Using police scanners to market apartments?

While browsing a topic about people selling security systems, this response surprised me:

I used to sell security systems, and you're an idiot to be in that business and NOT check or request daily blotters from the PD. Cross reference against client database, send reactivation letters if applicable, new install offers if its not.

Let me give some context here - the idea was that if someone's house has gotten broken into, then they might be interested in a security system, so send them information. The first response to that post was that it was distasteful to solicit a victim like that - maybe it's akin to ambulance chasing... It also occurred to me that the same concept would apply for a change in housing - if they felt unsafe with their home, they might be looking for something different.

So what do you all think? Is it creepy and distasteful or brilliant way to do targeted apartment marketing?

Brent,

Okay I have to say that I laughed out loud when I saw your post. I have mixed feelings on this one. In a way it's brilliant but at the same time kind of creepy. Let me explain a little more on why I feel this way. The out of the box marketer in me wants to try it to see if this would even work. Then there is the more practical side of me that is feels this is a creepy/stalker type thing. Is this really how I want my community to be represented? Also on a more onsite professional thing I can tell you that there is nothing more annoying than when I have a shooting on my property then to have several security companies swarm my property trying to get our business. So imagine if the security companies are already listening to the police scanners they are getting hit the victims with advertisements and cold calls daily. I think at some point we have to know when to draw the line when it comes to our outreach marketing or the next thing we know we will start cursing the obituaries and sending out advertisements about comfort, community and 24 hour maintenance.

I think this is going to be a start of an interesting discussion!

I had the same exact reaction as you, Jolene! The marketer in me thought, "well, you can't get more targeted than that when you are talking about promoting access gates and courtesy officer." But it definitely gave a kind of weird "is this crazy" kind of feeling, too. I think if it was really passive, such as a simple postcard, it might be ok, but who knows...

Do you realize how truly boring it can be to listen to a police scanner????? Ick. That being said, okay, I don't think it is so bad. Egads! I microscopically examined the police report published in the local section of the newspaper when I worked a Section 8 project based property and I can tell you, the information I got from that about my RESIDENTS, not just the Prospects/Applicants was invaluable. I feel gathering information just increases your knowledge base in a particular market with the possibility of marketing to a niche in an understanding, helpful way. Now, I wouldn't do what 'Harry' suggested in the movie, When Harry Met Sally, and pursue the obits to score a cushy New York apartment - if you've seen the movie, you'll understand the reference - but if I noticed a neighborhood experiencing a problem with car break-ins, for example, I would try to reassure Prospects coming from that area in a clever manner during a leasing presentation that "Wow, there are even Garages here. Garages can provide a wonderful way to protect your personal investment!" But that's just me....

As Brent says, it is all about getting some data on someone who might buy something from you. I too agree it can be an unethical method of doing business. Your plying on someone's victimized event.
Sounds a lot like the car dealers methodology. Hopefully, no one on the forum will get me started on the car dealers.

I have many local and state police associates and friends who can and will find out what just about anyone I name had for lunch yesterday. I used to keep my police scanner going on the shelf, but then traded it for "elevator music" on KEZA 106.5. I do turn it on for snowy and icy weather days, as I can look out the window and listen to all the stuff going on, wrecks, etc. I do enjoy that, and the fact I am snug and warm in my office and not trying to drive 30 miles on solid ice one way to work.

Here's my two cents for what it's worth...

Some of you might cringe... I don't care... it was a competitve market and this helped me fill vacancies...
When I managed a senior LIHTC community I saw nothing wrong in marketing to widows... I would see their announcement in the paper and send out a standard postcard...

I haven't done it with the police reports... but if I saw a particular neighborhood was having trouble I might send out a "STANDARD" postcard to that zip code....

These days you have to get creative... I wouldn't waste my time on a Police Scanner... but there's nothing wrong in scanning the notices in the paper.

Call me a used car salesman... I don't care... at the end of the day, I leased apartments

Yeah...i'm thinking we become "ambulance chasers" at that point. Besides, how can we guarantee those sort of thing wont happen while living on our property? How silly do we look then?

HOWEVER, I always have disaster flyers ready. When I wake up and see a multi family property in disaster mode and people are out of their homes. I pass out my flyers once the scene has calmed down or Immediately call that office and the rescue service agency to let them know i have units available for immediate move in if needed. I should also note that I work in a LI/VLI area who rarely ever have Renter's insurance and being able to "move on" quickly is often a need for them.

As a Security Provider - I had to chime in....

Monitoring Police Scanners is a bit much. Parading on a Property after a shooting might question one's ethical intent.

90% of the inquires we field are generated by the reaction of some type of incident or activity. Nobody really wakes up on a Tuesday morning with an overwhelming need for Security.

Apartment Marketing - Security is rarely presented as an amenity, like a pool or covered parking. It is either taken for granted or the system fills a basic need(or Token). Unfortunately, we are only tested when the crucial moment arrives. And that's not about "if", it's "When"

Security Providers need to look more closer at the role of conduit between residents |community and Law Enforcement. This hit and run, install the equipment and move on the next opportunity may be more a "business" approach. By this approach has long lasting ramifications with clients/consumers. So much, many believe we are all the same.

If your provider is not involved w/Security at your location beyond the equipment they are happy to install, you will lose in the end.

There is also a website crimemapping.com that shows crime related activity in a neighborhood. Our police department here in Grand Rapids, MI uses this system. It's quite helpful and easy to use.

I think a better tactic to use is to be in touch with relief agencies and local insurance agents in the event of a homeowner being displaced due to a natural disaster or fire. Have a rental furniture center on 'retainer' in the event you are contacted to house, at least temporarily, someone who just lost their home to disaster and provide short term furnished rentals; complete with utilities. This provides little disruption to the lives of the affected families and their tab is picked up by their insurance plans or disaster assistance; and is often cheaper than hotel stays that can run for extended periods if they cannot be in the home until reconstruction is complete.

I think a furnished short term rental should carry a rental rate equal to 50% above current market rent for the following reasons:
1) you are providing utilities included.
2) you are providing furniture as needed.
3) your rental is for a shorter term and only for the period needed to complete repairs.


This is not targeting crime ridden areas or victims of crime.

I do like your approach...

You are welcome to use it..... no skin off my nose

The only problem I see with marketing in this way is that if you are running an affordable property; you may not be able to as it does not target the demographic you are looking for, whether it be age, income, or other special needs.

A few years ago there was a senior’s community in a neighboring town that had multiple homicides just across the street. About a week later I sent out postcards to all of their residents and got 3 leases. This was not a result of listening to scanners but a local news story. In my defense, most seniors communities are majority female, this community was cottage style where as mine is an access controlled interior building so yes I wanted leases but I also wanted to help anyone I can feel at least some sense of security. The one thing I won't do is market to communities in my county who experience crime as I'm on the local police/apt. board and feel that it would be unfair because I'm privy to information that is not public. See I do have my limits

After reading through these, I think whether it is ethical or not depends on the approach and timing. "Ambulance chasers" are on the scene in a very short time and in person, which means they are dealing with people potentially still in shock or in a fragile state of mind. Plus, since they are in person, it could be much more aggressive.

But reading Stephani's post, I personally don't see that as unethical. A postcard is not going to force someone to do something they will regret, and it came later than the actual event, which allows everybody to calm down and regain their senses. All it did was allow her to identify the specific pain point and offer a solution. I think that is good marketing and good service all around.

Everyone does deserve to live in a community with some degree of security. I walk a thin line in "ambulance chasing". Especially when a project(not in place) suddenly gains a sense of urgency.

I originally thought it clever but then mentioned to my wife and she said if she got a notice like that we would be moving out of town and closer to her mother. I laughed, than became a bit frightened at the thought of moving closer to her mother....

Matt

Problem - I'm married to the mother-in-law.