Resident Retention
I spoke at the Multi-Housing World conference in Las Vegas with Danna Lynde of Idea Brokers
in Houston, Texas. Here are the notes from our seminar. For an audiotape of the seminar call
Sound Images at 303-649-1811 or email: orders@soundimages.net.
Ask for tape: MHW00-E6, "Resolving The Riddle Of Resident Retention".
For Service Techs and Housekeepers
Your goal here is to adapt, modify or change around our ideas to suit your community, budget and residents.
These ideas will help you increase your resident retention.
Let's start with your service staff. We all know that these are the folks who see your residents the most.
So it's vital they are prepared to handle customer service situations. While they are in our residents' homes,
it's also important for them to emphasize to residents the convenience of apartment living. As we increase the perception
of service, we decrease customer defection.
Ideas You Can Implement Immediately
"Just popped in" popcorn.
This idea has been around for years which should give you a giant hint (it works!). Most property management catalogs
have a "We just popped in to fix the problem" sticker on a bag of microwave popcorn. This idea is cheap -- service techs
leave the popcorn on the counter after a request has been completed. A management company in North Carolina actually
received thank you notes from residents after starting this program.
Instead of popcorn service techs are leaving:
-OUCH! Gum: "Ouch! Sorry about the inconvenience!" (from Kmart or Target)
-Carefree Gum "Enjoy a carefree lifestyle."
-100 Grand bars "You're worth a hundred grand to us."
-bubbles "Sorry we blew it!"
-movie rental coupons.
Welcome Cards
Welcome cards from the service staff welcoming new residents (leave this on the counter with take out
menus from local restaurants, so new residents know where to eat their first night). Critical:
Signatures from the service team at the bottom of the card -- this starts your service off on a personalized
note.
Photo ID's
Photo ID's for your service team can be cheaply made at Kinko's. This adds a level of professionalism
to your service program. Baudville catalog also sells them (1-800-728-0888).
Business Cards
...with Team Photos on them are the newest rage across the country. Leave these on the counter for new
residents and with service completion forms. These are also a smooth leasing tool for prospects
(how many of your competitors give out the service team's business card? None.) Remember, people make the
difference with good customer service. It's easier to get mad at an organization, and harder to complain
about someone you have a personal relationship with.
Referral cards for maintenance staff
To increase resident referrals, ask techs to leave a card on the counter after a request has been completed
saying:
"We hope we've taken care of your request, let your friends know where you live!"
Hotel-like cards that welcome residents
-Critical: Real signatures from the service team. Text can say,
'Welcome to your new home! My name is __________ and I took pride in preparing your home.
Please call me if you need anything or see something I may have missed. Call me directly at _______.
Welcome! Signed ______________.'
For Service Techs...
Personalized Name Tags
Put hometowns on everyone's name tags like in casinos and hotels. This gives residents and prospects a
starting point for conversation.
Loaner Closets
...are also popular. Let your residents check out:
-A card table
-tool box
-vacuum cleaner
-jumper cables
-Fix a Flat
-hide away bed
-porta-crib
-Sharper Image cigarette lighter car battery charger. (www.sharperimage.com or 800-344-4444.)
This cigarette lighter car battery charger is extremely helpful, especially if you are worried about the
liability associated with jump starting cars. Just plug the charger into your cigarette lighter and it
charges your car battery. The Home Improvements catalog (800-642-2112) also sells these.
-Hotel bell man cart
-U-Haul dolly.
Move In Appointments
Set up move in appointments with service techs and new residents. Service techs are there to assist with
"learning" the apartment as well as troubleshoot any problems. Items to review:
-"run through" of appliances
-garbage disposal restart button
-how to work the A/C properly.
Your service techs may balk at doing this saying it will take up too much time. Just remind them how many
garbage disposals they reset each month. If residents learn how to reset them, it will cut down
on calls/ work for the service techs.
Move In How To Notes
If your service techs don't do walk throughs, print Post It Notes with "how to's" on your own printer.
Put the yellow stickies near the appliance with instructions on:
How To Set The Microwave Clock
How To Reset This Disposal
What Should NOT Go In This Disposal
Set Thermostat By...
Post It Notes printed from your computer: 800-330-3966
Desk Top Labels: 1-800-241-9730, www.desktoplabels.com.
A New Twist To What We Already Do
Like Jiffy Lube, put stickers on smoke detectors and air filters showing the last date of service.
How many residents will notice? Probably not too many. But the ones who do will be impressed!
Scented air filters are "in!" Warm Welcomes has vanilla and chocolate chip cookie scent (great for models)
Call them at 1-800-882-8022 for a catalog.
Save Water Week is May 7-14. This is a great excuse for you to check for dripping faucets and install
water-saving devices in homes. You can designate a week each quarter to be Save Water Week at your
community for preventative maintenance.
Record Service Requests
...with cards soliciting for service requests. Danna ordered giant plastic records from Stumps catalog
(1-800-348-5084) and left notes with the records for residents saying, "Let us service you in record time!"
Service Teams Are Part Of The Marketing Team
Invite your service department to marketing meetings since they see our residents more than we do.
We bet they'll have great service and amenity ideas for you. Also have a meeting so service techs can train
inside staff on "how to write up a work order." This saves the office staff time and the residents frustration
if the correct service was not performed right the first time.
Renewals
The days of "Dear Resident" renewal letters are long over. So why are we still sending them out (I just got one!)?
Personalize the letter and remember that residents expect us to "resell" the apartment to them. Highlight all
improvements, new amenities and services in the letter.
Here are some fun ways to deliver a lease renewal.
Balloons
"Time to Renew" balloons.
-Leave on apartment doors inflated with helium
-weigh down with a bag of candy
-attach an unsigned lease!
Don't MOOOOVE!
The Container Store sells glass milk bottles. Place a sticker with your community information on them
with a note saying, "Please don't moooooooove! We want you to stay another year!"
"It seems like it was just yesterday..."
Take a picture of new residents at move-in, keep it in their files, and send it with a card when
it's time to renew.
Inexpensive renewal gifts can be purchased from these catalogs:
Sally Distributors 1-800-472-5597
Oriental Trading 1-800-228-2269
M&N International 1-800-479-2043
Burpee Seed Corporation 1-800-999-8552. Example: Seeds for Forget-me-nots!
Some Interesting Renewal Giveaways:
Airline Miles for Renewals
A community near Indianapolis decided to give residents an incentive to stay instead of a gift after
renewing. They chose to give away frequent flyer miles on American Airlines.
For American Airlines you purchase a package of miles and distribute them to residents in whatever
denomination you choose (5,000 miles cost $100). Two communities in Florida are using frequent flyer
miles as incentives to LEASE. Obviously, pick the major airline near your town, call their reservations
number and ask for their Incentive Miles Program. (American Airlines: 800-575-1445.)
Birthday Chocolates
This company also has renewal and thank you chocolates. Just fax a list to them each month and Birthday
Chocolates will mail your residents chocolates in "thank you" wrapping paper. Birthday Chocolates also
helps recapture residents - By accident a community in Wichita, Kansas sent a Birthday Chocolate to a
lady who had moved out. Since the chocolates are mailed first class, the present was forwarded.
Imagine receiving chocolate from the apartment community where you had just moved from!
This resident was so touched that she moved back as soon as her lease was up.
Birthday Chocolates: 1-800-867-4438.
This Gift Means A Lot, Costs Little
Reserved Parking for long-term residents is IN. If parking is a problem at your community, reserve spots
for residents who have lived there for an extended period of time (five, ten, whatever years) to show your
appreciation. This is free!
Go Outside The Box With These Gifts
White Noise Makers
Sound Machines make white noise while you sleep. Managers are giving these to residents, especially if
there is construction or noisy neighbors nearby. You can buy sound machines at drug stores, Sharper Image,
or Hammacher Schlemmer. Cost: $10-$80.
Paint A Room
Offer to paint a room a color or add crown molding (usually under $100). "Improving the apartment" packages
are also popular (clean the carpet, add a ceiling fan, etc.).
Monthly Bills
Some communities in California bill their residents each month. This increases more timely rent payments
and allows you to include your own message to residents. For example you can promote your $200 referral
bonus, or that:
"Our apartments are the largest in the area" or
"Make FREE photocopies in our business center!"
Suggestion: To supplement postage, sell coupons (Domino's, renter's insurance, dry cleaners) and include
them with the bills.
Send Anniversary Gifts To Residents At Work
...and increase referrals too.
Managers across the country have sent these gifts to residents at work:
-flowers
-t-shirts
-lunch or dinner for two
-cookies/fudge
-lottery tickets
-singing telegrams
-an ice cream truck.
Referrals
Here are two ways to use cardboard people for your referral program.
1. Star Trek Theme
Beam Them In Scotty promotion. Put boot leg signs out front with "Beam Yourself In."
2. Clint Eastwood "Make Our Day."
"Go ahead and make my day... send us your referrals today!" This is great for existing residents and
locators.
Cardboard people are available from Advanced Graphics, 925.432.2262, please mention Rent & Retain Magazine.
Midnight Madness pajama party
At a Midnight Madness Referral promotion in Houston, staff members dressed in pajamas and curlers,
invited residents to the party, and leased 32 apartments that night! Advance promotion is key as it will
get residents and their friends to the party as well as build excitement. Consider inviting the police
since you'll be in the office late. Check with your attorney before doing this one!
Post Cards With Pictures
At Labelspro.com you can order Avery post cards for $12.30. To add personality, take a snapshot of the
property or your staff and make color copies at Kinkos. Cut and paste the photo on one side of the card
leaving the adhesive on the back. Peel and stick your photo onto your new marketing piece.
Post Card Floor Plans
Make Avery postcard with your floor plans on the front. Remember to include your property's name and
address at the bottom. These can be used as change of address cards for residents (hey -- they are now
"direct mailing" their friends) or as follow up thank you cards.
Assign Areas
Assign each leasing consultant or team member to his or her own building. They are responsible for those
referrals and renewals.
Glowing Reviews
Write out your referral flyer and attach them to glow in the dark rings (you've seen them at fairs and
circuses). Hang them on residents' door knobs. You can even print your message with glow in the dark ink.
Your community will be lit up! Cards can say:
"We've gotten "glowing" reviews, refer your friends here!"
Once activated, these will glow for up to 6 hours. Buy glow in the dark rings from the M&N 800-479-2043 or
US Toys 800-255-6124 catalogs.
Develop a "most wanted" list.
List your most wonderful residents. Call to let them know how much you appreciate them. Ask them where
can you find more residents just like them.
Using The Internet For Resident Retention
Some of the bigger management companies are installing Kiosks in leasing centers where residents can email
service requests 24 hours a day. Okay, so we all can't afford to do this -- so make sure residents can
notify you of service concerns in at least three ways, for example: Phone, fax, email, pagers, or drop
boxes.
Looking to the future: Interactive Service: Type in your problem and the computer will tell you the
steps to take to fix it. We also will have an Intranet system where we can contact residents and prospects
by sending:
-Email
-Ecollateral
-Esurveys
-Erenewals
-Enewsletters
-Eupdates/announcements
-Ecards.
Promote Local Events & Activities
Selling a sense of community is extremely important -- you know that since you subscribe to Rent & Retain.
Make sure your newsletter includes local events and happenings. If an outside company designs your
newsletter, ask the designers to surf these sites for your neighborhood's events.
-zip2.com
-family.com
-yahoo.com
-citysearch.com
Party Sites:
-stumpsparty.com is a prom catalog with great theme ideas/party supplies
-shindigsz.com also has theme ideas/party supplies
-everythingelementary.com
-theplunge.com sets up a web page invitation site to announce community functions.
-evite.com
-mambo.com
-seeuthere.com
-event411.com
-icelebrate.com
-iprint.com
-celebrateExpress.com is an on-line party store. Call 1-888-551-3995
-iparty.com.
Housewarming Gifts
Danna and I surveyed welcome gift companies for the most popular move in gifts. We discovered:
In our industry the average cost for welcome gifts is $4-$5. In this price range, the most popular
gifts were:
-Welcome Mats
-Arrival Kits/First Day Necessities (soap, toilet paper, kitchen detergent)
-Memo boards/note pads
-Snacks/sodas.
The most common gift: Toilet Paper (yuk!). In five of my last seven moves I received toilet paper
as part of my move in gift. During my seminars I tell people what a tacky "gift" this is. At least
one manager jumps up and says, "But people always forget toilet paper when they move!" I totally agree.
But is TP a gift? I think it should already be in the apartment.
Welcome gift basket companies are constantly upgrading and updating their products.
Call the companies below and ask for a copy of their latest catalogs.
Warm Welcomes (800-882-8022)
Welcome Home America (800-937-9424)
Leasing Impressions (972-723-6199)
Grannyıs Goodies (800-888-1636)
Sassy Gift Baskets (1-800-523-8060)
Great American Business Products (800-231-0329).
Unique Housewarming Gifts We Have Seen Or Heard About
-Stocked refrigerator on move in day
--milk, orange juice, eggs, bread, ice cream. Consider Kosher food. (Orange County, CA)
-E-gift cards for residents -- $25 gift certificate to Barnes & Noble (Arlington, VA/Chicago, IL)
-FREE Computers bought in bulk (Houston, TX).
-FREE Moving Vans (Seattle, WA)
-Hoover vacuums (Phoenix, AZ) 800-757-7712 ext. 2822
-Blockbuster Video Cards in $5-$50 denominations (Chicago, IL) 888-313-2234.
-KMart "Dollars" in $5-$50 denominations (Orange County, CA) 800-345-2497.
-Temporary business cards and letterhead (Dallas, TX)
-Reserved parking on move in day. (Denver, CO)
-Home Depot welcome mats. About $5 each
-Video Naturals which are videos of aquariums, the ocean, and a fireplace. Cost: about $10 each.
These are also great conversation starters for models. 800-950-5545.
-Magazine subscriptions like: Mary Engelbreit's Home Companion, Better Homes and Gardens, House Beautiful,
Martha Stewart's Living
-Decorating for Good: A Step-by-Step Guide to Rearranging What You Already Own book (Clarkson Potter $14)
-GOLDFISH! A community in Corpus Christie, TX gave away live goldfish to complement their beach theme.
-E-gift cards for residents ($25 gift certificate to Barnes & Noble) (Arlington, VA/Chicago, IL)
-Cookie pop bouquets (stick a popsicle stick into the cookies before baking, wrap in brightly-colored
cellophane, tie with ribbon) (Nashua, NH)
-Reserved parking on move in day. Just block off a parking space or two in front of the new resident's home.
This avoids the possibility of existing residents' cars being scratched.
Anniversary Gifts
Industry-wide the average cost is: $7.99. If you live in Texas the average cost is a whopping $2.99.
Popular Gifts in the $3-$4 range
-Gingerbread snacks or candles
-Note pads
-Small snacks
Popular Gifts in the $7-$8 range
-Pasta Baskets
-Potpourri & Smelly Candles.
Help Residents Grow Roots
...by offering furniture discounts, adding phone lines, upgrading the apartment, letting residents pick a paint
color, helping them convert their 2nd bedroom into a home office, cleaning the carpet, ceiling fans,
closet organizers, and giving them a choice of removable wallpaper from home stores like Home Depot.
Thank You Certificates
G.Neil catalog (1-800-999-9111) or Baudville (1-800-728-0888) has cute thank you certificates you can send to
residents. Do this once a quarter.
Gift Certificates
Stored Value Marketing (svm.com) or Giftcertificates.com offer certificates for many major retailers.
Check out these sites.
Free E-Cards
Send them a card via email from www.bluemountainart.com. Their anniversary cards are adorable and this service
is free. You can also send free electronic greeting cards from:
-egreetings.com
-e-postcards.com
-e-cards.com
-123.greetings.com.
Pets
According the American Kennel Club, the most popular breeds registered in the United States in 1999 were:
1. Labrador Retrievers
2. Golden Retrievers
3. German Shepherd
4. Dachshund
5. Beagles
Note that 3 of the 5 dogs weigh over 20 pounds. So, if you have a weight limit on dogs you are eliminating
the majority of pet owners. Many managers are worried about the bigger dog, bigger waste problem.
But there are ways to combat that as detailed in Rob Foellinger's article in the book Profit Potentials for
Property Managers (click on the "Books" button above).
Consider your community and consider accepting larger dogs.
Welcome Gifts For Pets
-Photo tags with pets' pictures on them: 214-720-9191/ www.fototags.com
-Dandy Doggie gourmet biscuits: 888-236-4568
-Give Pet Health Insurance ($100-$200)
-Fresh Air Candles: 800-364-6637 remove pet smells
-Pet Pantry Food Delivery delivers pet food to your door. To see if the service is available near you,
call 775-782-6512.
-Dial A Vet: 800-719-8916
-Home Pet Shop: 800-346-074
-Great American Business Products has a cute sign that shows your community is pet friendly.
Call 1-800-231-0329 for a catalog.
Web sites for pet owners:
thepetchannel.com
cyberpet.com
allpets.com
acmepet.com
purina.com
pet-adoptions.com
pets.behappy.com
catscans.com
Petopia.com-pet supplies on line.
Parties & Services
Pinball machines in club rooms
Libraries
Info-Seminars are in -- tax, bookeeping, computer
To Celebrate Memorial Day
-give towels, suntan lotion, and magazines for free
-send out the rubber duckie key chains from Oriental Trading Company (800-228-2269) with a note saying,
"Pool opens Memorial Day. Remember to pick up your pool pass by _______." Duckies are 20˘ each.
Do this at least two weeks before Memorial Day and we guarantee youıll avoid some of the last minute crunch.
Neighbor Day is May 21
-have a good neighbor contest.
May Is Career Apparel Month - Have a fashion show.
Grocery Store Ideas
Triple Ice Cream scoop day is May 24th.
Toothpaste tube invented in 1892 on May 22nd.
Looking ahead: Leasing Consultants will ask prospects how they like their coffee -- half caf, skim,
grande latte with a shot of hazelnut syrup!
Kids/Families
The Waiting list increased by 200%
... at a community in Kalamazoo, MI when Girl Scouts earned their Merit Badges by working with senior
residents.
Activities included: Story telling, a Halloween party, cookie selling, cleaning up the property,
special buddies, letter writing, wrapping presents for the seniors. Is there a local Girl Scout troop
that can do this at your community?
Subscribe to Family Fun
www.FamilyFun.com, 800-289-4849, is a terrific source for children's activities.
Floor Plans Coloring Books
...keep prospects' children busy and serve as a marketing tool once they leave your office.
(Source: Solitaire Creative in Houston: 713-465-2251, www.customcoloringbooks.com.) Or, make your own
coloring books by copying your floor plans on white paper and stapling them together.
Make sure the name of your community, phone number, address and directions are on the floor plans.
Kids...
More Activities For Little Ones
The Right Start catalog: 1-800-Little-1 or 800-548-8531
McGruff Safety Council catalog: 1-800-288-3344.
Newsletters
Newsletters are on Rent & Retain's What's Not Hot list for 2000. Why? Because most newsletters we see are
at least one of the following:
-boring
-the same as your competitors'
-treat residents like they are third graders with word searches, puzzles and information that is not
interesting.
If you have a good newsletter -- keep it! Since:
Photos increase readership by 200%.
A newsletter has a 400% higher readership than a brochure.
On site 14 of 20 managers said newsletter more effective than brochure.
California State University at Fullerton did a study for News Graphics And Found:
83% of residents read it in part
66% look forward to it
34% made a recipe
19% saved a recipe.
Be Different
Don't use the same newsletter company! I shopped four communities in Northern Virginia and three of the
four used the same company. If I was a prospect who went home and laid out all of the marketing materials,
I would be drawn to the newsletter that was not like the others.
Resident Retention Is So Important!
Since it's five to seven times more expensive to find a new resident than it is to keep your current ones
AND each turn costs you close to $2,000 EACH if you include rent loss, your resident retention program is a
serious INVESTMENT.
Implementing just a few of these ideas will help you increase your profit potential and make your residents
happier. That means we all win!
To reach Danna call 281-596-8851 or email halschick@aol.com.
To reach Mindy call 888-2RETAIN (273-8246) or email mindy@rentandretain.com.
For reprints of this article, email Rent & Retain Magazine at info@rentandretain.com.
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