Outreach without Cold Calls
It is imperative, as a Marketing Manager, to consistently come up with new and effective ideas to increase traffic resulting in more new leases. When the property owners asked me to start marketing all the businesses in my town, I wanted to come up with a plan that did not involve cold calling. With any type of direct marketing, it is easier if you know someone and who better than our own residents.
Every Monday morning, the Property Managers at each community fax me copies of applications of all the move-ins from the previous week. I then highlight where they work and I schedule an appointment on my weekly calendar to visit them at their work place. When visiting the new resident, I am able to welcome them in person with a bag of goodies with assortment of colorful balloons attached that say we love our residents and welcome home. The bags have our company logo on it, and it includes a mouse pad, work out towel, cozies, candy and cookies. The purpose of this marketing strategy is threefold:
• Creating a lasting positive impression on the new resident.
• Impressing coworkers that will lead to discussions about our communities.
• Making a contact with the human resource department for future marketing efforts.
Since I have implemented this program three months ago, we have increased our occupancy by 5% and we have experienced an increase in our corporate referrals. We also have had a great response from the residents and the businesses that we visit. Our residents feel very special that we have taken time out of our schedule to make them feel welcomed.
I have been in the apartment industry for several years and one thing I have learned what you need to implement ideas that separate you from the competition. My success in this marketing program has been tremendous, and I know it will be an instrumental tool for this industry.
Contributed by: Gita R. Tollette, Marketing Training and Recruiting Manager
Tags: Apartment Marketing, Multifamily Brainstorming Sessions, Multifamilypro
