Magazine article Journal of Property Management

Opportune Times

Magazine article Journal of Property Management

Opportune Times

Article excerpt

Improve marketing by investing in technology and tenant service

YOU'VE PROBABLY HEARD THE SAYING, "OPPORTUNITY KNOCKS." BUT WHEN OPPORTUNITY DOES SHOW UP AT YOUR DOOR, WILL YOU BE READY?

Sure, we all have troubles these days with properties, tenants and even employees. It's a challenge to get creative with marketing when much of your time is spent trying to figure out how and where to cut costs. But the dog days of summer just may provide the necessary downtime you need to invest in and improve your marketing strategies. Take advantage of this time so that when opportunity does again, you'll be in the best possible position to open the door.

Here are a few suggestions to improve your marketing:

Keep service steady. We all know that and tenant expectations are at an all-time high today. How can we meet their needs? It's not magic or rocket science. This is when good old-fashioned customer service counts. The secret is to continue investing in your staff your services, and to keep the lines of nication open to your tenants, even in trying times.

"We try to proactively communicate with our tenants about upcoming projects, particularly if they affect the tenant in any way," said Brenna Walraven, CPM* and managing director at National Property Management for USAA Realty Company.

Offer new amenities. Dust off your Web site. If it hasn't been updated recently to accommodate today's tenants, there's no time like the present to improve it. Cindy Clare, CPM and president of Kettler Management, AMO*, suggests offering potential residents the opportunity to see the availability of apartments in real time.

Residents can reserve apartments online as well as look at a floor plate of the building to identify where their apartment will be located," she said. …

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