‘What Renters Want’ with Jessica Fiur: Gwyneth Paltrow, Cupcakes and Property Management

Gwyneth Paltrow and cupcakes have both been in the news lately. Property managers could learn a lot from them.

jfiur_infocusBy Jessica Fiur, Senior Editor

What do Gwyneth Paltrow and cupcakes have in common?

They are both have gotten themselves a lot of publicity recently.

Gwyneth Paltrow announced, via her lifestyle newsletter Goop, that she and longtime husband are “conscious uncoupling.” And, it was recently announced that Sprinkles Cupcakes in New York City is putting in a cupcake vending machine near their store.

Your property management team could learn a lot from Gwyneth Paltrow and from cupcakes.

Instead of announcing that she and Chris Martin are getting a divorce, she said they were now “conscious uncoupling.” It’s a nicer way of saying the same thing, she set herself apart from other celebrities who are divorcing, and she got us all talking about her. Sounds a lot like what you should be doing in your apartment ads, right?

And what about the cupcake vending machine? The people at Sprinkles Cupcakes saw a demand for something that their customers wanted, and filled that need. So, what do your residents want? Maybe the gym could be open 24 hours. Maybe you could set it up so rent is paid online automatically so your residents don’t have to think about it.

Read the entire blog here.

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