  This is easy and very practical, and something like this should be in place at your property's pet park. Since you won't be able to get your hands on any Vapoorizer, and poo power may not be heading to your city anytime soon, you'll still need these basics to handle the mess that comes with our furry friends. These are available at many property management sites, such as this one.

But if you'd like something a bit different, here's a fabulous one from MPS Direct (tell George Fletcher that Kate sent you!).  I love that this still has a bag dispenser, along with a couple other features, but it doesn't stand out as a standard disposal station.  It may blend better with the rest of your pet park features in that way.

Here's another one from MPS Direct.  I love that this matches a bench that could also be featured in your pet park.  It looks more like a standard trash can, so you would need a separate bag dispenser, but those are easy to find.

Yet another receptacle, this time from Dog-ON-It-Parks, depending on the look you're going for. 

Then there's the PowerLoo, which flushes away pet waste so your maintenance staff never has to worry about emptying the disposal stations...

Another option to give your maintenance staff a break from hauling away poo is DoodyCalls, a full-service residential and commercial pet-waste disposal company. With franchises across the nation, all you'd have to do is set up their service to keep your community clean!

We got the dirty bits out of the way, and my next pet park post will be much more fun - I promise!

Creating Video Fun with Vine

A couple weeks ago, I shared with you the first video I filmed for CORT in their Sofa Secrets series, a video-based educational program for apartment industry professionals. My second Sofa Secret is about using the Vine app for your apartment community...

Getting to know you...

Seen at the Hotel Derek in Houston… a creative (and easy!) way to connect and spark conversations with guests! Each member of the front desk staff at the hotel has their own card in a frame that they place on the counter in front of them when they begin their shift.  As guests approach the front desk, they are able to read the fun (location specific) “questionnaire” that the staff member filled out, personalizing the hotel experience for the guests who now know a bit more about the staff at the hotel that are there to take care of them.

Consider doing the same type of thing at your property  - either having leasing consultants display these on their desks, including this in newsletters to your residents (especially for non-leasing agent employees), or, even easier, placing this on the apartment community website to introduce the staff who will be caring for new residents' apartment homes.  You may also be able to use this idea as a resident spotlight/getting to know your neighbor feature (being sure that you keep residents’ privacy in mind).

Home. It's our business.

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!

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/

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!

Scroll Down to Find Out Why I Need to Apologize to My Mother

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!

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.

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.

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.

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.

What Lionel Richie Knows About Marketing

The year was 1984 and the last thing I was thinking about an article I would be writing decades later for my marketing career. My head was full of ideas for my Sadie Hawkins Dance outfit and my date for the night. I popped in my favorite cassette tape called "Can't Slow Down" and started singing along with Lionel Richie. "Hello" became his most popular song of all time as it hit number one on 6 music charts. Executives at Motown Records hum this song because it helped lead the way for this album to be the best selling in the history of the company.

Can you hear it in your head? Sing along as we talk a little marketing.

When he was young, Richie watched beautiful women walk past but was too shy to talk to them. He thought to himself, "Hello, is it me you're looking for." Years later he started to write a song using the phrase but got stuck and gave up. But his record producer liked the line and urged him to finish it. Richie left this off his first solo album, but his wife Brenda liked it and insisted he include it on Can't Slow Down. And so the famous line was born that became my marketing mantra:

Hello, is it me you're looking for?
'Cause I wonder where you are
And I wonder what you do

Great marketing starts with knowing who you want to attract to your product. Who will think this is the perfect home? Who is looking for this location and amenities? After knowing who you are looking for, you have to go find them. Today, that task is not as hard as it was years ago. When I started in the busines, over 20 years ago (SHIT!), my manager would have us all meet on Wednesday morning to design a catchy tag line for the column ad in the weekend paper. Our favortie was "NOW pLEASING". Catchy? NOT! It was such a shot in the dark! We made gut decisions and ran with tag lines that sounded good to us. We had no idea until Monday if they were effective.

When I look back I wonder how we ever leased a property to capacity. What were we thinking? Well, I guess you do what you know is best until we know better. And that is the point of this blog. Friends, you know better if you would just read your reports. Every marketing source you are investing your meger marketing dollars will tell you information that is very helpful to your decision making process. You cannot do all the marketing you want but you can do some of the marketing you want. It is so important that you are putting your money where your future renters are. Read your reports. Listen to your vendors. Ask them pointed questions. Survey prospects and residents.

Today, in a meeting with my Apartment Guide rep, he actually advised me to pull out of print because my online presence was pulling qualified traffic. I could back up his data with my own. And, I don't care how big the gift basket is that the advertising source gives me on my birthday, if that ad is not pulling, I am not going to spend my owners money.

Make yourself look good by doing and asking the following:
1. Are you attracting qualified traffic? (I'd rather have 20 qualified people a week and 62 I am not sure about.)
2. Who currently rents are your community? Can they handle the rent increase we have planned for them in the next three years? Do I need to attract a client who can afford more? (Plan ahead.)
3. What source IS my best source for my qualified traffic?
4. Of my skips and evictions, what sources attracted them?
5. Do you know what your residents like to do in their freee time?
6. Do you know how to reach your residents and potential qualified traffic?
7. Do you still love singing along to Lionel Richie?
8. Are you using data to make decisions and not your gut?

Asking the questions in the lyrics of "Hello" helped Lionel reach the greatest success in his professional career. You have that opportunity too. Ask the right questions, listen to the answers and make the best decisions.

Plan Your Work and then Work Your Plan

Plan the Marketing… Then Work the Plan
Feature, Features, In Focus, Property Management, Property Management
Published Nov 30, 2011

By Diana Mosher, Editor-in-Chief

As the year winds down, marketing plans are being finalized for 2012. It’s time to do some serious thinking about what worked in 2011 and what should get carried forward to 2012. A lot of good marketing ideas get rolled over from one year to the next, but when new ideas come up will the team have the resources and funds to execute them? A proponent of “planning the work and working the plan,” multifamily marketing consultant Kate Good recently shared a number of tips during a webcast “Essential Elements of a Successful Marketing Plan” produced by Multifamily Insiders and sponsored by VaultWare.

In addition to her role as a speaker and trainer, Good also serves as a marketing director and she’s currently working on several properties including a lease-up in Birmingham, Alabama. “Let me tell you, it’s so great to see new construction happen again. I love the sound of a job site. The great thing about a lease-up,” says Good, ” is you really get to start fresh with your marketing and your brand. I like that. Typically you have a bit more money in the marketing budget because you have so many apartments to lease in a short amount of time. So we can investigate some deeper investments in our marketing message.”

But Good also enjoys older properties that come to her with a different challenge. Maybe they’ve noticed a change in their demographics. Or perhaps they don’t have the position they once had, and they want to work on regaining market share… but, they don’t have a lot of money for marketing this year, so they’re looking for low cost/no cost ideas.

Good has plenty of marketing ideas for little or no money. “But those ideas don’t just get implemented without a plan,” she notes. “First there must be a foundation for the entire program; all those ideas that we plug in are great, but first we have to put forth the plan. What is it you want to accomplish and how will you execute it?”

“I truly believe in planning your work and then working your plan,” says Good. “When you plan your work, it makes it much easier to communicate to the entire team what’s going to be the focus and what will be important in the coming year. It’s so important to have that bird’s eye view of the entire year.”

Good points out that marketing is really just the process of observing and gathering information. One of her favorite strategies is “clustering,” a technique she picked up from her former colleague Stephen Covey (author of The 7 Habits of Highly Effective People) while working at Day-Timers. “Stephen Covey is a brilliant mind. One of the things he taught me was that all along—up until the point when you write your plan—you should be collecting. Grab a file folder and write on it ‘my great marketing ideas.’ And every time you run across an idea in a magazine, or see an idea while you’re driving down the street of something you want to do, toss the information in the file. My own folder has things I’ve drawn on napkins and notes I’ve scribbled on scraps of paper.

“Then, when you sit down to write the marketing plan, take each item and start researching and writing and figuring out where it will fit in. This will help get you the energy and momentum which I think is so helpful,” says Good.

The challenge Good hears so many times when working with property managers across the country is that they don’t even know if the marketing plan is worth the effort to write because what are the chances they’ll get the money to execute the plan. She notes that the resources requested have to be directly related to the business goals of the apartment company. “Whenever I can justify that in my marketing plan, it’s not hard for me to ask for the dollars that I’m going to need. It becomes very worthwhile.”

Good adds, “Never go to an owner and say I want to try this and it’s going to cost $35,000 dollars. Instead, say ‘I need 12 leases and here’s how I’m going to do it.’ Your entire marketing plan should support that business goal. I’m not saying you can write a $4 million dollar marketing plan, and expect that you can get approval. You have to value engineer that marketing plan. But the end result of your marketing should always be about profit to the property and how to help the business thrive.”