I am finding that many communities are experiencing a substantial and unanticipated drop in traffic, which could come as a result of multiple reasons. That, coupled with increased move outs due to econonmy drop-offs/job loss, has resulted in less than desirable occupancy percentages. In addition to increased marketing efforts, it’s important and timely to keep in mind that the little things do count. Rather than gazing out the window and wondering where all the traffic went, and speculating on when it might come back, take action and clean up your act for when it does start rolling in again.
A few suggestions:
• How many times have you pulled into a business thinking you might buy something, and pulled right back out because the place just didn’t look well kept? Do the little things: Clean the windows on your front door. Wash the coffeepot. Clean the golf cart. Have the clubhouse vacuumed daily. Examine your entry mats. Make sure there's no trash around the entrance to the property. Don’t forget the restrooms.
• Visit your competition. Have lunch with a competitor and see what kind of numbers they have been experiencing. Yes, they are your competition, but they are also another link into the traffic market.
• When was the last time your community’s clubhouse and exterior windows were cleaned? If you're still thinking, then it has probably been too long.
• Pay close attention to the your appearance and the appearance of your team. A positive and professional image is a very comforting thing for a prospect to walk into.
Above all, persevere. Weather the storm. Make every contact with prospects and residents count. Look at your community, your team, your competition and decide what you need to do become THE community of choice. Then become that community. Do it just a little better than the rest and trust me, your prospects will definitely notice when they walk through those leasing office doors..
Enjoy!
CLASS Leasing
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