March 02, 2017
Building Trust in the Era of Distrust
Imagine you’re walking down a street, and a man approaches you and opens his jacket to reveal an assortment of gold jewellery and expensive watches. “Psst,” he mutters. “Want a deal on a Rolex?”
There’s not a chance you’re going to buy from this fine gentleman. Why? You don’t trust him with a 10-foot pole.
Look around. We live in the era of “truthiness,” fake news and alternative facts. Consumers don’t trust the ads they see in their daily lives. According to some surveys, marketers are just barely ahead of used car salespeople in terms of trustworthiness. And that millennial market that everyone is chasing? A full 84% of them don’t trust traditional advertising.
For property marketers, that means employing a multi-pronged approach to reach consumers—one that builds trust.
A Trusted Approach
So how can you earn trust in a world of skeptics? Here are a few ways:
Build a Blog. Establish a rapport with your audience by creating a sense of what it’s really like to live on your properties. Don’t just “sell” your available apartments; educate potential residents about the neighbourhood and local amenities.
Get Social. Take advantage of the multitude of social media platforms available to connect and interact with people. Post regularly and use a distinct voice to maintain a consistent presence. You can use social media to share your blog posts as well as information about available units. And you can post articles from local newspapers about events, restaurant reviews—anything that helps paint a picture of life in the community.
Tap Into Review Sites. Today more than ever, reputation matters. And today’s reputations, perhaps more than anywhere else, are made online. Take the time to frequent property review sites and monitor the comments. Be sure to respond to the negative comments as well as the positive ones, and make it clear that you aim to resolve any issues and address any complaints.
Foster Relationships. Use your communication portal to send newsletters and community updates with existing residents. You can even send personalized birthday greetings and holiday cards. Once you’ve developed strong relationships, ask for testimonials and referrals.
Enlist the Survey. Today’s marketers understand the value of customer data to personalize marketing campaigns and nurture leads. However, many forget about the value of customer feedback—not only for attracting prospective new residents but also for retaining existing tenants. Don’t make that mistake. Use your tenant portal to send online surveys, inviting new and existing renters to participate. (Remember: Collecting customer feedback is a great first step, but to create ongoing trust, you must act on that information.)
A Safe Place to Call Home
Trust takes time to establish. But that doesn’t make it unattainable. With a few simple, proven strategies, you can show potential and current residents why your properties make great homes and why your property management firm is the right choice for them.
To learn more about how you can ramp up your online presence and channel your resident portal to help attract and retain tenants, sign up for your free account today or give us a call.