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Reading Room Articles Leasing Lynda: Follow-Up with a Personal Touch By Tami Siewruk Take a tip from Joe Lewis. Joe sold me a car four years ago and has sent me a birthday card every year since. Do you think that keeping my name and birth date in his database is complicated, that signing a few dozen cards each month is terribly time consuming, or that mailing those cards is costly? No, no, and no! Joe understands that simple follow-up is one of the least costly, most effective ways to keep your name in front of residents and future residents. The only mystery is why most of us all but ignore such a valuable opportunity! To my way of thinking, follow-up isn't the place for overt marketing. Rather, it's an ideal opportunity to demonstrate good will. It's a subtle but certainly memorable way to say thank you, and "remember me". The best thing about communicating with people on a personal level is that it tends to make the recipient of your message feel comfortable with responding in the same way. If you demonstrate an honest desire to know whether or not they're happy, they're more likely to give you an honest response. With this in mind, I suggest that you design your follow up mailing to ask for comments and suggestions, or to at least communicate some other relationship message that demonstrates your willingness to serve. Make It Personal Though we normally try to make our advertising materials "slick," the purpose of this kind of follow-up is much more personal. When I think of personal correspondence I think of rich-looking paper or a card, a simple design, and a signature written with a fine pen (Tip: I recommend a good fountain pen, but in a pinch, a good smooth rollerball or narrow fiber tip one will do. If you're serious about conveying quality and class, even the smallest details matter!) Personalize the letter with the person's name and refer to the community they live in (yours) or their visit. For example: Dear Mike and Nancy: By now you're enjoying your new apartment home. It was a fine choice and I hope it you will enjoy it for years to come. I have learned over the years that your most lasting impression of our community will likely be formed long after you move in to our community. So it's important for me to know that you are happy with your new home and with our service. Please take a moment to fill in the enclosed card and return it in the postage-paid envelope. If I can be of any service in the future, don't hesitate to call me at 784-9469-I'm typically in the leasing Center Tuesday through Saturday between 9 and 6. Again, thank you for choosing McNeil House Apartment Homes. Sincerely yours, Tami Details, such as addressing the envelope by hand and using stamps instead of a postage meter, demonstrate your personal interest. Make it easy Keep your response card as simple as your letter-think of it as a sincere request for information rather than a marketing survey. Allow the resident or prospect to choose whether or not to include their name-you may get a more candid response without it. Reply Card Name (please print): __________________________________________ __ I am fully satisfied with my apartment home! __ I'd like to share the following comment or concern: ______________     _________________________________________________________     _________________________________________________________ __ Please contact me so that I may speak to you personally. Thank you for your continued support! Follow through on your follow-up! Communicating with people on a personal level comes with a certain degree of personal responsibility. When you show a personal interest in someone's satisfaction with your community, you'd better be prepared to do something about any dissatisfaction that surfaces as a result! Don't drop the ball - follow-through with your follow-up! A personal commitment to the satisfaction of your residents and future residents is one of the best investments you'll ever make in your community's success. The rewards of communicating with a personal touch are tremendous… both professionally, and personally! As Chief Imagination Officer of The Sales & Marketing Magic Companies, Tami Siewruk shares more than 20 years of experience in multifamily housing, encompassing leasing, marketing, management, training, authoring, consulting, developing, and Brainstorming! For more information on Tami's newsletter, Sales & Marketing Magic for Apartment Managers; the latest Tools & Forms Catalogue; The Annual Multifamily Housing Brainstorming Sessions™; or to receive Tami's top ideas, FREE, via e-mail, please call 727-784-9469 or visit www.SMMOnline.com.