Many apartment communities do not have the budget or the decorating pizzazz to stage a furnished model.
A hodge podge of abandoned furniture will not improve the marketing presence of the apartment, (with evergrowing concerns about bedbugs…this could create a whole new range of problems.)
The lack of a model often sets a negative tone, when a prospect asks to see an apartment. The first experience the prospect has is negative..”we don’t have a model.”
“I can show you a vacant apartment”..Just the language has an unappealing tone….vacant..vacated….consider including the term “vacant” with words that don’t belong in a marketing conversation. ”Lets take a look at our two bedroom.?” Or instead of jumping in, with a “we don’t have a model, but I could show you a vacant”…could we respond with an offer to show an unfurnished model home?
A cost effective alternative to the undertaking of furnishing four or five rooms with accessories from Pottery Barn or Pier One. A mini-model can fit any budget.
Mini models can be structured with budgets ranging from $25 to $100. The presence of kitchen, bath, closet or laundry accessories can soften the impact of an unfurnished apartment home. Mugs, hot chocolate, and a basket of star shaped marshmellows offers a focal point in the apartment, a unique objectt for a prospect to remember. A sink full of yellow rubber ducks or a themed shower curtain are quick easy options.
If its apartment touring day, a propsective resident will tour a half dozen apartment homes, double that for weekends. Mini model accessories can be the item that helps an apartment stand out in a prospects memory.
The mini model accessories can become the move in gift for the new resident. This small addition to the featured apartment gives both the leasing staff and the prospect a focus point. The prospect leaves the property remembering the apartment with the spaghetti basket or the frog shower curtain.
Randomly placing “Resident Delights” can add a fun element to tours creates spontaneity. Opening a freezer to find a sign with treats, “What would you do for a Klondike bar?” Taking the time for a quick snack allows more conversation with the prospect.
Keeping leasing tours fresh with a variety of quick mini models adds some excitement for the leasing team. A property doesn’t have to support an extensive marketing budget to make an impression with available apartment homes.
|Lori Hammond | Company Website | LinkedIn Connect |
Lori has 30+ years’ experience in the Property Management Industry, working with both market rate and affordable housing. Lori has been privileged to work with some tremendous industry leaders during employment tenures with Oxford Management, NHP Management, AIMCO, Alliance Residential, Boston Capital, The Sterling Group, P.K. Housing and currently Management Resources Development.