Where's the disconnect?

Meerman Scott

Seth Godin quipped that engagement is hitting people with the right message at the right time so as to have them take action [engage]. I think we have to take that word engage and thus precise moment further. To truly engage, at least in my head, you have to be enchanted, you have to be moved, you have to yearn for more so much so that you have no choice but to act on your desires. It the deepest throes of emotion. Words like love, anger and the many nuances of each come to mind. It’s not just a like, unlike, +1 or the such. It’s deeper.

Mr. Apartment Manager Man; “I am done.”

It’s not unlike the gentleman I met with last Friday evening. He, unfortunately, was moving out of our Central West End Community. Reason? In his words, “I am done.”

You see about three weeks ago, the entire roof of his five story building blew off and landed in the parking lot beside and the street in front. Thank the one that governs it all that no one was hurt as it could have been really bad.

In response to the situation; our team entered every apartment in the building and place plastic over beds, electronics and the such. Most were thankful. Not the gentleman I met on Friday. His beef? We did not leave him a note to let him know we had been in his apartment.

Engage

Somewhere in the wake of the roof being pulled off the building by straight lined winds; his attention got engaged. The premise aside; he was moved by an aggressive deep seated emotion. He engaged with some ill language and barbed personal remarks for the onsite team and the rest of our Mills management team. He got so engaged that he ended up leaving the property.

The Point

I think we are headed toward true engagement – we are not there yet. We use the word but in it’s loosest of senses. We are in the early innings of a very long ball game that is frankly destined for infinite extra innings. Think in terms of singularity. Think in terms of love, hate and other extremes. That’s engagement. For now we are just courting. Or, at best out on a blind date and liking our mate because our friends suggested we should. Now it’s up to us and the million other people out there participating with brands to fall in love or fall in hate.

What do you think?

Photo tip to: Online Ninja Blog

The term is abused in marketing circles, from the “How To” to the “What For’s”, it seems to be the word of the day and yet I think we miss the true essence. In most cases we mistake participation for engagement. Engagement just sounds better; It just rolls off the tongue more fluently than the word participation. I think that is about to change as it seems more and more people are catching on to the deeper meanings of the word.

One of my Facebook friends forwarded an article to me today that speaks to the difference; at least in my head. I pulled the following quote out of the text as it speaks right to the point;

Listening up means spending time actually talking to your customers, about not just their “wants” and “needs” but about their hopes and fears, their opportunities and threats, their greatest achievements and biggest regrets. It’s not just about sating immediate desire with lowest-common-denominators, outsourced from the lowest bidder — it’s about learning to help people achieve long-term fulfillment, in inimitable, enduring, resonant ways that rivals can’t.

Develop Character – The Rest Happens by Default

I think the excerpt implies a deeper meaning to the word. It goes beyond “wants” and “needs” as to strum the cords of our souls. Hopes, fears, dreams and achievements; big words with big meaning. As it is with the word engagement.

Now I am not suggesting that engagement does not have a place in marketing. In fact, I would go so far as to suggest that when we develop the context that sets engagement free; then we will have hit the mother load. We will have unleashed the deeper meaning and application of the word. Okay, a little quixotic but nonetheless, we will have tapped something very special.

How do you do it? The Harvard types call it “Listening up,” Gary V calls it “Care,” and I call it “Loving People.” Loving them where they are and in an effort to bring greatness out of them. Easy? No. Worth it? yes.

Take away: Get deep into the study of people. Know what keeps them up at night and what keeps their dreams aflight and go about bringing that out of them. Do it by listening up, caring and loving them where they are and expecting more for them than they are capable of expecting for themselves. They will appreciate you for it; I know I appreciate those people in my life.

Have a compelling weekend! M

Apartment Prospects

Prospects and residents are human beings and or people. Treat them as prospects and you treat them according to your needs. Turn that around and treat them as people and you treat them according to their needs. A prospect is thought of as a head on a bed, a occupancy basis point or a check in the bank – a person on the otherhand is thought of as someone who dreams of a place to call home; a place that he/she can be proud to tell their friends about.

Who are you serving today?

*Photo credit: Spreadshirt.com 

I am certain that many of you can imagine the missed opportunity. My hope is that there are not others out there that have walls like this one in their offices. My plea to you if you do is to get digital fast -

We will be doing as much as we kick of the Get Social with Mills Initiative. Keying off what others have done in the industry, we feel it will be a necessary and fruitful piece of our on-line branding presence going forward.

Would love to hear your thoughts -

Here is the chart for reference:

What is Entertainment?

Princeton defines entertainment as; an activity that is diverting and that holds the attention. There is no doubt that we are living in an attention economy today. And, the key point to this economy is that  the consumer has choice. Consumers have near holistic control over the spend side of the attention equation when it comes to on-line activities. As such, goods and service providers are left to tailor their offerings to meet a new set of standards and expectations. Attention is the currency of today’s consumer and they will only agree to give it up if it is in exchange for they perceive as having value.

Value Exchange

While it is a race to attract a consumers’ attention, it is in the same respect just as, if not more, important to keep it once you have it. One way to do that is to entertain your audience. Two great examples of this from the blogging world are Perez Hilton and TMZ. TMZ ranked number one in the most popular blogs of 2009 – I contend for the absolute entertainment value it exudes. For their massive audience there is a willingness to give up time and attention because of the exchange they receive in the way of value [entertainment].

Consumer Expectation

Consumers in the age of new media have grown accustom to a very high set of standards that sites like; Facebook, Google and Twitter have imbued on their minds. At the core of these standards there are three apparent consumer behaviors. First and foremost, I think it fair to say that we as a population have grown much more impatient in that we want our information now and we want it delivered our way. Second, I think it fair to say that we have grown very intolerant in that if a good or a service does not meet our expectation – we vote by not returning and moreover we tell our friends about it. And, finally we expect and demand trust. Our ability to sniff out the BS has gone hyper and as such we return to the things we can trust most. Now I’m going to step out on a limb here and look at these things in aggregate and contend that their essence is entertainment.

Offer it and they will come

I contend that if apartment internet marketers get these things right – we will have created an activity that diverts and holds attention. I write that presupposing an understanding that content is king here – the content has to be compelling. But, I am considering that a given. The point I am attempting to get across is that entertainment is a key concept in working up to that thing we are all after. That thing we will discuss in the final post of the series. But, not before we pen our thoughts on one last concept. We will have that out in a few days.

Until then – make this a compelling and entertaining week.

Peter was less than happy that the lighting in our parking lot was not as bright as he thought it should be. It rocked that I could tell him that we approved some lighting improvement proposals the day before but he was not satisfied. He really wanted to discuss the fact that the new parking policy was not accommodating for he and his daughter. You see they are taking a trip to Boston next week and past management allowed him to park in the open reserved parking spots for a mere $5 a day. I said, “no worries” – let’s go get you a spot now. “Okay, but did you know the reason that I moved into this apartment was that my employer is right across the street but….at that moment he raised his hand to the sky and exposed an New England Patriots watch. I stopped Pete mid speech and said, “you’re not a Pariots fan, are you?” He said, “You’re damn right I am, let me tell you a funny story.”

Pete went on for the next fifteen minutes [fifteen minutes I really didn't have but I knew would yield huge dividends] telling me a story about Saint Louis sports teams losing every sporting event they were involved in to a Boston area team during a certain week back in 1994 – he knew it was 94′ as it bared some significance to a major family event. Pete ended his story by telling me that Mills was the best thing that ever happened to the property and that he sees the things we are doing to make the place better. I have to believe it was the fifteen minutes of listening that matter most to Pete.

Is Pete a fan? I venture to say he is still in the wait and see stage but I guarantee you he will be over the next year. And, if the Patriots ever come to town – Pete will have a pair of tickets – on me.

I think that the purpose of a property management enterprise is first to build the character of those who serve it and in the process of that creation of character customers are born.

What do you think? ]]> http://mbrewergroup.com/2008/05/propery-management-companies-are-created-for/feed/ 0