Every day, my team and I peruse literally hundreds of online reviews for multifamily properties across the country. Sure, leasing costs, quality of amenities, and parking access are significant concerns for many residents. Still, we’ve also observed that the small gestures of kindness, a greeting by name, or occasional resident event can make a huge difference in the experience of a resident.
According to customer service expert John Tschohl, little things can make a difference between a company’s success and failure. “People react emotionally because of the attention paid to minor details. It’s easy to overlook the little things and that’s probably why so few people do them.”
So, what are those small things that are so critical in ensuring a resident remains content in your community?
Tip 1: Make every interaction with your residents pleasant and professional.
“Every exchange with (property manager) has been friendly and informative. She was quick to help me sort through a leasing issue, and we were able to get it situated the same day!”
In his book, Achieving Excellence Through Customer Service, Tschohl stresses the importance of engaging one’s customers by smiling, maintaining eye contact, and asking questions to obtain information. People want to feel heard so active listening and a genuine desire to help is noticed and appreciated.
Tip 2: Step up when a resident feels helpless or is in crisis.
“My son was sick for a couple of days, and I was unable to reach him over the phone. I hesitatingly called the building concierge asking for help. They were so understanding and empathetic, and a team member immediately went to his apartment to check on him. I was very touched by her gesture and promptness and addressing my worry and concern. My son loves it there.”
This above and beyond action by the property team highlights how loyalty is built in residents over time. Know a resident in the hospital? Ask if you can gather their mail or packages. Set up online greetings to brighten each resident’s birthday; provide a gift card to longtime residents who reside in the community in five-year increments. These small deeds say, “I care” and “I notice you” in a big way.
What are the small things that your property does for its residents? What kind of reaction have you gotten from them as a result? Please send along your thoughts.
About The Extra Mile
The Extra Mile is an online column serving the multifamily industry that features tips and testimonials for providing exceptional service for your residents. Reputation management expert Priyanka Agarwal will share exemplary customer service examples from inside and outside the industry which can enhance a property’s reputation and, ultimately, encourage new leases, referrals, and renewals. For questions and/or comments, contact priyanka@jturnerresearch.com.