Internal Outreach Marketing

Outreach marketing really should be divided between two categories, Internal Marketing and External Marketing.  Internal Marketing is the “resident fulfillment factor” for resident referral.  When we think of outreach marketing, we typically do not focus on our current residents.  Instead we simply put them in the resident retention category, but are we missing out? 

Here are some ideas that you can use for Internal Marketing because even the most clever and creative ideas for marketing apartment communities can become stale in less than six months. We need to make sure we stay on top of industry and economic trends. One thing that never changes or becomes stale is the importance of promoting a resort-like feel that comes with the community. Remember that “home” is the # 1 travel destination. This idea should also reinforce the thought that Property Managers should identify specific needs and tastes of their residents and act accordingly.

• More than 1/3 of those who have a pet, own a dog. So, host a “Yappy Hour” instead of a “Happy Hour”.
• Track the type of retail packages delivered to the leasing office. If an abundance of them come from Avon, host an Avon party.
• Communities should promote many of the basic maintenance duties they already perform. This creates an impression of even more amenities.
• A community’s web site pages could offer a clickable link that translates the text into Spanish.
• The most popular welcome gifts today are computer memory sticks, laptop lights and cell phone covers. Surveys show that more than 80 percent of those who receive valuable gifts remember who gave them the gift.
• Valuable coupons and gift cards for things such as gasoline are a better alternative to rent concessions.
• Mr. Wake-Up is an actual web site you can use to take your customer service to the next level. Many of us have hectic schedules and could use a little help in the morning getting out of bed. Now residents can use this unique resource to wake up and smell the coffee a little easier. www.mrwakeup.com
• Early Bird Winners can really help you with your resident referrals. Instead of giving money off the rent or movie tickets, get more bang for your effort with a pizza delivery to your winning residents work. Now everyone will want to knowwhere they live!
• Value Recognition Payments, otherwise known as RENT, can now take some direction from the food service industry. Why not take your service to the next level for that very busy time of the month and start Curbside service on the 1st of the month, with breakfast-to-go bags!
• If a picture paints a thousand words…then why not give our prospective residents a disposable camera to take with them as they look for a new home?! This company can even print a 4-color message at the bottom of the photo. When the prospect gets the film developed, the message from you appears! Call 818-772-4528 for details, or email: captioncam@earthlink.net.  
• Build a referral program. All sales professionals will confirm that the hottest leads come by way of referral. The trick is to develop a strong relationship with your residents. Every referral you make today is a potential referral coming your way tomorrow. Once a quarter have referral party for all residents to invite a friend and enjoy the community. Whether you have a BBQ, cocktail hour, seminar or buffet, encourage residents to bring their buddies!

Remember, one of the keys to a successful apartment community is a happy resident who would not think twice before referring one of their friends to be their neighbor.

- Team Kenya (Debbie's team)