But Do YOU Have a Sauna, Mr. President?
Any apartment community that’s within walking distance of a Costco is a place I’d like to call home. Throw in a Jacuzzi, a view of the Washington Monument and a staff that would call my dog, Snickers, by name, and you’ve got The Metropolitan at Pentagon City—NAA’s 2010 PARAGON Community of the Year. And it’s so much more than that.
Below are four reasons why the 325-unit Northern Virginia community managed by Kettler Management is the hot ticket in town.
Think of the Cheers theme: At least one of the Leasing Professionals at my apartment knows me by name, and although I’m fairly certain it has to do with my roommate’s not-so-polite history of service requests (and demands), it’s still nice to feel like a valued resident. The Metropolitan staff knows every resident (including the pets) by name, says Leasing Agent Kelsey Clark. Residents say they are treated like family from the second they walk in the door, and it’s this sense of community that makes The Metropolitan a great place to call home.
Bottlenecks be-gone: The Washington, D.C., metro area is consistently ranked as one of the top five most congested cities in the country—which makes The Metropolitan’s proximity to the Metrorail system that much sweeter. The Northern Virginia community is also minutes from all of the Washington, D.C., museums and monuments you can handle. As a bonus, Ronald Reagan Washington National airport is two miles away, leaving enough time to run back for that forgotten passport.
Want to share a Penthouse?: The Metropolitan may very well be recession-proof. Concessions have been scaled back and the community is still nearly 99 percent leased, with all but the Penthouse occupied. (Property Manager Mohammed Ali says he’s had several local celebrities/sports stars/politicians tour the Penthouse). Each unit features stainless steel appliances and granite countertops, not to mention stellar views of the nation’s capital. Not too shabby if you ask me.
Homebody heaven: Strength training has been on my daily “To Do” list for approximately two years. Of those 730 days, I’ve probably made it to my apartment’s weight room four times, but it’s comforting to know the equipment is there when I finally decide to hold myself accountable. Residents at The Metropolitan have a whole lot more than dumbbells waiting for them in the community’s state-of-the-art gym, complete with a massage room, sauna and aerobics studio. For those more interested in relaxing than running, The Metropolitan hosts weekly movie nights in their 26-seat theater. Did I mention the free pizza and billiards room?
For more on The Metropolitan at Pentagon City, check out my article, ‘Service With a Smile,’ in the September issue of units, which mails Sept. 8, or in the e-version of the magazine, available on our website Sept. 13.
Below are four reasons why the 325-unit Northern Virginia community managed by Kettler Management is the hot ticket in town.
Flawless First Impressions
- Only 36 percent were converted to appointments.
- Only 61percent of leasing professionals obtained the caller’s name.
As multifamily training specialists, we conducted a survey to see how the Atlanta metro market stacks up. Out of the 10 communities we contacted, eight calls were answered by a leasing professional, (two went to voicemail). Of those:
- 25 percent asked to schedule an appointment.
- The leasing professional obtained my name on 38 percent ofa the calls.
- How soon are you looking to move?
- How many people will this be for?
- Whom am I speaking with?
- How long of a lease term are you seeking?
- Will you be bringing any pets?
- Is there a budget you are trying to stay within?
- Why are you moving?
- Are you able to stop in this weekend?
- Confirmed the spelling of my first name and asked for my last name
- Asked for my phone number and E-mail address
- Do you start selling the minute you answer the phone
- Is the ringing of the telephone an interruption to your day?
- How many calls go to voicemail or an answering service on a daily basis?
- Do you take the initiative on every leasing call to ask your prospect to visit your community?
- When you’re busy, do you rush the conversation just to get back to whatever you were doing?
- Do you try to get to know your prospect and build a rapport?
- Do you try to get your prospects contact information (phone and E-mail)?
- Do you try to qualify your prospect?
- Do you ask how they heard about your community?
- Do you engage your prospect and make the conversation memorable?
I recently had the pleasure of reviewing last quarter’s industry report card from CallSource, where they conducted a Telephone Performance Analysis of 1,436 communities nationwide.
She Wore That (?!) to Work
If you’ve ever had the pleasure—and I use that term loosely—of working as a valued Target team member, you’re well aware of the required red polo-khaki pants uniform. During my three months as a sales floor associate, I witnessed the power of such an ensemble. A plain polo shirt and khakis are fairly standard pieces in anyone’s wardrobe, but the Target brand was so deeply intertwined with the red and tan pairing that customers could spot me—a beacon of retail knowledge—a mile away. I wasn’t pleased with my uniform’s familiarity once the thrill of escorting customers to the toothbrush aisle waned, but Target was more than happy my clothing was associated with their brand.
Uniforms aren’t always the cheapest option for a company, or the most popular decision among employees, but as I found out while writing a story for the September issue of units, many companies in the apartment industry are making the move to (stylish) corporate wear conformity.
Before you decide to revamp your dress code policy, consider the following:
Dress Code Disasters – Companies that opt for a dress code should have guidelines that are as air-tight as possible to avoid any ambiguity. There are a lot of creative minds out there that will interpret “professional attire” in their own special way. Clearly state what is and is not appropriate and consider distributing an internal document with pictures of suitable clothing. It may seem a little juvenile, but do you really want to risk the alternative?
Form vs. Function – It’s important that onsite employees look professional, but it’s also important that they don’t pass out from heat stroke. A wool suit is timeless, but it’s just not practical on sweltering summer days. Trust me, the sight of giant sweat rings and a perspiring upper lip is more off-putting than a casual shirt. And if your employees don’t feel good, they won’t be cranking out new leases.
First impressions – Believe it or not, dressing to the nines could actually hurt business. Prospective residents may take one look at a company’s stuffy wardrobe and assume the property is beyond their budget, says multifamily housing consultant Lisa Trosien. On the other hand, wearing shorts may be inappropriate at a high-end property with residents in business suits. As a renter myself, I’d like to see a middle ground: leave the three-piece suits at home, but no halter tops, please.
Dollar signs – Many people associate uniforms with a loss of individuality. Maybe I’m just lazy and cheap, but I wouldn’t mind sacrificing a bit of my sartorial creativity if I had a pre-paid suit already picked out for me each morning. Professional attire is expensive, and besides, how much individuality do you have to begin with when you’re required to wear heels and skirts of a certain length at some companies?
Conversely, apartment companies considering a move to uniforms can’t break the bank in the name of style. Some owners have compromised by embroidering polo shirts with the company logo. The brand exposure is still there, but at a much more affordable price. And instead of ordering from a catalogue, you can purchase the shirts at one of about 8 million Target stores nationwide for less than 10 bucks.
For more on apparel in the apartment industry, check out my article, ‘Apt Apparel’, in the September issue of units, which mails Sept. 8, or in the e-version of the magazine, available on our website Sept. 13.
If your company has an interesting dress code or uniform policy, please share it with me and APTly Spoken!