BRAND
What is "branding" in the apartment industry?
Branding is your promise to your customer. It tells them what you offer in terms of products or services and how you are different than your competition.
What is the difference between curb appeal and online curb appeal?
Curb appeal is what the public sees when driving or walking by your community, while online curb appeal is how the community appears in its online presence on its website, internet listing services (ILS), and apartment reputation sites.
List at least 5 responsibilities of a Leasing Professional.
What is a lead generation system?
A lead generation system is software that tracks online inquiries from prospective residents about your community.
What is the difference between inbound and outreach marketing?
Outreach marketing is when you reach out to contact prospective residents either directly or indirectly.
Inbound marketing is when you handle inbound or incoming requests from prospective residents.
What evidence might you have that your property is a "trusted brand"?
Evidence includes feedback from current, past or prospective residents; web postings on reputation sites; comments and feedback from others in the apartment industry; point of service survey results from residents; strong resident retention
List the components that contribute to a community's appearance.
Curb appeal and online curb appeal; signage, flags, and banners; landscaping and grounds; lighting; building exteriors; amenities and common areas; leasing center; tour route, model apartments, and vacant apartments; the Leasing Professional
How does a Leasing Professional project a positive image?
A Leasing Professional projects a positive image through pride, competency and integrity in their interactions with others; professional dress; appropriate language; and ethical behavior.
List several sources where prospective residents may get information about your community online.
Your community or management company website
Your community or management company’s presence on social media sites such as LinkedIn, Facebook, Instagram and Pinterest
Apartment listing sites
Mobile apps
Reputation management sites such as apartment ratings.com or yelp
What is "relationship outreach"?
Relationship outreach refers to using nearby businesses and services to extend the reach of your marketing. For example: relationships with preferred employers, neighboring retail and commercial buildings, and resident services. The relationship may involve discounts for residents and/or an exchange of flyers or access by the partner to the community's residents.
In the video about market trust, what did Johnson and Johnson (manufacturers of Tylenol) do that maintained loyalty to their brand?
Even though they were advised not to do so, they pulled their entire product from the shelves. They created a new tamper-proof cap and packaging, and then reintroduced the product a month later.
What is the tour route?
The tour route is the planned route you will take to tour the prospect through your community. It includes the office, amenities, common areas, and vacant and/or model apartment.
The role of the Leasing Professional has what 2 value components?
The Leasing Professional assists people in finding housing suitable to their lifestyle and adds value for the property's owner.
List the kinds of services that integrate with property management software and assist in leasing and resident retention.
• Lead Tracking
Site IPad leasing
Call Centers
ILS Interface
Call Monitoring
Prospect Portals
What are some types of outreach marketing?
Types of outreach marketing include print media, flyer drops, direct mail, community service projects, and transit ads.
What were the 4 key concepts in how Johnson and Johnson responded to their crisis?
1) Talking Straight
2) Righting Wrongs
3) Practicing Accountability
4) Getting Better
What is meant by saying that the community office should appeal to the 5 senses?
Sight: appeal to the eye (clean upholstery and flooring, freshly painted, bright, relaxing)
Taste: appeal to the sense of taste (provide coffee/water and candy)
Touch: comfortable seating, nothing hard
Sound: relaxing or seasonal music
Smell: appeal to the sense of smell (fresh, no food odors)
List the critical components of site teamwork.
The critical components of site teamwork are: understanding the team's goals; understanding your role in achieving the goals; communicating clearly and often; and networking outside of your team to bring new ideas.
What is a resident portal?
A resident portal is a private Intranet that shows electronic communication between management and residents only. It is a great way to communicate property-wide information as well as pay rent, report and track service orders and provide information about area activities and events of possible interest.
Why are inbound leads so important to the Leasing Professional?
Inbound leads are so important to the Leasing Professional because as the Leasing Professional, you will be the first point of contact for the prospective resident. You want to know what sources your prospective residents are using to find your property.
What typically makes a customer connect with a company emotionally?
The company makes me feel as if they know me (I'm not just a number); they treat me with respect; they listen to me and respond honestly
Describe monumental, directional, and amenity signs.
Monumental signs are large signs typically located at the front of the property to capture traffic driving or walking by
Directional signs guide guests to the office and buildings
Amenity signs identify the location of amenities in your building
What are the 3 areas of specialized knowledge for a Leasing Profesional? Define each.
Market Knowledge is the demographic and product information about your apartment community, its primary competitors and potential future competition including housing being planned and/or under development in their area.
Product Knowledge - is the thorough understanding of all of the products and services available in your own community, apartment home, amenities, the surrounding neighborhood, and that of your area’s competitors.
Resident Profile is specific information that describes the apartment community’s typical residents and their needs, wants, and qualifying characteristics.
What does ILS stand for and give an example.
ILS stands for Internet Listing Service. One example is apartments.com
What is the most important aspect of an inbound lead?
The most important aspect is the need to respond to it immediately. Chances improve exponentially if you respond within one minute.