Build Value While Building Relationships: A 12 Month Plan For Resident Retention

As many apartment community managers already know, what happens in the time between signing the lease to the delivery of renewal papers can play a crucial role in the resident’s decision to stay and call your community “home”. While most renewals are an annual event, it’s an important milestone to keep in mind throughout the year. From creating a comfortable environment to keeping open lines of communication, a management team should foster good relationships within the apartment community to ensure happy neighbors and high retention rates. Here are a few ideas for a personalized approach to checking in with residents and celebrating their individual milestones!

Month 1: “Home Sweet Home!”
Send new residents a welcome letter signed by the community team.

Month 2: “We Want To Hear From You!”
Find out how smooth the move-in process really is by providing a move-in survey filled out by your new residents.

Month 3: “Quirks Letter”
Help new residents get to know the community team by sending them a letter filled with a fun fact about each team member.

Month 4: “We Just POPPED By To Say Hello!”
A quick note to say hello with a few treats for their next movie night at home.

Month 5: “We’re BEAR-Y Happy That You’re Here!”
Send over gummy bears and a note to check in and to thank them for being a part of the community! A small gesture can make a big impact!

Month 6: “Happy Anniversary!”
You’re 6 months in, so celebrate this first milestone and say congrats!

Month 7: “We Love You Bunches!”
Flower seed packets are a fun treat for residents. Include a pot, a little dirt, and you’ve given them a pretty DIY project for their patio!

Month 8: “Fall In Love Again And Again!”
Survey your residents to find out what made them fall in love with your community and offer them a reward for completing the survey. Who knows? They may fall in love even more! Knowing what current residents are excited about is helpful when figuring out what features to add and improve upon, and what will entice future guests.

Month 9: “Hello There! Survey”
Before your residents’ renewals start coming up, it’s important to get an idea of how they’re feeling. You can prevent turnover by solving problems BEFORE they get renewal notices. Keep in mind, our 5-Touch Survey Program is also an awesome way to keep touch of how things are going!

Month 10: “Early Bird Lease Renewal”
Reward those who renew early with lease extension options or a surprise renewal bonus or gift.

Month 11: “Any Way You Slice It”
Renewal pizza parties are a big hit. Invite residents in for pizza and snacks to have the renewal discussion in person.

Month 12: “Life Is Sweeter With You!”
Whether you’re still trying to tempt your residents to stay or thanking those who already renewed, a note combined with a few sweets is a fave!

Jennifer Bucci
This was a special guest post from LPC Marketing Director, Jennifer Bucci. A multifamily professional in the South Florida market since 1989, Jennifer joined Lincoln Property Company in 2014. Her experience includes conventional, mid-rise, high-rise, and garden-style communities, both vintage and new. Prior to Lincoln Property Company, Jennifer held multiple positions at Trammell Crow Residential Services, Gables Residential, Riverstone Residential, and The Altman Company.

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