Magazine article Journal of Property Management

Snakes on a Plane? Turn Them into Marketing Opportunities!

Magazine article Journal of Property Management

Snakes on a Plane? Turn Them into Marketing Opportunities!

Article excerpt

If you've seen Snakes on a Plane, you know the feeling: creepy, crawly creatures and transportation are definitely not an alluring combination. In my case, it was bugs on a plane. Rerouted on Airline A in the midst of a tropical storm, I emerged from my flight, well ... bitten. More than a few sneaky little critters had chosen me as their favorite lunch and turned me into a slightly panicky customer. The thing is, Airline A didn't seem to care, vaguely promising a response. Will I remember them? You bet.

Now, I don't know about you, but I'm pretty sure bugs don't belong on a plane. And I'm certain that Airline A missed an excellent marketing opportunity to keep me as a customer and ensure my future business. This principle also rings true when we're marketing our properties.

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Face it, inconvenient issues happen at our properties every day. Roofs leak, tenants turn sour and perhaps we even have to deal with pests.

Of course, I'm a little itchy waiting for a response from Airline A, but while we wait, here are three tactics you can use to turn even the most challenging situation into prospective business:

1. Make it Count

The next time you prepare a management proposal, think about the mistakes you've made. Yes, that's right, consider the slip-ups. Prospective clients want to know what we've done right, but they also want to know what hasn't gone so well and, more importantly, how we've turned the situation around. …

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