The Multifamily Collective

Coffee and industry conversation, led by Mike Brewer

Apartment Social Media

Episode 10 | Apartment Hacker | Snapchat

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Going through the archives to populate the ApartmentHacker Youtube channel. It’s hard to watch! But, worth the struggle.

In this episode, I give some early thoughts on Snapchat’s platform and how it might apply to the multifamily space.

Three Generations in the Multifamily Workplace

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A Piece on Perspective

I shared an idea with a human resource professional about a two weeks ago.

The idea would have an impact not only on our organization but  a number of other organizations as well; namely the local apartment association.

The Response

You should not share that idea with anyone outside of your organization.

My Response

(Internally) What world do you live in? (Externally) I see.

Your seeing the full effect of three generations in the workforce today Multifamily Maniac,

M

Surprise instead of free rent

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We are all accustomed to giving away discounts or concessions at time of move in or lease renewal. As an industry we have taught our customer to expect it. It’s time to change that.

Surprise

Starting tomorrow take the money you would otherwise give away in concessions or rent discounts and create an equal number of surprise dollars. Deploy those surprise dollars through random acts of generosity:

Every 10th person that walks in the door to pay the rent gets to pay $50 less

Every 22nd resident gets tickets to a local professional sports event

Every 7th resident gets a gift card to a local restaurant. Partner with that restaurant in ordered to subsidize the surprise

Every 33rd resident gets a free fitbit

Every 25th resident gets a free gym membership. Partner with the local gym to subsidize the surprise

Every 54th resident gets to do their laundry free for an entire year

Every 100th resident gets their cable bill comped for one year

Every 4th person that turns in a service request for leaky faucet gets a gift card to a water park

Every 17th person that turns in a service request for a noisy refrigerator gets a freezer full of meat

If you run a business in Colorado every 420th person to call in a service request for a smoke alarm battery gets a fat one. Okay – maybe don’t do this one…

You get the point.

You’re looking to surprise the hell out of our residents this year Multifamily Maniac,

M

Using Social Media to Market Apartments Redux

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Back in 2009 I penned a post about using social media to market apartments. Back then the groundswell was happening and everyone had an opinion about it. And, over the past three years, I think we have all learned a lot. Some of it good. Some of it bad. Some have taken the lessons and left the conversation. Others have bet the farm. While others dipped their toe in, listened, learned, participated, grew and are now providing real value. And, while we were all quietly churning away in our social media bull pens another more than mentionable groundswell was taking place. Fewer multifamily starts and a generation ripe with numbers that we have not seen since the baby boomers hit the scene.

Fast-forward to the second half of 2012, the coastal markets are booming again while the somewhat insulated Midwest lays in wait. In St. Louis specifically, most sub-markets that have hit bottom and are now bouncing along. Some city central, mid-city and west county properties are sporting occupancy gains and rent growth they have not seen in three years plus.

Get these two things (marketing apartments using social media and the near perfect storm of fundamental metrics) in a room together and you have the makings of a home run. At least in my opinion.

Not Using Social Media to Market Apartments?

Now might be a good time to rethink that position. Don’t take my word for it. Take a look at this recent post over at Business Grow (a great blog by the way – subscribe and read every word). I pulled out a quote that I think speaks to my real point.

If you think about, using social media at the university level is the perfect test case for what all our organizations may be seeing just a few years from now:

  • Its primary audience uses the social web as its primary tool for communication.
  • It is an essential strategy for connecting with, and nurturing, its “customers.”
  • The relatively low-cost effectiveness of social media fits with programs under constant budget pressures.

Assiduity and The Why Behind the What

How many of you knew what that word meant? Me either. But, I fell in love when I looked it up. Assiduity – constant or close attention to what one is doing. As I read the word then the definition and then the word again it made me think – get off your ass-n-do-it.

To the point: your near now, now and future residents are growing up digital. Miss the point and miss some real opportunity.

Your big believer in using social media to market apartments,

M

 

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