BATTLE OF THE

SEXES

PART ONE

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2017 USER EXPERIENCE AND CONFERENCE

2017 TODAY’S ONLINE RENTER STUDY

35.5% 64.5%

WHAT MATTERS MOST

4.46 Viewing the actual apartment I can lease 1 Viewing the actual apartment I can lease 4.59

4.11 Perception of quality customer service 2 Perception of quality customer service 4.34

3.90 Ratings/reviews of community available 3 Ratings/reviews of community available 4.14

3.69 Resident survey/feedback program 4 Resident survey/feedback program 3.81

Impact on rental decision when visiting the community

WHAT MATTERS MOST

3.48 Location - urban 5 Viewing a furnished/accessorized model 3.67

3.46 Viewing a furnished/accessorized model 6 Pet friendly building (dogs and cats) 3.55

3.40 Community common area space 7 Location - suburban 3.43

3.24 Community’s “sense of community” 8 Community common area space 3.41

3.24 Location - suburban 9 Community’s “sense of community” 3.41

3.22 Pet friendly building (dogs and cats) 10 Location - urban 3.39

Impact on rental decision when visiting the community

WHAT THIS MEANS TO YOU

• Viewing the actual apartment is most important when touring the community

• All renters want your online and offline stories to match up

• First impressions – online and in-person count!

ACTION ITEMS

1. Streamline your make ready process

2. Bring them into your community’s story – treat them like the main character

3. Transparency – what you see today is exactly what you’ll experience at move-in

IMPACT OF SERVICES

4.38Ability to pay rent online if there is no

convenience fee1 Ability to pay rent online if there is no

convenience fee4.38

4.24 Response time to your emails or voice mails 2 Response time to your emails or voice mails 4.37

4.18 Ability to submit service requests online 3 Ability to submit service requests online 4.21

3.70 Ability to renew the lease online 4 Ability to renew the lease online 3.73

3.59 Ability to sign and execute a lease online 5 Ability to sign and execute a lease online 3.51

Impact of services on rental decision

IMPACT OF SERVICES

3.42 Ability to reserve an apartment online 6 Ability to submit service requests via text 3.40

3.36 Ability to rent an apartment online 7 Ability to reserve an apartment online 3.27

3.33 Ability to submit service requests via text 8 Ability to pay rent online if there is a convenience fee 3.27

3.26Ability to pay rent online if there is a

convenience fee9 Discounts at local retailers and restaurants 3.22

3.19 Discounts at local retailers and restaurants 10 Ability to rent an apartment online 3.13

Impact of services on rental decision

WHAT THIS MEANS TO YOU

• Convenience is a high priority for all renters

• Renters want automated processes

• Less face to face but they want you to respond quickly

• Service requests via text, hmm?

ACTION ITEMS

1. Define all aspects that make it easy to be a resident in your community

2. Highlight “set and forget” features like online rent payments

3. Acknowledge or respond within 2 hours

IMPACT OF AMENITIES

4.07 Security and access control features 1 Security and access control features 4.29

3.59 WiFi enabled community 2 WiFi enabled community 3.93

3.58 Top quality workout facilities 3 Top quality workout facilities 3.55

3.30 Storage facilities 4 Storage facilities 3.43

2.90Outdoor fitness spaces (running track, meditation/yoga space, climbing wall)

5 Outdoor fitness spaces (running track, meditation/yoga space, climbing wall)

2.95

Impact of amenities on rental decision

IMPACT OF AMENITIES

2.75Communal gathering spaces that encourage

people to sit and talk6 Community garden plots 2.69

2.72 Community garden plots 7 Dog park 2.68

2.53Business center/cyber café from which to

work 8 Communal gathering spaces that encourage people to sit and talk 2.63

2.49Communal kitchen/dining area available to all

residents in a common area9 Business center/cyber café from which to work 2.49

2.46 Dog park 10 Communal kitchen/dining area available to all residents in a common area

2.42

Impact of amenities on rental decision

WHAT THIS MEANS TO YOU

• Talk up your security measures

• Nod to convenience: Wi-Fi preference over traditional amenities

• Storage is equally important

ACTION ITEMS

1. Meet with local home security vendors to see what low cost options are available

2. Common area Wi-Fi creates extra convenience and encourages use of community space

3. Provide new move-ins with smart storage solutions (hacks). Share this with prospects.

IMPACT ON RENEWAL

4.75 Value received for the rent that you pay 1 Value received for the rent that you pay 4.73

4.62 Sense of safety and security at the community 2 Sense of safety and security at the community 4.61

4.59 Quality of the maintenance services provided 3 Appearance and condition of my apartment 4.57

4.55 Appearance and condition of my apartment 4 Quality of the maintenance services provided 4.57

4.50 Quality of customer service provided by the office staff 5 Appearance and condition of the apartment

community (buildings, grounds, landscaping) 4.48

4.48 Appearance and condition of the apartment community (buildings, grounds, landscaping) 6 Quality of customer service provided by the office

staff 4.46

IMPACT ON RENEWAL

3.81 Neighbors 7Community has a resident website/portal (to submit service requests, pay rent, view resident e-newsletter, etc.)

3.89

3.81Community has a resident website/portal (to

submit service requests, pay rent, view resident e-newsletter, etc.)

8 Communal gathering spaces that encourage people to sit and talk 3.84

3.73 Recreational facilities available at the community (fitness center, pool, party room, etc.) 9 Recreational facilities available at the community

(fitness center, pool, party room, etc.) 3.83

3.43Resident amenities available at the community (community garden, dog park, run/walk track,

gathering spaces)10 Neighbors 3.53

WHAT THIS MEANS TO YOU

• What makes your community a good deal?

• How do you save residents time, energy money?

• Are you not only consistent, but consistently good?

ACTION ITEMS

1. Take pride in your residents, not just your asset

2. Set the bar high for customer experience – 24 hour service request resolution, returned calls and emails within 2 hours

3. Neat and tidy

KEY TAKE-A-WAYS

TRANSPARENCY

CONVENIENCE SENSE OF SECURITY

AUDIENCE POLL

What factor are you

most surprised

by?

QUESTIONS/CHAT

UPCOMING SESSIONSPart Two

February 16th

Regional Preferences

Part Three

March 16th

Social Media Matters

THANKS FOR ATTENDING!