Resident Referrals
Zach Sloan | Collective Conversations
In this installment of Collective Conversations, I catch up with Zach Sloan.
Zach and I have been trying to connect for months, and the stars finally aligned. Several years ago, I was pleased to meet Zach, the Co-Founder, Chief Sales Influencer, and Social Proof Proponent of Rentgrata, at OpTech in Orlando. Rentgrata was still in its early stages of growth at the time.
Today, Zach and Rentgrata are making a dent in the Multifamily Universe.
I enjoyed this conversation with Zach as we discussed Rentgrata’s origin story, his recent relocation to Florida, and the latest developments at the company.
There was also a fun surprise towards the end of the episode. So grab your favorite beverage, Death Wish Coffee Company for Me, and buckle up for this exciting conversation!
Resident Referral Money
Before we continue with our budget discussion on the topic of resident referrals, I want to back up and remark on a comment that I saw this last week. The comment was posted on Facebook and whether it related to our post or not, I found it a bit amiss. It was along the lines that discounts for specific groups be it students, seniors, city service workers are dumb.
Now I would not debate the merit of the remark in the sense that there are more creative ways to give money away. I would/will take the position that if it works – do it. It’s kind of like print media. Despite our need/want/desire to get away from our reliance on print media and ILS’s – if they work – we should use them. That is until they run their respective courses.
Resident Referrals
I am fairly certain that resident referrals or giving money or gifts away in exchange for move-ins is employed by every multifamily operator out there in some form or fashion. On that note – are they dumb? If I apply the same logic as our Facebook commenter then I posit – yes. It’s a concession given to a specific group. And, there are more creative ways to give money, influence or incentive to that group. That said, I am both a fan and an advocate of using them be it in the form of a concession, gift card or otherwise. After all they are much cheaper that most print media and or ILSs.
Resident referrals are used to reward your best in place marketing machine. The people who live with you currently. Every single one of them are a marketing opportunity waiting to happen. And, giving them reward can/is a good thing. And, that reward can come in any number of means.
They are monies given in the way of a concession, gift card and or hard tangible item (think flat screen, iPod, iPad, etc..). Now, we could debate the amounts given or the merit of a gift in lieu of money. We can suggest that money is not remembered after it is given. In my mind, we could suggest the same for a gift.
It doesn’t matter where you book it (Read: which line item it hits in your budget) it all shakes out in the bottom line.
Make it Smashing
No matter how you give it away, I would suggest you make it an experience. If you give them a concession – couple it with an impromptu in-home celebration. If you give them an iPod – record an uber-cool celebration message and load it in. Have a party centered around resident referrals and introduce the idea of making a commitment to share 10% (matched by your company) of the fee. Invite the charity in to share in the experience. Get creative and make it worth remarking about.
Your – believing that if it works – use it – multifamily manic,
