Ms. Management - Marketing Questions

Outreach Marketing
Repositioning A Community With a Bad Reputation
Marketing Services to Companies
Marketing Resources
Making the Average Community Stand Out
Tracking Leasing Calls
Tracking Onsite Traffic

Q: I read an article in my local association's publication about off-site marketing. The article made it sound like this was something on-site staffs were getting involved in. Isn't marketing something our corporate office would handle?
A: No way! Who better to sell your community than you? "Off-site marketing" or "outreach marketing" as it is called in some parts of the country, is a great way to stay in touch with your local marketplace. Review your monthly calendar of activities. Obviously, the first of the month requires you to be on-site for rent collection, but your time should be more flexible toward the end of the month. Peruse the classified section of your paper or check with your local association to determine other comparable communities in your neighborhood. Establish a routine that includes a brief personal visit to your competition's sites. Plan to go on a Tuesday, Wednesday or Thursday. You will find people are generally more receptive in the morning. Don't try to pretend you are a prospective resident. Bring information about your community, introduce yourself and ask to see the manager. Don't get discouraged if you don't get to see the manager on your first visit, try again the next month. Before you know it, you will have established a strong referral network and made some new friends in the industry.

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Q: We are currently repositioning a downtown community in what used to be a bad area. Naturally, prospective residents are a little leery of renting there. Any suggestions?
A: Accurate updated information is your best way to squelch any rumors or misinformation flying around. Contact the chamber of commerce and local police department and see what positive information they have about the area. See if there are any businesses involved in upgrading - new signage, paint, landscaping, etc. Let potential residents know about up-grades to the community and the new qualification criteria you will be implementing. Let potential residents know if you're running any background checks when you advertise. Advertise any positive information about the community. See if the planning department will be refurbishing any other neighborhoods in the surrounding area. Emphasize any positive information about the community. Use focus groups consisting of existing residents and well as the desired resident profile. You are creating a new image for the community.

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Q: I have a service that will increase resident numbers and loyalty. How should I go about marketing my service and whom should I address?
A: The first thing I would do is go to management companies and talk to their marketing or training directors. If there are no marketing or training directors, ask to talk to their regional property manager. The same approach can be used at an apartment community. Another option is to go directly to the on-site manager and "sell" them your idea. Then have him or her direct you to the corporate offices or owner.

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Q: I would like some more resources for marketing ideas, any suggestions? Thanks!!
A: Try Sales and Marketing Magic. It offers marketing resources and ideas for property management professionals. Their website is www.smmonline.com.

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Q: My management company is building a new apartment community. The problem is that there are several other new communities that are either being built or are already existing in the area due to a recent housing boom and our community really won't be that different from it's competitors. What's the best way to make an average community (as far as features, size, cost and location are concerned) stand out?
A: The people. An apartment community is just that - bricks and mortar - no matter how many bells and whistles it has. It is the on-site team that makes the real difference. Potential and existing residents need to trust the on-site team they are renting from to follow up and follow through with their promises. Since our residents give us 25-30 percent of their monthly income, they need to feel that the team really cares and values their customer relationship. Going that extra mile will allow you to set your community apart from the competition apart from the competition. People make the difference!

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Q: How important is it to track our leasing calls and what does the information tell us?
A: It's very important is it to track your leasing inquiries. It gives you a good idea of where your phone traffic is coming from and what advertising methods are the most effective. It will also let you know a little about your reputation (are satisfied customers recommending you?).

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Q: We constantly teach the importance of tracking their traffic. How do you get across to the leasing team to always ask, "How did you hear about our property today?"
A: You are correct; tracking is extremely important. Don't give up! Be sure your staff understands that your community/company budgets thousands of dollars to attract quality customers. If they don't pose the question to each and every prospect, you can't possibly know what works and what doesn't. Once you've determined and eliminated less effective advertising methods, these dollars might be able to be budgeted towards other categories, say employee incentive! It may seem hokey, but perhaps a friendly competition between members of your leasing team might help them remember to ask.

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