wow at every touchpoint: making the emotional connection with your renters

I f Y o u L O V E T h e m … T h e y W I L L S t a y !

BY BARBARA SAVONA CEO OF SPROUT MARKETING

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C U S T O M E R S AT I S FA C T I O N I S W O R T H L E S S .

WatchYourBusinessSprout.com/BarbaraSpeaks

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“A C U S T O M E R W H O I S M E R E LY S AT I S F I E D I S S T I L L L I K E LY U P F O R G R A B S I N T H E M A R K E T P L A C E .” - D I S N E Y


WOW ME!

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“OH, WOW!”


LOGICALWatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks

PSYCHOWatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks

PSYCHOLOGICAL


MORE UNCONSCIOUS

THEN CONSCIOUS



I C A N ’ T P U T M Y F I N G E R O N I T…

B U T I C A N F E E L I T.


W H AT ’ S I N O U R H E A R T, N O T J U S T I N O U R H E A D. -W E L L S FA R G O



C A P T U R E OUR HEART


C O M M U N I T Y, T E A M VA L U E S A N D E M O T I O N A L

C O N N E C T I O N S S H O U L D B E W H AT S E L L S Y O U R

C O M M U N I T Y O V E R A N D O V E R A G A I N , N O T A M E N I T I E S A N D F E AT U R E S .

- B


C U S T O M E R E X P E R I E N C E

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L E T M E G I V E Y O U A N E X A M P L E

C U S T O M E R E X P E R I E N C E


EVERYONE


NO ONE

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W H E N I A M E M O T I O N A L LY

C O N N E C T E D

I A M T H R E E T I M E S M O R E L I K E LY T O R E C O M M E N D T O M Y F R I E N D S .




C O N N E C T E D

I A M T H R E E T I M E S M O R E L I K E LY T O R E N E W.



C O N N E C T E D

I W I L L B E 4 4 % L E S S L I K E LY T O S H O P A R O U N D.




C O N N E C T E D

I W I L L B E L E S S P R I C E S E N S I T I V E .


T O B E E M O T I O N A L LY

C O N N E C T E D…

YO U H AV E T O H AV E A N E M O T I O N A L LY C O M P E T E N T T E A M .



E M O T I O N A L

C O M P E T E N C YT H E C R I T I C A L FA C T O R

ONE’S ABILITY TO EXPRESS OR RELEASE ONE’S INNER FEELINGS AND EMOTIONS. IT IMPLIES AN EASE AROUND OTHERS AND DETERMINES ONE’S ABILITY TO EFFECTIVELY AND SUCCESSFULLY LEAD AND EXPRESS.

IT IS DESCRIBED AS THE ESSENTIAL SOCIAL SKILL TO RECOGNIZE, INTERPRET, AND RESPOND CONSTRUCTIVELY TO EMOTIONS IN YOURSELF AND OTHERS.


K N O W HT A K E Y O U R P U L S E



T h e s e a r e u n h a p p y c l i e n t s t h a t a r e w a i t i n g f o r t h e i r

l e a s e t o b e u p f o r r e n e w a l s o t h e y c a n r u n . T h e s e

r e s i d e n t s f e e l t r a p p e d i n a b a d r e l a t i o n s h i p a n d

t h e y ’ l l t e l l a n y o n e t h a t w i l l l i s t e n . Yo u a r e n’t

s u r p r i s e d w h e n t h e y g i v e n o t i c e t o m o v e .

T H E

D E T R A C T O R S


We hear a lot of grumbling, but it’s because of past

management issues.

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We have some chronic complainers, but doesn’t everyone?

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T h e s e a r e t h e q u i e t o n e s t h a t y o u “ t h i n k ” a r e

h a p p y. S u r e , t h e y a r e s a t i s f i e d , b u t t h e y a r e a l s o

u p f o r g r a b s . T h e y m a y h a v e f r u s t r a t i o n s t h e y

d o n’t v o i c e b e c a u s e t h e y d o n’t w a n t t o b e a b o t h e r .

T h e y a r e n’t p a s s i o n a t e a b o u t y o u r c o m m u n i t y.

T H E

PA S S I V E


Our residents are pretty quiet.

We don’t hear much feedback—good or bad.

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Our residents seem happy.

I think they are happy?



T h e s e a r e LOYA L E N T H U S I A S T S w h o k e e p b u y i n g f r o m

y o u , t h e s p e a k y o u r p r a i s e , a n d t h e y h a v e

z e r o i n t e n t i o n s o f m o v i n g a n y w h e r e e l s e .

T H E

P R O M O T O R S


Our residents regularly attend events

at our community.


We get a lot great interaction on our

social media from our residents.


It’s not uncommon for our residents to bring

us gifts.


We don’t have a problem getting our

residents talking. They love to drop

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T h e s e a r e LOYA L E N T H U S I A S T S w h o k e e p b u y i n g f r o m

y o u , t h e s p e a k y o u r p r a i s e , a n d t h e y h a v e

z e r o i n t e n t i o n s o f m o v i n g a n y w h e r e e l s e .

T h e y a t t e n d r e s i d e n t e v e n t s , s t o p b y t o c h a t ,

a n d c o m m e n t o n y o u r s o c i a l m e d i a .

T H E

P R O M O T O R S



R E A L I T Y

C H E C K

“ H O W L I K E LY W O U L D YO U B E T O R E C O M M E N D O U R

C O M M U N I T Y T O F R I E N D S A N D FA M I LY ? ”


KNOW WHAT THEY

R E A L L Y

WANT FROM YOU.


T O K N O W Y O U R C U S T O M E R YOU HAVE TO BE ABOUT IT.


FA I R M O N T E X P E R I E N C E S T H E I R C U S T O M E R E X P E R I E N C E .



N U T S & B O LT SY O U S T I L L G O T TA H AV E T H E M .

T H E R E I S N O S U B S T I T U T E .


C U S T O M E R S VA L U E G O O D S E RV I C E

O V E R FA S T S E RV I C E T H AT I S N ’ T G O O D.


OUTLINE RESIDENT

TOUCHPOINTS

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Signing Lease Paying Rent

When Things Go Wrong

Moving Day

Submitting Maintenance

Request

Voicing a Concern

Having Visitors

Renewal Notice

Resident Events


Moving Day


T O E P H E N O M E N O M

T H E

S T U B B E D


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NO ONER A V E S A B O U T B A S I C S . T R U E S T O R Y .


G R U M B L E S W H E N Y O U D R O P T H E B A L L O N B A S I C S .

EVERYONE


E A S E | S P E E D | A C C U R A C Y


T R A N S A C T I O N I N T E R A C T I O N

R E L AT I O N S H I P



T R A N S A C T I O N


“ W h e r e c a n I b u y a G o o f y h a t ? ”

A n s w e r : “A t t h e E m p o r i u m .


I N T E R A C T I O N


T h e C a s t M e m b e r a d d s : “ I s G o o f y y o u r f a v o r i t e

c h a r a c t e r ? Yo u k n o w y o u c a n s e e h i m a l o n g w i t h t h e r e s t o f t h e g a n g i n t h e p a r a d e

t h i s a f t e r n o o n .”


R E L AT I O N S H I P


T h e C a s t M e m b e r a d d s : “ B y t h e w a y, i f y o u d o s t a y f o r t h e

p a r a d e , m y f a v o r i t e v i e w i s o v e r i n Fr o n t i e r l a n d n e a r s o m e o f t h e s h a d e t r e e s . B e s u r e t o s t o p b y a f t e r t h e p a r a d e a n d

t e l l m e a l l a b o u t i t .

CREATE NEW RESIDENT WOW NORMS



A C H I C K - F I L - A N O R M

“ M Y

P L E A S U R E .”


W O WT H E

S U B T L E

• N O T I N T E R R U P T I N G A C O N V E R S AT I O N

• N O T M A K I N G T O O M U C H N O I S E



W O W

T H E

F R U G A L

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“OH, WOW!”

A H YAT T H O U S E S T O R Y.


S o m e b o d y w h o i s i n a n e x t e n d e d - s t a y s i t u a t i o n i s l i k e l y t o b e a b i t o u t o f s o r t s .

T h e r e c e n t l y d i v o r c e d . P e o p l e o n l o n g j o b a s s i g n m e n t s a w a y f r o m t h e i r f a m i l i e s . P e o p l e w h o s e h o u s e s h a v e s o l d a n d t h e i r n e w h o m e

i s n ’t r e a d y y e t . T h i s i s a s i t u a t i o n w h e r e t h e p s y c h o l o g i c a l r e a l i t i e s o f a c u s t o m e r ’s

l i f e c a n b e w e i g h i n g h e a v i l y o n t h e i r p e r c e p t i o n o f t h e g o o d s a n d s e r v i c e s y o u

a r e p r o v i d i n g . A n d w h e r e s e r v i c e —h o s p i t a l i t y – l i k e t h i s c a n s h i n e .



P L A N N E D V S .

S P O N TA N E O U S


T H E R E A R E F E W T H I N G S C U S T O M E R S R E M E M B E R O R T A L K A B O U T M O R E T H A N A P L E A S A N T S U R P R I S E .


F R O M

M E H

T O W O W.

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S P O N TA N E O U S ? S N O W A N G E L C O N T E S T

B O A R D G A M E M A R AT H O N H O T C O C O A B A R


A t t h e h e a r t o f t h e Wo r l d C l a s s C o m p a n y i s i t s a b i l i t y t o s a t i s f y t h e u n c o n s c i o u s a n d p e r c e i v e d

n e e d s o f i t s c u s t o m e r b e t t e r t h a n a n y o t h e r c o m p a n y c a n , n o t j u s t b y d o i n g w h a t a n y b u s i n e s s

i s s u p p o s e d t o d o , b u t b y d o i n g w h a t i t i s n o t e v e n r e a s o n a b l e t o e x p e c t y o u t o

d o . A n d t o d o t h a t t i m e a f t e r t i m e . – M i c h a e l G e r b e r



“OH, WOW!”

A M U LT I FA M I LY S T O R Y.WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418

W H AT

D O N ’ T C U S T O M E R S E X P E C T U S T O D O ?

L E T ’ S D O T H AT.



C U S T O M E R S E R V I C E R E Q U I R E S

I M P R O V I S AT I O N


W H O L E F O O D S : H AV E Y O U T R I E D T H I S ?



W O U L D Y O U D O T H I S ?


T H E B U S I N E S S O F

C U S T O M E R R E A C T I O N S


N o t i c e y o u r c u s t o m e r s ’ r e a c t i o n s , w a t c h t h e i r b o d y l a n g u a g e , l i s t e n t o t h e i r v o i c e .

MOVING! WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418

MOVING IS STRESSFUL OUT OF 2 ,000 PEOPLE INTERVIEWED, 61% LISTED MOVING AS THE NUMBER ONE L IFE STRESSOR, OVER DIVORCE AND A NEW JOB.



H O W D O T H E Y F E E L A B O U T T H E M O V E ?


W H Y A R E YO U M O V I N G ?










HUDDLE


F R O M

M E H

T O W O W.


RE-SIGNING ON THE DOTTED

LINE! WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418

Y O U ’ R E A L L T H AT A N D

A B A G O F C H I P S



W E

M O U S TA C H E


D O N ’ T PAY O U T

T H E N O S E



A N Y WAY Y O U

S L I C E I T.




FA L L I N

LO V E



T H E O H S O P L E A S A N T

S U R P R I S E


EASY AS 1-2-3

WOW RENEWAL SURPRISE



KEEPING IT SWEET

SO INEXPENSIVE!


POP ME MEMORABLE RENEWAL



YOUR ARE OUR SUNSHINEMEMORABLE RENEWAL


WHEN THINGS GO

SOUTH! WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418

1 2WatchYourBusinessSprout.com/BarbaraSpeaks


F R O M

M E H

T O W O W.


YOUR EVOLVING CUSTOMER

EXPERIENCE BLUEPRINT


CONTINUED FOCUS


Signing Lease Paying Rent

When Things Go Wrong

Moving Day

Submitting Maintenance

Request

Voicing a Concern

Having Visitors

Renewal Notice

Resident Event

A 12 MONTH PLAN


Moving Day

PLATFORM TO SHARE


HUDDLE


“HIGH FIVE WHAT YOU WANT TO

STAY ALIVE!” -B


W H Y S AT I S F Y, W H E N YO U C A N W O W ? - B A R B A R A S AV O N A


K E E P I N T O U C H !

[email protected]


Text "UTAH" to: (210) 740-0526

wow at every touchpoint: making the emotional connection with your renters

Real Estate