How does the saying go; “Put your money where your mouth is” What if we really did that, and really did Turn Inward, Focus a significant portion of our Marketing and Branding budgets and resources on our existing Resident Base, and create a campaign where our Residents Leased Apartments for us?
I think that you start by targeting The Influencers, which every brand has, even no brands, however one of the huge benefits of Social Media, is it is much easier to “listen for them” They are the ones leaving comments on your MySpace page, channeling folks to your Facebook page, taking pictures of your properties and putting them on Flickr, just because they thought the building had some cool features, they are the Complainers that care enough to complain, and Love You when you Listen, and Love You even more when you do something about it. Those are The Influencers, and I believe that when You Lead Your Influencers they become Evangelists.
If this What If works, the resources are really leveraged then, and much has been done more to enhance the existing residents experience, thus they are happier and they are promoting the product, just how many of them would you need to not have to look outward for any rentals?