5 Step Guide To A Winning Constant Contact System - Really!

If you're reading this article then ... Congratulations! And welcome aboard the "Constant Contact Train". Let's begin! This is going to be fun!

Oh! Wait! Before we begin, lets make sure that you understand that the "Constant Contact Train" doesn't just stop at the "Welcome Home Station" it goes well into the "Resident Renewal Station" and then pulls back around to the "If You Move Out, We're Still Going To Follow Up With You Station" (that's my favorite one too :-).

To fully understand marketing, you have to thoroughly understand that marketing is all about relationship building and relationship building never ends. So for you, as a Leasing Professional, the "Constant Contact Train" must never run off the rails.

Step 1. Understand Your Prospects Needs

I can not say this enough - understanding is the key to building every relationship. By understanding your prospect as an individual, you gain a better understanding of their needs, wants and desires. By doing so, you understand the best way to contact them, the best time to contact them and the best approach toward contacting them.

For example: A prospect comes into the office and instead of completing an application, they tell you they're still looking and will come back if they want to do the application.

For one, before that person leaves from your office you MUST know the following - they're the beginning building blocks to your professional relationship: Name and nickname if applicable, date of birth, phone number, email address, facebook, twitter, instagram, projected move date, why they're moving from where the, pets, pets name if applicable, children, children's name if applicable, current employment, single/married/divorced/etc., what activities interest them, what amenities appeal to them more and anything else that comes up that will tell you more about who they are in detail.

With gathering all of your "Constant Contact Highlights" you can better communicate. So now you know that Samantha would prefer to be called Sam, her birthday is next week and instead of calling her on her cell, email her because she works for the government and can never answer her phone. Her emails come straight to her phone so, she can easily reply upon contact.

Step 2. Understand Your Residents Needs

Because you took the time to understand Sam as a prospect, you can continue to build on that relationship now that she's a resident. Compile her a "Constant Contact Folder" and stay committed to relationship building.

For example, Sam has two dogs and so does 75% of your property. Sam's dogs are Toy Poodles named Rainbow and Sherbet. Instead of having a community spa day this month, try having a pet spa day hosted by Pets Essential. Pets Essential gain clients for life and so do you. Win, Win for everybody involved, but especially you for being so thoughtful to coordinate such an event for your community pet owners. How did you know this would be successful? Answer: You understand your residents because you consistently take time to build with them.

See where I'm going with this? Let's continue.

Step 3. Follow Up

In Sam's case, a simple 3- month resident satisfaction survey will do. The purpose of this will be to simply ensure that she is enjoying her new home with you and if by chance she isn't, you can fix that.

In Burt's case, he's still on the fence. Based on your understanding of why he's on the fence you can determine the best mode of contact for him. Ask yourself, is his birthday coming up? You have a community pool party coming up - does he swim? Does he have children? BINGO! That's it!

No annoying type of follow up, please! Make the call subtle, yet meaningful. Instead of: "Hi Burt I was just calling to see where you are in your decision making on an apartment." Try instead, "Hi Burt! It's Jen from Springdale Apartments. How are you? How are Jason and Alex doing in school - I remember when you guys came in, they were both having a hard time making friends. Well, if you're available next weekend, I wanted to invite you guys to our Elementary - Middle School Meet and Greet. I think it would be a really awesome experience for them. How does that sound?"

Can you see the difference? Instead of asking them for something when you follow up - try giving them more reasons to say "yes".

Step 4. Follow Up

In Sam's case, a simple 6- month resident satisfaction survey will do. The purpose of this will be to simply ensure that she is still enjoying her new home with you and if by chance she isn't, you can fix that.

In Burt's case, if for some very odd reason you have yet to close on him - just know you're doing something wrong ... and I do mean very wrong! Just joking - but, not really!? The only good reason for a lacked close on Burt is that he is currently under a lease agreement or in the process of selling a house, otherwise, you should be pulling into the "Welcome Home Station" with Burt on the "Constant Contact Train".


Step 5. Follow Up Some More

Simple ... Follow up some more. Remember sincerity comes in the form of giving oppose to asking for something. From your initial contact with them, you've already told them to complete an application and when they would move in. So now, you're simply giving them reasons via your awesome "Constant Contact System" to do so.

A good "Constant Contact System" begins for current residents 72 hours after move-in and then continues at 3, 6 and 9 months into their lease agreement. The 9 month mark in the "Constant Contact System" should entail proactivity toward contract renewals.

For prospects, a good "Constant Contact System" begins the moment they walk out of your leasing office or from the moment you hang up that phone.

By now, you understand that the "Constant Contact Train" is a constantly revolving station that will consistently deliver you prospect after prospect - your job is to treat them accordingly.

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