| by
Joanne Schlosser
"It's
Never Been Done Before"
It's
Never Been Done Before - Attracting New Tenants Spark your
creative juices. Remember our Energize to Innovate session
at the National Apartment Association Annual Conference? Ideas
were flying. Here's a quick recap of some of the best suggestions
from your peers. If you missed it, we used a variety of energizing
activities to stimulate our brains to innovate. This was from
the Energize to Innovate: Creative Solutions for Success presentation.
After
pumping up the creativity we asked everyone to come up with
a way to attract new tenants that hadn't been done before.
One of these might work for you.
-
Ron Craig from Austin Square called his idea "Movie-on-in"
He suggested inviting Hollywood stars to film a movie scene
at his complex. We would need a lot of extras, )our residents),
food spreads and it would be very exciting. Then forever
after, we could highlight the property as seen in "XYZ
movie featuring Big Name." He thought adapting the
jingle from the Jeffersons - "Movin on up into our
spot and you'll like it a lot" would gain attention.
Maybe
to plus that you give free popcorn and a DVD of the movie
to each new
tenant.
-
Shelly Ann with Golden
Offer weekly cleaning service for 4-6 weeks. Call the program
"Maid to order" This will work because their target
audience is busy professionals who don't have time to clean.
The slogan - "Our apartments are maid to order."
As an extra way to gain attention, we're going to have a
girl in a french maid outfit standing outside in front of
their community.
-
Sara Lynn
Our theme is 'The Wizard of Oz" with a leasing agent
out on the street dressed like Dorothy. The slogan will
be "There will be no place like home." Focus them
on seeing our property as their new home. Target audience:
Families. To especially entice, we would create a yellow
brick road to the leasing office Jingle - "Follow the
yellow brick road" out to your new home.
Again,
a plus could be to give the DVD or video of the movie with
microwave popcorn.
-
Chris Hyde - The training director at LBK
Theme: A Fun Place to Live. They will hire Improv actors
and actresses from a local Improv club to be in the Models
during a showing but when prospective residents come to
tour the actors come into action and do their Improv. The
target tenant would be professional with a sense of
humor. The slogan - "not only a place to live but fun."
Jingle - Don't worry be Happy.
Maybe to plus this you have occasional gatherings where
everyone watches the Comedy Channel or Whose Line is it
Anyway?
Each of these ideas were generated in five minutes or less
using our creative brainstorming process. Imagine the power
of turning your staff loose during a structured session
to be creative, then taking the time to refine and implement
the ideas. The results are phenomenal.
Email me at Joanne@DynamicPresentations.com if you implemented
one of the ideas you generated from our sessions. We'll
make you famous in our next issue.
Creativity
Sells
On
the creative side, Charles E. Smith Residential, owner of
Park Millennium, a new 480 unit luxury apartment complex in
Chicago, decided to innovate by letting potential renters
"test drive" the complex for one night. If the potential
renter prequalified they could spend a night free to decide
if this was where they wanted to call home. The Open Audition
program is the latest incentive offered by the landlord, a
division of Archstone-Smith. The Chicago market, like many
others is very tough right now and this is a way to stand
out. Five people have taken advantage of the program and three
signed leases, since the program began five months ago.
Based
on an article from the Wall Street Journal Jan. 29, 2003.
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