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 Instagram photos off your phone and into your office!

With the rise in popularity of Instagram, some innovative companies have developed very creative ways to get pictures off of Instagram and into your (and your potential residents’) hands…  From photo books (great to highlight community activities, showing off the fun environment you create) to individual prints and posters (to help show off local sights and what’s happening in the neighborhood) – plus some other creative formats – there are plenty of ways to display your community’s Instagram photos. 

  

Photobook from Keepsy

Printstagr.am appears to be the most comprehensive website as far as the products they offer.  Photo books and prints are their mainstay, but they also offer a 365-day tear-away calendar (each day is one of your photos!), greeting card sets, stickers, buttons, and t-shirts. 

PostalPix  is an app-based way to print four-inch squares from your Instagram library for only 30 cents each. Other sizes are also available, including two-, five-, and eight-inch-square prints. Available for both iPhone and Android, this app is a great place to start for basic Instagram prints.

Print your own at home or at your local print shop with Prinkl, which allows you to create a .pdf collage of your photos that is printable from anywhere.

Keepsy and Blurb both also offer photo books, while Keepsy also will print a traditional 12- or 18-month calendar with your photos.

Boo Boxes by Hatchcraft

For a high-end, custom look in displaying your photos, try a gallery-style canvas or a handcrafted bamboo frame. CanvasPop creates a high-resolution 12- or 20-inch-square stretched canvas print for $40 and $114, respectively. Multiple canvases would make an impressive art vignette. Boo Box byHatchcraft places four-inch Instagram photos in bamboo shadowbox frames beginning at $20, making a gorgeous option to display in your leasing office.

Tile from ImageSnap

Other fun options to print Instagram photos include:

•  Instagoodies prints favorite Instagram photos into books of one-inch stickers.

• Sticky9  (formerly Stickygram) offers magnets, phone cases, and iPad covers.

• ImageSnap crafts ceramic tiles ranging from two-inch ($4) to 12-inch ($35) squares. Tiles can be installed with mortar and grout just like normal tiles, though the tiny sizes make for perfect refrigerator magnets.

•  Artflakes takes your Instagram pics and whips them into vinyl four-inch stickers in packs of 10 or more.

• Casetagram creates a custom case for your device - iPhone 4/4S, iPhone 5/5s/5c, iPod touch 4, iPod touch 5, iPad, Galaxy S2, Galaxy S3, Galaxy Note I, Note II and more.

•  Instalab offers many of the same options as other companies with prints, booklets, magnets, stickers, and calendars, but also offers an inexpensive wood panel print that we haven’t seen elsewhere.

Please remember that at any resident event, you should always have a sign that tells people photographs and videos may be taken which can be used in the public domain.

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.

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.

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/

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

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.

Did we leave you behind?

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

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

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

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

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.

Tactics in New Construction Lease-Ups

by Chris Wood on May 25, 2012

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

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

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

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

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

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

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

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

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

Pinterst Contest: Repin to Win

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

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

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

Why PEOPLE should be the focus of your 2012 Marketing Plans

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.”

Creating Demand When What You Offer Is Not Enough

No pool?

Wish you had a workout room?

Kitchens with old appliances?

In my career there is one thing I love more than leasing apartments and that is to
get on stage and talk about great leasing techniques. But to be a believable
speaker, I have to do what I speak about with my audiences. This is why I
love to pick up the model keys and leasing kit whenever I am visiting one of
my consulting clients. Leasing is always a challenge for me because I am
rarely working on a property that has it all and is leading the market. Why
would that owner need me?!? My consulting projects are typically turning
around a leasing and marketing situation to improve economic occupancy.

My job would be easy if each apartment had granite countertops and a rocking
amenity plan to add to the value of the apartment community. Most times, I
am working on properties where there is a gap between what the customer
wants and what we offer. This is when an emotional connection can win the
leasing game. Here are 10 things you can do to create that connection:

1. Before you ever show an apartment, make certain you ask questions to find
out what is important to this customer. Using this key information on the
leasing tour will help your customer see that this apartment meets their
needs.

2. I don't have to tell you to use the customer's name, you learned that
years ago in leasing class. But, here is a thought to take that idea one step
further: Create a connection by putting their name on the water bottle you
present to the customer. (Another reason to set an appointment and know when
the customer is visiting!) Their name on the water bottle not only says "we
are expecting you" but also says we want you to be our next new resident. A
clever leasing team at Woodbury Park in Minnesota shared this idea with me. They found
bottled water at Walmart which are perfect for writing the customer's name
with your trusty Sharpie Marker (see example).

3. Remove any hassle that exists in the leasing process. Make it easy to
lease an apartment with you. This is an indication of your ability to manage
their home and provide great service. Services like real time availability
and on-line leasing with Vaultware could be the winning factor when your
community can't compete with the property with 6 swimming pools and valet
trash removal!

4. Speaking of valet trash removal, have you considered this? My friend,
Scott Stamilio who represents Valet Waste, informed me that this is an
excellent service to add because the resident sees tremendous value in
having their trash bags removed from their door step 5 days a week. They
even take care of recycling too. Adding this service can justify your
competitive rents even when you don't stack up with interior and exterior
amenities. You may not be able to build an outdoor kitchen like the new
property down the street, but you can certainly add this service and every
resident will enjoy not having to walk to a stinky dumpster.

5. Show the customer everything. One thing we heard over and over again
when Apple Founder, Steve Jobs, passed away was that he had a gift for
imagining what we did not know we needed. Many times you may offer
something that the customer did not consider for their list of apartment
needs and wants. However by demonstrating all features and amenities, you
may just strike a chord and the customer's interest peaks.

6. Slow down. Don't be in a hurry to rush through your model. This is
your number one sales tool. Invite the customer to take a seat on the couch
and continue your conversation with them. Making themselves at home could
be what they need to see this as their new home. Here is a tip from the
awesome leasing teams at Pacific Living Properties in Sacramento, CA, if you
open the refrigerator in their model apartment you will see festive
streamers, drinks and delicious snacks.

7. Invite the customer to pull out their trusty smart phone and shoot a
video of the apartment so they remember it.

8. Take what you have and make it a little better. Customers notice when
things are broken so fix them. Fix everything. The goal of your apartment
community is to have zero defects. The customer may be able to live without
a tennis court but they are not interested in living where the gates don't
work. Just ask anyone who works for Avalon Bay Communities and they will
tell you their motto is "neat, clean and working".

9. You are better than any amenity your property owner could build. We like to
buy from people we like. Be likable by going out of your way to show this
customer they are important to us. Be friendly and personable.

10. Testimonials are the new marketing. You could have the best leasing
presentation created by years of experience but your customer reads
testimonials and can be seriously influenced. Make certain everyone on the
team understands that we are working hard to make sure our customers always
have something great to say about your community. Then when asked the testimonial
is always a good one.

You can compete with apartment communities that have more amenities and or
newer apartments. Put these 10 steps into action and you will mind the gap
and create customers.