Apartment marketing

Show Up. Or, Why Omelets Don’t Matter.

Note: this is a classic post from July 2012, hope you enjoy.

We’re all presented with a thousand decisions in a day – even the ones we don’t make are technically decisions – and I observed a few today and I thought I would share as I feel they are:

1. Completely random – so a good example of our lives.

2. Indicative of a theme I’d like to touch on – but let’s not spoil the fun just yet.

First, we have a Bistro at work which serves between 4 and 12 thousand meals a week. No biggie there, we’re getting quite good at it. One of our front line people is the best – totally awesome. She makes remarkable omelets with the deft precision of a Samurai, that happens to hold a personal grudge against unborn chickens.

Mmmmmm Omelet

 

 

 

 

On this particular morning we’re hosting a large sports camp which features 120 kids and assorted coaches. Towards the end of breakfast this omelet samurai asks me if she can make one of her famous omelets for the Head Coach (it’s his camp) as she wasn’t sure if he paid or not. This concern was voiced directly in front of said Coach whose business we’re eager to retain – omelets are never extra with breakfast.

Second: I’m told that we reportedly rebuffed a new Resident who relayed that their AC was not in working order on Saturday. As it didn’t constitute an “extreme emergency” we told them to wait for Monday. For those not familiar with Florida in late July, allow me to put down rumors about the unending cold front we experience during this time of year. In fact, we have Emergency Maintenance defined as “No AC when the temp outside is over 85 degrees.” I believe it was 99 on this particular day, though it could have been 93.

Third: A Senior Associate informs me that a parent is on the phone and wishes to renew their kid’s lease under an old offer letter we sent out weeks ago. The current offer is a much better deal for the Resident/Parent and we always offer unsigned leases the current deal.

It's that easy

So, what do all these have in common? This question haunted my entire day.

 

 

At my old place of work, we had these portraits of all the employees on the wall and each had a quote that supposedly the person lived by. The majority said some fluff like “Seize the day” though one stood out to me for its simplicity and eloquence. It read simply “SHOW UP.”

I thought “Is this good?” and let it marinate. Then, after a half hour, I grilled it up with some delicious business acumen and served it with a glass of “OH YEAH.” The words were from a new friend named Dan O’Connor and I couldn’t help but roll around in their brilliance. SHOW UP! How deep did those words go?

The decisions I cited all shared a lack of “showing up” – not in the physical sense, but in the other, deeper sense. Of being mentally “there” where things really happen. I’ve come to appreciate that the big difference between getting it done and saying we gave it our best, is the belief that by simply standing our post, that we’ve managed to “show up.”

Not by a long shot.

It’s not stupidity or ignorance of lack of experience – these three individuals are all some of our best. Seriously, I tout their drive and desire constantly. This was a case of not being there mentally, in a moment, and that’s all there is.

Make the omelet! Paid or not, who cares!? I’ve never beaten or punished someone for giving away three eggs and some veggies! Take a chance! On the guy you KNOW is the “The GUY” we’re trying to impress. Don’t call him a cheapskate in front of his face!

What, exactly is “an extreme emergency” pray tell? As opposed to a regular emergency? Which we don’t care about? If Weather.com tells you it’s 83.5 degrees outside and they’re not happy, call it in!

They want to renew and you want to pick a fight? Over someone giving you their hard-earned money? TAKE IT! By any means! Make it EASY for them! Fall all over yourself to accommodate them and make them happy! That’s what we do!

I felt failure today. Failure in transmitting the message. I often state that “It’s the spirit of the law that matters, not the letter” though I recognize not everyone hears this message. That is my fault and it’s my charge to make sure it’s known, and known well. Not with bigger bull horns, but with a better plan – not more regulation, but with more discussion. Conversations build empires and right now? I have a fiefdom.

“The single biggest misconception about communication is the belief that it has occurred.”

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You deserve to be recruited

 

You’re talented, you’re just not industry-famous. Yet.

You’re probably not even looking for your next opportunity. But wouldn’t it be nice if your next opportunity was looking for you?

That’s why we exist.

We’re student housing veterans, curating talented candidates for industry leaders. By pre-qualifying candidates and presenting only those we feel would be a great fit for the culture and location of the job at hand, we save time and effort for employers seeking to find their next rock star.

We’re confidential, free to talented candidates, and focused solely on the student housing industry.

Hiring Managers: You have incredible turnover, and the process of finding talent is tedious, and often unfruitful. We seek to help you quickly identify talent where you are, that’s pre-qualified, and a great fit for the culture you’re trying to build.

tphiring

We know all of this because we have around 40 plus years of experience at all levels of the industry. Creating a space for top talent to congregate just sounded like an amazing opportunity, so that’s what we did. We’re continuously refining our searchable criteria, and working on ways to best help your new career move find you.

Not a rock star yet? Are you a Leasing Agent, or CA, and thinking you want to make student housing a career?  We want you too! Among the toughest gigs to fill are Leasing Manager and Marketing Manager positions. We’ll be looking at you if you’re interested in making that step up.

Because privacy is essential, we let you make the decisions. Don’t want to put it on blast that you’re open to a promotion to the next level? Great. Sign up with us and let us know to contact you first to gauge your interest. It’s that simple. Or, if you’re wide open to having us share you with the world, we’ll do so when we find a job that sounds perfect for you. The point is, we’ll only share what you want us to.

It’s a new age, with new rules. You deserve to be recruited.

Let us know about you in as little as sixty seconds and we’ll be in touch for more info. Know someone in student housing? Send this to them to share the love. TalentPath.com

 

All your room are belong to us

Another year and another order of “Renew your lease now” banners and bandit signs. Ah, student housing – you have few predictable moments, but this is certainly one of them. Last year we wanted to mix it up and do something that would catch an eye because face it, no one is reading your plain text “Renew and save!” signs. They’re not, so stop lying to yourself.

So, we came up with these. I really enjoy them and was proud of the fact they had no contact info on them -they weren’t supposed to. You know where you live and you know where to go if you want to renew. The signs beg you to read them all as you’re not exactly sure what’s going on. Plus, everyone loves memes – that’s why they’re memes.

Aaannndd

This one still sits in my office.

This one still sits in my office.

IMG_2824 IMG_2826 IMG_2821 IMG_2823

I love it. Still cracks me up a little every time.

I love it. Still cracks me up a little every time.

Deadlines are deadlines! Yeah....

Deadlines are deadlines! Yeah….

You know that feeling.

You know that feeling.

Personality trumps Plain, Every Time

Our new in-house, Marketing-Strike-Force-of-Awesomeness have been laying siege to the plain vanilla world of the tired & trite student housing adverts of old. Ben & Jerry themselves have trembled under the audacious show of flavor perpetrated by these skilled ninja-confectioners-of-imagination.

Calling themselves the Triple Threat, these three complimentary legs of the tripod are the razor’s edge of our marketing outreach to our; 2500+ Residents, future clients, and the rest of the Orlando market.

So, seeing as how they go into the field plain-clothes style for the bulk of their media making, we decided they’d benefit from press passes – as that’s what they are in so many ways. Lanyards made sense since they could be easily slipped on, so I told them to go ahead and whip up something for themselves.

I wasn’t disappointed…

Fabreesh

Fabricio Torres makes some of the most amazingly shot and edited videos you’ve seen, and he does it with blazing speed. We can conceive, shoot, edit and upload timely content in a matter of a couple of days where before it would have taken weeks.

Chanty

Chantell Cruz took these photos and a ton of amazing shots for our Resident events and advertisements. She’s a true artist behind the lens and we couldn’t be more impressed with her ability to capture it all, from the sublime to the stolen moment.

Danaenae

Danae McDermott designed these passes and all of our graphics for flyers, ads, Resident announcements, and anything else we may put out. She’s insanely talented with Adobe Suites and can crank out a professional design in no time.

I was beyond blown away by the quality and the personal expression they put into these passes. They’re conversation starters for sure and show that we don’t take ourselves too seriously. The rest of the team liked them so much they’ve been spoiling for their own. Ultimately, I can’t say no.

Special thanks to our very own Gregory Eisenberg for finding such a remarkable team, bringing them together, and letting them do what they do best. I couldn’t be prouder or more excited to work with such a stellar cast.

You can market anything… even cats.

I loathe cats and I had to think twice about maybe taking Colonel Snazzypants home.

I loathe cats and I had to think twice about maybe taking Colonel Snazzypants home.

You don’t need a marketing degree and you don’t need permission from the marketing gods. Whatever you’re doing, look for opportunities for art.

I saw this on the Chive and couldn’t help but fall in love. “The Good King Snugglewumps” may be the best pet name I’ve ever heard – and I’m a dog person.

The Connection Economy in Action: Rand Fishkin Gets It

I’m a fan of Rand Fishkin. Mostly because I glommed on to his company’s social media work a few years back when I was really learning the game myself. When you don’t know much about a thing and you’re casting your intellectual line into the waters of the interwebs, sometimes you catch whales, sometimes old boots. Moz was a whale.

Rand does a great job here summing up the beauty of the connection-economy: that people you connect with are better than people that you buy, or beat over the head with ads.

There’s a fun thought experiment I’d heard years ago: Imagine if you could, growing up without any sense of religion in any capacity, and then when you turned 25 you were suddenly exposed to all the major organized religions of the world. Like a job fair, but for your soul.

Now imagine that you’re walking through this expo-hall and talking to the reps from all of the majors about their beliefs and weighing them against each other equally. Would you wind up choosing the religion that you currently belong to? Or, without prejudice of social pressure and indoctrination, would you choose another faith? I know, it’s a tough question, but that’s what makes it interesting.

I bring it up because the same thing essentially happened to me, but with marketing. I’d had no prior indoctrination before 2011, at least in regards to the social media space. I was searching through the different schools of thought that were emerging and I had choices to make. Was it best to focus on pure SEO, or Adwords ads, or Content Marketing? Was simply being on Facebook, Twitter, etc… enough to turn into dollars? What exactly was “Content Marketing” and what was the point?

And of course, the holy grail question: “What’s the ROI of social media?”

After months of TED talks, blog posts, youtube videos, white papers, forums, etc… it became clear to me that Seth Godin’s “The Connection Economy” was probably the closest match to my conclusions as to the best approach.

connection

Rand and Moz belong to the same overall school as Godin, Sinek, Vaynerchuck, et al. I count myself as a firm believer in this school. I’m constantly looking at what marketing moves me, and those around me, and the answers are the same: Social connection.

When I believe what a company believes I want to see them win. A few great examples that I’m nuts about: Alamo DraftHouse, Purple, Rock, Scissors, PackageLog, and  Radiolab. Each of these groups are doing amazing things to connect with people and I feel a part of what they’re doing.

Trust is rare, so it matters. “Real” is rare, so it has value. Because we’re bombarded with a constant cacophony of ads our defenses are up and we trust no one. As marketers (and if you work for a company that sells anything, you’re a marketer) it’s our job to connect people and create value. Ads for the sake of ads are a black hole and a waste of opportunity and treasure.

Let’s be people. Let’s do what people do best and connect with one another. The rest will take care of itself.

We’re all Liars?

Seth Godin’s book, “All Marketers Are Liars” is available in audio format for free on Youtube.

It’s a great synthesis of a lot of his recent ideas from TED talks and various interviews. I’m in love with his message of authenticity, honesty, and story telling. These really are my favorite things and my sticking points constantly in our dealings with Team Members and Customers alike.

Do yourself a favor and give it a listen while you’re working today, or on your next decent car ride and then talk about the ideas with a co-worker or your significant other.

Enjoy!