Years ago, I'm talking about 10-15 years ago, I lived and worked on-site at my apartment community for a good 2 years and my job was resident functions along with another person (it was a side job). We did some sort of retention activity every week, move-in visits, renewal surveys, and/or an all out resident event. So of course, I was able to get to know the residents very well.
At one of the parties we met a lady who had lived in the community for over 30 years, yes THIRTY YEARS! We were so impressed. She moved in the year the property was built, 1970. There was no Fair Housing, or at least not the way we know it to be now. The property was an adult property only (meaning NO kids allowed), had an onsite restaurant, convenient store, and a club with a full service bar above the huge community & workout center!! Yes, those were the days...
I digress...
Anyways... As we were chatting with her, she let it slip that she still had the original green shag carpet in her apartment from the day she moved in. Say what? Of course my party partner and I just had to see!! She invited us over and we quickly learned that she still had this green shag carpet of over 30 years, not because she hadn't been offered new carpet. Nope, at every lease renewal and with every new management company change she was offered brand new carpet, but she refused. She still had green shag carpet, because, she was a borderline hoarder & didn't want to move everything up off of her floor for new carpet to be installed... Now, I don't want to have the shag carpet lady as a resident because she's a hoarder& I wouldn't be able to change out her carpet... of course not! I want the shag carpet lady, because she stayed there for 30 years!
We had so many questions for her. This was a property in downtown Houston/Memorial area, it had seen some serious changes, not only new management; but policies, amenities, demographics, not to mention fairly large price increases (clearly she had seen a lot over the last 30 years). We point blank asked her, "why did you stay through all of these changes". She said laughing, "I grew up, I'm not young anymore, I don't need a club at my doorstep." But then followed up with "all of the management changes didn't bother me, they were all good companies that took care of any need, break and issue I've had over the years."
So is it really that simple? To keep a resident for 30 years, all you have to do is be a good management company? Maybe? Or maybe not? People move for all kinds of reasons, new job, purchase a home, get married, get divorced, and... POOR MANAGEMENT. As managers of apartments, we can't control the new home, new job or change in size of a family, but we can do many things to keep residents from moving because of poor management.
Let's talk about a few of these:
1. Take care of our renters. Timely maintenance fixes. Offer upgrades for lease renewals, replace the carpet with the laminate flooring, offer to paint an accent wall, install new hardware or appliances (for older communities). Find away to give them just a little bit more, so they don't leave for that new lease-up down the street over white vs stainless appliances, or prettier floors.
2. Be accessible. If they come in the office, meet with them. When they call, answer the phone or call them back. Have early and/or late office hours at least once or twice a week. Be easy for them to get in touch with. So often I hear complaints, "I can never talk to the manager" or "The office is never open when I'm not working" or "They don't return my call." Be obtainable.
3. Help create a sense of HOME. Offer resident functions. Big, small or both. It lets them know you care and offers a way for you to say "thank you" for living here. Plus, it gives them an opportunity to build relationships with other residents. If you loved your neighbors and they became your best friends, would YOU move?
4. Get to known them. Remember their name and something about them. Where do they work? What is their hobby? What is their pets name? This will create loyalty. I compare it to that restaurant waitress that knows your name and what your going to order before you order. You will go there more often, because it feels good to be recognized.
Tip:
Do what it takes to make your resident comfortable and at Home. Create some shag carpet ladies!
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