When I Was a Little Girl I Dreamt of Being in Multifamily Housing!

When I was a little girl, I would stay up all night and dream of one day being in the multifamily housing industry? Okay, well... not exactly.  Just like the majority of us in "the industry," (as we so lovingly call it) I stumbled upon it by sheer accident.

It started with "The Honeymoon Phase." How does one know when they are in this phase? Well for me, the symptoms were quite obvious.  In fact, they were easily diagnosable to even the common eye.   They included: excitement, eagerness to get to work, overflowing creativity, boundless energy, and enthusiasm for miles.  Just like in the early stages of any courtship, I gave careful thought and consideration to what I would wear the next day.  In fact my wardrobe prep mirrored that of an elaborate Celine Dion concert.  I visualized myself leasing one apartment after another.  All the while thinking how lucky I was to have stumbled into this beautiful relationship.  I prayed that we would have a lifetime of happiness together.

Fast forward three years.    I was the same girl but now I was terribly ill.  A new set of symptoms had presented themselves.  They included: inside the box thinking, tardiness, grogginess between the hours of 9-5, and really boring outfits.  The situation was really dire.  What was wrong with me? After careful thought and self examination, it become obvious.  I had been bit with a career killing bug--"The Over-It Phase." I had lost my will to be fabulous at my job.

Just like in any life threatening situation, I realized that I needed to take drastic measures.  What would I do? I started out by prescribing myself a serious dose of medicine: a new outfit with a great pair of shoes.  And that was my first step to a full recovery!

In my journey for rediscovering my passion for my career, there are a few tricks that I have picked up.   These are the lessons I want to share.

1-Your attitude is  your brand.  Just think, everything and everyone is a brand.  When you say the name of a brand, what comes to mind? When I say "McDonald's" you may think golden arches or crispy french fries.  If I say "Tiffanys," you may think little blue box of happiness.
Ask yourself, "What does my personal brand bring to mind?"  If you don't like what your brand is saying about you, change it.

2- Henry Ford is a genius.  He said, "Whether you think you can or think you can't, you are right."
Stop thinking negatively or you will become a self fulfilling prophecy.

3- Stop being insane.  Albert Einstein so eloquently said, "Insanity is doing the same thing over and over and expecting different results." After three years of working in the industry, I became insane.  I was using the same tactics, losing my joy, and expecting different results.  If what you are doing isn't working, do something different.

4-Decide who you want to be and dress the part.  Buying a new outfit was more than just retail therapy.  It was a physical act that said,  "I'm ready to move on from this phase and move onto a new role." I had outgrown that position.  I was ready to be promotable.  And that required a new outfit.

5-Don't settle. To settle means to make do or put up with.  Don't make do with your job or put up with your life. Remember, "life is in session." (Sorry, I had to use this. Cheesy, but true!)

6-Get out of your rut and into your groove.  

Over the years I have to admit that I have been bit by the "Over It" bug several times.  That's when I know that it's time for a new adventure...and a new pair of shoes.

Barbara Savona
Founder of Sprout Marketing & National Speaker
www.WatchYourBusinessSprout.com
www.facebook.com/sprouting

New Beginnings Community

Is your community a "new beginnings" community?  Perhaps your community is a place for first time renters, new parents, or newly retired seniors.  If so, make sure that your marketing is reaching out to your niche markets.  

Fun Idea: Give away seed packets with a cute tagline like “Grow Roots at Sunchase Apartments!”

At Your Community: It is up to you to create a safe zone for inexperienced renters.  Having pertinent information like average cost of utilities, important phone numbers for setting up utilities, and renter’s insurance information will help create that safe zone.  Introduce your entire staff so that new renters feel comfortable with their buying decision. Consider using a home service coordination and set-up service like  www.onesmartmover.com .  


To find out more about the Take Root Marketing Program offered by Sprout Marketing please email sprout@WatchYourBusinessSprout.com.  

What the Multifamily Housing Industry Can Learn from Costco PART 1

What can the multifamily housing industry can learn from Costco? 

One of my favorite things about Costco is their hassle free return policy.  When Costco says "Hassle Free Returns" they mean it.  You don't have to have a receipt, you don't have a time limit, and you don't have to make up a story as to why you don't want that item.  Coscto's philosophy is that if your not 100% satisfied with your purchase, then they don't want you to keep it.

This idea is genius! Why do they want to force you to keep as a CONSTANT reminder something that you don't like that you got at Costco?  They don't! When you think Costco...they want you to think 100% satisfied!

So what can the multifamily housing industry (apartment communities especially) take from this?

Recently I was teaching a seminar for a local apartment association.  The question was posed to the audience, "What extraordinary service does your community offer that makes you stand out above the rest?"

One of the answers was pleasantly SHOCKING!

One community offers a 30 day Happy Guarantee! If your not happy, for whatever reason, with your apartment in the following 30 days after leasing, you are free to break your lease without penalty!

I know, all owners and asset managers are gasping for air at this point! But let's think about this genius...

What does a 30 day guarantee say to prospective residents?

The message it sends is LOUD, UNIQUE, & CONFIDENT!

1.  It shows confidence in your product.  You are so confident in your community that you are willing to offer a 30 day guarantee.  This helps prevent BUYERS REMORSE.  A prospect is much more likely to commit to your community if they know they have 30 days to be completely satisfied. 

2.  And it shows that you want HAPPY residents.  Why would you want to keep a disgruntled resident at your community?  Remember the saying: A rotten apple spoils the whole bunch!

3. It keeps your staff on it's toes long after the lease is signed.  It's unfortunate, but often we forget about keeping our residents happy once they've signed a lease or renewal.  This policy keeps us thinking about our residents...the way it should be!

The bottom line...This move is RISKY, but GENIUS.  The likelihood of someone moving out after 30 days is rare if we do our jobs well!

Are you "rocking the boat with your marketing?" You should! 

Taking Ideas from Your Surroundings

As promised, today I looked at my surrounding with "fresh eyes."  

It was my goal to take a minute to slow down, take in my surroundings, and find inspirations from the world around me.  And I brought my camera along for the ride.

I made a stop at Kate's Frosting today...a boutique style cupcake shop on Main Street in San Antonio, TX. I've been in there a million times and never noticed how marketing savvy Kate's Frosting is.  The boutique has created an awesome atmosphere for adults and children alike.  

This is how Kate's Frosting shows that they are child friendly! 

Located right at the entry next to the grown up tables....a mini sized private table! 

In addition to that, they've also created a space on the inside of their restaurant for children. 

This is an adorable way to create a kid's zone! Simply paint a section of your wall with chalkboard paint, create a small desk space with a basic 2 x 6 wood piece, and then find mismatched child-sized chairs...and voila you have an amazing children's zone! 

Take note multi-family housing....Be Child Friendly! Create a space for children at your community!

What this says about you?

1. You are Family Friendly...Parent's Love This! 

2. You are Smart...This will help keep Children Entertained while you Lease an Apartment! 

Kate's Frosting...You're Genius and Delicious! Check out Kate's Frosting at www.katesfrosting.net!

If you would like to have Sprout Marketing offer consulting, marketing, or staff development services for your community, contact Barbara Savona at 210.250.1803! 

Through a Babies Eyes

One of my favorite quotes comes from our 28th President, Woodrow Wilson, when he said " I not only use all the brains I have, but all I can borrow."  Great leaders, innovators, and masterminds are constantly seeking creative input.  Some from their peers,  others from their mentors, but the most astute look to their surroundings.

In this modern, overly connected world, their is not a shortage of ideas. On the contrary, the constant bombardment of information dulls our senses. Things become ordinary and mundane.  But who wants ordinary and mundane?  For a change, try to look at your surroundings with the same focus and awareness and awe that a new baby has.  Have you ever noticed how a infant can hold a gaze for what seems like an eternity.  They are seeing everything with unpolluted eyes.  Everything is new, everything is an adventure, and everything needs to be absorbed right then!

 So let's resolve to wipe the sleepy's out of our overstimulated and tired eyes. Let's put on those "unpolluted" lenses tomorrow and absorb our surroundings.  When we start to be aware of our surroundings, the possibility for growth is astounding.

These next few days I would like to share with you some of my observations as I go throughout my journey and how we can relate them back to our industry.    Hope you enjoy....

Above you'll find a very unique "specials board" that I observed at a restaurant!  They have painted part of the wall in chalkboard paint.  It's an easy way to constantly update their info.  But my favorite part is the round swinging board! This featured the "Extra Special of the Day." Love it!!!

In the Closet

Today the focus is to think OUTSIDE THE CLOSET!

Every apartment community has some sort of closet space...small closets, pantries, walk-in closets, and nooks!

But what you do with your closet space is what will set you apart from your competition!  Why does a closet space have to be ordinary? For me, my closet is my haven...a piece of the home that I don't have to share with anyone.

Create a lifestyle with your closet space.  Here are just a few ideas:

1. Turn a closet into an Office Work Space

2. From Closet to Craft Zone

3.  Turn a closet into a Bar Area

4. Former Closet-Now: Pet Haven

5. Turn a closet into a Dressing Room

Who Says Function Has to Be Frumpy...Transfrom Your Clothes Care Center

If you have an on-site Clothes Care Center (or Laundromat) who says it has to be drab?

Just because a space is functional doesn't mean it has to be frumpy!

Here are a couple of ideas for transforming your space:

1. Color...Color...Color: Color is the most inexpensive way to transform ANY space.  Why not paint your laundry room a funky bright color!

2. Word Art: Also an inexpensive way to transform your space. Include fun images of clothes and words like "Laundry Center-Loads of Fun"

3. Make it Comfy: Keep comfortable furniture for your residents to relax while they wait for their clothes.  It doesn't have to be expensive.  You can even put a slipcover on an old couch or chairs.

4. Music: Create an atmosphere with music.  But don't forget your demographic.  If you have seniors, you may want to play music with a softer tone.  For communities with a large college client base, you may want to speed up the tempo!

5. Start a magazine/book donation exchange! Leave a book...take a book!

6. Keep an Information Board Posted.  Allow residents to post relevant services, for sale items, etc.

7.  Create a KID ZONE.  Why not create a "SOCK PUPPET" activity table! Make good use of those abandoned socks! Create a sock puppet contest and post the pictures on your information board.

8. Hold a "Happy Hour" at the Clothes Care Center-Find out when your center is the busiest.  Give away free refreshments and detergent!

9.  Start a lost and found bin!

10.  KEEP IT CLEAN! No matter how you decorate a space, if it isn't clean it just won't matter. 

Establish a routine to spot check the Clothes Care Center. 

Having problems with graffiti? If you can't beat them, join them!  I love this idea! Turn your Clothes Care Center as an expressive art space! This definetly is community specific and will not work for everyone.

If you would like more marketing ideas or would like a Community Consultation,

please contact Barbara at Sprout Marketing Boutique @ 210.250.1803.