Mike Brewer recently wrote a quick thought about budgets. It was a super simple approach, "what will bring value to your ideal resident". As simple as it sounds, it really made me think...
I think many times we consider marketing and resident retention as two separate aspects of our job, when really they go hand in hand. After all, if all goes well, the only thing that truly separates a resident from a prospect is time. So, if your resident retention efforts include monthly shin-digs or a weekly pilates class, mentioning them to a prospect might just get that lease. On the other hand I've often used nearby amenities and recreation areas in brochures as an allure to new prospects. But wouldn't your residents also like to be reminded of these conveniences and nearby opportunities for adventure? Maybe it's just me, maybe you've already made this connection, but if this is a new thought for you too it could really change the way you look at your budget.
I do love the euphoria that comes along with an epiphany such as this - especially when it involves finding a dual purpose for work I am already doing!
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