As a landlord, you have an excellent opportunity to turn your tenants into brand ambassadors. Every company wants to have its customers become a willing part of its marketing department. Consider the loyal customers of Apple. Many of them would not consider switching from a Mac to a PC or a different smartphone.
You may have high demand for your rental units, but do people camp out in anticipation of a new opening in your apartment complex? That loyalty and passion takes time and effort. You have a great opportunity because your tenants already have a very close connection to your brand – it provides them with their home.
Value their opinions and input
People can sense when their thoughts are respected. You have spent a lot of time studying the real estate market and trends, but do not overlook feedback from your tenants. Hearing negative comments can be difficult, and some of your tenants may not be as tactful as they should be, but they may still have a point. Ignoring what they say will only distance you from them and reduce the likelihood that any tenants will become your brand ambassadors.
Identify your most likely ambassadors
Some people are natural leaders and serve as a source of information and counsel to everyone who knows them. These people are typically curious by nature and like to be involved. They will read every post you make on social media and absorb as much helpful information as you will provide. By being an authority and a reliable source of information on real estate, you will earn their respect. Be mindful of these people, and you will be in an excellent position to convert them into your brand ambassadors.
Make them part of your team
People like being part of a team and feeling like they are involved. They want to be loyal to a brand. People appreciate and respect companies that care about more than just making a profit. They want to do business with real people they trust. Personalize your communications with them and be proud to have your name and image associated with your brand.
Look for opportunities to make your tenants feel involved. Go beyond the standard feedback forms and communications on social media. Actively engage with them and ask for their thoughts in person. If they love their home, they will convey that to others when they speak to them about your brand.
It doesn’t take a lot of effort to turn your tenants into brand ambassadors, and the rewards can be tremendous, so start taking these steps today!
Related Articles:
Apartment Complex Branding 101 – Who Are You?
What Is Brand Marketing, and Do You Need It?
How to Study Your Rental Market and Outperform Your Competition
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