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9 Ways to Improve Your Resident Experience

Resident experience is the sum total of interactions and experiences a resident has with their property manager and the rental property itself – from the initial lease signing to the eventual move-out and all the day-to-day living moments in between. It encompasses everything from the quality of services provided, like timely maintenance and communication, to the overall livability and enjoyment of the property. In essence, it's how a resident perceives their rental journey in its entirety. Excellent resident experience management is the mark of a top-tier property management company. It boosts resident retention, satisfaction, and outcomes. In this article, we delve into nine actionable ways to enhance the resident experience in your single-family rental properties, fostering stronger relationships and, ultimately, achieving greater success in property management. Read the full report! If you haven’t already heard, we recently published our first-ever State of Resident Experience Report, which explores resident experience management: the pivotal touchpoints between a resident and a property manager. The report draws fresh insights from the SFR property management industry and explores the three top factors impacting resident experience right now. 1. A Seamless Move-In Experience Ah, the move-in process – the start of a beautiful friendship between the resident and the property manager. It's a bit like a first date – you're setting impressions that could make or break the relationship. A seamless move-in experience is your chance to roll out the red carpet for your new residents, showing them they've made the right choice (and have definitely swiped right on the best property around). And guess what? A resident who's had a great move-in experience is a happier one. Happier residents stay longer, pay on time, take care of the property, and make positive recommendations. Resident experience examples: How to build a perfect resident move-in experience Here's how to ensure your move-in experience hits all the right notes. Clear Communication: Provide detailed information about the new home and move-in process, including key collection, utility setup, and property rules. Who's handling utilities? Where's the best pizza joint nearby? Share all the important details. Welcome Packet: Roll out the resident red carpet with a welcome packet. Not only does it have all the must-know info, but it also says, "Hey, we're glad you're here." Include essential information such as garbage collection days, rules, important contact numbers, and a neighborhood guide. Property Readiness: Nothing dampens spirits like a flickering light on the first day. Ensure the property is thoroughly cleaned, all appliances are working, and any previous damages are repaired before the move-in date. Efficient Paperwork: Let's face it, nobody loves paperwork. Make it painless with easy online forms and digital sign-offs. Personal Touch: A little welcome gift can go a long way. It's like saying, "Welcome home, neighbor. We're going to rock this thing." Second Nature’s Resident Benefits Package includes a Move-in Concierge to ensure the process is seamless and personal. 2. Responsive Communication In the symphony of successful property management, responsive communication is your melody. It's the backbone of a harmonious resident experience, and when done right, it can elevate your property management status from “forgettable” to “virtuoso.” The sooner you respond to your resident’s queries or concerns, the more they'll feel valued. And a valued resident is a happier resident. Remember, good communication isn’t just about speed—it’s about clarity too. It's like being a great tour guide in the bustling city of property management—clear, informative, and always ready to help. Ways to improve communication with your residents Let's explore some best practices: Multiple Channels: Embrace the digital age! Offer various communication channels like emails, text messages, phone calls, and even a resident portal. Variety is the spice of life, right? Be Proactive: Don’t wait for your residents to reach out with issues. Regularly check in and ask if they need anything. Set Expectations: Be clear about your communication protocols. Let your residents know when and how they can reach you and when they can expect a response. No one likes to be left on read! Listen Actively: When your residents speak, lend them your ears! Show understanding and work collaboratively towards solutions. It's a two-way street, after all. Be Respectful: Always communicate with respect and professionalism. Treat your residents the way you’d want to be treated – it’s the golden rule, even in property management! 3. Better Maintenance Services with Quick Response Times Think of maintenance services as the superheroes of the property management world. When done right, they swoop in to save the day, ensuring minor issues don't escalate into supervillain-sized problems. Quick response times? That's your superhero's super speed. The quicker the response, the happier your resident, and the safer the day. How to improve maintenance services and response times Here's how to get your property management cape (sorry) flapping in the wind: 24/7 Maintenance Line: Offer a dedicated line for maintenance requests. To belabor our superhero analogy, it’s like having a bat signal for your tenants – they know help is just a call away. Online Reporting: Make it easy for tenants to report issues. An online system can keep things organized and ensures no request gets lost in the shuffle. Prompt Follow-up: Act swiftly on maintenance requests. Even if you can't fix the issue immediately, acknowledging the request and providing a timeline can ease the resident's mind. Regular Inspections: Regular property inspections can help you catch potential issues before they become major headaches. It's all about that ounce of prevention! Trusted Vendors: Work with reliable and professional vendors who provide quality work in a timely manner. They're your sidekicks in maintaining property harmony. 4. Resident Surveys and Active Feedback Gathering Resident surveys and feedback gathering are your property's annual check-up, a key health indicator for your relationship with residents. These invaluable tools allow you to take the pulse of resident satisfaction, uncover hidden issues, and celebrate what's working well. When residents see their feedback being valued and acted upon, it creates a sense of involvement and community, enhancing their overall living experience and driving resident retention. Importantly, active feedback gathering shows your residents that their voices matter. It instills a sense of ownership and care that can often lead to better property care and longer tenancies. How to turn resident feedback into a better resident experience Here are some ways to champion feedback in your property management: Regular Surveys: Don't just wait for the annual survey. Keep the feedback coming in regularly, like a monthly check-in or a quick poll after a service call. It's like catching up over a virtual cup of coffee – relaxed and informative. Feedback Boxes: Consider setting up a digital feedback box where residents can drop their thoughts, ideas, or concerns anonymously. Think of it as your modern suggestion box. Act on Feedback: Here's the real deal – taking action. Show your residents that their feedback isn't just being heard, it's being actioned. 5. Resident Rewards Resident Rewards are a huge factor in resident retention and satisfaction. Rewards make residents feel appreciated and have proven to incentivize habits like on-time payments and better care for the property. Perks like this can significantly boost resident satisfaction, increase lease renewals, and even stimulate referrals. It's a win-win all around! For multifamily and apartment community managers, that might look like community-focused programs. For single-family property managers, we’ve got some other tips. Second Nature’s Resident Benefits Package includes a robust resident rewards program. How to improve the resident experience with resident rewards Here's how you can sprinkle some rewarding magic into your resident experience: On-Time Rent Rewards: Create a system that rewards residents for consistently paying their rent on time. It could be a small discount or a gift card to a local coffee shop. Longevity Rewards: Celebrate lease renewals or long-term residents. A gift, a discount, or even a personalized note can make your residents feel valued for their loyalty. Referral Rewards: Turn your residents into ambassadors! Offer a discount or a bonus for any referral they make that signs a lease. Surprise Rewards: Keep the excitement alive with occasional surprise rewards. It could be as simple as a movie ticket or a voucher for a free car wash. 6. Incentive Programs Incentive programs are the next level of resident engagement that professional PMs offer. They can positively influence resident behavior, promote a sense of belonging, and even enhance your property's appeal to prospective residents. When residents feel that their good habits (like timely rent payments) are being recognized or they're being offered valuable services (like credit reporting or identity protection), it builds loyalty and satisfaction. It's like saying, "We're in this together, and we've got your back!" How incentive programs can boost the resident experience Here's how to serve up a great menu of incentives for your residents: Credit Reporting: Offer a program that reports timely rent payments to credit bureaus. It's a win-win: they pay their rent on time, and they build their credit! Identity Protection: In a world where digital safety is paramount, offering identity protection services can be a powerful incentive. It's like providing an invisible, protective bubble around your residents. Rent Discount for Referrals: Encourage residents to become your ambassadors. Offer a rent discount or a gift for successful referrals. It's like having your very own fan club. Early Payment Incentives: Reward residents who pay their rent well before the due date. It could be a small discount or a token gift, but it makes them feel appreciated. Rewards for Green Habits: Encourage residents to adopt environmentally friendly habits, like recycling or energy conservation, and offer incentives for their green efforts. This can really help in SFR when you don’t have the same level of control as PMs managing an apartment building. 7. Support Tools Support services work behind the scenes, often unnoticed, but they play a crucial role in streamlining the resident experience. From filter delivery subscriptions to online payments, these services add a layer of convenience and assurance for your residents. Integrating support services into your property management strategy can not only elevate resident satisfaction but also reduce your workload. It's like having a friendly assistant who's always ready to lend a hand, both to you and your residents. How to create support services that add convenience to your resident experience Here are a few ways you can amplify your resident experience through support services: Filter Delivery Subscription: Offering a filter delivery service for your residents ensures their HVAC system is always protected. It reduces your maintenance issues and costs and ensures they have a safe living environment. Second Nature’s filter delivery reduces resident and PM costs by hundreds of dollars a year. Online Rent Payment: Providing an easy-to-use online portal to process and automate rent payments and lease renewals adds a layer of convenience for you and your residents. Maintenance Request Portal: An online system for maintenance requests helps keep track of issues and ensures timely response. It's like having a 24/7 maintenance desk at their fingertips. Digital Notifications: Use email or SMS notifications to keep residents updated about important things like maintenance schedules, community events, or changes in property rules. Proptech solutions can help with digital support. Resident Portal: A comprehensive resident experience platform where tenants can access services, find information, and connect with management can significantly enhance the overall resident experience. 8. Concierge Services Concierge services are the above-and-beyond offerings that can truly set your property apart from the rest. This personalized attention can transform the often stressful processes into a smooth and enjoyable experience. How concierge services help with resident experience Here are some other examples of concierge services: Move-in Concierge: Who doesn’t want a personal assistant during the often chaotic time of moving? A move-in concierge helps with utility setup and pricing comparisons and provides local area information. Learn more about Second Nature’s Move-in Concierge in our Resident Benefits Package. Cleaning Services: Offering access to trusted cleaning services, whether for regular use or during the move-out process, can be a huge convenience. Maintenance Scheduling: A service to help residents schedule routine maintenance can keep their homes running smoothly without them having to worry about coordination. 9. Insurance While, as a property manager, you carry insurance for the physical property, it's equally important for your residents to have renter's insurance. Your coverage protects your owners' real estate investment. Renter’s insurance protects residents’ personal belongings and covers them for liability, and it's a small investment for significant protection. Plus, in case of a mishap, it can help the recovery process go much more smoothly. Resident experience examples: How to leverage a renter’s insurance program Here's how you can integrate insurance into your resident experience: Educate Residents: Make sure your residents understand the importance of renter's insurance, what it covers, and what it doesn't. This is critical information that every renter should know. Insurance Requirements in Lease: Include a clause about renter's insurance in your lease agreement. This helps to set the expectation right from the start. Annual Reminders: Send out annual reminders for policy renewals. It's a small step, but it ensures continuous protection for your residents. Renter’s Insurance Program: While most property managers require insurance, less than half of renters maintain coverage. Second Nature has developed a renter’s insurance program that has 100% compliance and leaves residents – and you – with the coverage they need. How SecondNature Improves Resident Experience Resident experience – those pivotal touchpoints between a resident and a property manager – can significantly shape the success of a single-family rental home. At Second Nature, we’ve built our entire company on the idea that resident experience can change the game in property management. Our Resident Benefits Package wraps up each of these strategies into an all-in-one resource for property management companies. It saves money for you and your residents and delivers the best in convenience and resident experience. Learn more about the Resident Benefits Package or read our State of Resident Experience Report.

Calendar icon July 18, 2023

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Make Your Personal Story Part of Your Property Management Brand Identity

Property management is an inherently personal industry. You’re literally taking care of someone’s home, and it doesn’t get much more personal than that. So why do so many property managers shy away from sharing their personal stories? By embracing your personal story of how you go into property management, what you love about it, and why, you can develop a stronger brand identity. That means a stronger connection with your investors and residents, and a unique way to separate yourself from the competition. What’s your (brand) story? One of the unique things about property management is that everyone has such varied backgrounds. Almost no one goes to school to become a property manager, or grows up thinking that’s what they’ll do. And that means that everyone has their own story to tell about how they ended up where they are. Maybe you were an accidental landlord who inherited a property and had to learn to manage on the fly. You can lean into the hard work it took to learn the business, and how you empathize with property owners in a similar predicament. Or maybe you were a forward-thinking investor who managed your own properties, but then you discovered you had a knack for it and decided to expand your management business. Your story might be one of business acumen and knowing the importance of protecting an investment. Plenty of property management companies are family businesses, passed down through generations, so maybe that’s how you came into it. In that case you have lifelong experience and a deep knowledge of your neighborhoods and communities. Or maybe you had a real estate background and decided to transition from sales to management. Your area of expertise might be the legal and logistical aspects of the business. Whatever your story, you can make it a part of your brand and emphasize why it sets you apart from other property managers. Don’t be afraid to be personal and vulnerable; let your investors and residents know why you do what you do and why you love it. Why you should get personal When you embrace and share your personal story, you form better connections with others. It builds a sense of trust and camaraderie that makes people want to work with you, and to give you the benefit of the doubt. Beyond that, you become more memorable, and your story can lend credibility to your professional chops. Plus, when you lead with your story, you develop both a property management brand identity and a personal brand, which can open up more opportunities. Embracing your humanity to build trust and relatability According to an Inc. article written by Harvard instructor Carmine Gallo, storytelling is the secret to building business relationships. Gallo says that storytellers, “deliberately choose personal experiences that instill trust, build rapport, and motivate others.” Andrew Dunbar of Forbes agrees: Brands seeking to build loyalty and trust with their target audiences need to bake consistent storytelling into all aspects of their digital experiences. That means that investors who hear your story and recognize your vulnerability are more likely to want to work with you. When your story is consistent and they feel like they’re truly getting to know you, they feel compelled to continue building that relationship. It’s also important for your residents, who may only reach out to you in times of high stress, like when they have an urgent maintenance issue. In fact, research has shown that people with a high level of empathy are less reactive to stressful situations than those with a low level of empathy. In other words, a resident who empathizes with your personal story and feels a connection to you is less likely to send an angry email or yell at you on the phone. Instead, they’ll take a calmer demeanor, even when the situation is difficult. Differentiation Your story probably includes just how long you’ve been at it in the property management world. In fact, if you were asked to write a professional bio, it might be the first thing you include. Details like how long you’ve been licensed, how many doors you manage, and how long you’ve managed in your particular geographic area can all lend extra credibility to your business. Investors want to know that you have a proven track record before they start working with you, and residents want to know that you know what you're doing and won’t drop the ball if an issue arises. A personal story can also make you more memorable to your audience. In fact, cognitive psychologist Jerome Bruner found that facts wrapped in a story are 22 times more memorable than facts alone. So if you want potential investors to remember you, tell them your story. Finally, your story can help you stand out from the crowd. In a service-based industry like property management where many competitors can be seen as equals, that’s more important than ever. You don’t want to be competing on services that are seen as commoditized, or just trying to offer the lowest price. Instead, you need to find new ways to differentiate. You can often find those differences in your experiences, areas of expertise, and your personal commitment to property management. Stand out because of who you are and where you’ve been. Personal branding According to Forbes, personal branding is more important than ever. By celebrating your personal story, you’re developing a personal brand that your audience can connect with and remember. It also makes you a better candidate for opportunities like podcast appearances, conference speaking engagements, and panel discussions. Those are basically free marketing opportunities, which give you exposure to hundreds or thousands of potential new clients. While it can initially feel uncomfortable to make yourself vulnerable, it can have tremendous benefits for your business and career. How to ingrain your story in your brand Your brand is in everything you do. That doesn’t mean you need to tell your whole life story every time you receive a call from a resident or prospective investor. There is such a thing as oversharing. But there if you look for opportunities, you’ll find that there are good times to tell your story and allow it to support your value proposition and the work that you do. Your website Your website is one of the most powerful tools that you have. Your company has full control over how it presents itself, what users see, and you tell them your story. Most property managers are tempted to keep themselves and their background to the About Us page, or maybe the Our Team page. While that can seem like it makes sense, you should expand beyond that. Your home page is a perfect place to introduce yourself and what your company believes in. It’s where you make a first impression, and your personal background should be a part of that. Share what you believe and why. You can also integrate your story into your Services page, emphasizing why each service that you offer is important or personal to you. And if you don’t have a Team or About Us page, you absolutely should, and you should use it as an opportunity to put your story out into the world. Chambers Theory, led by Tommy Chambers, is particularly good at highlighting their deep experience across their site. On the About Us page, the team breaks down their history, their mission, and their approach, including a note that Tommy is a third generation real estate professional with over 20 years of property management experience. The company also clearly lays out its core values, helping readers connect with them and setting them apart from the crowd. On the Team page, Tommy’s bio also lays out his upbringing as the child of U.S. Intelligence and State Department veterans, which connects to his company’s dedication to providing services to those serving their country. All of this connects back to the company’s work in the Washington, DC metro area. Social media Social media is another powerful arrow in your quiver, because it’s also an “owned” channel. You have full control over what you post and how you frame it. We’ve already seen the rise of the “LinkedInfluencer,” professionals who use LinkedIn as a platform to build their personal brand. Social media platforms can be great places to connect with your peers, customers, and potential customers. One of the best ways to do this is by sharing your story. On social, that usually means short anecdotes, telling your story in bits and pieces. That can include tales from your past, or examples of how you do business today. Mark Brower of Mark Brower Properties does a superb job of this on LinkedIn. He frequently posts on his personal page about relationships—with tenants, employees, and even his father—and how they connect to his business. He tells stories about everything from staff meetings to one-star reviews and the mindset that he brings to his work every day. Business cards, speaking opportunities, and more You might think that most places where you display your company, like signage and business cards, might be too small to represent your story. But when you think outside the box, you can find opportunity anywhere. Consider a one-line slogan that gives a sense of your background, experience, or values that you can include on business cards, in your email signature, and on ads, flyers, or stationery. This can help build a familiarity with you as an individual and add to the trust factor. Speaking engagements are also a fantastic way to help people connect with your story. Industry shows and smaller local property management networking events are great opportunities to join a panel discussion or give a breakout session presentation. Podcasts and webinars can give similar benefits without the hassle of travel or scheduling. Basically, anywhere that you’re using your logo, see if there’s a way to weave in your experience and your story. Obviously it won’t be a perfect fit everywhere, but you should at least ask the question. Building your property management brand If you’re interested in learning more about how your brand can truly set you apart, join our upcoming RBP workshop!

Calendar icon January 21, 2025

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Brand vs. Branding: Focus on the Experience You Deliver, Not Just Your Logo

Having a strong, well-defined brand is important for any business. But in property management, where business owners are constantly busy putting out fires (sometimes literally), it can be difficult to prioritize building a brand. Most property managers just don’t put enough time into it. Most property management companies commission a logo from a designer, build a website, and call it a brand. In reality, though, a brand goes a lot farther. Focusing on your brand beyond just branding can have an outsized impact on your business, and lead to happier residents and investors. What is branding? A lot of people confuse having “branding” for their company with having “a brand.” To simplify things and make sure we’re all using the same language, your branding is the visual and stylistic representation of your brand. It includes elements like: Logo, colors, and font Slogan Website Imagery, photography, and icons Branding is when you make sure the color of the ink on your business card matches the colors on your website, or when you put your logo on the side of a maintenance truck. It’s making sure your lease template uses the latest logo and colors, and that your welcome guide uses the same iconography as your resident portal. But your visual branding is only a subset of your overall brand. It doesn’t get at the heart of what makes your company unique, and it doesn’t account for how your audience sees you. That’s what a true brand is. What is a brand? Your brand is how your employees, customers, and potential customers see you. It’s how your company makes them feel, the reputation you carry, and the experience you bring to the market. Let’s look at a few different elements that make up your brand, and how they come to life for a property management company. Memorable experiences Every time you interact with someone, whether it’s on your website, via a phone call, or by fixing a maintenance issue, you’re building experiences they’re going to remember. Part of building a strong brand is giving consistent, positive experiences at every opportunity. It’s the steps you take, the words you use, and how you respond to issues. For example, Dollar Shave Club has created memorable experiences through their creative advertising and viral marketing. They back it up with a simple, quality product. Emotional connection A brand is about fostering an emotional connection with your audience. Maybe your brand is about making your audience feel heard and supported, or about making them feel like they can trust you. Maybe it’s making them feel like you’re a friend, or a professional, or an expert. It’s your job to decide what emotions you want people to associate with your company, and then to live that out every day. One company that absolutely nails emotional connection is Starbucks. By writing your name on your cup, presenting their shops as places of communal gathering, and leaning into special occasions with their holiday cups, they make a simple transaction feel deeply personal. Reputation Your brand is how people see you. It’s whether they like you, have positive experiences, and appreciate you. It’s what they say in Google reviews. And that goes for both your residents and your investors. Rolex is basically synonymous with high quality watches. They’ve built a brand almost entirely on a reputation for quality (and the price tag that comes with it). Your story Your brand is who you are, how you got here, why you care about the work you do, and your vision of where you go from here. Maybe you have an extensive background in real estate, or maybe you became an accidental landlord. Maybe you get satisfaction from helping residents keep a comfortable home, and maybe you love helping investors maximize returns. That all relates to your story and your values. Nike does a great job of embracing their history. They hold strong ties to Oregon—their home state—and advertise as an American company. Their history is so meaningful that one of their shoes has its own movie. Differentiation Your brand tells people how you’re different from every other property management company on the block. All of the elements we’ve already outlined add up to create a unique brand. That’s how residents and owners will see you, and how you’ll stand out from the competition. If you want a great example of differentiation, look to Whole Foods. They captured the mainstream market for high quality, natural and organic food nationwide. While natural and organic stores existed before, they weren’t seen as mainstream grocery stores. Whole Foods created a brand based on their differentiation from traditional stores and challenged the big players. Values and workplace culture The principles you hold, even when no one else is watching, are key to who you are as a company. They should help shape your brand and your culture. That brand is reflected in the team that works with you, and the environment they work in. Apple is a great example of a company that builds a great culture to uphold their values. For example, they were among the first companies in the United States to offer in vitro fertilization benefits for employees. Their mission is to use innovative technology to empower people and enhance their lives. What better example is there than IVF? This list isn’t exhaustive. There are plenty of other elements that contribute to your brand, like your mission, your communication cadence, when and how you ask for feedback,and your written style guide. All of those things are equally important. The important thing to remember is that your brand is all of these things put together, which creates an overall perception in the market. Brand vs. branding: why does it matter? As we outlined, your branding is just one piece of your brand. But why is a brand so important, anyway? First of all, a strong brand is a business advantage. Quite simply, it helps you stand out in the market and win more business. When you’re memorable and give potential customers a positive experience, it makes them want to work with you. Second, it helps build a connection and sense of trust. Residents and investors alike want to work with a property manager that they feel has their best interests at heart, and who they can truly trust to do the right thing. When that’s part of your brand and lived out in each daily interaction, it encourages a genuine connection. Finally, a strong brand gives your team members the principles and values that they need to represent you well. When your brand principles are instilled in your employees, they’re more likely to carry it out in their day-to-day work. They’re also more likely to feel connected to your company, do better work, and stay with the team longer. Brand expert Drea Buer, owner and founder of Respect The Brand, agrees that a brand is essential for any company owner. “A personal brand isn’t just a buzzword. It is the face and reputation that you put out into the world,” she says. “It’s how people connect with you.” As far as the benefits, Buer says, “When people trust you, they’re more likely to buy from you, refer others to you, and advocate for your business.” In her full video, Drea dives into why a personal brand can have an even larger impact than just a company brand. Building a Triple Win experience Ultimately, your brand should create benefits for you, your residents, and your investors. When you create a Triple Win, you bring a new level of success to property management. Remember, your brand isn’t just how you intend to present your business to the world. It’s also how your business is received. You need residents, investors, and team members to receive your brand positively if you want to be truly successful. If you’re looking to learn more about how you can create Triple Wins with your business, register for our upcoming RBP Workshop, where you’ll learn how a Resident Benefit Package can elevate your brand.

Calendar icon January 8, 2025

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