How to get VENDORS involved in our APARTMENT ASSN

I'm the Vendor Relations Manager of our local apartment association (part of NAA) and I'm continually looking for ways to get the Vendors more active in the association.

They complain that they are not getting "their money's worth" from their membership, yet when I ask them to get more involved they say they don't have the time.

Most of us know that you get get out of these professional organizations what you put into them - but I have a hard time convincing them.

Ideas? Best practices?

I'm writing a book that will be coming out next month (Feb'10) called: "50 Interviews: Successful Property Managers" (Volume I) and I'd like to share some of the key nuggets with the members of MultiFamilyInsiders.com - what topics would be of interest? Let me know and I'll start sharing them here. (I'm new to this site, is this a violation of the policies of this site, or is this OK?)

Just like everyone else, vendor or property, you need to stress the importance of "WIFM," or "What's in it for me."

At our local apartment association here in Minnesota, there is A LOT of vendor participation. The association gives them opportunities to advertise, network, train (-which establishes vendors as experts on certain topics,), etc.

Here is an article I recently wrote on participation - especially in the local apartment associations:

www.multifamilyinsiders.com/home/myblog-...by-Daisy-Nguyen.html

Hope this helps you!

-Daisy

Great topic Michael. I really think this issue varies significantly from location to location, and oftentimes, it's a matter of the message the organization sends to the vendors - i.e., Making them feel like they are actually wanted beyond their money. A great example is GAA, which has an amazing feel of "partnership" between the property management side and vendor side.

But sometimes, vendors are seen much like how a teenager sees their parents: They are a source of money, but they don't want them to actually hang out with them! I've heard many stories about vendors feeling more and more stretched and some seem to be annoyed with being seen as just a piggy bank.

So to get back to your original comment, if a vendor doesn't get involved because he/she just doesn't want to take the time, send them to Daisy's post. But beyond that, I would also make sure that the vendors are being appreciated and truly viewed as partners in success.

The entrancing thing about the world of the apartment association is they symbiotic nature of it all. The association doesn't really exist without the support of the vendors, and the value of the association isn't there without the apartment members.

Up here in Seattle, we have a really young apartment association (7 years old this year I think!), but we're growing by leaps and bounds because people are starting to really see the value of being involved on both sides of the spectrum. Some of this was brought about by nothing more than talking one on one to each member and being willing to extend a helping hand. Other times, it comes from vendor to vendor discussions about the best way to create and keep business with our clients. I sit on WMFHA's supplier council and LOVE it. Of course, our association has a very personal approach and is well run, so we have that on our side

Have you considered putting together a reverse trade show to help your vendors see the value? 20 minutes in front of all the different PM companies in the area is DAMN valuable time real estate to most people.

And, as both Brent and Daisy said, it comes down to taking the risk and jumping in to the participation pool. They will never see the value until they actually just do it. The next time they tell you they can't afford the time, ask them how they can afford not to commit the time? Time to network and work with the very people they're trying to get in front of? Time to build the personal side of the relationship, which inevitably leads to the business side? I think they can afford that. It just comes down to perspective.

Sometimes all it takes is one domino to get the rest to fall down. Find the key players, make sure that they meet with success, and you'll get the rest.

I LOVE the reverse trade show idea, Heather. I would love to come up for a WMFHA event sometime down the road.

Also, I would make sure that the chances of involvement aren't limited to paid events. If a membership's only benefit is to have the ability to pay for more stuff, then it may be difficult to see the real value if it is a small vendor. HAA just started a NEXT program, which is a free networking event for those under 35 to get the next wave of professionals excited about the association. I unfortunately missed the first event, but I think it is a GREAT idea!

I am a very active vendor member for The Property Management Association of Michigan. I have been successful with a lot of soft selling. Our West Michigan association recently held an awareness day where vendor members visited current and prospective communities and management companies with Trade Show and Education info. I personally included an incentive flyer (ex. As a member of the PMAM you'll receive your first month free).

I'll also send out emails inviting current and prospective clients both current and prospective association members to attend a general membership meeting or education event compliments of Move.com.

Many vendors are out in the field every day and have a VIP pass to making the associations successful!

This year will be my first year speaking at 3 out of our 5 chapters. I work in advertising and have previously worked on the management side focusing on marketing and sales. Speaking at association events is completely free for the association and the vendors gain the visibility they need in a short amount of time.

I hope this helps! Sorry for being so long winded....I'm super passionate about this topic

Wow, great topic and great discussion. I belong to AAGLA (AA of Greater Los Angeles) and we have over 30,000 members. One thing AAGLA started last year was a vendor trade show with seminar speakers. It wasn't big by trade show standards, but it was the most well attended event the association has ever held. There were two rooms, one with chairs and a small stage for the seminars and another room with booths for the vendors. Apartment building owners milled around the booths when they weren't in a seminar. It was the first time I realized there were people younger than me in the association! It was great!

Three of the four seminars were given by vendors who were there with a booth (property management cos.) or who advertise with us regularly (a lawyer).

My advice to vendors who speak at a seminar would be to do what they do here at MultiFamily Insiders: offer good, free advice backed up by data, if applicable.

One seminar speaker from a property management company offered simple tips to getting vacancies filled then tried to direct people to their booth to get their questions answered. He would not answer one question! Wrong move. The audience was not happy and literally started grumbling. I think they would have thrown tomatoes, if they'd had any.

The other PM Co. speaker walked up to the stage and offered a list of advice for how to vet tenants backed up with data and answered every question put to her. Her talk was interesting (for an apt. nerd) and she came off as competent and effective which is what you want in a property management company, right?

The lawyer offered a packet of different forms, downloadable for free off his website, and gave an interesting talk on how to prepare for small claims court. He is the #1 eviction attorney in L.A. and a longtime supporter of the association.

Pretty simple set up actually and quite effective for bringing together both sides of the equation, so to speak.