#AptChat

Social networking sites like Facebook and Twitter have been getting a lot of buzz recently, but some people would argue that apartment operators would get more bang for their buck focusing on a blog for their property. We decided to pose the question to the #AptChat group.

This was one of our most active chats ever — people are clearly passionate about this subject. There’s a lot to cover, so let’s get right to it:

Do I need a blog for my apartment community? What are the potential benefits? Potential downside?

• Ann Padgett: Blogs are a great way to increase your digital footprint.
• Charity Hisle: Do you need a blog? Maybe. Depends on what your goals are.
• Judy Bellack: Blog benefits . . . connections with and among residents, enhanced retention, great communication platform, SEO opportunities.
• Jill Corya: Blogs build stronger relationships and brand loyalty.
• Resite Online: Blogs are a good way to handle FAQs and related topics for your residents.
• Ryan VanDenabeele: I wouldn’t say you “need” one but they are an added value for your clients, team members and prospects.
• Eric at Buildium: It depends on the community & its size. Blogs have both direct & indirect benefits. Need to weigh them.
• Justin Dunckel: View a blog as an amenity, especially if content is local, relevant, and interesting.
• Elysa Rice: Benefits: increase content for search engines & local involvement; Downside: must keep current, no blog is better than ignored blog.
• Jill Corya: Blogs, in an intranet environment, can be an excellent way of sharing knowledge within the organization.
• Gillian Luce: Blogs: Gr8t way 2 get content in virtual space, increase brand awareness & engage current residents (& prospects) providing value!
• Mark Juleen: A blog can and should be the social media hub for your community.
• Eric Brown: Community Blogs can be Outreach on Steroids.
• Judy Bellack: Blogs not done well (lack of response to comments, stale content, etc.) can hurt rather than help.
• Trevor Henson: A blog also helps us keep ambient contact with the owners and investors of the building.

Where do you get the content? Who decides on ‘the voice?’

• Christian: The community, the employees, the company, qualified voices from your corner of the market.
• Ryan VanDenabeele: Content depends on your audience. Can be links from new papers, free article data bases, your people.
• Joe Foster: The great thing about multifamily blogging is that this bidness is already so incredibly personality-driven.
• Judy Bellack: Content has to be relevant, unique, fresh, interesting; and should utilize writers who know your stuff!
• Judy Bellack: You can use linked content, original content, content from residents, employees.
• Meredith Mobley: Talk to your residents. What are their FAQ? Start there…
• Charity Hisle: Ultimately, audience should become the voice. To start, anyone that cares, understands the audience can be the voice.
• Jonathan Saar: How about community site improvements, schedule of curb appeal updates, photos of changes?
• Elysa Rice: The great thing about blogging is content can be inspired from life, other blogs, movies, ads, emails, pretty much anywhere.
• Erica Campbell: Most communities already have content. Start with your newsletters, testimonials, interns, videos, photos, events etc.
• Nessel Inc.: Lists do very well. “Top 5 Places for Lunch”
• Erica Campbell: never replace your newsletter with a blog. Newsletter are so powerful and email drip marketing has so much to offer.
• Mark Juleen: Property teams can create the content. No excuses. Hire better people if you don’t think they can handle it.
• Meredith Mobley: Multiple voices can definitely be helpful. You dont have one type of renter, so its okay to have more than one voice.
• Elysa Rice: There’s a property that posts local business of the month — doctors, restaurants, all nominated by residents.

(Jason Falls also asked a great question about how social media sites like Twitter are impacting blogging. Are you focused more on blogging or social media? Are they two unique audiences? Tell us in the comments.)

Who should be the target audience for an apartment community’s blog? Residents? Prospects? Investors?

• Ann Padgett: I would think the investors would be a target audience at the PMC level, not the community.
• Judy Bellack: All of the above!
• Eric at Buildium: All of the above because information targeting one is indirectly pertinent to others.
• Mike Whaling: Have a blogger relations strategy. Who else is writing about the neighborhood? Link to them first.

Lisa Trosien asked about the goal of a community blog — is it to improve rankings in search engines or to increase engagement with your target audience? Here were some of the responses:

• Jennifer Kennedy: Our goal is both!
• Erica Campbell: Our focus is the on the user first then SEO second. Our SEO is other initiatives that are behind the scenes.
• Jason Falls: It depends. If SEO drives business, prioritize it. If engagement drives customer satisfaction, etc.
• Mike Whaling: Keywords & other on-site tweaks now account for less than 25% of SEO (per SEOMoz). Focus on creating great content.
• Charity Hisle: It is cheaper to keep residents, there should be a lead/retention balance in the strategy.

I’ve seen “fake blogs,” where a staffer pretends to be a resident. Is this a good idea?

• Eric at Buildium: Horrible idea. It’s usually pretty easy to tell. Bad image.
• Jason Falls: Never.
• Erica Campbell: This is a bad idea. That is not begin transparent and can come back to haunt you in the long run.
• Apartments.com: It’s all about transparency. No need to jeopardize your company’s reputation.
• Ryan VanDenabeele: If you get caught doing something unethical these days, the consumer will spread it on social media and kill your reputation.

What about buying blog content from one of the content providers out there? Is there a transparency issue there?

• Ellen Thompson: How is posting local events and restaurant reviews from a third party unethical if blended in with messages from the property mgrs?
• Bob Gura: The bought content of newsletters doesn’t get read.
• Dylan Schleppe: Hard to be “your message” if you bought it, eh?
• Duncan Alney: Do you like canned newsletters? If not, why would you like a canned blog? No one like artificially anything (OK, well Nutrasweet maybe).
• Tami Siewruk: Buy content all you want as long as it’s appropriate for your target audience.
• Judy Bellack: Its all about balance; you can buy great content occasionally, and combined with hyper-local and original content, a great formula.
• Tami Siewruk: You have to mix the content with your own but buying is fine as a supplement as long as it focused.
• Erica Campbell: There is a huge difference between canned content and quality re-purposed content.
• Realty Data Trust: Rather than canned content, try elance.com or similar resource for copywriters.
• Elysa Rice: I much prefer [Urbane Apartment's] route of having residents create content than repurposing other stuff.

When it comes to blogging, what’s the biggest challenge facing your organization? Scalability? Motivation? Buy-in?

• Ellen Thompson: The biggest reasons customer say they are looking is lack of time and writing skills a the property level.
• Erica Campbell: Finding appropriate ways to monetize it.
• Eric at Buildium: Blogs are not scalable… if you are writing original content then they take time. Biggest challenge is time.
• Tamela Coval: Answer may be “Trust” in the blogger.

There really were TOO MANY great comments and side conversations this week (we had 572 tweets from 62 different contributors!) — ranging from measuring success, to search engine optimization, to your favorite blogging tools. For all the good stuff, check out the full transcript.

Some example apartment community blogs submitted by #AptChatters:

• Lincoln Property Company
• The Green in the Village (Lincoln Property Company)
• The Place on Millenia (Lincoln Property Company)
• Paragon Life (Paragon Apartments)
• Coastal Orange County Living (Surterre Properties)
• The Urbane Life (Urbane Apartments)
• Regional blogs (Village Green Apartments)

Finally, there were a couple links to studies about the benefits of blogging that were shared during the conversation:

• Blogging Businesses Experience 126% Higher Lead Growth Than Non-Blogging Businesses
• HubSpot Study Shows Small Businesses That Blog Get 55% More Website Visitors

So what do you think? Are you blogging for your apartment community? Are the example blogs provided getting the job done? Got a link to another great apartment community blog? Share your thoughts in the comments!

For last week’s Apartment Chat, we decided to veer away from marketing-related topics to discuss another issue that every apartment operator faces — how to manage fixed expenses like property taxes, insurance, utilities and personnel costs. Here’s the recap of the conversation:

Have any of you used a service to fight your property tax bills? We are considering it, but paying out 1/3 of the savings seems high.

• Kimberly Madrigal: Yes, I used a fixed-fee service. Waiting to hear from County. Can do youself. Not complicated in L.A.
• Kimberly Madrigal: Had worked w/ them before during last recession and were successful w/SFR property tax reduction. Still waiting to see . . .
• Will Clark: Use it everywhere. Many good services out there for appeals. Can be complex (IN) but adds value to property.
• Kimberly Madrigal: Paperwork here is very easy. Don’t know abt where you are. Consider going to county office or check online and looking at forms.
• Will Clark: Get appraisals, cash flows, BOVs (Broker Opinion of Value), fire damage report, anything to show reduced value.
• Will Clark: LIHTC is particularly vulnerable to high appraisals. Assessors do not understand income limits.
• Lisa Trosien: I would guess that values have definitely fallen in most markets. Do you know the value of your property today?
• Will Clark: Check all your parcels. Are they correctly classified (improved, vacant, commercial, etc)?

One of my highest costs is payroll. How can I effectively cut staff without cutting service to residents? (You had a LOT to say about this!)

• Bob Gura: Trading services such as painting units rent credit is an area we are exploring.
• Heather Blume: Outsourced contract workers can be a major money saver dep. on the cost of benefits, but they’re not as stable always.
• Jeff Sandell: Hire only strong multi-taskers. No one can just be one thing and one thing only in this market.
• Heather Blume: If you (hypothetical), cut one leasing agent job right now, & then used staffing over the summer, you might come out ahead.
• Eric at Buildium: One example, posting online virtual tours may cut time spent on property tours, thus reducing staffing needs.
• Will Clark: Watch OT, explore flexible scheduling. Open late to prospects, give staff time to complete admin work. Use floaters.
• Charity Hisle: It’s important to evaluate staff carefully, to see if they ‘fit’ your company culture and values. If not, cut.
• Tamela Coval: Technology like iPhones for Service Techs is an efficient way to manage time therefore $$.
• Heather Blume: Another solution is to bring in a company like Community Northwest or CARES who can handle the retention side.
• Bob Gura: Outside of resident retention, there isn’t many things more important to take time for than property tours.
• Elena Ferranti: Change to a Wed to Sun work week to eliminate need for weekend staff. Maintenance continued Mon to Fri.
• Will Clark: Identify where people spend time and look for efficiencies. LIHTC apps, invoicing, non-resident svcs that are time sucks.
• Lisa Trosien: One company here in IL is cutting ALL benefits but keeping on all staff. Is that a solution?
• Kimberly Madrigal: UDR is using commission-only leasing agents.
• Jennifer Kennedy: I think you are better of retaining your best employees and keeping them happy – no cutting benefits.
• Heather Blume: Pay people well and APPRICIATE them, and they are more likely to be higher performers for you.
• Eric Brown: Many cuts in expenses may seem short sighted, but we have never seen economic times like these.
• UMoveFree: If you use commission-based leasing agents, make sure they are trustworthy and ethical or it could damage your property’s reputation.
• Darcey Forbes: Most companies are looking at how to reduce/consolidate staffing due to the implementation of programs like Level One or Crossfire.
• Leigh Curry: Use a health insurance auditor. Good auditors can find up to a 10% discount in total medical insurance costs.
• Bob Gura: We are coming up on one year with Crossfire and I am not impressed with the results. Our staff is much more engaging.
• Lisa Trosien: I have seen companies who do not reduce staff because they add a call center, but simply don’t replace staff who leave.
• Bob Gura: Don’t downplay stability at properties. It really impacts retention. Don’t be penny wise and pound foolish.
• Heather Blume: The owner/CEO of CSI took total pay cut my last year there in the hopes of not laying off people. Breeds loyalty.
• Lisa Trosien: REIT salaries of top execs are published; interesting to see if there’s any difference in year to year.
• Will Clark: As an owner, a good PM is always worth the NOI hit. I love seeing familiar faces and not retraining to my style and goals.
• Katie Roncadori: I think you can, as long as you have quality staff in place that actually cares about the community and the residents.
• Jonathan Saar: Broad question- but I don’t ever feel people going will aid resident service.

As a follow-up, Lisa Trosien posed this question:
Do we all believe the old rule of 100-1 units to staff doesn’t hold anymore? Thoughts?
Here’s how you responded:

• Will Clark: I can be persuaded that 1.5:100 is the new standard. Depends on age, turnover, needs of property.
• Laura at GABP: That rule didnt work when it was the industry std. How many U need depends on the quality of your people.
• Lisa Trosien: I think the # of people depends upon the level of service you provide and your tech sophistication.
• Elena Ferranti: Number of staff can also depend on history of prop. A problem prop needs much more staff.
• Bob Gura: Redesigning jobs to broaden responsibilities and staggering shifts can create a leaner more focused environment.
• Eric Brown: The number of people required verses the level of service can be overrated, More people doesn’t = better service.
• Eric at Buildium: I agree that 1 can’t manage 1,000. But a quality person will find a way to do a great job with limited tools.

We wrapped up the conversation with our picks for the Big Game — it looks like the #AptChat audience will be a house divided on Super Bowl Sunday.

There were a lot of interesting comments along the way about the training, technology, personality and motivation required to help onsite staff succeed — make sure you read the discussion, and leave your own comments below. Here’s the link to the full transcript — we had 338 tweets over the course of the hour, coming from 57 different contributors.

What are you doing to keep your expenses in check? Tell us what you think!

This week, we wanted to go on-site and explore one of the more time-honored traditions of apartment marketing — the property tour. Let’s get right to the recap, shall we?

What is the one mistake that you see too many leasing pros make when giving a property tour?

• Jennifer Kennedy: I have heard leasing consultants talk prospects out of an apartment by showing them the things that they may not like.
• Rory Ellis: Number one mistake … the premature hard close!
• Joe Foster: The notion that if the agent conveys to the prospects that time is short, they are more likely to lease.
• Mike Brewer: Giving up price at first request.
• Kim Cory: Sounding robotic … like they are reading off cue cards. Emotionless.
• Janet Rosseth: Big mistake = Forgetting the discovery phase and selling their own favorite features instead.
• Eric at Buildium: Sometimes apartment hunters don’t know exactly what they want. During the showing, continue to uncover their needs.
• Sara Goberdhansingh: When I’ve gone on apartment tours, nothing is worse than getting stuck with a tour guide who clearly wants to be doing something else.

Consumers know what they want, they’ve done their homework. How can we more effectively focus on their interests/needs/wants?

• Rory Ellis: Learn to ask leading questions, not simply give a pitch. Think consultant, not used car salesman.
• Apartments.com: Ask them what about the property brought them in to see it. Then you can focus on their needs.
• Eric at Buildium: 80/20 rule. Listen 80% of the conversation and speak only 20% of the conversation. Listening is key to finding the right match!
• Eric at Buildium: Learn from what prospects say. i.e. If a prospect mentions that she loves to bbq, then a ground level unit may be preferable.
• Kim Cory: If they are informed, have done homework & made it to your office, then it’s time ask what can you provide to help them commit & move in!
• Tami Siewruk: It’s about understanding inbound leads today & how they differ from years ago. People are different today & training hasn’t caught up.

What’s the one trend you’ve noticed while giving tours recently? How have you adjusted your strategy?

• Tami Siewruk: Trend: I just want to see the apartment. I don’t want to take the time to give you all that information.
• Tami Siewruk: Strategy: Walk & talk. Have the conversation on the way to the apartment.
• Tami Siewruk: Trend: They come educated and they already “think” they know more than you do.
• Tami Siewruk: Strategy: Find out — “ask” — what they already know about the apartment … gives you a starting place!
• Kim Cory: Strategy: Let them show you around! I bet you they have already been through most of your property before walking in the door.
• Jennifer Kennedy: Talk up the value of your community and build trust. People still buy from people.
• Kim Cory: When asked is this your first time to visit, we hear not in person, but yes online. They just want to put the images they have to reality.

What are some of the more creative ideas you’ve seen/tried on a recent tour? How did they work?

• Brian Owen: I know some communities that are giving prospects flip videos to record tours and then emailing them the video after! Brilliant!
• Tami Siewruk: We used motion-activated vids, music, lights … we had all the tech built in.
• Mark Juleen: You need to offer testimonials and stories of other residents and how they have decorated or enjoyed features of the community.
• Tami Siewruk: Has anyone used barcodes yet?

Should we even call it a tour? What can we do to make it more of a demo of the property, get the prospect more involved?
(Submitted by Mark Juleen)

• Eric at Buildium: Call it a “simulation” and paint the picture of the prospect living there.
• Mark Juleen: Screw fancy ideas. people just want to have an enjoyable experience. be consistent, ask questions, and build trust.
• Brian Owen: Give them the keys to the guest suite for a night and call it a “test drive”! Anyone done that?

What’s your best property tour secret? What the one thing that seems to work for you every time?

• Tami Siewruk: Infotainment is what they want in a tour! Make it interesting and you score!
• Jory Rozner Strosberg: You don’t need to be “sales-y” to lease apts. Create trust & comfort. My PM leased one this week. No sales exp.
• Kim Cory: How about NO secret. If they were informed before showing up & now confirmed they like what they see … ask for the CLOSE.
• Tami Siewruk: People demand more. They insist you be interesting, informative, & entertaining; it’s what potentially makes your tour memorable.

One of the more interesting side conversations that came up in this week’s discussion revolved around the Go Solo program that Urbane Apartments is using, allowing prospects to tour apartment communities by themselves. Some were for the idea, some were against it, some were just curious about it. Here are some of the highlights:

• Eric Brown: Our Tours and Rentals increased exponentially when we got out of the way.
• Sara Goberdhansingh: That’s important, too. If someone wants to wander, let them. Tour guides need to know when to talk & when to let people look.
• Eric Brown: It is the only way we do tours.
• Mark Juleen: Just like anything, it won’t work for everyone. Happy you guys are successful with it.
• Tami Siewruk: A combination is Excellent Guided & Solo gives people the control they want & the control you need.

Eric even posted the marketing collateral his company gives to each prospect to guide them on their “Go Solo” tour. You can view that collateral here.

Here’s the link to the full transcript for those who want to dig in a little deeper.

So what’s your take? What strategies for property tours are working well for you? What consumer trends do you see affecting how you do property tours moving forward? And what do you think about the Go Solo idea — is it something you’d try at your property? Let us know what you think in the comments.

Our top contributor this week was Jennifer Kennedy from Property Counselors Management Group in Florida. Jennifer will receive a iTunes gift card, sponsored by TurnSocial. Congrats, Jennifer!

Last week’s discussion about marketing apartments on Craigslist stirred up a lot of questions. So many in fact, we wanted to follow it up with a Part II to address some of the great questions that came in.

Here are some of the questions we were able to address in this second session, along with a recap of some of the highlights of the discussion:

Is there any downside to using Craigslist to market your apartments? If so, what is it?
(Question submitted by Tara Smiley.)

• Jennifer Kennedy: The only downside I could see if the time spent on Craiglist isn’t bringing any qualified leads.
• Eric at Buildium: You limit yourself to those that search for apts on Craigslist. Great start, but only a piece of the marketing pie.
• Carrie White: The search feature on Craigslist is not ideal … it is hard to cut through the clutter.
• Darcey Forbes: Downside is working with current residents who are in a lease and want that new price & communicating why the price is as it is.
• Sara Goberdhansingh: Craigslist is very easy to use for apt seekers, but I’ve noticed it’s used more on an individual basis, not really so much by communities.
• Carrie White: In my market, CL is viewed as being over-run by Locators and is not trusted by many apartment seekers.
• Kirstin Williams: Another downside is the time sunk on posting, reposting, reposting. Hard to track this hidden cost, does anyone try to?

Should you have the renter email or call you? What’s best?

• Carrie White: I prefer email…I have had my phone ring at all hours of the night b/c of late night surfing.
• Sara Goberdhansingh: BOTH! You need to let your prospects decide what the best way is for them to get in touch with you.
• Eric at Buildium: Whatever the prospect feels most comfortable doing. Keep them in their comfort zone, but be responsive either way.
• BakeExtraCookies: During business hours we see that most people call our users. After hours, the number of emails spikes.
• Eva Panagiotopoulos: Interesting question – Anyone using SMS?
• Paulette Barrett: Would suggest using a unique email address though for tracking purposes where possible.
• Brian Owen: We need to be able to adapt. If the customer wants to send a smoke signal, you better have a campfire ready to respond.
• Tamela Coval: Phone call Leads are a useful tracking & training tool, as well as measuring effectiveness of lead quality vs quantity.
• MyNewPlace: Around 70 percent of our users expect a response to email within 24 hours.
• Paulette Barrett: We see roughly 5 calls to 1 email response with the clients we work with.

We’ve tried Craigslist several times and it doesn’t seem to work. Does it vary by market?

• Tara Smiley: We get local primarily. We average 3 calls/month from people moving to the area.
• Apartments.com: Just speculating here… could it be because in some markets renters look more for privately-owned apts?
• DriveBuy: CL Austin is somewhat of an Arms Race. Your ad will be on page 1 for maybe an hour.
• Paulette Barrett: Phoenix and Dallas are two [of the more challenging markets.]

My boss is worried about scammers. How can you get scammed? How can you protect yourself?

• Nashville Web Design: Renter sends a big check, letting us deposit it, keep our part, and ask us to send the remainder to somebody elsewhere.
• DriveBuy: You can get scammed by identity thieves using your complex as a carrot to steal someone’s identity.

Does Craigslist help our Google rankings? Is there a certain style we should be using? What keywords should we use when we write ads?

• Ann Padgett: I don’t know about rankings specifically, but it can increase your digital footprint.
• Nashville Web Design: Craigslist has “no-follow” on all their links and does not affect Google rankings or page rank.
• MyNewPlace: Google crawls Craigslist and properties (or units) will rank on their SRPs. passing SEO [authority] to a given site is another story.
• BakeExtraCookies: Optimize your ads to come up in Craigslist searches. Use key words that have high # searches in your area.
• Apartments.com: PageRank is definitely important. However, sometimes just getting the spider to a page quickly is good too (see Twitter).

There was an interesting side conversation about the value of ads on Craigslist and ILSs in terms of search optimization for your community. ILSs have LOTS of data about this subject. If you are advertising with any of the ILSs, make sure you’re asking how they can help you optimize your ads to get the most out of them for your community. Other good side conversation topics included ad formatting, expected response time for new leads and the real cost of posting ads to Craigslist. You can read the full transcript here.

I think we’re officially worn out on Craigslist and the rest of the free classifieds sites for a while, but feel free to leave us your comments to let us know what is (or maybe isn’t) working for you. And if you have another topic you’d like us to discuss on a future #AptChat, just let us know!

“Craigslist is not for everyone. And it doesn’t work well in all markets. Not a ‘one size fits all’.” ~ Lisa Trosien

For our first chat of 2010, we decided to jump right into the deep end. We recruited the help of Eva Panagiotopoulos and Eric Broughton from RentSentinel to help us understand how to get more out of Craigslist and other free classifieds sites like Google Base, Kijiji and BackPage.

After a few technical difficulties with Twitter, we finally got things going. (Thanks to everyone who stayed with us through the fail whales!) Here are the questions, and a few of the highlights from the discussion:

How often should a community post to Craigslist?

• RentSentinel: Every community is different but we have seen 2 – 3 times per day spaced out at key posting times to be best.
• Tara Smiley: We post on average 15-20 CL a day.
• Trevor Henson: We post our individual vacancies Mon Wed and Fridays on C-list.
• Lisa Trosien: Many of the REITS have been blacklisted this year and have had to retool their strategy. They were overposting.
• Eva Pana: Key posting times vary by community, this is why we use analytics to track each community’s specific times.
• Eric Broughton: At most we have seen some of our customers post up to 8 times per day spaced out at 1 per hour. No more than that.
• Lorena Fikes: We ask our properties to post 3-4 a day is possible, spread out throughout the day as well…
• (Re: key posting times)RentSentinel: It often correlates to the work day and how people will surf the net, early a.m. and toward end of working hours.
• Erica Campbell: I notice the more people use it in a metro, the worse your results, because their listings are over-saturated with all the postings.
• Eva Pana: Spreading posting times throughout the day is a great way to test your ad’s effectiveness for various times.

What types of ads are most effective? Templates or text only?

• Tara Smiley: We try to keep the ads simple. It works for us.
• Eric Brown: We have the best CL traffic from organic looking ads. (Justin Dunckel and Mike Brewer agreed.)
• Eva Pana: No perfect answer, depends on the portfolio but we recommend you post using both methods and measure effectiveness of both.
• Trevor Henson: We find that we get more phone calls from the template listings and more emails from linear CL posts.
• Elysa Rice: The html ads generate a lot more traffic to websites because of the SEO benefits of being able to include more text.
• Eva Pana: With that said, we have a contest in RentSentinel & the last 3 winners in the lead generation category were all simple ads.
• Joe Foster: There’s no reason not to use both. I think organic caters to the core Craigslist userbase while templates are for the casual user.
• Mike Whaling: Regardless of template or plain text, always upload the photos. 3rd-party sites (like PadMapper) filter ads to feature those w/ pics.
• Erica Campbell: Craigslist only takes plain HTML and nothing dynamic so If you have video, be sure to include a URL to it in your listing.

What is a good way to engage your leasing professionals to post more/better ads?

• Paulette Barrette: I think education is the first step.
• Eva Pana: A great way to engage your leasing pros to post is to hold a competition. RentSentinel has received great results from our contest.
• Tara Smiley: I love the CL battles in our office – 5 minutes, as many as possible… ready, set, go!
• Tami Siewruk: If you give Leasing prewritten ads they will find time to post. They feel uncomfortable, training is the key.
• Trevor Henson: We combine both aspects: Encourage our onsites to post & also have office staff post up regularly.

What do I do if I get blocked by Craigslist?

• Jeff Sandell: Change IP Address.
• Erica Campbell: Start up a new email address and possibly switch IPs.
• Buildium: Easiest thing is to create a new email address, but you should try not to get blocked in the first place.
• RentSentinel: We believe and encourage being a good CL citizen. Don’t overpost, keep your ads concise, and most importantly, have an open and honest dialogue/relationship with Craigslist.

There were a LOT of great side conversations and comments throughout this week’s chat — including topics from Craigslist spam to posting tools like Vflyer & Postlets to postings by third-party apartment locators — so make sure you take the time to read through the full transcript. (For your reference, we think you should also know the Craiglist Terms of Service.) Thanks again to RentSentinel for their help with all the supporting data!

What do you think? How is Craigslist working for you? Have you discovered “best practices” that have made your efforts more effective? Leave your thoughts in the comments!

Yesterday was our last #AptChat of the year, so we appropriately looked forward to 2010 and discussed our top resolutions for property managers. (Thanks to the Houston Apartment Association for the topic suggestion!) Here’s our recap of the questions and highlights from the conversation:

What’s your resolution, how can you put it into place, and how’s it going to work for you?

• Kim Cory: My resolution is to take my knowledge in SM (social media), set goals & use practical tools to build a bigger picture for my brand.
• Buildium: Our goal is to improve our communication. We are in the process of making this a S.M.A.R.T. (Specific, Measurable, Attainable, Realistic, and Timely) goal.
• Niman: My New Year’s Resolution – Get all tenants to pay rent online.
• Erica Campbell: My first resolution is to clean my Outlook which is currently a hot mess:)
• Jennifer Kennedy: My resolution is maximize all of the wonderful resources we have. Focus on utilizing all of our tools to their potential.
• Jonathan Saar: Goal is to get my peeps on board with Social Media & to use it regularly.
• Jonathan Saar: Social Media had definitely helped with our brand awareness and in 2010 that path will continue.
• Houston Apartment Association: Engagement is our key #resolution for 2010; planning to hire a SM/online brand person for HAA.
• Justin Dunckel: Goal is to expand the business a bit more & create some jobs….seriously!
• Tim Grace: Pretty much only one resolution re: Apts.com – delight more users in 2010. All other great things will come from that.
• Kristi Fickert: My goal = my site folks HAVE 2 understand SM, how it works, how to market w/ it (even if someone else does it for them).

Obviously, it appears that a lot of folks are looking to integrate social media tools further into their businesses in 2010 … I guess we shouldn’t expect anything less from this bunch! (Personally, I also appreciate that there was a strong focus on serving our customers better.) In fact, besides the Houston Apartment Association, a number of other companies are bringing on additional staff specifically to help with social media, including Worthing Southeast Management, For Rent Media Solutions and Village Green Apartments. (Here’s the job description for the position at For Rent if you want to get an idea of the skill set they’re looking for.)

How are everyone’s budget’s coming? Leaner than last year? What’s the word on those?

• Kim Cory: Budgets for 2010 are similar to 2009, but with a few minor cuts. We had strong cuts in 2009.
• Kim Cory: (My budget) was cut about 9% in 2009 and in 2010 I worked hard to not cut anymore, so same amount in 2010 for marketing.
• Erica Campbell: I completely reallocated my budget today for a whole new strategy than i had a few months ago.
• Jonathan Saar: It’s not the time to stop investing in what works – keep plowing forward.
• Elysa Rice: I think look at all marketing avenues & see which are producing & which aren’t. Don’t cut based on numbers, cut based on results.

Any major lessons learned from 2009 that changed your outlook for 2010?

• Lisa Trosien: Just don’t labor under the belief that Social Media is free. It’s clearly NOT.
• Buildium: One thing we would like to do in 2010 is give our interns a voice. One option we’re using is CoTweet.
• Erica Campbell: Big lesson- LOCAL CONTENT IS KING.
• Tami Siewruk: 2009 was about learning social media. 2010 will be about figuring out how to use it well.
• Erica Campbell: Lesson 2: Media fragmentation has produced a fundamental conundrum.

What are you doing to improve retention?

• Elysa Rice: Engagement, engagement & engagement!
• Erica Campbell: Bundling packages & adding value add services.
• Kim Cory: We would like to have our residents more involved, feel part of the process & decisions made at the community.
• Kim Obert: Treat people nicely (i.e. “service” in customer service).
• Claire Collins:Look for opportunities for engagement. Interest groups, etc.

Take the time to read the full transcript — there were a lot of great side conversations and insights shared throughout the discussion.

I leave you with this: As Lisa noted during the chat, “your goals are more easily achieved when a) you put them in writing, and b) you have an audible or visible means of tracking them.” You took the first step by putting your goals in writing. Now, what are you going to do to make sure you follow through on them in the coming year?

On behalf of Lisa, I’d like to thank everyone who has made the Apartment Chat what it is today. Thanks for a great year — we look forward to seeing you again in 2010!

For Apartment Chat #22, we discussed Employee Retention. There were a LOT of great ideas that came out of this chat … make sure you read through the full transcript here. Here’s our recap of the questions and highlights from this week’s chat:

Question 1: What is THE most important thing in retaining talent? Money or recognition?

• Heather Blume: Hands down 100% recognition.
• Christian: Go hand in hand. if you recognize someone but pay them poorly, same as paying someone well and never recognizing.
• Claire Collins: Neither money nor recognition this year — it’s stability and benefits.
• Joe Foster: I think recognition affects job performance, but in terms of retention? Gotta get paid, Sal.
• Heather Blume: Key Carrot Manager series quote for me: People don’t leave jobs, People Leave Managers.
• Charity Hisle: Maybe it isn’t either/or? What if it is fulfillment as a whole?
• Lisa Trosien: Money may not always motivate, but lack of money is a huge de-motivator!
• Jonathan Saar: Make sure the ladder to climb is clear (compensation for achievement).
• Claire Collins: Building trust: a quarterly conference call with CEO answering anonymously submitted questions re: state of the company.
• Rory Ellis: Take some time to study Mazlow’s heirarchy of needs and Herzberg’s Two-Factor Theory on job satisfaction. Very insightful.

As part of this discussion, many people suggested specific ways to recognize and reward employees for a job well done. Here are a few of the ideas suggested:

• Claire Collins: Our recognition is more subtle — emailing a stellar CallSource call audio around, vs. giving an award.
• Mike Whaling: Could a reward be that you get to be the person who works on your company’s social media channels?
• Heather Blume: To go to NAA or brainstorming when you’re a site employee who is passionate a/b the industry…big reward.
• Patrick Kantrim: We teach managers to speak more financially and pay them like CEOs. After all, they manage multi-million dollar portfolios.
• Nessel Development: Studies show “if-then rewards” work when there is a simple set of rules and a clear destination because they narrow focus.
• Elysa Rice: We post recognition company wide via memo and we also post who is going to tradeshows on our intranet, along with awards.
• Duncan Alney: In a world where there is no time for family, give employees time with their family as a reward.

Question 2: How do you keep leasing professionals happy when there is no ‘career path’ for leasing?

• Rory Ellis: Employee empowerment creates loyal and driven partners instead of just workers!
• Mike Brewer: I think people want to know that they are part of something bigger than themselves.
• Laura at GABP: New challenges, ideas, have an open dialogue on what else they see for opportunities.
• Gary Katz: Who says there is no career path for leasing pros? They can go into training, marketing, management, etc.
• Jen Piccotti: I’ve seen recognition of ‘levels’ of leasing experience work well. Level 1 are the mentors; Level 2 seasoned professionals, etc.
• Lisa Trosien: I started out in part time leasing! There sure IS a career path; often, you have to make it yourself though.
• Rory Ellis: Not everyone wants to be a manager, but everyone should want to better themselves. If they don’t strive to succeed, why employ them?
• Kristi Faris Fickert: Sometimes for a leasing consultant, a “career path” can be created … Example: From Leasing Consulant to Senior Leasing Consultant.

Question 3: Does community make a difference? Do leasing professionals and property managers like their job more if they have better relationships with residents and neighbors?

• Kim Cory: Absolutely! They take more interest in wanting to be involved with events and interact with residents on a daily basis. It becomes their home.
• Mike Whaling: I think, if done well, social media channels will improve employee retention as well as resident retention.
• Kim Cory: I have two college students who have worked 4 for me 3.5 years now! I truly believe besides the money, it’s the culture, learning and connection.

Toward the end of the conversation, Elysa Rice asked if anyone would be attending the upcoming Multifamily Brainstorming conference in Houston. A number of people responded that they would be there … Heather Blume summed it up best with this:

“This many people at Brainstorming requires that we have a tweetup! ”

(If you’ll be there, make sure to connect with your fellow AptChatters face to face — there are some great minds here who are always willing to share their knowledge and experience. Both Lisa and Mike will be there, too, so feel free to track us down if you have topic suggestions or other ideas to improve #AptChat.)

Back to the subject at hand, what are you doing to retain your top talent? Is there something that your company has done that has had a significant impact on employee retention? As an industry, what can we be doing better to attract and keep great people? How would you answer the questions highlighted above? Make your voice heard … let us know what you think in the comments!

For Apartment Chat #21, our topic was Using Photos and Videos to Market Apartments. Here are some of the questions and highlights from the chat:

Question 1: What are you doing to take advantage of photos and/or videos in your online marketing efforts?

• Carrie at Roscoe: I love using video tours, both on YouTube and our site. Editing and commentary has been a challenge. Most (people) don’t want overproduced videos … and I agree. Ours are pretty plain … you can hear my footsteps. I do them myself with a Flip camera. Vendors we have gotten bids from are VERY pricey.
• Rory Ellis: Editing is key in any video. Focus on key points and a professional style to keep their attention. In my personal experience, music is great for an intro, but I like to hear information if I’m gonna keep watching.
• Sara Goberdhansingh: Animated tours where people can add “furniture” in the style they like in different spots in the floor plan is a great way to ensure you don’t count anyone out if you “stage” a unit & do a video tour
• Joe Foster: Our stats show more time is spent on the virtual move-in tool than any other area of our clients’ sites. It’s a floorplan of a given unit with furniture sprites and a drag/drop interface.
• Capture The Market: Our focus groups have found that all residents are diffent and variety is good.
• Sara Goberdhansingh: If you’re using video, you should definitely allow viewers to pan up and down in each room so they can get a better perspective
• Joe Foster: One of our clients has made a viral parody of “Real Housewives” set in their community starring the on-site team – the Real Housewives of Wesley Village.

A great side discussion broke out when the question was asked about using people (staff, current residents or paid models) in photos and videos. Here are a couple of the responses that were part of that discussion:

• Heather Blume: Gotta be careful with people in any kind of ad. Make sure you’re meeting the diversity standard under Fair Housing. If you don’t know exactly how to walk that ad line, it’s better to not try it than to end up in court over it. It’s not about intent, it’s about interpretation. Not to say using your residents or “friends” would be bad, but usually you hedge the Fair Housing bets with actors.
• Carrie at Roscoe: No people in ads or videos … trying to avoid a Fair Housing conflict.
• Capture The Market: Some yes, some no. Our focus groups show the viewer would rather have activity going on.
• Janet Settle: Just conducted a focus group with college students and they said having people in the video is a must.
• Erica Campbell: Check out Nadeen Green’s article, “Social Media – Know Your Risks.” Great Fair Housing info. We avoid people & we also don’t include name brand stores (i.e. Starbucks, Best Buy) up close … has to be from a distance.
• Sara Graham: Though we don’t use people in videos, we DO use people (stock photos) in brochures, fliers, etc. to convey lifestyle, etc.

Question 2: What unique things are you doing with photos?

• Joe Foster: Photos are always going to allow you to make specific choices that highlight your best.
• Sara Goberdhansingh: If you’re using photos on your website, I like to see something dynamic. Slide shows or something similar.
• Kim Cory: We usually take photos & videos at our events. Good mix of diversity … residents love being part of it.
• Kristi Faris Fickert: Lifestyle can be shown when you include the surrounding community too – stores, restaurants, parks, etc.
• Eric K.: We are taking pictures of our residents dressed up today (Halloween) and posting them on Facebook.

Question 3: Have you had success with photo or video contests? What worked? What didn’t?

• Erica Campbell: We had huge success with our video contest. All the videos can be seen here. We had over 100 (entries), a 141% increase in video submissions, 186% increase in comments, 184% increase in members and 897% increase in votes from contest. There were nearly 500 guest cards submitted as a direct result of our contest.
• Mike Whaling: You all may want to take a look at what Mark Juleen did with his video contest for JC Hart.
• Erica Campbell: Nadeen recommends having photo release forms and testimonials forms from your residents.
• Capture The Market: Ask Nick Jerome at LumaCorp about their video contest.
• Mike Whaling: Urbane Apartments had each resident sign a model release form to use the photos in future marketing.

There was a really interesting side conversation about photos posted to Facebook pages and whether or not apartment companies should even allow fans to share anything on a community’s business page.

• Sara Graham: When I was at Northland, we had a “terms of use for residents” posted right on the community’s Facebook page. (Keep it PG.) Seems like deleting/preventing is sort of defeating the purpose of having a “community” on FB?
• Joe Foster: I can’t fathom a community not blocking wall photos.
• Charity Hisle: Do you really want to block any kind of opportunity for engagement from residents? Some are struggling to attain it.

Question 4: How are you tracking leads/leases from multimedia sites across the web?

• Erica Campbell: We have tracking numbers, vanity URLs and we look at views & referring traffic into site which converts into a guest card.
• Ryan VanDenabeele: We have vanity URLs and photos on Flickr. You can track views and click then click throughs from Google Analytics.
• Sara Goberdhansingh: ReachLocal is great! Option to record phone calls that come in so you can listen back & catch missed information.

Question 5: How are you using photos & videos to increase your visibility online?

• Mike Whaling: Try geo-tagging your YouTube videos. Post photos to Panoramio and place them on the map there, too. Flickr also offers a geo-tagging option. Make your media as relevant as possible to your location.
• Erica Campbell: Optimizing your media assets is KING! Tags, keywords, urls, also i’ve written an article 8 ways to maximize your video its coming out in a few days & i’ll share
• Mike Whaling: Make sure your photos are posted to your listings on Yelp, Google Local, InsiderPages, etc. Take advantage of tags and opportunities to get links back to your site. (But don’t abuse it.)

Now it’s your turn … are you using photos and/or videos in unique ways to promote your properties? What has worked well for you? How would you answer the questions highlighted above? Let us know what you think in the comments.

You can view the transcript for the full discussion here.

This week, our topic was Lead Generation.

Here are some of the questions and other highlights from the chat:

Question 1: What is the most effective way to increase traffic: Print, online, events, or special offers?

• Becky Amross: For us, it is a combination of online/special offers. We increased our Craigslist Postlets and saw 7 new leads from Craigslist last week!
• Heather Blume: Online with special offers do a good job up here
• Apartments.com: Due to the large audience the internet reaches, online advertising increases exposure while decreasing market spend
• Janet Rosseth: Well rounded reach to all sources, but some obviously are far quicker to update than others
• Eric K: I interlink the newsletter with Facebook & Twitter then add a raffle for those who join
• Joe at Ellipse: People hate talking to robots but they don’t mind typing at them–put your website address on your voice mail

Question 2: How can you utilize your advertisements to create more traffic? What works? What doesn’t?

• Gina Kay: Coupons DO work – one of our Realtors uses them religiously, gets clients. You could get tenants!
• David Kotowski: Update your print ads and change them so they don’t get stale * don’t forget to add your website
• David Kotowski: I’ve always wanted to put buried treasures in print ads and make a game out of finding them. Or give a prize to all who mention.
• Mike Whaling: You should be claiming your listings on Google, Yahoo, Bing and Yelp no matter what. All are free.
• Carrie at Roscoe & Mark Juleen: For us Print ads and signage tend to bring more traffic, but online tends to bring more qualified leads
• Apartment Finder blog said garage, dogs, pets, washer & dryer were some of the most popular keywords on their site

Question 3: Is the challenge more traffic, or more qualified traffic?

• Lisa Trosien: Many renters are starting out with Google and Yahoo local, using maps to find properties first, then narrowing down from there
• Janet Rosseth: In regards to type of traffic, we’ll take any and refer to sister sites if one can’t accomodate their needs
• Carrie at Roscoe: I think we also need to recognize that all traffic builds brand recognition…but only qualified traffic pays the bills

As noted by our friends at the Ellipse Group, a discussion broke out about Sidewiki and how to business owners can claim and make comments on their own web pages. Ellipse has posted a good roundup of Google Sidewiki here.

What’s working for you to improve lead generation? Do you disagree with any of the comments we highlighted? Let us know what you think in the comments.

As always, you can view the transcript for the full discussion here.

We’d like to thank Doug Miller and Jen Piccotti from SatisFacts for leading a great conversation about resident retention on this week’s chat. They provided lots of hard-hitting stats about the true costs of resident turnover.

Here are the questions that were discussed:

• Why does controlling resident turnover matter?
• What matters most to residents when considering renewal?
• How does technology impact resident retention?
• When does resident renewal decision begin?

Check out these interesting stats provided by SatisFacts during the discussion:

• Average cost of turnover = $4500 per move-out (Includes avg. rent, vacancy loss, wages, ads, promo, concessions, repair/replace, etc.)
• The average resident turnover for 2008 at properties nationwide was 59% (According to the NAA).
• If a 5,000-unit portfolio can reduce turnover by 9.5%, that portfolio’s NOI can increase over $2 million.
• The same 9.5% improvement in the same 5,000-unit portfolio can increase asset value over $26 million.
• 60+% of turnover is controllable, primarily by improving office staff performance and responsiveness.
• Communication from staff and work order resolution are generally more important to residents than apartment appearance and condition.
• 60% of residents want to communicate via email. That has DOUBLED in the last two years! Yet, on average, property managers only have about 15% of their residents’ email addresses.

You can calculate the NOI impact of reducing turnover with the SatisFacts Turnover calculator.

Here’s the link to the transcript (over 600 tweets!) … feel free to share this info with your team.

What are you doing to improve resident retention at your property and throughout your portfolio? Leave your ideas and share your experiences in the comments.

See you next week, everyone!