Friday, July 20, 2012


Ok, so budgets are being slashed every year and the demand to do more with less is getting stronger. The big question is how does one get more bang for their marketing buck? The RI.T.E. Stuff. Now I am not suggesting you bust out singing this glorified 90’s hit with your team as back up dancers (although it may not hurt), but I am referring to Treat'em R.I.T.E.

We spend so much time, energy and money to produce quality residents and many properties are pushing them right back out the door due to their poor service and attitude! Why is there such blatant loss of money and are you guilty? Let’s look at what I mean by Treat'em R.I.T.E.

R – Respect  ~ How many times have you come in contact with someone whose name was difficult to pronounce and you just blew it off? Or they made an appointment and you were at lunch when they arrived? Maybe they called ahead asking for a copy of their lease and when they arrived it wasn’t ready? It’s the little things that make a big impact and show people how much respect you have for them.

I – Interest ~ Really listen and show interest in their wants and needs. When you ask a prospect what things are important in their apartment home, listen to what they tell you.  You are interested in finding a home that is just right for them. Continue visiting and building rapport with the prospect and ask more questions, because you are interested in their needs and wants. People normally love to talk about themselves, so let them!

T – Thoughtful~ Do you anticipate the needs and wants of your Prospects and Residents?  Are you thoughtful enough to provide unexpected service?   A follow-up call, text or email updating them on the status of a work order, task or that you’re just touching base, is a HUGE ally in the battle of “Closing the Back Door”.  When a service request has been submitted as complete, contact your Resident and ask how satisfied they are with the service that was performed in their apartment home.  If you have made a promise to provide the Prospect with a “perk” of any sort, make sure you follow through.  Under-promise and over-deliver!

E – Enthusiasm ~ Majority of prospects lease from emotion and because they like YOU! Show your enthusiasm and be eager to please your residents! I have a mantra that I have stuck with for years Act enthusiastic and you’ll be enthusiastic!  If you haven’t tried it, you should! I know many times I have heard apartment professionals say “It’s hard to be enthusiastic all the time”  Of course you will deal with many people who don’t possess the RITE stuff, but that’s no excuse for you to not Treat'em R.I.T.E.!   If you are not feelin' it - then Fake it till you Make it.  Enthusiasm IS contagious; your energy will grow and spread…. And it’s the rude ones that need your enthusiasm the most!

Possessing the RITE attitude is not a difficult task and can work wonders on helping you achieve your leasing and resident goals. Share this list with your entire team and outline your own RITE expectations. Although I don’t believe in threatening team members you could suggest anyone not having the RITE attitude can perform a full lyrical, demonstration of NKTB’s song The Right Stuff at the entrance of the community. to help replace the lost revenue from having the wrong attitude! (Just don’t forget to upload it to YouTube, HA)

How many times have you walked in somewhere only to given the famous pointer finger, suggesting you wait a minute, all with no smile and an eye roll that screams “WHAT”!!

Great customer service is the lifeline of an apartment community. Take an audit of the service you provide for your residents and prospects.  Does it exceed their expectations?  Do you Treat'em R.I.T.E.

Linda Hansen ARM, HCCP, NALP
Written by Tina Clauder

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