A fitness center that shows up in every ad and is out of service three days a week.
An amenity you cannot maintain is not a selling point.
A fitness center in every ad, but out of service three days a week, is the breach, and your residents feel it.
They grade them against the language used during the sales process and at move-in.
We miss this sometimes; a broken promise of great does more damage than no promise at all. Add an amenity you can’t keep running, and you create the seeds for dissatisfaction.
Forget facilities management. This is credibility and reputation.
The fitness center was in every ad. It was out of service three days a week. Residents named it in every review. The leasing quietly stops using it as a closing tool.
Maintain what you promise. Or stop promising it.
Every amenity you cannot maintain is a daily reminder to your residents that you oversold them. — Mike Brewer
So walk it this week. Every amenity, like a resident who was told it would be exceptional. What do you find? And what is it costing you in trust?