Are we as an industry automatically prejudice against those on Section 8?

Are we as an industry automatically prejudice against those on Section 8?

I recently participated in a Facebook discussion about how we stereotype those who receive section 8 or any type of government housing assistance. I will admit, I have been guilty of this and have to constantly remind myself that because of where I work and the person that I strive to be, that I cannot think like this.  It is very hard.  I had found myself resenting the fact that all or partial of their rent is paid while my partner and I work our butts off to support our family and are barely making it. There have been times that I let that resentment affect how I view these residents. However, no one wants to be resented no matter what their status in life is.

As professionals who are working with section 8 vouchers it is not our place to judge the person who is applying for our community solely based on the fact that they are receiving state assistance. Trust me, it is hard to do when you have the young parent in your office with 6 kids and can barely write a complete sentence. However, we do not know the type of life they have had, our position is to give them a decent home. That is the bottom line.

Do you offer incentives to your residents to improve themselves so that one day they may be independent of section 8?  Would you even want to try to make the difference in someone’s life that is receiving section 8? Would you continue to view them as beneath you or with resentment because you are the one not receiving the benefits?

Offering benefits to improve one’s self is a great way to make a difference for a family and it can affect the entire morale on your property and with the entire onsite team. Will you have a ton of people come to your classes? Probably not, but the handful that you do come will always be grateful to you.

My aunt heads a non-profit company that places women in affordable housing. She was telling me of a woman that was on state welfare and worked her way off of state welfare and into a property manager position. My aunt worked with her for several years to help her achieve this goal and feels very blessed to have been able to be a part of this property manager’s life personally and professionally. 

I hear comments all day regarding section 8 voucher holders and realized that it is resentment on all levels. We need to remember that even if a person is rich or homeless they deserve respect and not to be stereotyped.  If your property allows section 8 but you have looked at the person with annoyance, maybe rethink how you can affect their lives when they walk into your office next time.  A little help can make a world of difference to someone who is struggling.

Treasure Hunt Anyone?

My apartment community where I live inspired me to write this quick blog.

See, I started seeing these signs up around the community about a Treasure Hunt and did not really pay much attention until I came home on Friday and saw a red flyer on my table about a pool party.

The flyer had a pirate girl on it that said “Come Walk the Plank at ABC Pool Party. R.S.V.P on Facebook” okay that is new and I’m thinking finally my apartment community is coming to terms with social media and engaging residents.

When I went to the mailbox, I saw a treasure hunt sign that said “join the Treasure Hunt on Facebook by Liking us.”

I realized then that the pool party and the treasure hunt were the same.

So naturally I came home hopped on my laptop and searched for ABC apartments on Facebook. I could only find the places check-in.

There was no company page to be found so then I thought well maybe it’s on the flyer or the signs?

Nope, not a single flyer or sign has a link for the facebook page or a QR codes so we can find the facebook page. Maybe the real treasure hunt is finding the facebook page?

The idea of the treasure hunt is excellent. The only problem is the management team failed to direct the residents as to where one can find the facebook page.

We have to remember that if you do not share the link on your print ad or internet marketing people will not be able to find you.

Now I know you may be thinking, Jolene, why don’t you just go to your management office and ask for the facebook link?

The thing is, I do not have to time to call or go in and ask for the link and get a silly response of “I don’t know” and at this point I’m so frustrated that I do not even want to participate in the treasure hunt.

If I feel like this, imagine how the other 344 residents (not to mention all the drive traffic that see those signs) feel.

If you are going to have an effective facebook marketing campaign you must provide your residents and prospects with the proper tools to find you.

Printing Flyers or signs without the proper information is a waste of time and money. Please comment and tell me you agree?!

If you are planning on using social media to promote your campaign, make sure you put your plan into action.  You don’t want to give people a call-to-action and then not have it set up where people cannot find you!

The goal of facebook marketing is to engage with your residents or prospects not to frustrate them.

Hopefully, my apartment community mistake will prevent others from doing this.

Don’t take the fun out of treasure hunts by not letting the fun even begin by not being able to be found.

By: Jolene Sopalski

Professionally Edited by: Alisha Krueger

Is Your Apartment Community "The Voice"?

Recently NBC launched a new show called “The Voice” and it inspired me on so many levels. From the shows concept, marketing with the use of Social Media, to the coaches them selves.  While watching this fantastic show, I could not help but see how I could use this as a learning tool.  I also saw so many ways that the Multifamily Industry is similar to The Voice.  The makers of the show and NBC seriously had the formula down pat on the marketing side and knew how to keep your attention.  How does this work for our industry?

‘The Blind Audition’- This is my favorite part—before they ever get to your community or even call, prospects judging you from your advertising.  One of the things about the Voice that really impressed me was how they used Twitter, FaceBook, Blogging, YouTube and ITunes to market their show and artists. Each media was different so it kept you going from one media to another, to read/see more about the show.  They kept it fresh and exciting all at the same time. Do you stick to what everyone else is doing or do you jump out of the box and become different?  It is very important that the way you advertise, immediately sets you apart from your competition. Can your community advertising pass the Blind Audition?

‘The Battle Round’-Congratulations you have passed the Blind Audition now instead of 32 properties you are up against 8 other properties. How you answer the phone will determine if you move to the next round. This is very important! Are you upbeat, positive and willing to answer your future resident questions? Many of us get so busy with the everyday stuff that we forget that we are auditioning for an audience with a future resident every time we answer the phone.  Stop what you are doing, breathe, and smile before you answer the phone! Your prospect will hear the smile and feel your undivided attention.  (For great tips on “Leasing With a Smile” visit The Training Factor, Jonathan Sarr's blog.) Make sure you answer all the questions your potential resident may have. Push to make the appointment. This is your moment to shine. If you don’t make it through the ‘Battle Round’, you will lose the prospect.

‘The Sing Of’- Whew that was tough but you did it you made it threw the battle round!  Now it’s time to compete with the top four communities your future resident is going to look at. At this point anything can happen, you can make it to the semi-finals or you can go home. I prefer to make it to the semi-finals and then take it to the finals by winning. You have succeeded in scheduling the appointment during your phone call. Did you immediately follow up with an email, text message or a hand written thank you card?  I know you’re thinking, ‘why would I do that before they came in to the property?’  Simple you want to make a statement; you want to stay in the front of their minds! With all of our awesome technology why not use it to our full ability?  Instead of sending a regular email, why not send a video email of you or team in front of the community sign with balloons or in the apartment they will be living in?  If you do this, include a shot of one of the things that the future resident said was important to them~~like big closets.  This will help increase the comfort level of the future resident when they finally get to the property.  You are continuing to build a rapport with them. How you follow up to your phone conversation, prior to the appointment sets the tone for their visit.

‘The Semi-Finals’- GREAT!!  Your future resident just called and they are on their way to your community! Now it’s narrowed down to the final four communities!  They loved your video follow up. (If it was on ITunes you definitely would be number 1 on the charts!)  Your future resident comes in and they are ready to get the show on the road. Put a smile on your face and get to working on making sure these future residents do not leave with out placing an application. You know the tour will be awesome because you made sure the apartment you are going to show them looks great and smells great. In fact, the entire property looks like it could be on a postcard! The best part is you have a special gift just for them in, waiting the unit.  People LOVE surprises especially if it is a free one! Who says you have to wait until they move in to give a gift?  Keep it simple, something small, like a candle or pot holders with your community name on them, just something that will remind them of the Community and you.  Be memorable! Remember the video follow you did pre-tour well now it’s time to create the video tour. Yup, you are going to give the future resident the video camera and ask them to record their tour of your apartment home so they can show it to their friends and family when they leave.  When the tour has ended make sure you record THEM holding the gift in whatever room it would most likely be used.

‘The Finals’- WOW!!  This is it! You made it from the Blind Auditions, the Battle Rounds, to The Sing Off, and the Semi-finals to The Finals! Your future resident just told you they loved the community and the apartment! But wait~~they are saying that it is between you and one other apartment community! They want a day to think about what they were going to do. You try one more tactic~~ the Look and Lease Same Day Special.  They tell you they appreciate it but really want to make sure they make the right decision, after all, this is where they will live for the next 12 months. So what do you do now to make sure you come out as “The Voice” of all the communities?  Remember that video you recorded of the tour? Put the video up on You Tube make sure you mark it private and only the future resident has access to this. Then send an email/text message to the future resident saying that you have a special video that you wanted to share. The future resident will be able to review how they felt and see what they loved about the apartment all over again! Yup, I know crazy and brilliant at the same time!  Give the future resident some time but make sure you call them before you leave for the day to see if they have any questions. Keep following up with the future resident. Be memorable!  In the end only one community can be “The Voice”.  It is your job to make sure it is your community more often than not.

What are you doing to make this happen? See what is working and what is not.  Sometimes it can be something as simple as the way you answered the phone, to the apartment appearance, or even how you are advertising.  Remember the first thing people see is your advertisements.  If you have a ‘boring ho-hum just like everyone else’s’ advertising approach, then you have already lost the blind audition. Do not be afraid to stand out and be different. Be memorable!!