Resident relationships can hold the key to future multifamily growth
Your greatest asset for growth already lives within your community. When you create more intentional resident relationships, you tap into a source of referrals and even some amazing marketing content – if you take the right approach.
Reframe the goal
Yes, lease renewals remain a huge part of your goal, but we’re talking about going past the annual renewal conversation.
Current residents represent a powerful and often untapped source of genuine referrals, invaluable feedback and authentic marketing content. Your mission, should you choose to accept it: Transform your residents into enthusiastic advocates to help your team retain current residents and attract new ones.
So, long before residents’ lease renewals pop up on your screen, you should have created an authentic relationship with each and every one of them. That way, formerly awkward conversations about rent increases and lease terms become warm chats between friends.
Start real and stay real
Forget the old-school sales approaches. It’s draining for everyone to “always be closing.” Ick. That is so 1992, and modern renters see right through it anyway. Give yourself and your team a break and work with your residents as real humans. We could all use a bit more of that these days, right?
In each interaction with your residents, remember that all people want others to:
- Show respect
- Listen
- Exhibit kindness and/or support
- Give engaged attention when in discussion
Executive Tom Amburgey summed it up well in this Fast Company article:
“Serve before you sell—and always with integrity. Clients trust leaders who listen, act honestly and focus on solving real problems. Our company prioritizes long-term impact over short-term gains, building partnerships rooted in transparency, trust and shared success.”
You don’t have to become best buds with everyone in your community, but developing a real relationship with anyone must begin with these basic rules of trust and respect.
Understand the advantages of investing in people and relationships
Building strong relationships pays off by fostering a sense of community, trust and mutual respect that yields significant returns, including:
- Referrals. A happy resident serves as your most credible salesperson. Word-of-mouth referrals from trusted sources often convert at a higher rate and cost less than traditional marketing leads.
- Invaluable feedback. Residents offer real-time insights into what’s working and what isn’t. This direct feedback is crucial for improving operations, enhancing amenities and identifying pain points before they escalate.
- Authentic marketing content. User-generated content, from glowing testimonials to social media posts showcasing community life, resonates at a genuine level with prospective renters.
- Community centered on belonging. Don’t underestimate the power of place in helping people feel more at home – and more loyal to your brand.
Taking the time to get to know people and to really listen will help you and your team uncover your community’s “special sauce” and how to tell your brand story in a way that meets people’s deeper needs.
Cultivate exceptional resident service
Before you can build deep relationships, you must master the basics of outstanding resident service. Remember that top-notch resident service centers on proactive care and anticipating needs by:
- Responding quickly and proactively. Timely and efficient responses to maintenance requests combined with proactive check-ins or preventative maintenance helps residents feel secure and cared for.
- Adding a personal touch. Small gestures make a big difference. Remember birthdays or move-in anniversaries, offer welcome gifts or provide local recommendations. These personal touches show residents they are valued individuals, not just apartment numbers or rent checks.
- Problem-solving with empathy. Train your team to approach resident concerns with empathy and a solution-oriented mindset. Acknowledge their frustration, apologize for inconvenience and work diligently toward a resolution.
- Communicating in a variety of ways. Residents have diverse communication preferences. Offer options like resident portals, email newsletters, text alerts for urgent updates and dedicated social media channels.
- Opening up two-way dialogue. Actively solicit feedback through surveys, suggestion boxes or dedicated resident forums. Respond to comments and questions promptly, demonstrating that their voice is heard and valued.
With these basic service needs met, residents can breathe a sigh of relief and begin to see your team as a vital part of their community experience.
Bring residents into the inner circle
Once you’ve built strong relationships, residents will feel more comfortable singing your praises (and we don’t mean at karaoke night, but you should definitely have a karaoke night!). Help residents feel like they have a stake in their community by:
- Showcasing resident testimonials and reviews. Actively request and highlight positive testimonials and reviews on your website, social media and marketing materials. Genuine endorsements build trust with prospective residents.
- Engaging residents as brand advocates. Encourage residents to become brand advocates on social media. Their organic posts and positive comments serve as powerful social proof, demonstrating a vibrant and desirable living experience.
- Encouraging resident-generated content. Create opportunities for residents to share their experiences. Run photo contests, feature resident stories in your newsletter or encourage them to tag your property on social media. This authentic content is gold for marketing.
Help your residents feel like they have a role to play in the health and happiness of your community. Give them opportunities to have fun and show off for their friends how good they have it at your property.
Final thoughts
In an increasingly digital world, people notice and respond to genuine interest and care. Offer a personal touch whenever possible and see your residents as people first.
By investing in exceptional service, fostering open communication and creating a vibrant community, you transform residents into loyal advocates. This strategic approach not only ensures higher retention rates but also builds a powerful, organic marketing engine that fuels sustainable growth for your property. Start nurturing those relationships today and watch your community thrive.
Reach out today to learn about our resident-centered approach to multifamily branding, design and marketing. Let us help you create something beautiful and meaningful that reaches residents at a human level.
