Compelling apartment living experiences start with curb to contract thinking.
I hate the word contract. But I needed a C word to fit my attempt at a new Axiom.
Curb to Contract
It’s a revision to my Curb to Commode axiom. Over the years I’ve preached and promoted a very high standard of excellence as it relates to everything from the curb to the commode. Everything from freshly swept and painted curbs to a very fresh bead of caulk around the base of the toilet.
Just the other day it dawned on me that it doesn’t stop there. It extends to the transaction side of our business. It extends to paperwork, it extends to personal presentation, it extends to website experience design, it extends to mobile experience design and so on and so forth.
Everything is Marketing. Everything backs up your Brand. Everything from Curb to Contract and beyond.
i’m sitting in traffic this morning wondering about end-to-end advertising solutions.
A solution that anticipates specific unit vacancy. And automatically cues up programmatic advertising. A solution so robust someone could lease an apartment and move in without ever visiting a leasing center. So robust that a marketing director morphs into an analyst. And apartment related content marketing dies or changes dramatically.
Makes me wonder if Costar buys Yardi or Yardi buys Costar. Or they create partnerships that allow for sharing the critical pieces of data that would make it ILS more effective.
Or better yet apartment companies develop their own internal systems that achieve the same result.
I went on a trip recently and near the end of the flight I received a hot washcloth. It was a subtle gesture but powerful. It was just what I needed at that moment in time. A quick wipe of the face neck and hands. It made me feel alive and ready for the next leg of my journey.
Aside from all the sanitary issues in the what if’s and the whatnots and here’s why we can’t do its – this would be a very cool end cap to a leasing tour.
It will make you different. It will make you memorable. It will give people a reason to talk about you.
Maybe you offer a chilled towel in the hot summer and warm towel in the cold winter.
You’re like the warm towel at the end of a long flight multifamily maniac,
Let me start by saying this arctic blast is for the polar bears. As a runner; I cringe every morning when my 5a alarm goes off. Just the thought of putting on three layers of running pants – two layers of long-sleeved shirts, two types of running jackets along with gloves a ski-mask and a wool cap – makes me tired. Makes me want to do some real-time communication (RTC) with the winter-master himself.
How do you like that for a transition?
RTC is not a new technology by any stretch and in the same respect I don’t consider it a mainstream business tool in the multifamily space. At least not as a sales tool. But that all may change soon.
Skip over here for a more precise definition. In the meantime – trust me, there are some extremely cool implications related to this technology.
It’s finally catching up with the visionaries.
Virtual Tour 3.14159265359
My imagination tells me that we will soon lead guided on-line demonstrations. Demonstrations that will include activities like swiping the screen to open doors to your clubhouse/leasing office, the front door of a model apartment, closet doors, appliance doors, cabinet doors, storage doors and the like. All the while a leasing/sales person engages the customer in a real-time conversation.
RTC will give both the apartment shopper and the leasing person the ability to control each others device. At least as it relates to the tour/demonstration. Want to hear jazz in the background as we walk – no worries. It automatically cues based on the persons listening preferences as shared by their iTunes, Spotify or other platform. Care to look at the pool, fitness room, etc – will do as directed by the shopper. A sort of pick-your-story-ending type tour.
Want to complete an application? Already pre-populated with Chrome like instincts and signed with any of a number of on-line signature apps.
Mark Juleen so aptly points out that the ILS is dying. He is right but not for long. RTC is part of the answer and the ILS’s will beat everyone to this point. Why? Dollars and Cents.
They just have to look at it from a different angle. Certainly not the Jeff Goldblum angle (although – he is cool). And not from the bickering like small children (see flier – funny but really?) angle (my click is bigger than yours).
Your looking forward to what will come of RTC Multifamily Maniac,