Multifamily Florida - Fall 2015 - (Page 20)
SP EC I A L REP OR T: TA RGE T ING YOUR M A R K E T
building the Effortless Resident Experience
BY TONI BLAKE
rom sipping a Coke with your name
on the can to ordering M&Ms with
your photo on them for your wedding, it's not unusual today to see
marketing that is extraordinarily personalized. Likewise, our residents and future
residents want an apartment experience that
is customized to their wants and personalized to their tastes. Marketing to a specific
niche may not be enough. Your marketing
may need to be hyperlocal.
"Hyperlocal" is a relatively new technology buzzword that has multiple meanings.
For our purposes, hyperlocal means having
an in-depth knowledge about a specific location - the area surrounding your community.
It also means you need to know how the area
shows up in searches, including on mobile
devices such as smartphones and tablets.
Researchers from Wearesocial.net
reported in January 2015 "mobile penetration" in North America is 101 percent, with
a global average of 98 percent. (Many people
have more than one mobile number.) Simply
put, mobile is having a serious impact on our
marketing plans. It's important to know how
to access the mobile digital services in your
local area. After all, you don't want your
customer to be MORE informed than YOU!
Putting digital mobile resources to work
for you begins with finding valuable and
trusted information sources. This is a critical
component in business success, writes Bill
Gates in his book Business @ The Speed of
Thought: "The most meaningful way to differentiate your company from the competition
is to do an outstanding job with information.
How you gather, manage, and use information will determine whether you win or lose."
20 l MULTiFAMiLYFLoRidA l www.faahq.org
If you find the information and deliver
it to your customers, that builds their
confidence in you and enhances their
customer experience. "You need to give
your customers fewer reasons to be disloyal, writes Matthew Dixon in the book
The Effortless Experience: Conquering the
New Battleground for Customer Loyalty.
"The best way to make that happen is to
reduce customer effort." Providing effortless
experiences by making valuable information available to your customer could be the
tipping point in the decision to lease and,
later, to stay a resident of your community.
Be sure to capture screenshots and collect
hyperlinks to all the great information you
find. Share them with your current residents,
on social media, and when you send follow-up
emails to potential future residents.
Here are some ideas to get your research
information from your hyperlocal area.
Walkscore.com scores a community based
on what's within walking distance, availability of public transit, etc. AreaVibes.
com gives a more complete "Livability
Score." The score, up to a maximum of
100, is calculated using a unique algorithm that takes into account dozens of
characteristics in seven different categories, including nearby amenities, cost of
living, crime rates, education, employment,
housing, and weather. The reports, maps,
market data and statistics on cost of living and crime are all built into an easy to
share report with summarized details in
Begin your search in a close radius
around your community. American Express
OPEN forum reports, "The dynamic digital
ecosystem of Google, local online directories, mobile and social media is enabling
companies to easily connect with customers
in specific areas and allowing customers
to connect with local companies on a level
never seen before." Simply enter your community's address into Google, and then ask
for nearby retail, dining, entertainment,
A Place for Mom is a fantastic online
resource for senior housing. Not only does
it help families find the right home for
Nana and Papa, it also provides information, guidance, and advice that managers
of senior communities can use to build a
resource center for residents, their family members, and other caregivers. Don't
be fooled by age! Senior living decisions
are often a three-generation family event.
Grandkids want to know where Nana and
Papa are going to be and will look up your
community and online reputation. A Place
for Mom is the largest assisted living referral service. It is paid for by participating
communities and free to you and your
AreaVibes.com screenshots can show
future residents important decision-making
Student housing resources are hyperlocal to the closest campus and city. And
Table of Contents for the Digital Edition of Multifamily Florida - Fall 2015
President’s Message: Rewarding Reflections
FAA Update: What’s Your Brand?
Target Your Market
Lease It Like a Lease-Up
Hyperlocal Mobile Marketing
Legislative Update: Fair Housing, Fire Safety, and Veteran Homeless Ness
Become an Extra Ordinary Salesperson by Being Relevant
Checking Customer Satisfaction: Rare or Well Done?
Building Community: The Marketability of Community
Giving Back: AAGO Foundation Hosts Foster Youth at Job Shadow Day
Community Spotlight: Solaire at Coconut Creek
Apartments by the Numbers
Index to Advertisers / Adv.com
Multifamily Florida - Fall 2015