Onsite Insites by SatisFacts Research 2014 - 3rd Quarter | Page 14

a word from Doug...

For over a decade we have been focusing on the best
practices that drive retention. Besides just evaluating
feedback that relates to retention, we also learn so much
from feedback from prospects that visited the
community. The feedback from actual prospects is immensely
enlightening to both clients and us – and is used in our
clients’ never-ending efforts to improve their performance at
both the front and back door. We spend a great deal of time
reviewing this feedback with clients, and it is in this context
that I share a personal experience, as a prospect myself.

When my oldest son, Douglas, moved to London for
graduate school, we were facing a challenging task trying to decide where to live, what are good
neighborhoods, and who are quality operators. Of
course we started online, using Google to identify
where to begin; we found a great ILS and ultimately
found a great option. With that, Douglas emailed the
property asking about the building, the “flats,” the
neighborhood, the proximity to his school, what a
foreigner has to do to “let,” the leasing process and the
like.
From the beginning we were impressed with how
quickly the leasing associate responded to each
email. It seemed like every email was responded to
within an hour; and in the cases where we emailed at a
time that would have been late evening or early
morning London-time – we then heard back first thing
their time. In addition, the knowledge the associate
showed and level of detail provided was equally
impressive. We decided to rent a studio at this building.
The amazing service continued, with rapid responses to
every email. Every document to be completed was
thoroughly explained, as were details on wiring the
deposit, etc. With little effort, everything was done.
Douglas and I then hopped on a flight to London,
wondering what to expect once we got there. After
unloading a years-worth of clothing and lacrosse
equipment, we walked into the building, noticed the
beautifully maintained lobby, and were then graciously
greeted by the front desk associate. So, what problems
will there be? Will all of the paperwork be ready so
early in the morning? Will the manager be like some
Monty Python character, hopping and skipping about

the lobby (sorry, had to get at least one Monty Python
reference in this), what condition will his “flat” be in?
Problems? Nope. The move in folder was awaiting us at
the front desk. All of the paperwork was ready, with
pages that required a signature flagged. His flat and the
keys were ready. And with that, we were on our way up
to his new home. The hallways were immaculately
maintained, attractive, clean and smelling fresh. The
elevator was unique for us Yanks, starting with a “please
note the door is closing” recording in a lovely British
accent. Doors open and there we are. Moment of truth
– time to walk into his flat.
Wow. Picture perfect. I once had a maintenance
technician tell me his goal for every make-ready was for
it to look like nobody had ever lived in it before. He
must have had a relative in London who worked for this
management company, as Douglas’ flat was in mint
condition – clean, beautifully turned, everything in
perfect working order. We experienced the PERFECT
leasing experience and move in. It was all so easy.
This experience reminded me of how important it is to
begin a resident’s experience – perfectly – as any move
is challenging. The management company and on-site
staff performed like superstars, and continued
throughout my son’s residency, professionally handing
every question and need. The Ritz-Carlton hotel chain
says the key to the world-class service they deliver is
based on the following: ordinary people doing ordinary
things extraordinarily well. There is no science to what
we do – everyone knows the steps. The challenge
becomes in consistently delivering, day in and day out.
We experienced a superstar performance founded in
sweating all the details