What are the newest trends? Are you on board?

What are the newest industry trends you're seeing out there right now? What's the coolest, most unique, etc.? (Obviously "green" is a biggie during the past year - are you doing it? What else are you seeing?) Do you feel you can compete against it? Or are you the trendsetter, and if so, what are the benefits?

I think we will see the implementation of video chat between prospects and our front line team members. Moreover, I can see the use of video chat moving to corporate offices across the country. The technology is there, it will simply take some trailblazer to demonstrate the benefits before widespread adoption will occur.

Great question. M

I think mobile marketing is going to come on strong this year. More and more people are texting and accessing the Internet on their mobile phones. In addition to it being used for marketing, it could quickly become the preferred way to communicate with your residents.

I sure agree with both Mike and Mark, and feel pretty strongly that we will see yet additional communication venues open up as new ways we will communicate with residents, be it more text messaging, video marketing, etc

The questions stands though, Who will embrace it? what are your thoughts?

Hi Eric. I love all of the new ways to communicate with residents and staff. However, we must not forget that technology is an impersonal communication. In my opinion it should not replace the human contact kind of communication. To say ‘Thank you’ to a resident in person or even on the phone, goes a long way! Validating someone’s achievements, accomplishments or good deeds, in a text message or email is not the same as doing it face to face. When I get a message from the office of the community where I live, through Relate 24/7, I delete it most of the time with out reading it. Why---because it is not personal! It is sent to all the residents that have given the office their email address.

Technology will continue to improve our marketing efforts; we will reach more folks in more ways. There must be a combination of different communication/technology used for the best results. The end result should by an increase in our traffic and closing ratios. When the prospect or resident walks in the door, we need to be able to communicate, face to face, one to one in a personal way. Our staff needs to be trained to use all forms communication/technology. If they don’t ‘get it’ they won’t buy into it and they are less likely to use it. Owners must also be educated.

Hi Gerry,
I agree with you that technology does not replace human contact, and that all of us, our staff and our companies need to really understand customer service.

However, I do not agree that human contact is always better, in that I believe that certain folks respond differently to different communication venues and there not a best one or one size fits all.

I agree that only very basic communication should be automated, and I sometimes think that folks assume that the various communication venues are automated, because the are not. They can be, but likely shouldn't be, as to your point auto messages are not well received.

Thank you for your comments and spirited debate!

Great point Eric, there is no one best type of communication.

John Zogby, in The Way We Will Be states there is a fundamental change happening in the way people will buy things. Over the top is no longer gauche', rather, we will be selling to a public whose mentality is "reasonable". In other words, people are less interested in luxury and extravagance than in comfort, convenience, costs and the dictates of a growing global consciousness. Thinking "reasonable", not "big" is the biggest trend we will see and will impact the way this industry markets and sells itself.

Email is the latest emerging trend as far as preferred method of communication. In 2006 when residents were asked preferred method of communication with the leasing office, only 56% said email. In 2008, that figure reached well over 80%, more than phone, in-person, and mail combined!

Jen-

Thanks for the great data on email. SPAM filters or blacklisting can grab just about anything, and the capability for someone to opt-out or unsubcribe is always available. Email is underutilized in our industry and I think we'll see the major software companies begin to have integrated solutions.

Mj

I think email is even more powerful because it is so much better at implementing calls to action. The effort required to click on a link is vastly smaller than having to stop by a leasing office or even make a call.

We're seeing a lot more of online payments whether through erentpayments.com, the company website, or online bill payment (we get the check in the mail.) We also accept service requests via email, and now online through the resident portal. (We also get complaints via email, too.) Residents seem to like the convenience of being able to communicate with management outside of regular office hours.