The daily life of a property manager is far different today than it was a decade ago. In the multi-family sector, residents want more than to simply rent an apartment – they want to experience a lifestyle. They expect their relationship with a landlord to feel less transactional and more emotional. With increased competition among building owners, front-end staff must focus on building brand loyalty and brand awareness to develop that trust.
For Cory Chisholm, senior vice-president of property management at Midwest Property Management in Edmonton, residents’ needs take priority over business needs. This is a win-win. When residents recognize a brand as a lifestyle choice they, in turn, build up that brand and the surrounding community.
“With changing demographics, we see that millennials care more about the experience of a home than just the aesthetics,” he says. “Not only does the unit have to be pleasing to the eye, it’s amenities are just as important. Residents are looking for proximity to great restaurants and transit, as well as community events within the building and access to an online portal.”
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