Once you realize that your customer’s experience is the driving force of your business, something magical happens. As we said yesterday, two of the most important points during your business are the first interaction with a prospective tenant, and the last one with a current/former tenant. These interactions frame the experience to come, and leave the last impression of their experience with you. They dictate the success you will have bringing in prospects, and your ability to turn your former tenants into fans. So what happens when we look at the whole picture.
Suddenly, we begin to realize that – if the tenant’s experience is the driving force of our business – and that experience is driven by their interactions with us, then every point of contact with a tenant is your opportunity to orchestrate their experience.
So what is marketing really? It is your opportunity to orchestrate your tenant’s experience.
Marketing and customer service are nothing more than the major overarching tools that a business uses to orchestrate the experience of their customers. For you as a property manager, this means that your marketing plan is simple to craft. All you need to do is decide precisely how you want your tenant’s experience to unfold, from beginning to end.
You see, every single time you interact with your tenants – be they prospective, current, or former – you have the opportunity to give experience. As we have discussed, giving experience is the best (perhaps the only) way to bring in prospective tenants, make your current tenants happy, and make raving fans out of your former tenants.
This means that your marketing is a proactive tool for crafting your tenant’s emotional reaction to your business. This isn’t about generating prospects, and converting them into customers in the most efficient manner – this is about taking control of the one element you actually have no control over – your customer’s emotions.
The only thing you can control is your actions – what you offer, and what you do.
The most powerful thing you can do for your business is to craft the experience you want your tenants to have – craft every step, every interaction, so that as far as it is in your control, they have nothing but amazing experiences.