Peter Drucker asked three questions: who is your customer, what do they value, and what do they consider results? Ask your leasing team today, and I guarantee you’ll get a different answer from every person in the room.
The most dangerous assumption you make is the unexamined one about who your resident is. Most operators answer with demographics. The truth: your resident is a person with constraints, priorities, and her own working definition of what a good place to live means.
Your team needs one shared, specific answer to all three questions.
The answers change the leasing conversation, the renewal request, how the service team talks to people, and where the amenity dollars go. That makes it an operating question, not a marketing one.
Drucker’s questions have been sitting there for seventy years. Answer all three before you do anything else – today!
The operator who knows their resident better than their resident knows themselves will always find the right price, the right message, and the right reason to stay. — Mike Brewer
Discussion prompt: As a team, answer Drucker’s three questions about your current residents. Where do your answers diverge? Settle on a shared vocabulary; it will make all the difference.