Intentional Retention

Personalizing Your Community

By Yardi Blog Staff on Aug 12, 2019 in News

As a property management software provider with tons of solutions at hand, we’re proud to say that there are few property issues that technology can’t address. While tech is a terrific way to enhance the renter experience, zeros and ones have their limits. Some important components of community building require the human touch. Your ability to personalize the community experience links directly to resident retention and a healthy bottom line.

Yardi client Pegasus Residential demonstrates how to personalize a memorable property experience to promote retention and drive revenue.

It Starts with Your Reputation

A smooth user experience, great photos and easy leasing options are a necessity in today’s online marketplace. But poor reviews and a bad reputation will quickly defeat your best efforts.

Online reviews and reputation “will make or break a community and single-handedly increase traffic and occupancy,” says Wendy Dorchester, Pegasus Residential’s vice president of operations.

Reputation management is an essential part of your community’s success. There are services to manage online reviews. Your in-house team can catch resident concerns before they make it online. They can also influence your reputation in the offline community.

Encourage attentiveness and responsiveness amongst your leasing team, advises Dorchester. Online surveys are another good way to intercept concerns before they make it online or into the rumor mill.

Build Up Your Image

According to online technology news source TechCrunch, more than 90 percent of apartment hunters begin their search online. Few sign a sight-unseen rider, which means most will visit your property before committing to the lease.

Curb appeal and staff representation matter. Stay on top of landscaping and building maintenance. “A community’s curb appeal is critical, too, as a prospective resident’s first impression of a community upon visiting has a huge impact,” says Dorchester. She adds, “And once prospects arrive at a community, your associates have to show them that living at the community is truly a unique experience.”

First, solidify your branding. Then thoroughly educate leasing agents on the story of your unique brand and community. If your staff members don’t understand your brand, they can’t represent it and they certainly can’t sell it. Leasing staff personas should match the community that you want to build.

Get the full story for personalizing your community in the Multi-Housing News interview with Pegasus Residential.