Are Your People Ready to be the Face of Your Brand?
By: Rommel Anacan | The Relationship Difference
Until they merged with United Airlines I made a decision that I would NEVER again fly Continental Airlines. Ever. This was all because of one bad experience I had with a member of the Continental flight crew while traveling.
After this experience whenever I saw a commercial or marketing piece for Continental, I thought of this crew member and how she treated me. No amount of colorful airline livery or fancy marketing would ever replace the fact that to me that flight attendant was Continental Airlines. And since I didn’t like my experience with her, I didn’t like the company. Period. End of story.
What does this have to do with your company?
I don’t care if your CEO has degrees from Harvard, Yale and Oxford; or if your executives have every certification given in the multi-family universe; or if your regional managers are the most intelligent and articulate groups of regionals the industry has ever seen . . . to the average customer, they are not your ‘brand.’
The people sitting behind the leasing desks are your brand. The people answering the phones at your community, responding to emails, monitoring your social media spaces and taking clients on tour are the face of your company to the average customer.
Remember your first day?
My very first property was an ultra-luxury community in Newport Beach, California. Rents for a one-bedroom home started at $1,860 and went all the way up to over $4,000 per month. Now how much time and effort do you think was spent preparing me to be the face of this mega-multi-million dollar community and of the company’s brand before I met with my first client?
On my first day I was given the tour, handed the keys to the model and golf cart, showed where my desk was and given the book of 23 floorplans and a site map. I shadowed the business manager on one tour and then was then let loose to help customers and become the face of this iconic community.
How good do you think I was in my first 30 days? Not very. The adjustment to the property management industry was tougher than I expected. While I was a “nice guy” to everyone, I just wasn’t very good as a leasing agent in my early days. Our office was very busy, with everyone having multiple things on their plates, so I was really expected to figure things out on my own until I received my formal training a month later. Thank goodness the senior leasing agent showed me some of the ropes!
When I got the chance to manage my own community I didn’t want my people to go through what I went through. I didn’t want someone to become the face of my community and company (and me!) without preparing them for the role.
Here is what I did:
- I developed a leasing on-boarding program. I walked my people through all aspects of the leasing process, giving them all of the tools, techniques and secrets that I learned during my career. (Eventually my company adopted some of these ideas and created an on-boarding program for all associates.)
- I didn’t allow my new hires to help clients until they went through the program and felt they were ready. This period lasted anywhere from one week to two weeks, depending on the person.
- I personally worked with and trained my new team members because I wanted to be the dominant influence in the early stages of their careers.
I’m not going to lie, doing these meant more work for me! There were times I thought I was nuts to do this. But when the first shops came in at 90% or above, I knew it was worth it! When my leasing agents achieved things in their first couple of months that took me much longer, I knew it was worth it.
When the office could essentially run itself and I didn’t need to be involved in the minutiae, I knew it was worth it!
Rommel Anacan is the president of The Relationship Difference; a corporate training, motivational speaking and consulting firm based in Orange County, California. He is a multifamily industry veteran, having worked at all levels of the industry from onsite to corporate, where he developed a reputation for tackling common challenges in an uncommon way.
You can reach Rommel at www.RelationshipDifference.com and on Twitter @rommelanacan
Tags: Brand Management, Property Management, Resident Retention, Rommel Anacan