Louisville Multi-Family Vendor Guide - Fall 2020

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MULTI-FAMILY

Fall 2020

PROFESSIONAL SERVICES & SUPPLIERS

First Impressions: First impressions. We always hear how important they are, and the age-old phrase, “You only get to make a great first impression once!”. ‘Sure, but I walk through the front door of my leasing office every day and I don’t even notice those cob webs near the ceiling!’ you might say…Or ‘What’s the big deal? It’s out of season - that’s why there aren’t any flowers in the flower beds. People understand those things’. But do they? A first impression is when someone gets the very first opportunity to form a mental image of a situation, place, or another person. It’s true what they say - you really do get just one shot at ensuring it’s a positive one. Studies have taught us that just a tiny fraction of a second is all the time necessary to create this image. This means it takes less than a second for your prospective residents to form their opinion of your property. But it doesn’t stop there - not only do they form their own interpretation of the physical place they’re standing, they also form their interpretation of the service they’ll soon receive. Once a mental image is made, your customers subconsciously lay out what they can expect from you if they decide to take the relationship further than the front door of the leasing office. Because so much of what we do impacts the physical day-to-day lives of others, the leasing process is a very intimate one. Our customers are not searching for a new coffee mug that may or may not wind up lost in the trunk of the car, or the bottom of a random desk drawer in a few weeks - they’re seeking a home.

The word ‘home’ itself extracts emotion amongst people because of the immense pressure we as a society put on the importance of having a safe and welcoming space to call our own. Negative first impressions can really have an impact on the ability to close a sale on a product that people hold so near to their hearts. It’s been shown that our first impressions trump proceeding information we collect about a person or place - even facts! Because the leasing process is so intimate, people are much more likely to spend their money on a property or service team that makes them feel good. Making a negative first impression is the equivalent of jumping on the express train headed against the grain on the ‘feel goods’. Let’s face it: people do not want to give up their hard-earned cash when they don’t perceive you competent enough to provide them with a safe and welcoming place that feels like `home’. Sadly, the effects of a negative first impression can portray just that: lack of competence. Those dying flowers and cobwebs are now giving the impression of lazy grounds and custodial staff. The opinion of that messy leasing desk turns from “this place is so popular! Everyone is always busy!” to “Wow, these people are so unorganized”. That ‘casual dress code’ has now become, “unprofessional appearance of staff”…You get the jist. Knowing the importance of first impressions is crucial when it comes to being a ‘dealer of intimate products’, such as apartment homes. Want 5 super easy ways to get started towards conquering the first impression battle?

VENDORGUIDEUSA.COM

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What’s the

Big Deal? Jenna M. Schneider, CRM

1 Start with being mindful of your ‘spotlight

zones’ throughout the property and get as many eyes on them as possible. The more we see something, the more we overlook its flaws. Prospective residents start forming their opinion as they pull up to the property and will continue to gather information throughout the tour route.

4 Make sure your team is representing properly. First impressions on people can be especially hard to turn around. It’s imperative that the site teams are representing the company in a professional light.

5 Interact with your reviews!

2 Get on your curb appeal. Pull weeds. Make sure your mulch and rock beds are nicely groomed. Change your flowers out seasonally. On a budget? Grab a few potted plants from your local chain store to add some very cost-effective pops of color/seasonality to your doorways and signage. Curb appeal doesn’t stop outside - clean, clean, clean! Cleanliness is so important. No one wants to snuggle up in a dirty home. Make sure vacant units amenities and common areas sparkle.

3 Fix your broken stuff. Door handle loose? Light bulb out? Blind slat missing? Screens with holes? Get these things taken care of right away. Delayed maintenance can allude to what a prospective resident might expect after they move in. VENDORGUIDEUSA.COM

Interaction with customers who take the time to leave a review is so important - whether the review is good or bad. When they’re good, encourage good behavior by recognizing it and thanking them. When it’s negative, demonstrate that you value feedback by addressing it. People are watching how your business handles valuable feedback. Perhaps it’s a big deal after all. Finding a new home can be a deeply emotional, stressful, or exciting event in many peoples’ lives. First impressions decide whether or not your customers choose you amongst your peers, which can make or break your community. It’s important to remember that both the leasing and the renewal process begin with a first impression which is long before anyone signs a lease.

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The Vendor Guide of Kentucky is published by Central Media Solution. The publishers accept no responsibility for errors in, or omissions of, content. The Vendor Guide is direct mailed once every 3 months. If you would like to advertise in The Vendor Guide, have questions or want to be added/taken off the mailing list, please contact Michele Carden at (502) 681-2689. By-line articles are published with the permission of credited copywriter or advertiser. The publishers accept no responsibility for errors or omissions on any article in the magazine or online. Advertiser gives Central Media Solution permission to use and publish photos both in print and online at www.VendorGuideUSA.com either obtained from advertiser’s website, email or photo taken by representative of Central Media Solution. Advertiser’s special or discounts are at the discretion of the advertiser and are subject to change without notice. Central Media Solution is not responsible for any offers made by an advertiser in this publication. All rights are reserved by copyright, 2020 Central Media Solution.

INSURANCE Allstate ......................................................................11

Published by &HQWUDO 0HGLD 6ROXWLRQ //&. Ĺ˜ (DVW VW 6W 7XOVD 2. Publisher, 0LFKHOH &DUGHQ (502) 681-2689

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B AT H R O O M & K I T C H E N R E S U R F A C I N G

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>P?LNCMÄ” "?LÄ” FOR MORE INFORMATION CONTACT Michele Carden | (502) 681-2689 mcarden@centralmediasolution.com VENDORGUIDEUSA.COM

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CARPET CLEANING

During this unsure time, we are here to protect your staff and tenants. We have a great disinfectant system and preventative services in place and would ORYH WR KHOS JLYH \RXU KDOOZD\V FOXEKRXVHV RIÆ“FHV and vacant units a fresh start.

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- PAGE 6

CARPET CLEANING

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MARKETING

Marketing & Design Services BUS INES S CARD S BRO C H URE S P O S TCARD S FLYE RS DRINKWARE AP P AREL & M O RE ! AD VERTIS EM ENTS GRAP H IC D E S IGN S ERVICES

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your Furniture Outlet purchase

INSURANCE

+ Rent, bundle and save I can help you save by adding a renters policy to your auto insurance for around the price of a cup of coffee each month.* Call or email anytime for a quote. Gomes Insurance Agency 844-966-5178

gomesinsuranceagency@allstate.com

*Premium based on national average net cost of about $4 when added to a standard Allstate auto policy. Discounts and coverages subject to terms, conditions, ÚïÚâåÚÛâåâíò ÒÚïâçàì ïÚëò ÀååìíÚíÞ ÅâëÞ ÚçÝ ÂÚìîÚåíò Èçì Âè ÀååìíÚíÞ Èçì Âè ÀååìíÚíÞ ÈçÝÞæçâíò Âè ÚßěåâÚíÞì ##! ÒÚçÝÞëì ÑÝ ÍèëíáÛëèèä ÈË " " ÿ % Allstate Insurance Co.

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11821040

Call today to set up the perfect policy for you.

e Wonderful, Rewarding & Do you want to make a positive impact on people’s lives and in communities? Do you want job stability in a steady job growth industry? Do you enjoy building camaraderie with co-workers and desire a life-long, rewarding career? Do you want to enjoy your job so much you are excited to get up in the morning? If you answered “Yes”, then I highly recommend joining the trillion dollar Multi-Housing Industry. The Multi-Housing Industry is a reputable, growing and evolving industry; more and more people are choosing renting over purchasing and others are moving from owning to renting as the population increases across the country. There is historic demand for rental housing which makes the Multi-Housing Industry a strong jobs-creating sector. There are so many different roles available; for example: Finance, Marketing, Corporate or Operations. If you decide on the Multi-Housing Industry, you have access to personal, professional and financial growth.

Does your interest lie in the beginning of the process, such as building and architecture? Then Development and Construction may be for you. Do you like working with numbers? There are accounting, finance and investment opportunities. Are you more interested in the creative field? Marketing, Social Media and planning Resident Events may be right for you. If you like working directly with people and making a positive impact on their lives, then working in a high quality community under the Multi-Housing “Operations” category is for you. There you can enthusiastically help prospective community members find the perfect home. Now that you have established Multi-Housing is the industry you would like to work in, a quick search online will populate pages and pages of employment opportunities.

VENDORGUIDEUSA.COM

Following are a couple examples of positions if you enjoy working directly with people at a community.

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riving Multi-Housing Industry You will find a plethora of advertisements for “Leasing Associate”; an apartment professional who makes a positive impact and who is predominantly the front line representative of a community. This position includes being responsible for building relationships with prospective residents to help them identify their needs and find a home within the multifamily community they represent. The Leasing Associate duties include providing tours, discussing price and amenities, preparing leasing agreements, completing competitor market surveys, and establishing leasing goals that they expect to achieve. Doors will open for the Leasing Associate who demonstrates his/ her interest to expand their career path by being motivated and hard-working. They may be interested for a promotion to Assistant Community Manager or Community Manager and would be more likely considered for these positions if they have excelled in their role.

From the first point of contact, it is important to choose the right home for a prospective resident, but just as important to look ahead to keeping them at your community when their lease expires. The on-site Apartment Professionals, including maintenance, housekeeping and concierge, leasing agents and managers must be exceptional at Customer Service. All their relationships with the community members will be one of the deciding factors residents consider when making a renewal decision. During a resident’s time at your community if they have experienced exceptional Customer Service, their needs have been responded to and resolved in a timely manner, the community has been kept clean and well-maintained, and residents have been kept informed of any changes and updates, the likelihood is great they will be renewing their lease.

Another position working directly with people is a “Concierge” role at a Multi-Housing community. Even though it is very expensive to offer the luxury hospitality amenity of a Concierge (in addition to an experienced team of management professionals, housekeeping and maintenance staff), there is the benefit of saving money in the long run for resident retention. Also, the continuing personal experience of a Concierge may be the differentiating factor of prospective renters when deciding where to live. Both the Concierge and Leasing Associate are the front of the house and set the tone for a positive relationship with current and future community members. They are also able to use their creativity to assist with Marketing and Resident Events.

After all, the goal in the Multi-Family Industry is to create a community residents will want to live at; and a community residents enjoy so much they will stay at. They will not want to leave a community where they have established lasting bonds they don’t want to break; with other residents as well as all the staff that work there. There is a wonderful phrase on social media that resonates with the Multi-Housing industry…

“ Our residents do not live

VENDORGUIDEUSA.COM

in our workplace; we work in their home. ”

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INSURANCE

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VENDORGUIDEUSA.COM

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- PAGE 16

PEST CONTROL

Not just Who… It’s late one afternoon, and I’m trying to get responses out to the last few items in my inbox before I call it a wrap for the day. I’m in a hurry. I want to go upstairs, eat dinner with my fiancé, and pet my cats. The last message is asking me a question, and it’s not just any question: it’s one I answer about three times a week. And it’s explicitly covered in our training, because it’s so common. Sounding familiar to anyone? A commonly-overlooked factor in shaping a customer’s experience is how we think of the customer. When we provide service, whether it’s conscious or unconscious, we’re making a decision as to what our relationship with the customer is. We can understand this process by looking first at the quality of the service itself. Negative customer service can be identified in many ways. The person providing the experience often has a lack of knowledge about the product or service. They exhibit body language that shows they don’t want to be there: a monotone voice, heavy sighs, crossed arms, a lack of eye contact. The customer experiences consequences as a result of the experience: it costs them money or time because of the service failings. How is the person providing the experience thinking of the customer? The customer is a bother. They are an inconvenience. They are getting in the way of what the team member really wants to be doing.

A mediocre customer experience is harder to define. When I teach customer service and ask my learners to describe a mediocre experience, the phrase I hear most often is, “It was fine.” There’s nothing necessarily negative about the interaction, but there’s nothing positive either. Perhaps the best way to describe our mediocre experience is in what’s not there: there’s a lack of empathy, a lack of excitement, a lack of initiative or proactivity. The person providing the experience checks all the boxes and not one bit more. Our needs are met, but there’s something missing. In this case, the customer is a job. The team member is willing to work hard enough to ensure they keep their job, but their primary interest and goal is just that: keep the job, earn the paycheck. Finally, there’s the positive experience. We know this one: the person providing the experience shows knowledge and comfort with the product or service. Body language includes excitement in tone, animated facial features, and direct eye contact. Expectations are exceeded, even in small ways: our needs are met more quickly than we expect, for instance. Informal chitchat doesn’t feel forced or scripted; the employee actually cares about the answer, and takes action on the information. Here, the customer is a person. The team member providing the service understands that the customer is a human being just like themselves, and treats them accordingly. They hold themselves to the standard they would expect if the positions were reversed.

VENDORGUIDEUSA.COM

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…What

is your customer?

We can use this information not only to evaluate the performance of our team members, but also to evaluate our own performance - especially with internal customers. We can take a step back in the midst of an interaction, and ask ourselves, “Am I treating this customer like a bother, or a job, or a person?” And if it’s not the answer it should be, there may still be time enough to course-correct, and save the experience by changing our mindset. I’d gotten all set to send out a very cursory “See attached” email to that last message of the day, accompanied by the training document, when I realized I was doing exactly what I teach not to do: treating my customer like a bother. And so I revised my message to what I’d want to see if I was a new team member who maybe just didn’t remember what was in the training. I gave the benefit of the doubt, and I treated that person like a person.

VENDORGUIDEUSA.COM

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R E A L E S TAT E I N V E S T M E N T

VENDORGUIDEUSA.COM

- PAGE 22

CLASSIFIEDS ADVERTISING

FURNITURE RENTAL & RETAIL

MARKETING

APARTMENT MAGZ (502) 681-2689 ApartmentMagz.com

CORT FURNITURE RENTAL (502) 499-2779 Cort.com

CENTRAL MEDIA SOLUTION (502) 681-2689 CentralMediaSolution.com

Get the word out on your open multifamily Aparment Magz makes it easy for apartment VKRSSHUV WR Æ“QG WKHLU SHUIHFW KRPH ZLWK multiple search options like Print Magazines (full-color), Online Listings and Mobile-Friendly versions offered through Mobile Magz (the online library for all free publications).

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INSURANCE

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ROYAL FINISH (888) 737-1010 RoyalFinish.com

ALLSTATE INSURANCE (844) 966-5178 gomesinsuranceagency@allstate.com

FRANKLIN PEST SOLUTIONS (800) GOT-PESTS FranklinPestSolutions.com

Royal Finish offers affordable, high quality resurfacing. We can repair damaged surfaces, XSGDWH FRORUV DQG UHQHZ GXOO ZRUQ RXW Æ“QLVKHV Established in 1990, Royal Finish is a family owned company focused on the commitment to superior service, quality workmanship and an environmentally sound approach to resurfacing.

We have three locations to serve you and a wonderful team of fully licensed agents ready to serve you in Kentucky and Indiana. We are located at 7611 Preston Highway, 3406 Frankfort Avenue and 406 Blankenbaker Pkwy. Our hours are 9am- 6pm Monday-Friday and weekends by appointment.

Since 1929, Franklin Pest Solutions has been trusted in the Midwest to keep homes and businesses free from insects, rodents and more. We use cuttng-edge technology, environmentally-friendly methodology, and personalized, unique solutions. We guarantee reliable, honest, pest-control service from our customer care team and service technicians.

CARPET CLEANING

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REAL ESTATE INVESTMENT

KAUFMAN CARPET CLEANING (502) 266-5623

BLU CANOPY (800) 573-0226 BluCanopy.com

MARCUS & MILLICHAP (513) 878-7733 MarcusMillichap.com

We provide carpet cleaning, water restoration, sewage, mold and mildew, cat and dog messes, blood removal, air duct cleaning, dryer vent cleaning, tile and grout cleaning, strip and wax floors, 24- hour water restoration, seal floors, install pad, install transition strips and so much more.

We offer full renters insurance for homes, apartments and condominiums, for rural or urban properties and for every renter of every age. Coverage options can include personal liability coverage, possessions insurance, living expenses protection and more. Do you have a four legged friend? We can cover pet bite liability as well.

0DUFXV 0LOOLFKDS LV D OHDGLQJ Æ“UP VSHFLDOL]LQJ in commercial real estate investment sales, Æ“QDQFLQJ UHVHDUFK DQG DGYLVRU\ VHUYLFHV ZLWK RIÆ“FHV DFURVV WKH 8QLWHG 6WDWHV DQG &DQDGD Our services are customized and personalized to meet the diverse needs of private investors, professionals and institutions.

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ROOFING

AMERICA’S FLOOR SOURCE (502) 608-5531 AmericasFloorSource.com

CALL ASSIST (502) 681-2689 CallAssist247.com

ROOF MAXX (502) 805-ROOF RoofMaxx.com

Since 2000, America’s Floor Source has helped thousands of homeowners and commercial FXVWRPHUV VHOHFW DQG LQVWDOO KLJK TXDOLW\ ŴRRUV LQ their homes and businesses. Early on, it was clear that satisfying our customers by consistently hitting their expectations was the key to success. Since then, we’ve built our business around that theory while infusing convenience, quality, and integrity.

&DOO$VVLVW ZDV EXLOW VSHFLÆ“FDOO\ IRU WKH PXOWLIDPLO\ industry to meet the needs of your busy on-site and maintenance teams. Our solutions manage your calls, automate call routing, easily create schedules for your emergency on-call maintenance team, and provide intuitive tools to manage resident and leasing inquiries so you capture every call. Call for info or your free demonstration.

Roof Maxx® is a scientifically formulated, and 100% safe, plant-based roof rejuvenating spray treatment that was developed by Battelle Labs, the world’s largest private research and development company.

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- PAGE 23

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REACH YOUR TARGET MARKET

ADS INCLUDE: „ Online Listing on Vendorguideusa.com „ Professional Ad Design „ &DWHJRU\ 6SHFLƓF &ODVVLƓHG $G „ Advertiser Articles

Vendor Guide is Direct-Mailed to 2,500 MULTI-FAMILY INDUSTRY DECISION MAKERS

FOR MORE INFORMATION OR TO ADVERTISE, PLEASE CONTACT

Michele Carden | (502) 681-2689 | mcarden@centralmediasolution.com VENDORGUIDEUSA.COM

- PAGE 24

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