INSPIRE

Color impacts our emotions, metabolism and health.

DESIGN TRENDS

The Psychology of Color

By Michelle Gamble

If you’ve ever looked at a room and either felt positive, neutral or negative about it, it could be the influence of colors. Color has an actual psychological impact on people. Color can dramatically affect moods, emotions, energy levels, behavior, or even your health. For example, certain types of color can increase blood pressure, metabolism or eyestrain. So, how does color create these reactions? “Exposing people to specific colors might make them feel calm, energized or their moods quickly change,” said David Skates, a journalist and expert on design market trends. “When we choose where things go in our homes or offices, we should keep this in mind. Psychological impacts, physical training and cultural imprinting all together play a role in associating colors and reacting to them.”

As you begin the process of renting

“Colors, like features, follow the changes of the emotions.” –Pablo Picasso

out your space, color can actually attract prospective renters either faster or slower. It can also influence certain demographics of people to select your property. According to Beth Martin of Beth R. Martin Designs (bethrmartin. com), “If your target market is higher-end, opt for accents of grays and blacks because these tones suggest sophistication, richness and power. If you intend to attract luxury clients, it is more necessary to know the current color decor trends. People in the higher-end market tend to know exactly what they want and what looks expensive.”

Another train of thought suggests that property providers shouldn’t put any color in their spaces.

Realize that renting a space is no different than listing a space. “[Rental spaces] have to appeal to the masses,” explained Cindy Gelormini, the Paint Diva based in Providence, NJ. “You can’t get too personal with colors. You may love yellow, but if your buyer hates yellow they can get turned off. Avoid strong statements. No purple, red, orange, peach, or yellow. Stick to neutrals. Your renter can personalize it later. I have seen renters paint an accent wall and then paint it back to neutral when they move out. It’s easy when it’s just one wall.”

FEEL THE COLOR

Gelormini’s philosophy isn’t always shared among other experts who believe color can, in fact, attract more prospective interest. It’s important to understand, especially when considering your color choices, how that color makes people feel. Sometimes people will rent a space based on how they reacted it – and may not even be able to identify why a space elicited that reaction. Did it feel like “home” or did it feel cold and unwelcoming? Did it feel inviting or too sterile?

“There is a lot of research on the influence that colors have on our dayto-day lives. Let’s be honest, though, no one has the time to read an entire book on color psychology to learn how a particular color can impact a specific human behavior,” said Harry Knowles, color specialist at Fantastic Services based out of Atlanta, Ga.

How prospective renters perceive color is meaningful to the experience of the space. “You want future renters or homeowners to see a potential home as a fresh start and a blank slate, but don’t take this too literally,” said Martin. “Too much white looks stark and unfinished. You can choose certain rooms to highlight with a bold hue such as navy blue or emerald green, or select a subtle off-white for the walls and a bright white trim for contrast.”

Primary colors’ effect on people can be vastly different than pastels. “Red is known for its use to encourage people physically and keep them alert, while blue boosts focus, and yellow increases creativity,” explained Knowles. “They also mention that the secondary colors such as purple and green have a calming effect on people. White is great for minimalist designs, commonly implemented in limited space offices, making them look bigger. However, in that case you would need to decorate a bit more, so it doesn’t have that ‘hospital’ look.”

ROOM COLORS

According to Martin, “Paint colors have more of an effect in certain rooms, and the most critical spaces are bedrooms, bathrooms and closets. Bathrooms and closets should be kept as neutral as possible because it’s hard to apply makeup or select clothing in a room with too much color. Bedrooms should feel serene, and this can be accomplished by selecting a color with low saturation, a very dark color or a version of white. I would definitely stay away from reds, oranges and yellows in your bedroom because these colors are too energizing.”

Of course, color experts have different opinions about what colors should be applied to what rooms. Also, consider the impression of the color on the floorplan and layout of the space. “Most people like an open layout,” said Gelormini. “If you choose a different color for every room, it chops the rooms into smaller spaces. It’s best to keep the main living area neutral, but you can always do an accent wall in the dining room that says ‘eat here,’ or behind the bed in the bedroom, or the TV always looks good against a dark accent wall.”

Consider the use of the space too. “Main living space should be neutral because too much color can be overstimulating in the space you live in all day. You can rely on area rugs, pillows and art for pops of color. Then when you get tired of it, a quick trip to [a home goods supply store] will give you a whole new look.

“For kitchens and bathrooms, match the tile.

“For bedrooms, choose colors that are calming, restful, spa-like. These are soft blues, greens, neutrals. Avoid loud colors like bright yellow or red.”

No matter what color (or lack thereof) suits your space, always consider use and damage. Different types of paints can hold up better or worse from scuffs, and some cleanup better than others.

Michelle Gamble is the editor of Rental Housing.

REVIEWS

Are Not Just for Prospects

By Doug Pike

While curating online reviews is crucial, acting on associate feedback is even more important.

Prospective residents aren’t the only ones visiting multifamily review sites. Job seekers sneak a peek at both resident and employee sentiment, as well as the company’s response, when they’re trying to assess workplace culture. During the 2021 Apartmentalize session, “Flipping the Script: Reviews are Not Just for Prospects,” panelists shared their strategies for improving online reputation and attracting and retaining associates.

“Applicants are looking past the company story or your stated core values on your website. They’re still looking at those, but they know that is the best version of the company,” said Melissa DeCicco, director of Client Performance at ApartmentRatings and SatisFacts. “They’re looking for something online that solidifies that message.”

And they’re not just looking at Google, Yelp and other typical resident review sites. They’re scanning Glassdoor, Indeed and LinkedIn to gain associate perspectives, as well.

“We’re all looking at reviews. When you’re trying to decide where to work, that’s huge,” said Karen Trueman, director of Talent Development and Brand Reputation at Legend Management Group. “What’s their culture like? What are their corporate values? That’s reflected in your reviews.”

Tricap Residential created what it calls a “culture club,” dedicated to looking at what people are saying online and establishing feedback opportunities for employees. The company also uses a survey app to regularly gauge employee satisfaction, enable shout-outs and recognition of associates, and ensure that the workplace culture aligns with objectives.

“Building feedback avenues for employees is really important,” said Suzanne Hopson, executive VP of Sales and Marketing at Tricap. “When a team is achieving higher than normal results, it’s important to dig in and find out what it is that they’re doing right, and also to lift them up for those achievements.”

Legend established a virtual engagement platform to help connect team members digitally and build camaraderie. The company created channels where associates can post and find co-workers with common interests.

“If residents have friends where they live, they’re more likely to renew. If employees have friends where they work, they’re more likely to stay,” said Trueman.

Creating a work environment that associates don’t want to leave typically translates to positive online reputation scores, as does the way associates are treated when they leave the company.

“Your brand is being represented by former employees,” said DeCicco. “They can still be the biggest fans of your organization, even if they left. They can still be brand ambassadors. If that experience leaving the organization isn’t positive, former employees are much more likely to share that sentiment.”

While curating online reviews is crucial, panelists said acting on associate feedback is even more important.

“If we start to see some opportunity on review sites, we use that feedback to make policy changes,” DeCicco said. “With employee engagement, it’s not just about going through the motions. It needs to be genuine. It needs to vibe with what your company is all about.”

BLUE PLANET STUDIO/ADOBE STOCK

Doug Pike is a content manager at LinnellTaylor Marketing. Article Source: National Apartment Association.

Getting Your Rental Property READY TO SHINE

By Michelle Gamble

Whether you own a residence, apartment complex or office building, you will inevitably face the question: How do I make my property look its best to attract new renters?

The first step involves preparing the property to look its most attractive to be listed at a competitive price. Spaces in excellent condition can command a better price and generate more interest from prospective renters. Spaces in average condition won’t attract as many renters. So, it’s imperative your property shine as bright as it can – and the most important first step is to hire a top-notch cleaning crew and handypersons that can bring out that shine.

“Get started by creating a checklist for your handyman to inspect and complete for every unit,” said Bill Samuel, residential real estate broker, Blue Ladder Development (https://www.blueladderdevelopment.com/), “This will ensure that nothing is forgotten and that the unit will be ready for your new resident. Some of the items I would have them check would be electrical outlets, light fixtures, smoke detectors, furnace filters, hot water working, p-traps of all sink fixtures for leaks, and more.”

After your checklist is done, proceed to check off each item. Here are some of the priorities to consider as you begin the hands-on work.

FIRST IMPRESSIONS

Let’s start with the first impression – curb appeal. Unless the property is newer, chances are a nice repainting of the exterior will add a terrific update to it. Look at current color trends, which will make it appear brand new even when it’s not. As you evaluate the exterior upgrades, make sure you don’t disregard the back exterior. Nothing will make the property look more unkept than painting the front and leaving the back the same.

What about landscaping? Does it need an update? Ground covering doesn’t always have to be grass, which needs continual watering in the summer and escalates water bills. Here in California you will continually have to consider water usage and sustainability (see Last Look for ideas on flowering sustainable plants), especially in the East Bay region. Things like rock and bark are acceptable replacements for grass. Turf looks like fake grass, because it’s fake grass – and some people won’t like how it appears.

When it comes to different ground coverings, there are grass alternatives that work great. Ornamental and native grasses offer excellent choices. Categories include cool-season grasses, warm-season grasses, running-growth habit, and clumping-growth habit. According to the EarthEasy blog, “You can convert part of your lawn to a display of ornamental or native grasses. There are many alternatives to choose from. These grasses are low-maintenance and grow well in most soils. They seldom require fertilizer, and have few pest and disease problems.

Ornamental grasses are also drought-resistant and lowmaintenance. When choosing ornamental grasses for your yard, consider the characteristics of each variety.”

If you elect to go for rock or bark coverings, don’t just pour and go. It’s not appealing even when the rocks are quality. Have the landscape designed and add plant life in a way that looks chic, stylish and attractive. These days many property owners do things like put potted plants around the property too. Trim the bushes and trees. You may even want to plant some bulbs or wild-flower seeds in early spring so wild flowers come up later.

SPARKLING CLEAN

Cleaning the interior ranks number one in importance. After all, the interior is where people dwell or live, and no one wants to live in a dirty place. “We always do a deep clean of our units in-between renters,” said Leonard Ang, CEO of iProperty Management.com based in Chicago, IL. “It’s worth it to avoid any issues after a new tenant moves in, especially when we’re working quickly to turn a place around and get it back on the market. This means shampooing all rugs and soft surfaces, dusting corners, and using a bleach solution on floors, counters, fixtures, and appliances, and using an Ozone bomb or similar product to really clear any potential smells out of the air.”

“By far, the best thing an owner or manager can do to have a rental look and feel ready is to make sure it’s immaculately clean and all maintenance checklist items have been completed,” said Jonas Bordo, the CEO and Co-Founder of Dwellsy.com. “When an apartment is empty, any imperfections stand out, and renters notice issues immediately – and they assume that the property provider isn’t going to take care of them.”

Two big issues property managers must confront are smoke smells and pet odors.

There are several ideas that start coming into your mind when trying to remediate smoke odor,” said Jordan Fuller, real estate investor at Momentum Property Solutions based in Dallas, TX, in his article “How to Remove Odor from Your House.” “And we get it, you want the problem fixed with as little time and money invested as possible. However, if you don’t address it the right way, you’ll end up doing more work in the long run when you keep fighting with the smell. Here are some things that are common to try, but usually don’t get the job done.

“Cleaning Carpet: While freshly cleaned carpet can really improve the feel of your home, it will simply not cut it when dealing with smoke odor. It may even provide temporary relief, but often the smell will come back because it has sunk down even to the subfloor.”

Fuller goes on to suggest:

“Replacing Flooring: This is definitely a step in the right direction. Any carpet definitely has to go (pad and all). However, this may not fix the problem forever if the odor has gotten into the subfloor (don’t worry – you don’t have to replace the subfloor). If other types of flooring (laminate, tile and vinyl) are in good condition, you may be able to get away with just thoroughly cleaning them.

“Painting: This is usually the first solution people think of when trying to remediate smoke smell. The issue is that latex paint does nothing to hide the smell – it just works its way back through. Without getting into a chemistry lesson, you need to use something oil-based to lock in the smell (spoiler alert).”

As for those infamous pet odors, it can be tricky to remove them. “We usually use Nature’s Miracle Pet Carpet Shampoo, but that doesn’t do anything about pet stains soaked into wood or concrete.” However, it must be done since pet odors can chase off prospective renters. It’s best to research

products that can seal in the smell vs. try to remove them. Lacquer and oil-based paints can do wonders.

STAGING FOR RENTAL PROPERTIES

Now let’s discuss the critical inside space. “Staging a property is crucial to breaking through the seller’s market. Staging can reveal the full potential of the home and help buyers truly envision themselves in the space,” said James Madison, senior vice president, Interdependence company based in Chicago, IL. “By removing personal items, deep cleaning, and fixing any outstanding issues, you will improve the chances of [renting] fast and at a higher price. The best way to stage a home is to start with a clean slate.”

“I’m a fan of the ‘mini-model’ concept,” said Bordo. “First step is to make sure the unit is clean and all maintenance is done. Second step is to place carefully selected decor pieces in high-visibility locations. This can include a table setting or two on the kitchen island, a selection of well-designed kitchen items on the kitchen counter that make it look occupied, a plant or three in selected locations, and some towels and other decor items in the bathroom(s). Generally, this kind of staging can be done for less than $500, and the items can be used over and over again so the cost is low and the arrangement is easy.”

Window coverings and blinds can either come across as dated or even tacky. You can purchase window coverings at a relatively inexpensive price and immediately improve the interior’s look and feel. Avoid selecting trendy patterns and stick with basic colors that match the colors in the house or space. A general, attractive color lasts longer, as patterns tend to go out of style faster and scream “old” or “used.” Of course, if you have high-end draperies and coverings, you can choose to clean them and make them look as good as new again.

VIRTUAL TOURS

Now that your property has a high shine, time to show it off. COVID-19 and the pandemic elevated the importance of the virtual tour, as many property providers had to work around in-person open houses.

“Take the time to do video instead of stills, with a guide to talk through each room,” said Ang. “Remember that you have to add value over Zillow, where photo galleries are abundant.”

“There are some great virtual-tour products out there, but the ones that resonate most with Dwellsy renters have some personality with them,” said Bordo. “Recording a walkthrough by the leasing agent or owner on a smartphone is almost ideal. It allows the leasing agent to narrate and talk about what’s great and gives the video a sense of real humans involved in the rental. Even better is to do a walkthrough live with the renter on a video call on the leasing agent’s phone so the renter can ask questions and have the leasing agent show them things they’re specifically interested in – such as the water pressure in the shower or how clean the oven is.”

Now that you’ve got the insider tips, it’s time to rent your property out!