My sister is a leasing consultant for a luxurious apartment neighborhood in Charleston, South Carolina. I've always been a bit envious, because I feel as though she works in paradise. It seems that every time I go to see her at work, the sun is beaming brighter than ever. The complex has beautiful landscaping, spectacular floral arrangements and countless palm trees. There are 2 swimming pools - including an innovative salt water pool - and a state of the arts private gym. Plus, the team she works with is incredibly helpful and friendly!
If I were looking to rent, I'd move there in a heartbeat. I'd feel like I was on vacation every day!
But contrary to my assumptions, my sister and her staff were struggling to keep the complex even half full. And they simply couldn't figure out why! They were running daily commercials on the radio, were listed on all the rental websites, and posted to Craigslist daily.
It seemed everyone that actually scheduled a tour of the facilities signed a lease, so the problem wasn't in the complex itself. It was simply a matter of getting their name out there and getting more people onto the premise. So my sister and I sat down one night for a brainstorming session and devised a plan.
Though the apartment complex is located in a very popular and convenient neighborhood, it's not that visible from the street. In fact, that is a selling point for the complex, as all the trees that surround the facility mute outside noise and keep things quaint and quiet. But these trees also hide this gem from the public eye.
So our new plan for spreading the word was to purchase a custom sign and put it out on the main road that you turn off of to enter the complex. The custom sign design simply featured the complex name and a gorgeous photo of the paradise-like apartment village.
And to her delight, before she knew it, the telephones were ringing off the hook, and people were signing leases like crazy!
With, your potential tenants are right outside your door! We soon learned that with radio ads, even people who were planning to move in the near future were tuning out real estate advertisements because they simply weren't interested in living in that particular neighborhood. That's wasted advertising coverage!
And while rental websites and Craigslist allow you to specify your neighborhood of choice, photographs and descriptive summaries cannot sell the way seeing the place in person can. Plus, nothing is more convenient than stopping by for a facility when you're already in that neighborhood.
And this is what surprised us the most: While people looking on rental websites typically are searching because they have an instant rental need, my sister suddenly had a brand new market of people touring her facility. This market was made up of people who were not actively searching for a new place to live yet, but since they knew their lease was running out in several months, and they knew they wanted to stay in that same neighborhood, they were motivated to check the apartments out as they were passing by theon their way out to run errands, go to work, grab a quick dinner etc.!
My sister was now actually having people request rental reservations a whopping 5 months in advance!
So not only is my sister fortunate enough to have a work environment comparable to paradise, she's also lucky to have a job where a custom sign can do all of the work!All of our custom business signs are shipped out FAST and FREE!