Offering The Best
Customer Experience
To Attract Quality Residents
“In today’s age, where products become commoditized in the blink of an eye,
and social networks rather than corporate advertisements heavily influence
buying decisions, delivering exceptional customer experiences has become
a game-changing brand differentiator.” —Carmelo Gencarelli
What is Multifamily Customer Experience?
Multifamily Customer Experience is about ensuring your residents feel delighted with the services provided by your management team, maintenance team, and leasing agents. Empower all your team members with the flexibility to “Think Outside The Box” to deliver added value and satisfaction every time they interact with your customers, either directly or indirectly.
Customer experience is not a one-time event or something you can simply “check the box” and say that you’ve done. It’s an ongoing journey that starts from the very first time a customer [or, in this case, a renter] becomes aware of your community and continues long after they move in.
Why Customer Experience Is A
Must Focus for Multifamily
Showcasing your property in the best light possible is crucial to attracting quality residents. Creating a positive customer experience can set your rental apart from the competition and increase the likelihood of locating the right resident for your community. Finding a place to call home is a big decision that has a massive impact on our lives. It is one of the most significant financial expenses and our place of comfort in the world. The Harvard Business Review defines Customer Experience as “the sum of all interactions a client has with a company.”
As it applies to the Multifamily Industry, customer experience could include a renter’s journey, for example, from when they first discovered the apartment community, when they contacted the community, to when they toured the property, and potentially, to when they decided whether or not to sign a lease as a resident.
How do you make Multifamily customer experience
unique from start to finish?
In this example, each interaction along the way makes up the customer experience.
- How the community website or online reviews are perceived by the potential renter[s]?
- The leasing agent was helpful and knowledgeable over the phone when inquiring about the community.
- How willing and accommodating the leasing professional was when touring the community.
- How much conviction the on-site team has when leasing the prospect in your community instead of the one down the street that’s just a little bit less expensive?
If any of the above interactions turned sour, it could ruin the renter’s opinion or decision to live in the community.
When it comes to customer experience
in multifamily, every touchpoint matters.
What Is A Touchpoint?
A touchpoint is any interaction between a potential or current resident and your apartment community. It could be as simple as viewing an advertisement online or driving by the community and seeing a sign. Touchpoints create opportunities for you to turn casual interest into a lasting relationship. Therefore, it’s important to make sure that every touchpoint is a positive one.
Some common touchpoints in multifamily include:
- Online listings and ads
- Community website
- Social media platforms
- Signage
- Word of mouth/referrals
- Leasing office/model apartment tours
- Telephone calls/emails/text messages
- Renter portals
- Billing statements/invoices
Build A Brand That People Love
In the multifamily industry, building a solid brand through consistent positive customer experiences can help owners and managers attract top-tier residents — those who are willing to spend more and stay longer in exchange for a property that delivers a superior experience. Creating an upscale customer experience begins with understanding what your target market wants and needs. Take the time to get to know your residents [or potential residents] by surveying them, conducting focus groups, or simply having one-on-one conversations. This will give you valuable insights into how you can improve their experience.
Once you have a good understanding of your audience, it’s time to start building your brand. Your brand is much more than just your logo or website design — it’s the overall feeling that people get when they interact with your community. It should be professional yet approachable; modern yet timeless; luxurious yet affordable. Keep in mind that every touchpoint matters when it comes to your brand. From the way your leasing office is decorated to the way your staff interacts with residents, every detail should reflect your brand and support your goal of providing a superior customer experience.
The Importance of Hiring the Right Team
Even with the best branding and technology in place, your property will only be as successful as your customer experience. After all, it’s the interactions that your staff has with residents [and potential residents] that will ultimately make or break their experience.
To deliver exceptional customer experience, start by hiring the right team. Look for team members who are friendly, helpful, and professional. Then, provide them with the training they need to be successful in their roles. In addition, be sure to set clear expectations and hold your team accountable for meeting [and exceeding] them.
Finally, don’t forget to show your appreciation for a job well done. A little recognition can go a long way in motivating your team to continue delivering top-notch service.
Offer Great Amenities And Services
When it comes to improving customer experience, one of the best things you can do is offer amenities and services that make life easier for your residents. For example, features like in-unit laundry, package delivery, and pet-friendly living can save residents time and hassle — two things that are always appreciated.
In addition, consider offering concierge services like dry cleaning pickup and drop-off, pet services, grocery delivery, or even laundry and housekeeping services. These types of services not only make life easier for residents but also create a sense of luxury that can differentiate your property from the competition.
Invest In Technology
Today’s renters expect their apartment buildings to offer the same level of convenience and service they’ve come to expect from other industries. This means offering features like online rent payment, maintenance request submission, and package tracking.
While some property owners and managers may be hesitant to invest in new technology, it’s important to remember that these tools can actually save you time and money in the long run. For example, online rent payment eliminates the need for paper checks and trips to the bank, while maintenance request submission systems can help you keep track of requests and ensure they’re addressed promptly.
In addition, many of these technologies offer residents the ability to monitor their own accounts and make changes as needed. This not only saves you time but also empowers residents to take control of their own experiences.
Don’t Forget About Apartment Floor Plans!
The coronavirus pandemic has brought radical upheavals to daily habits and work arrangements worldwide, especially in the spaces we inhabit. Apartments space comes at a premium, but lack of apartment space while working from home is associated with poor ergonomics, decreased productivity, and increases in stress, migraines, and joint or muscle pain.
Innovative Architecture is crucial for the Multifamily Industry because It Affects Residents Emotionally. It influences what goes on in their minds, and what happens in their minds affects what they do. Architecture is powerful due to its ability to enhance our lives, communities, and cities in which we live.
In my article, “Rental Apartment Design In A Post-Pandemic World,”
I describe why Innovative Architecture is crucial for the Multifamily Industry.
Create A Community
One of the best ways to improve customer experience is to create a community within your apartment building. This can be accomplished in a number of ways, but some of the most effective include organizing social events, starting resident committees, and offering common areas for residents to enjoy. By taking the time to build a sense of community at your property, you’ll not only improve customer experience, but you’ll also create a more engaged and involved group of residents. And that’s something that everyone can benefit from.
Residents Expect A Positive Experience
By creating an environment where all of your team members understand the value of creating an exceptional customer experience, you’ll begin to integrate positive changes into your properties that can help reduce resident complaints, minimize turnover, and in the long run, increase revenue.
Improving resident experience is critical
and doesn’t have to be complicated.
Through a remarkable first impression,
a consistent strategy to facilitate resident
friendships, and meaningful communication,
your residents will feel like they are home.
And their renewals will show it!
Conclusion
Happy residents are the key to a successful property. By focusing on customer experience, you can set your property apart from the competition and ensure that your residents are happy and satisfied with their living situation. So, what are you waiting for? Start making customer experience a priority at your property today.
What Do You Think?
I’d love to hear what you think about the article. I hope it added value to your day and gave you new ideas or perspectives on the subject. Now, feel free to share this with your friends, family, and colleagues so they can benefit too!
Links below for sharing, or email me directly. Until next time!
Disclaimer: I wrote these articles expressing my honest opinion. I’m not receiving compensation for writing them. This blog post is not intending to provide legal or financial advice. It is for entertainment only.
