MARLA POSEY
2019 PRESENTER
APARTMENTALIZE
EDUCATION CONFERENCE & TRADE SHOW 2019
Spark a connection with your
customers!
I
am a huge promoter of technology
and innovation; they really do
make life better, faster and more
efficient however, I believe that it’s vital
not to underestimate the need to strike
a balance between innovation and a
personal emotional connection.
For instance, it wasn’t too long ago
that my daughter had us drive over an
hour to simply have breakfast at a small
diner along the New Jersey shore. While
the food at Meg’s Grill is undeniably
tasty and the vibe quirky and fun, the
real draw is the way they make you feel;
the way that they know your name,
chat with you at your table, bring you
coffee while you wait in line, and make
you feel like you are the most important
person that walked through the doorway
that morning. In my mind, they have
irrefutably created an emotional brand
connection through their personal touch
and stellar customer service which I
see is validated by the parade of loyal
customers that creates the long line that
extends out the door every weekend,
waiting for their turn to share in the
experience.
Psychologists have said that humans
relate to a brand based on the last, most
extreme experience that they had with
the brand or, the last most extreme
experience they heard someone else had
with a brand. So, creating a positive,
emotional connection with customers
creates more than just traditional
customer loyalty; it creates vocal, engaged
ambassadors for your brand. Much like
me, those that have a positive connection
with a brand share their experience
with their network – family, friends and
colleagues.
For us in the multifamily space, this
translates to improved lease renewals
and resident referrals as well as extended
reach through engagement on social
media posts and promotion of the brand
by the residents themselves.
So how do we do it? How do we
connect with customers on this type of
emotional level that would create such
fierce loyalty? In this session we explore
how to do just that. We uncover ways
to connect with customers through both
technology and, through basic human
interaction.
In my experience, you don’t need
a brand-new apartment community,
an extensive list of amenities or, a big
budget to provide your customers what
they really want – a connection that is
both meaningful and memorable. If
you accomplish that, you’ll have created
loyalty through an emotional connection
with your prospective, and current
residents that will rise above the tide and
will stand the test of time.
REGISTER FOR THE 2019 EDUCATION CONFERENCE & TRADE SHOW
AT WWW.AAMDHQ.ORG (OR SCAN THIS QR CODE)
www.aamdhq.org
APRIL 2019
TRENDS | 25