apartment leadership
Apartment Marketing: Invite the Thirty and Learn the Dirty…
I love what Mack Collier had to say a couple days ago in his post titled: The next evolution of social media for business is…
The following quote from his post struck me most…
Here’s the twist that makes this event so interesting to me; The 15 customers Dell will meet on the 15th are customers that have issues with Dell, and want to voice those issues to the company. The 15 customers Dell will meet on the 17th are evangelists of the company. So over the course of 2 days, Dell will be meeting with 30 of its most passionate customers, from both ends of the spectrum. I think this event is also an example of the next evolution of social media for companies.
Invite thirty and learn the dirty
The dirty little chatter that could work to make the your apartment living experience [read: offering] one that escapes the hand-cuffs of commodity. More times that not we as operators gather our troops in our conference rooms across this great land and decide on the next best thing for employees, prospects and residents alike. Imagine if we brought the thirty in like Dell is doing? That is once we have taken the time to understand who they really are.
Being a part of something bigger than yourself
Play along with me on this for a second – remember the last time you felt compelled – really compelled as a result of something you participated in something bigger than you? Remember how you felt leading up to, during and after the event? Do you still talk about it to this day? Did it shape your view of the world? Do you feel compelled to share not only the event but the organizer or organization that put on the event?
There is, innate in all of us, an underlying need to belong, to feel appreciate, to feel heard, wanted and important. As marketers – it’s not our job to exploit that but rather harness it and use it for a greater good.
Is it possible in our business? You bet it is. The questions is – are we willing to get those people in a room where there is no monitor to hide behind – where canned corporate speak is left to improv at the risk of authenticity and transparency? The second half of the thirty could be fun – it’s the first half I would be anxious about.
We have done our fair share of surveys and focus groups over the years but never did we go after the downside hardliners. Mack and Dell have me thinking hard about the obvious value of doing so…what do you think?
Apartment Leadership – Lessons from THE CALL
Much has been written and much will be written about the perfect game that was not –
I see a major leadership lesson in the action that rocked the baseball world just a few nights ago.
Lesson #1: Admit
How many times do we as operators and managers drop the ball? I would be humble enough to suggest that I employ the super bouncy ball dropping method of dropping balls on a near daily basis. I exercise such strategies as forgetting to write it down, ignoring the reminders I have set in my phone and laptop and plan old fashion ignorance. All that being said, I have come to understand the power of Admitting the shortcoming.
As it relates to THE CALL – I admire what Jim Joyce had to say after he viewed the replay:
“I just cost that kid a perfect game,” Joyce said. “I thought he beat the throw. I was convinced he beat the throw, until I saw the replay.”
“It was the biggest call of my career,” said Joyce, who became a full-time major league umpire in 1989.
Lesson #2: Apologize
I read a book nearly ten years ago titled: All I Really Need to Know I Learned in Kindergarten by Robert Fulghum – one of the lessons described is the ability to say – I’m Sorry. How many times do we launch into the why-for’s and what-not’s – siting policies, procedures, protocol and make-it-up-on-the-fly alternatives to simply saying – You know – I apologize that we gave cause for you to drive 27 miles to our corporate office to meet with upper-management over the fact that your faucet has been leaking for over a month now and despite 33 requests to fix it – nothing was done. I agree that that is far from the service you should expect in exchange for the biggest check you write out each and every month – faithfully.
As it relates to THE CALL – I admire what Jim Joyce did and said later:
DETROIT—Armando Galarraga squeezed the ball in his mitt, stepped on first base with his right foot and was ready to celebrate the first perfect game in Detroit Tigers’ history.
What happened next will be the talk of baseball for the rest of this season and likely a lot longer.
Umpire Jim Joyce emphatically called Cleveland’s Jason Donald safe and a chorus of groans and boos echoed in Comerica Park.
Then Joyce emphatically said he was wrong and later, in tears, hugged Galarraga and apologized.
Lesson #3: Acknowledge
The end all be all mother load of goodness played out the following night:
In a classy gesture meant to show the world the Tigers had moved on from the night before, manager Jim Leyland had pitcher Armando Galarraga — instead of Leyland or a coach — bring the lineup card to the home-plate umpire.
All I can say is -WOW! Class Acts All The Way Around. I often joke that watching baseball is like watching paint dry – and if given a choice I ask that the color be multiple shades of red and black preferably in a satin finish. But, this episode has given me a whole new perspective of the game – namely the people who played it well over the last two nights and the actions they exercised despite the wholly emotionally loaded circumstances! Yeah – for the kids old enough to understand what happened – that is where it mattered most.
Have a smashing weekend. – M
Photo credit: NJ.com
New Media Apartment Marketing: Random Thought
Just a quick post for your Sunday reading pleasure.
New Media Apartment Marketing: Experience
I am vacationing in Denver this weekend. I am taking some time away from the day to day work I do with Mills Properties in Saint Louis to recharge the batteries. It feels great to get away to refresh the mind, body and soul. This morning as I was sitting in a coffee shop grabbing a quick cup of Joe and something to eat I overheard a conversation that intrigued me. The two people communicating wore bright red clown noses and looked to be having a great time. But, that was not the intriguing part. They were talking about random topics when the following comment caught my ear,
What experiences would you like to get out of that trip?
It came on the heels of another question and a subsequent comment. One clown nose man asked the other, “where would you like to vacation if money were no worry?” The response was, “Somewhere in the Bahama’s.” This is where the inquisitive clown nose asked the above question.
New Media Apartment Marketing: Question
It made me think that we should be asking that question of all of our constituents be it Mills Properties employees, residents or otherwise. Answers to that question could yield some pretty cool information as it relates to both online and offline experiential marketing efforts. It could assist in tailoring both inhouse and outsourced initiatives along with in general work practices.
It’s not to suggest that we don’t practice some form of information gathering that is rivals this question. But, the thing that really caused me pause was the pause it created in the responding party. For all intents are purposes the question was not normal and it caused the man to think before he responded – something that is losing it’s common place anymore. And, when he responded, it was with mindful thought in lieu of random generalness (if that is a word).
I will let you know how it goes….
In the mean time, let me know your thoughts on the subject and have a compelling Sunday
Number One Way to Motivate Apartment Talent
In Lisa Trosien’s recent post: Dear Mr. (or Ms.) Property Management Executive , she speaks to ten complaints from site teams across the country. It strikes me that every single one of these have been relevant to our industry for as long as I can remember. And, every single one of them impedes progress. Which, according to a recent article in the Harvard Business Review, is the number one motivator of employees.
Teresa M. Amabile and Steven J. Kramer penned: What Really Motivates Workers in the Jan-Feb 2010 issue. In the article they sight the following five factors as being significant drivers of motivation;
1. Recognition
2. Incentives
3. Interpersonal support
4. Support for making progress
5. Clear goals
All important but Amabile and Kramer contend not the number one motivator. After conducting an intense multi-year study tracking a multitude of levers – progress – it seems is the number one motivator.
“On days when workers have the sense they’re making headway in their jobs, or when they receive support that helps them overcome obstacles, their emotions are most positive and their drive to succeed is at its peak.”
Seems to me progress, not unlike every item in Lisa’s list, is completely in the control of executives across the country. The article suggests the following ideas for helping progress;
1. Avoid changing goals autocratically
2. Be decisive
3. Provide support in the way of rolling up your own sleeves
4. Celebrate progress – no matter the stretch
I have always believed that a happy employee is a productive employee and that the property management organization exists to serve the people that serve it. And if those two mantras are employed as a premise for all decision making the rest will happen by default.
For those who would huff and puff about about the soft stuff, there is the alternative;
“On days when they feel they are spinning their wheels or encountering roadblocks to meaningful accomplishment, their moods and motivation are lowest.”
I trust the week to come will be one of smashing progress…
Related post: Can Apartment Marketers Afford to Disconnect a 24/7 generation?
Related post: Make Sure You’re Not De-Motivating Your Team
Apartment Internet Marketing – Exclusivity
Came across an interesting survey at over at emarketer that spoke to the want’s of social following. The results were captured in the following chart:
Using this chart as a catalyst, we are going to do a five part series titled: The Five E’s of Apartment Internet Marketing. The overarching premise will be playing to the want’s of would be apartment Facebook, Twitter and other social medium friends. We start the series with Exclusivity.
What is Exclusivity?
Exclusivity can be defined as the sole right to a specific business function. AT&T’s exclusive right to market the iPhone is likely the most paramount example of this. Beyond that there is a huge push by aggregators to secure exclusive rights to content. We have seen this with the likes of Harvard Business Review striking a deal with an aggregator and Steven Covey striking a deal for distribution on Amazon’s Kindle. These are mass examples of exclusivity but the concept can be applied to things as simple as white papers. In this case the exclusivity comes in the way of getting for giving or more specifically, give me your email address and I will give you the white paper. It’s exclusive in the sense that not everyone would be willing to give personal information to get.
Value Exchange
The overarching point is that exclusivity has a give and take scenario baked in. You give up Sprint to get the iPhone, you give up buying from B&N and buy a Kindle so you can read Covey, you give up personal information to get information. The goods, services, experience or information requires an action on the part of the consumer and guess what, it’s the overriding reason they friend brands. They want to learn about specials, sales, etc..
Consumer Expectations
Human beings have a few things in common – one being the innate need to feel important, wanted or needed. When we apply that fact to the concept of exclusivity we can clearly see that the perception of being a part of what could be considered an elite group is compelling. We own an iPhone so we can feel cool. We read the HBR so we can feel cool. We read the latest Covey book so we can feel cool. We found our apartment on Craigslist and it was a great deal so we feel cool. Consumers are willing to give up stuff and things to feel important, wanted or needed – all day long.
Offer it and they will come
As it applies to Apartment Internet Marketing in the context of social mediums – more times than not, if you offer it they will come. Now, before I go on, I am not suggesting that you can just put any old thing out there and expect participants to join in, you have to work it. You have to willing to commit to listening, joining in, trying, failing, retooling and trying again. Otherwise it’s all for naught. I am suggesting, however, that if you do things as simple as offering a rent concession to the resident that increases your fan page base the most, or something we eluded to awhile back with tryvertising, or simply setting up a kiosk in your lobby set with twitter and facebook and asking anyone that walks in the door to friend you – you will gain an audience. However, it does not stop here…
…in part two of this series we will talk about what to do with that audience: Education
In the mean time, feel free to continue the Exclusivity conversation by leaving us a comment below.
And, have a compelling day!
