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Page 24 — Multifamily Properties Quarterly — November 2016
Celebrating 30 years of building relationships
and enhancing the value of real estate.
Property Management · Owner Representation · Development · Brokerage · Construction Management
· 303.796.2000
3OYEARS
I n today’s ultracompetitive
apartment market, where
increasing rental rates are
causing consumers to expect –
make that demand – the very
best for what they pay in monthly
rent, it’s imperative for property
management firms to provide the
highest level of service possible. To
do so, professional property manag-
ers are borrowing a page from the
hospitality industry and going the
extra mile to make sure that their
residents are being taken care of
and are happy in the place they
call “home.” By doing so, the team
is showing residents that they care
and creating a culture of longtime
residents who will be more willing to
renew their leases when their leases
comes due.
While amenities are obviously an
important component of any suc-
cessful apartment property, the staff
is what sets the tone for an enjoy-
able living situation. I’ve included
a list of some of the inherent ways
a property management team can
make an apartment community feel
more like a high-end hotel.
• Find the right people. When hiring
a staff for an apartment community,
it’s imperative to find the right kind
of people: people who are willing
to go the extra mile and don’t view
their job simply as a 9-to-5 workday.
These professionals are driven to
succeed and are willing to grow with
the company. They base their suc-
cess on how happy their residents
are and, in turn, how successful the
property management company
becomes. The right personality type
can be taught the skills and nuances
of becoming a valu-
able contributor to
a property manage-
ment team.
• Training 101.
Finding the right
people is the first
step toward manag-
ing an apartment
community with
the feel of a high-
end hotel. The next
step is making sure
that the manage-
ment staff is well-
trained and ready
to provide the very
best level of service
to residents. This might involve a
weeklong course (but, in reality, the
training is ongoing), which includes
case studies of the hospitality indus-
try, interaction with residents, on-
site introductions, review of expecta-
tions, outline goals and shadowing
with existing staff.
• Personable interaction. An apart-
ment community’s staff should
make it a priority to interact with
residents. This means getting to
know people’s names, learning
what their hobbies and passions
are, engaging them in conversation
if they like to talk, or giving them
their space and privacy if they are
introverted. This personal interaction
shows care and concern, and lets
residents know that the staff is there
for them on multiple levels.
• Host events. One of the ways a
property management firm can
make an apartment community feel
like a home is by hosting weekly
events and making sure that the
staff is actively involved. Events
might include a Thursday night
happy hour with beer and wine, a
pumpkin carving contest, a potluck
holiday dinner, live music poolside,
a pool tournament, Broncos game
parties or even hiring a video-game
truck for residents with children.
The list is endless. Again, a key
component for a successful event is
to make sure the staff attends and
takes an active role in everyone’s fun
and enjoyment.
• Ensure a service-rich environment.
Many apartment communities pro-
vide on-site services, but it’s up to a
professional staff to make sure that
the services provided run smoothly.
For example, cleaning services, valet,
dry cleaning, concierge, package
delivery and more all can be imple-
mented, but execution is key. The
saying “actions speak louder than
words” is ultimately true when it
comes to an apartment community
delivering on its promise to provide
residents with a service-rich environ-
ment. If the staff falters, the provided
services won’t matter to the resi-
dents and might even alienate them.
• Survey residents. Don’t hesitate
to gather your residents’ opinions
and hear their ideas. Find out what
they’d like to see in their community.
For example, if a community is pro-
viding fitness classes, you can dig a
little deeper and ask residents what
kind of classes they want (i.e., yoga,
Pilates, etc.) and what hours of the
day are best. A property manage-
Tiffany Sweeney
Director of
property
management,
Confluence
Communities LLC,
Golden
Management
Confluence Communities
At Union West, the management team takes a page from the hospitality industry, mak-
ing customer service a focal point.