The Basic Secrets of Success

It’s the little things that matter most to people. By JACKIE RAMSTEDT, CAM, CAPS, CAS, Ramstedt Enterprises

A note from the editor: This article was written on April 1 by Ramstedt, a presenter for the May 14 HAA Education Conference & Expo which has been rescheduled to Thursday, July 23. While not COVID-19 specific, this information is still beneficial to our readers, as leasing and property management doesn’t stop, even in a pandemic. W hether you are managing a small apartment community in a rural area or one of the industry’s largest assets, people’s expectations in principle, are still basically the same: give me good, quality products with reliable service performed by competent employees for the value of money I am spending.

In today’s aggressive competition, with properties competing solely on price, your business may quickly be on the road to ruin if you can’t differentiate between expectations and advantages. Here’s a little secret you should know: contrary to common perception, residents will not live anywhere just to save a buck. You need to stand out in an overloaded marketplace by matching the expectations of today’s residents with your own business plans. This will clearly separate yourself and your business from the competition. you is to not stand for anything, except price. So, if you want to avoid getting beat up on price, stop trying to compete on price alone. What your property needs to stand out is not just better but exceptional customer service producing more satisfied customers.

But don’t make it just the simple pleaseand-thank-you variety. Aim higher. Strive for fabulous, prominent, outrageously great service to set your business apart from all the others in your market area.

Keep your word and your promises.

If you want loyal residents, you need to get them to care about you. Trust is a huge factor in the formula for exceptional relationships. Seems like it would be easy to get people to trust you and your property, but the truth is, it isn’t.

According to the Retail Consumer Dissatisfaction Survey, 33% of people can't find a salesperson when they shop and 25% are ignored by associates. Furthermore, here are some other interesting facts about what the general public endures: * 96% of dissatisfied customers do not complain directly to management or owners. * 90% will just not return. * One unhappy customer will tell at least nine others. * 13% of unhappy customers will tell at least 20 other people, even if unsolicited.

Lack of sincerity and concern combined with empty promises makes your credibility worthless. Offer multiple ways for them to contact you including phone, email, text, fax or live chat. We want to hear from them.

The most beautiful words to their ears.

When you hear this phrase, you immediately think of a person’s name being the most persuasive. This is true, however in this case, we are speaking about certain words that encourage or entice people to action more than others, in particular: free, new and guaranteed. When customers hear these words (and when the promises those words imply are backed up), they’ll enjoy their stay more than they would have otherwise.

Creating unique advertising that shows your property actually walks the talk will boost your credibility rating. Money back guarantees for satisfaction, 24-hour or same-day response time to service requests and staff being available when the customer or residents needs them, are all examples of your credibility. After all, it’s what you do to back up what you said you will do that’s so powerful.

Make it personal, very personal.

In a study from the Journal of Applied Social Psychology, researchers found that servers could increase their tips by 23% by the simple act of returning to tables with a second set of mints. So, do the mints have magic powers? Probably not, but the

researchers did see a correlation with the mints that created the feeling of a personalized experience among the customers who received them.

For us, that personalized experience comes from each encounter with our customers: prospects, residents, vendors, former residents, shoppers, etc. Moments of truth are revealed when an individual makes a conscious decision about the professionalism and worth of our business, good or bad, and that decision affects future outcomes of customer encounters. That’s why the renewal process is an ongoing course of action that reinforces those promises made during the initial leasing process.

Quality always exceeds speed.

This is especially true in our business. Because of the long-term aspects of our customer relationships, people may understand that we may not be able to get to their request quickly sometimes, due to unforeseen issues, such as lack of staffing or other emergency issues. What they won’t excuse is after waiting longer than a reasonable amount of time for the problem to not be corrected effectively or to their satisfaction expectations.

Gallup Poll studies have shown that customers were nine times more likely to continue to be engaged when they evaluated the service given as “courteous, willing and helpful,” versus the speedy evaluation, which only made customers six times more likely stay or purchase again. Albeit speed to address a resident’s problem is crucial, it is that expectation of consistency of quality that really keeps your residents happy.

Invest in your customer’s needs.

Customers want to feel like you care about their needs and that you’re emotionally invested in helping them solve their problems. It’s a little easier to convey this message in a brick and mortar setting, but online surveys using such web sites as www.Survey Monkey.com, can let your online customers know that you will meet their expectations and that you need their valuable input.

Most people aren’t looking for another place to live, they’re looking for a solution to their problems, too. If you can solve their issue(s) and provide satisfaction, you’ll have a resident for life.

Customers expect the little extras at no extra charge. If you nickel and dime them for every little thing, they’ll quickly decide that you’re only interested in taking their money. By adding value to the product at no additional cost to your customer, you could find your competitive edge and increase your customer base.

Finally, who wants to spend their hardearned money with someone who doesn’t appreciate their business? Make sure that you offer special promotions, perks or gifts to your long-term customers. Show them you appreciate their continued support and investment in your property and your company.

If you can give your customer what they want, your success will be as simple as saying thank you for being a valued customer.

Be your customer’s ASSET:

A-Apartment, S- Service, S- Satisfaction, EEliminates, T- Turnover! 2020: Your Best Is Yet to Come!

Jackie Ramstedt, CAM, CAPS, CAS, is a nationallyrenowned motivational keynote speaker, national trainer, consultant and performance coach who has 35 years of experience in the multifamily industry. She has spoken to thousands of industry professionals for NAA, TAA, Multifamily Pro, the Institute of Real Estate Management, National Affordable Housing, numerous state and local associations and various management and investment companies throughout the United States and Canada. Ramstedt is a veteran instructor of all NAA credential courses, and she was awarded Faculty Member of the Year from the Austin Apartment Association, where she has served on the board of directors and the education committee chair. Ramstedt can be reached at jackie@jackieramstedt.com. You can also visit her website at www.jackieramstedt.com.

Protect, continued from Page 47 Protecting Your Senior Community

At a senior community in Kirkland, Washington, 18 residents died from COVID-19 as of the time this article is being written. Many senior communities have discontinued visitations in order to reduce traffic coming in and out of their communities. If you manage a senior community, we highly recommend that a professional biohazard remediation service as soon as possible, as these residents are considered by the CDC as high risk. Doing this immediately may save lives in the long run.

The service company will mitigate all common areas and treat all hallways to include touchpoints such as light switches and doorknobs. Once the service company has completed a sweep of the community, it’s once again vital to make sure all residents and staff are practicing proper protocols. Additionally, limit the gatherings of seniors and close all shared amenity spaces. Biohazard remediation companies can return at regular intervals as needed, in order to reset the clock on professional disinfection. Discounts for these repeated visits are typically offered.

As previously mentioned, encourage all residents who are ill to remain in their apartment homes, but maybe offer services and activities to your elderly residents such as medicine delivery, grocery delivery, delivered disposable activity books like crosswords, etc. Maintenance personnel should only enter units in an emergency and only with full personal protective equipment.

Stay Safe

We’re all in this together and we can all fall ill to this disease. It’s important to follow safety protocols to fight this virus. Stay safe and practice good hygiene.

Bio-One Houston South is owned and operated by native Houstonian Michael Fulweber. Fulweber has owned and operated numerous businesses. Bio-One is especially important to him as he helps families and communities during times of tragedy. Bio-One Houston South can be found in Compliance Depot as vendor #882742.

For further information, visit www.BioOneHoustonSouth.com. If you have questions, feel free to reach out to your local Bio-One office for further clarification or to formulate a plan of attack against this disease.

Bio-One Houston and BioOne Austin are owned and operated by George Morrison, a former mortuary representative and medical device engineer with 20 years of hospital and operating room experience. Bio-One Houston is Blood Borne Pathogen Certified, bonded and insured. Find them in Compliance Depot as vendor #902166.

Thomas Polcyn is the owner of Bio-One Houston North. A psychologist who spent years helping others through grief counseling is also a chaplain licensed by the state of Texas. Bio-One Houston North is focused on caring for people who suffer from thoughtless acts of violence or conditions that they cannot control. Bio-One Houston North can assist apartment communities with all types of biohazards. Bio-One Houston North is compliant with the CDC and EPA. They are available 24/7, licensed and fully insured. Compliance depot vendor #882354.

Focus has been superseded by uncertainty, as a staggering number of long-term management practices have been disrupted by the challenges of 2020. For some, this is a season of survival, for others, an opportunity to shine.

All-Star FOCUS

During the COVID-19 pandemic, staying focused will get us through. By TONI BLAKE, TotallyToni.com

A note from the editor: This article was written in late March, when the HAA Education Conference and Expo was still set for May. The Apartment All Stars will still be speaking at the education conference that has been postponed to Thursday, July 23. Amid COVID-19, staying focused will help onsite teams get through this pandemic that is greatly impacting the apartment industry. F ocus has been superseded by uncertainty, as a staggering number of long-term management practices have been disrupted by the challenges of 2020. For some, this is a season of survival, for others, an opportunity to shine.

A principle is a fundamental truth that serves as the foundation for a system, a chain of reasoning. The the chain of reasoning in the principles of focus begins with vision, which inspires commitment, which produces momentum, which leads to results. Focused organizations will continue to accomplish their goals on time and within budget, with high-quality results. Overcoming disruption is a requirement if we are to successfully reach our 2020 key performance indicators (KPIs).

FOCUS Principle 1: VISION

A clear vision establishes confidence and direction. It provides the exact GPS for our growth, accomplishments and success. In February of 2019, I signed up for the Outdoor Diva Triathlon Series held in Colorado on Aug. 18. I, along with 600 women, trained extensively to complete the triathlon sprint. I knew from my first triathlon experience what it was going to take to get ready. I studied the map of the 1.5-mile swim, reviewed the 12.6-mile bike course and followed the turn-by-turn map on the 5K to the finish line. I established goals, set alarms and posted motivational affirmations. My audiences were a part of my accountability group. My vision was seeing myself cross the finish line.

Have you heard the saying, “The devil is in the details?” Unfocused goals create insecurity, unpreparedness and confusion. If the path to accomplish goals are vague, teams will stall out trying to find their way. They will perform, unknowingly, outside of the executive expectations.

A clear vision for property management certainly requires focus. It should embody goals, along with purpose and core values. A clear vision, with purpose, comes to life in the hearts of team members. Take time to add implementation details to your 2020 directives. Provided additional resources, team support and clarity on new policy and procedures. Create shared motivational experiences with executives to reinforce the company culture. Reengage the company communication platforms with fresh, informative updates to keep the mission, vision and culture fresh.

FOCUS Principle 2: COMMITMENT

Commitment is the gas in our engines that moves us forward. In business, it’s the “why” behind our efforts – why we do what we do. In his book, “Start With Why,” Simon Sinek explains his Golden Circle of communicating from the inside out. Beginning with why, moving out through our how, we deliver our what. Today, mil lennials and Generation Z make-up more than half of our workforce. They are very committed to the why. They grew up with fast-moving change and instability. Their relationship to work is very purpose-driven and socially connected. They care about social, culture and work/life balance. Just as it was in my triathlon aspiration, the why fuels their commitment to achieve their (your?) goals.

Increase methods for feedback with your onsite teams. Remind team members of all the opportunities for onsite teams to submit questions, ask for advice and confirm their decisions. Create video and podcast communication directly from the executives to inspire loyalty and reinforce commitment.

FOCUS Principle 3: MOMENTUM

Momentum is defined as strength or force gained by motion or by a series of events. It helps people push through obstacles, solve problems and maintain their course. Teams today are facing new / See FOCUS, Page 59