Bringing in New Residents - Be Prepared
What is the meaning of "one band, one sound" in regards to teamwork?
If one member of a team makes a mistake, the whole team has made a mistake. All members of a team are responsible for each other.
What is a "brand"?
- the emotional connection linking your reputation to your customer
- your promise to your customer
- tells your customer what you offer and how you are different from your competition
What are the three functions of signage in an apartment community?
Attract, Identify, Direct
What is outreach marketing?
What is curb appeal?
Curb appeal is what the public sees when driving or walking by your community.
What are the three areas of specialized knowledge a Leasing Professional must have?
1) Market Knowledge
2) Product Knowledge
3) Resident Profile
What are the four key elements to how Johnson&Johnson responded to their crisis?
1) Talking Straight
2) Righting Wrongs
3) Practicing Accountability
4) Getting Better
What are three kinds of signs in an apartment community?
Monumental, Directional, and Amenity/Facility
What is inbound marketing?
Inbound marketing is how the Leasing Professional receives incoming inquiries from prospective residents. This includes answering your phone, responding quickly to messages and emails, effectively using lead tracking software, and knowing where prospects have heard about your community.
What is online curb appeal?
Online curb appeal is what the public sees about your community online.
What is Market Knowledge?
Market Knowledge is the demographic and product information about your apartment community, its primary competitors, and future competition.
How long does it take for most people to form a first impression?
30 seconds
What does it mean to make the Leasing Center appeal to the 5 senses?
The Leasing Center should appeal to the sense of:
1) Sight: Appealing to the eye, clean, uncluttered
2) Taste: Provide at least coffee or water
3) Touch: Comfortable seating, variety of textures
4) Sound: Relaxing or seasonal music
5) Smell: Fresh and clean smelling, not overly scented
What is relationship outreach?
Relationship outreach is when the Leasing Professional uses nearby businesses to extend the reach of your marketing. For example, an apartment community may partner with a nearby gym to offer discounted gym membership to all current residents.
What is personal curb appeal?
Personal curb appeal is how the public sees YOU - your positive attitude, professional appearance, and enthusiasm.
What is Product Knowledge?
Product Knowledge is knowledge of all the products and services in your apartment community, in the units, the amenities, and the surrounding neighborhood.
What does it mean to manage your reputation?
Managing your reputation is DOING something to improve people's perception of your property (being proactive, responding to all online comments, etc)
What is the "tour route"?
The tour route is the specific, consistent route that you use to show prospects the common space, facilities, amenities, and the vacant and/or model apartments.
Why are curb appeal, online curb appeal, and personal curb appeal important?
Because they influence how prospects (and current residents!) perceive your apartment community. They can help or hurt your apartment community's brand. They can help or hurt your goal of leasing apartment units.
What is Resident Profile?
Resident Profile is an understanding or your apartment community's typical residents and their needs, wants, and qualifying characteristics.
What does it mean to monitor your community's reputation?
Monitoring your reputation is keeping track of what people are saying about your community (using online review sites, resident surveys, etc).