It is simple.  Your residents get really emotional and passionate about their experience, and then they become your advertising.  But this means you have to have a pretty fantastic customer experience in place…

I have been in the real estate industry for almost my entire career.  I have marketed and advertised everything from $3 million homes to manufactured homes (that’s a fancy word for trailers).  And you know what?  I am still not tired of it.  Why?  Because it is such an emotional purchase for the prospect, and it is a really important decision.

When a prospect visits your community, they are looking for an experience and that aha! moment that tells them they have found their place.  They are making one of their biggest decisions for the entire year; they are choosing their home.  You know, the place where the majority of their paycheck goes.  It’s also that place they want to proudly share with friends and family. 

That means you have to figure out what makes you and your community special.  Hint: it is not one of your amenities.  Now get strategic and think about how you are going to tell your story through your customer experience.  A well-honed experience and story connects you with your residents, prospects, and even employees.  This is one of your most valuable assets. 

Whether you are part of a large management company or you work for a little guy, your customer experience and story is what guides you.  It also unifies you as a company.  It's sort of your gut check when you have to make decisions about the important stuff, the people.  Don’t forget, your people include your residents and your employees.  

We are coming up on a period where there certainly won’t be a lack of apartments.  And, your customer experience and story might determine whether you or your competitor gets that lease.  How are you going to let your prospects not only hear about why are so special, but also experience that specialness?  Be genuine in your experience creation.  Your prospects (and you) will know the difference.