‘On the Ground’ with Eric Brown: Who Owns the Residents’ Experience?
April 25, 2011
What if leasing agents owned the entire resident experience, from lease to move out? What if we gave them enough autonomy and authority to actually solve resident problems?
Is your leasing person the lowest-paid position on the apartment-marketing payroll? If you are like most apartment operators, that would ring true. There are a multitude of reasons cited, but one that always surfaces is high turnover. Apartment leasing is a churn-and-burn position, a run-them-until-they-drop outlook. Before folks jump on the bandwagon of that-isn’t-the-way-it-is-here (and it may not be that way at your company), just look at the general result. Leasing is one of the highest turnover positions of all. Why is that, and does that make the most sense?
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