Who is our customer?

Who is our customer?

Businesses love to offer incentives to their customers. They give them
cards to swipe every time they buy something and hand out coupons at
every transaction. But does this really help consumers, or is this a way
for businesses to figure out who their customers are and motivate buyers to
change their buying decisions?

My take is that loyalty programs and other rewards program are really not
helping to get a good understanding of what the customers needs are.
They are just finding ways to move customers into behavior that works
best for the company.

At Signature Community in the past we  have  fallen into the trap of trying to
manipulate our customers' behavior. We tried to convince residents that
reading the paper or going to the gym was a benefit suited for them or that
our home buying program would allow them to save money on their next
home purchase. These manipulative programs were great selling points
but not used extensively and therefore are not necessarily good retention
mechanisms. In a survey of our new residents, 67% said they moved into
their new apartments because of gym access, yet our reports show that
less than 30% of our residents actually use the gyms. Aspirational? Yes.
Useful? Probably not.

Over the years we have realized that in order to be a good provider of
customer service you need to be an all-things provider. You don't need to
provide all things to everyone but you have to be able to provide anything
to anyone. We keep our offices open late and staffed to give our residents
the opportunity to walk in or call with a problem, suggestion or request, and
we also provide an online maintenance request system for residents who
don't want to have to talk to anyone.

In the world of customer service today, it's not about doing one thing really
well. It's about being able to perform services on multiple levels to reach
all customers and be able to readily respond to the evolving wants and
needs of our customers.

Thanks for making Signature Community the all around provider of
customer service in the apartment living business.
--
Nickolas Jekogian
CEO
Signature Community
917-763-3500
www.ASignatureCommunity.com
Blog -http://www.nwjceommm.blogspot.com/

"Si³" Signature: Ideas, Innovation, Implementation!
Send ideas to: ideas@asignaturecommunity.com

Reinventing the American Dream

Reinventing the American Dream

As I read the latest real estate news this week, it becomes obvious that real estate values have dropped in many markets throughout the country to levels as low as 2000 prices.  The equity people built in their homes is gone. And now economist are admitting that it may be another 10 to 15 years before the price someone paid in 2007 will be back.  A generation of wealth lost!

It is amazing how much of our country's economy has been fueled essentially by a false belief in wealth created by a home.  They really thought and spent as if the $30,000 projected annual increase in value of their home was real money as opposed to the monopoly money that it turned out to be.  They also went out and spent their monopoly money at car dealers, restaurants, the stock market and retailers. The real estate bubble of the 00s was one of the biggest farces in US history.

Finally people are starting to realize that the "American Dream" does not need to center around a single asset that will likely cost more in upkeep than it will ever make as an investment. As we discuss with our residents, a home is a place where you can be part of the community.  It doesn't matter if that is on an acre of ground hidden from neighbors or 8 feet away from the elevator.  It is up to you to make the American Dream work, not the economists. 

At Signature Community we always viewed the economists' and politicians' version of the American Dream as the American Nightmare, so we are reinventing that Dream so it can be attainable for anyone who puts commonsense thought and foresight into their economic decisions.  Our version of the American Dream is the creation of community where like-minded people can share space, time, stories, and advice, and sometimes even lend a hand to help each other.  Our American Dream is about being part of something much bigger than a McMansion on a lonely lot and is definitely more rewarding than the struggle to make the mortgage payment while still having to run to Home Depot every weekend because something is broken.

At Signature Community we welcome a connection with and between our residents to complete the new American Dream.  Our American Dream focuses on people, not property.  We look forward to years of the American Dream moving away from what politicians and economists unrealistically perceived values and toward a renter nation where residents feel part of the community and society and live the dream.

Thanks for everyone involved in helping the new American Dream to flourish at Signature Community.

--
Nickolas Jekogian
CEO
Signature Community
917-763-3500
www.ASignatureCommunity.com
Blog -http://www.nwjceommm.blogspot.com/

"Si³" Signature: Ideas, Innovation, Implementation!
Send ideas to: ideas@asignaturecommunity.com