I had the opportunity to attend a multifamily development conference last week, which is quite the contrast to my usual marketing conferences. I was surrounded by a bunch of men in dark suits discussing cap rates and labor costs. And they start very early in the morning.

I enjoy these conferences, because it’s always interesting to hear how developers think. It also immediately becomes apparent that my brain works very differently.

By self-admission, they tend to be a bit overzealous when the market is strong. Building without a lot of concern about market conditions post or even mid lease-up.  After all, filling the apartments is marketing’s job, right? It’s a cycle we’ve all become accustomed to and can predict. Even if they say it's different this time.

Well apartment marketers, this round brings us a new challenge.  During a panel, all of the developers said they were disappointed no one was trying anything new or pushing the status quo in the development world.  All of the communities coming online right now look the same.  Same finishes, same amenities, same packages.  This is especially true in Class A apartments.  They all appear to be following a template.  How boring.

And how challenging for us. The lack of strategy or vision means we have to work that much harder to tell our story and find our differentiators. It also means that the customer experience should be at the very top of your list of priorities.  You are what make your community different than all the others.  You are big part of your community’s story.

Ultimately, the selling situation requires that you make a connection with your prospect that builds trust and confidence. When you and your competitors look the same, the prospect would rather lease from the person they like.