training series live!: how to make your residents work for you
TRANSCRIPT
How to make your residents work for you Stephanie Graves, CAPS, CAM, NAAEI Faculty
Q10 Property Advisors
• To hear the presentation:
– Listen using your speakers
– Dial-In
• (646) 307-1719
• Access Code: 786-924-363
• Questions?
– Send them and we’ll cover as many as we can at the end of the webinar
– Follow @AptsCom
• This session will be recorded for future reference
Housekeeping tips
• What it means to build a referral culture
• Eliminate or reduce the need for FREE RENT!
• Reduce OUTREACH (on your own)
• Identify the keys to a successful resident retention plan
• Use testimonials to get more leases
• Train your residents to be your biggest fans
• Build your brand with resident reviews and referrals
What’s in store
Stephanie Graves,
Trainer, Motivator & Crazy Marketing Gal
Why you should listen today?
• Over 20 years in building, managing and operating
apartments!
• These techniques have reduced advertising costs by 22%
(on average) by effectively managing and maximizing
referrals.
• If you do it they will refer!
• These techniques will save you money and time!
• If all else fails, I’m an ordained minister so I wouldn’t lie!
Be Referable…
Your residents have to be able to remain friends with the people they refer!
Treat referrals like GOLD – follow up, deliver, embrace them!
Communicate with the referring resident.
Provide a product of which your residents can be proud.
YOUR TURN!!! POLL TIME
What is the value of the resident
referral incentive you are currently
offering your residents?
*we realize it may vary according to market
conditions; but estimate the average amount
offered for this poll
Be Everywhere…
Packages,
mailboxes, etc…
Online Referrals
Be Everywhere!!!
A Sense of Community = More Referrals!
2.8
1.0
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Sense of community stronger herethan at other apartments
Sense of community weaker herethan at other apartments
Ave
rage
# o
f Ref
erra
ls p
er R
esid
ent
A residents who works at Brown
Elementary came to the Italian
Dinner last night. This morning he
started bragging on The Woods
Apartment Homes. One of his
coworkers came today at lunch
and filled out an application for a
two bedroom and garage at
MARKET RATE!
Property Manager @ Woods
Apartment Homes
Be Thankful
Commit to keep your resident informed
regarding the people they refer to you.
• Send them a thank you note!
• Notify the referring resident when the person leases rather
than the resident having to check on whether their friend
leased!
• Thank them again when the person moves in!
• Publically thank them in newsletters or on notices in the
office, mail room or public areas! It not only thanks them but
serves as a reminder to other residents! (maintain privacy)
Mr. Jones:
Just wanted to drop you a line to say
THANK YOU!
John visited our community this week and
told me that YOU sent him! It is an honor
that you trust us with your friends and we
truly appreciate it!
He is thinking about leasing here and
when he does I’ll let you know so you can
welcome him and earn your FREE
RESERVED parking space for 2 months!
Thanks again,
Leasing Specialist Stephanie
Snail Mail
How do you currently
reward your residents
when they refer someone
to live at your community?
Your Turn -- POLL
Why Eliminate FREE RENT?
When you give away free rent it is a silent
appreciation that…
1. Is only experienced by the resident
2. Is an internal credit that goes on their
ledger but it not tangible
3. Typically if it’s over $50 you have to give
them an I-9 for earnings – who wants
that???
Reward Options
• Reserved Parking
• Housecleaning Service
• Priority Work Order Services
• Garages / Carports – free for a
time frame
• Preferred Resident Plaques
• Lunches, gift cards, monetary in other
ways
• Promotional items, shirts, bags, etc…
• Apartment Upgrades, new faucets, ceiling
fans, etc…
• Contests, refer so many….
• Tiered programs – refer so many in so
many days earn…
• Maintenance men by the hour!
Tiered Programs
Fair Housing Considerations
Document it in your community policies, “all
work orders are complete in the order they
are received. The only exception to this is for
our VIP Resident program of which everyone
is eligible for by simply referring 3 residents in
a 90 day period. For full details refer to the
resident referral bonus guide.”
Still Skeptical???
What about coupons for
maintenance handyman
help in the referring
resident’s apartment?
Contests Are Great!!
Client Testimonials
Client Testimonials
Client Testimonials
Can use their name OR
create codes for each of
your residents that they
can use on their own
personal referral cards!
Your apartment here
Client Testimonials
Documentation
• Resident Referral Form – signed by both
referring and referred resident
• Clear Resident Referral Program Outline
– outlines how someone is referred
• I-9 when needed
• Check your local laws for compliance
Documentation
The selfish truth about word of mouth (why referrals don't happen)
Of course you will be eagerly and often referring your friends and neighbors to your dentist, insurance
broker, lawn mowing guy and that book you just read.
Actually, not so much.
But I thought you liked it?
Well, whether or not we liked it isn't what motivates us to take the risky step of referring something (or
someone). Instead, the questions that need to be answered are:
• Do I want to be responsible if my friend has a bad experience? Will I get credit if it works, blame if it
doesn't?
• Does sending more business in this direction help me, or does it ultimately make my service provider
more busy, or overwhelmed, or encourage her to raise her prices?
• Will the provider be upset with me if the person I recommend acts like a jerk, or doesn't take his
meds, or fails to pay his bills?
• How does it make me look? Do people like me recommend something like this? When I look in the
mirror after recommending this, do I stand taller?
• Is this difficult to explain, complex to understand, filled with pitfalls?
• Does it look like I'm getting some sort of kickback or special treatment in exchange? Is that a good
thing?
Being really good is merely the first step. In order to earn word of mouth, you need to make it safe,
fun and worthwhile to overcome the social hurdles to spread the word.
Homework… Think about this!! SethGodin.com
Find Me, Love Me, Need Me???
Stephanie Graves
713-206-1000
(yes this is my cell!)
Facebook Feed:
www.facebook.com/stephaniegprofessionalme
Thank you!