How To Stay On Top of Trends

Who Will Succeed?
-People who want to learn more.
-People who are motivated to do more.
-And, people who know that for most major challenges, someone else has already encountered them, and figured out ways to solve them. These folks know it�s just a question of having resource materials on hand. So, the people who will succeed are those with a personal library of resources to help them.

Steps For Success
I read that the average teacher spends $360 of her own money on materials to become a better teacher. What do you think the average on site manager spends each year to help her do a better job? (My Raleigh, NC seminar audience guessed ZERO! Is that what you think?) To figure it out, we polled everyone who called Rent & Retain Magazine for one month. I also asked people in my seminar audiences.

I�m happy to report that the answer was not ZERO, but it was substantially less than what teachers spend. The average on site manager spends less than $50 (of her own money) per year on materials to improve her job performance.
While $50 was not a shock, I was disappointed it was so low. The statistic is also a bit skewed, because if they subscribe to Rent & Retain, they are more apt to buy books and subscribe to other publications. And, since most companies pay for the subscriptions, we were only interested in how much of their own personal money was spent.

During our study we also found that most managers will not buy materials if they won�t be reimbursed. I am constantly saddened to hear subscribers say their bosses won�t approve their subscriptions. Or when regionals or marketing directors call and say they can�t afford to pay for subscriptions for each site (at $39 each? With a money back guarantee? When Rent & Retain will teach them better sales skills, help them retain residents, and motivate the staff? You�ve got to be kidding.). For many management companies, training and training tools are the first thing to go during budget cuts. In my opinion, they�ve lost sight of where their money should be spent.

If nothing changes, nothing changes.
Ask any speaker, both in our industry and out, how much money they have personally spent on books, seminars, audiotapes, etc. in the last year. I guarantee you the answer will be in the thousands of dollars - literally! That�s the only way we stay on top of trends and new customer service and selling techniques. If you don�t do anything to change, your problems will remain the same, and you�ll face the same battles over and over. Break the pattern and you�ll solve the problems.

So, how do you discover trends?
1. Subscribe To Industry Publications
2. Know Your Customers Wants and Dislikes
3. Watch Your Competitors For New Amenities & Services
4. Read books from the New York Times and the Amazon.com Best Seller lists.

I know the first three are obvious � the answer to most of your problems lies in industry publications (you smart Rent & Retain subscriber!), your customers will tell you their needs, or your competitors will be facing the same situation and quite possibly have figured out an answer. That leaves the best-sellers lists. Read as many of these books as you can -- there is a reason they are on the bestsellers� list!
The Internet is also a powerful resource for knowledge. Remember knowledge + motivation = an unstoppable YOU!

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