When I opened my company back up after retiring to return to
speaking and training, it was very evident the changes in how we deal with and
interact with our residents and customers has been altered
significantly. The day of calling a property or company and getting
a real live human being are long gone. While some of this has been a
gradual change over the years, some of it has also been related to COVID and
other excuses, which has in some cases forced us to revert to technology rather
than human contact.
Now I’ve been in the industry for more than a couple of
decades and have witnessed us going from answering machines and ledger cards to
everything being technology driven. Some say this is for the good, while
I know having talked to the real humans out there and reviewing comments,
reviews, and ratings, the customer or residents for the most part are not
happy. This includes those that totally depend on technology being
frustrated with their inability to go back to the basics of communicating and a
desire for real customer service. People are now being lost in the internet or
trapped in a circle of “press this if you want that,” scenarios without any
real human interaction.
When I made the decision to go back to doing workshops,
seminars, and keynotes, I first made a commitment to build an extensive
database of not just associations (both state and local), but also of
management companies of all sizes and locations. Let me say, it has been
both labor intensive and eye opening. While I have hundreds of
contacts in the business through experience, LinkedIn, IREM, NAA, Facebook, and
other platforms, I knew there were hundreds and maybe more than a thousand
resource contacts out there that were going to take some detective work; and in
my case, using some of my military intelligence skills to drill down and tap
into and find these resources. This is where my frustration
came into light and discovering the frustrations of our residents and even
prospects came into play.
I started by using platforms such as Apartments.com to
discover not just the primary and larger property management companies, but
also wanted to tap into the smaller and mid-size companies that may not have a
large training and employee enrichment program and department. I
then visited their web sites to identify key contacts, corporate office
locations, phone numbers, and the number of apartments and communities if that
was available. This is the first trend I was seeing where some
management companies did not even have a phone number where someone could
contact them on their web site or listed their corporate office physical
address. It raised the question, why would they not want that
available to the public and what were they afraid of by not disclosing this
information. I also found “contact” pages where you could not ask a
general question or request a contact, with the only option being to
put a property you were interested in could not move forward. There
were many sites where unless you were a resident with an apartment number as
reference, you were stuck in perpetuity, unable to go any further.
I also found that a vast majority of property management companies who had
phone numbers listed were on an automated system and you couldn’t even press
“0,” to get a human because it circled you back to the original message of
pressing numbers or if only you knew the extension of of the person you
were calling could you get to the next level. My first statistic was how
many companies had a number to press for a dial by name directory, only to find
out it was not set up or didn’t work. I found that 57.6% of companies
with a dial by name directory didn’t work and took me back to the original
message. It reminded me of a video game that unless you eliminated all
the adversaries in the game, only then could you get to the next level and if
you could not, sorry you were stuck. This raised my desire to look
at reviews and ratings on various platforms from Google to Apartmentratings.com
and others, to see if residents or others were frustrated and confused by the
lack of ability to communicate with someone “up the ladder,” so to
speak. What I found was again not only eye opening, but
disturbing. I started taking statistics when this pattern emerged and out
of 275 management companies contacted, only 11.3% were you able to talk to a
human being. This equates to 244 companies out of the 275 where a
living, breathing human was involved. It used to be if you pressed zero, you at
least got a receptionist or someone to answer the phone. In 87.1%
of the cases where I pressed zero, it circled you back to the original message
and the endless circle of frustration. WTH?
Postings of reviews from residents on various platforms were
showing the same frustration with hundreds and hundreds of notations saying
they had the same experience, and comments were emerging from residents saying
such things as, “Can’t wait for my lease to expire because you can never get
anyone in the corporate or regional offices.” Google searches through BBB
and Dunn and Bradstreet listings did result in some numbers, with quite a few
of them being older numbers that were disconnected or rang with no one ever
answering. I had one company that I was bound and determined to get
a corporate contact because if was apparent, they could use someone’s help with
resident and guest service. On multiple sites there were reviews
and ratings where both residents and guests were frustrated and could not get
past the site personnel who would not even give them a phone number at the
corporate office. Several times I read, “they were informed not to give
it out.” AYSM, is an acronym you can figure out for yourself.
As I said, I was determined with this one company. No phone number,
no contact page on their web site, nothing and a company that had as they
stated 22 communities. I decided to call one of their properties
here in Florida and you guessed it, a human did not answer the phone. It
did give me the option of leaving a cell number for a return text message (yes,
that was how they stated it), or a phone number if I preferred a call or didn’t
do text messaging. I clearly stated in the voicemail I was looking for
their corporate contact information and why. I chose the latter and
waited for the call. About an hour later I get a text message (not
what I asked for) asking what size apartment I was inquiring about.
Apparently, they didn’t listen to the voice mail or maybe chose to ignore it,
because I was very clear as to why I was calling. I did the call
again and one more time requested a call and not a text and got the same result
(Stupidity is doing the same thing over and over and expecting a different
result). This time when the response came back a text message I replied
asking if they could please call me. Two days later, I finally get
a call and she asked what size apartment I was interested in.
Again, maybe you should listen to your voice mail and not just calling someone
back. Anyway, I told her I did speaking and training in the
apartment industry and asked if she could give me the corporate office phone
number. Her response was and I quote, “Can I ask what for?” I
repeated myself as to what I did and for a second time asked her for her
corporate office number. She replied, “I’m sorry I don’t have
that.” I asked, “you’re telling me as the manager of a property you
don’t have the number to your corporate office.” She said, “It’s not that
I don’t have it (ok you just lied to me), I’m not allowed to give it to
you.” You can’t make this stuff up. I then had to reply, “so
if I’m a resident and not happy and want to speak to a regional or someone in
your corporate office you would not give it to me?” Her response was
classic. “In that case I would be happy to relay your message to
someone and they would review and call you back if they needed to.”
I had to write it down because I was flabbergasted in what I was hearing.
On a side note, their rating on of the main review sites was
1.3%. Out of 22 local sites I called for a corporate office number, only
53% of them would give me the number. Again, what are they
afraid of?
More trends started showing up when I called corporate
numbers (mostly large and a few not large national companies).
First, if you were able to leave a message only 6.3% of those companies
returned my phone call. At least have the courtesy to call me back
and say you’re not interested or thanks for contacting us. Out of
the 275 companies I researched on the web, 37% of them didn’t have a “leadership,”
tab, and of those that did have one only 38.9% listed other than the president,
owners, and top executives and not the boots on the ground type
people. Of those that had other than top level executives listed,
only 4.6% of those people had an email associated with the person’s picture and
bio or a way to send them a message. In researching reviews, I also
witnessed “canned” responses from companies and properties not to mention the
lack of a response in many cases for both favorable or unfavorable reviews.
We complain about negative reviews; however, either don’t know how to or are
afraid to rebut or respond leaving those that do their homework on finding a
new home asking the question, “Do they really care?”
Call me old fashioned, but I still believe our residents and
prospects want human contact and human service, and not artificial intelligence
or artificial communication as I call it. This is very apparent in
the hundreds and hundreds of reviews and rating comments I witnessed on the
various platforms. When COVID hit, I know staffing suddenly was a
challenge and it was easier to go to technology than to pay someone to actually
answer calls and review messages and emails in detail. I get it
that this industry like many were struggling to keep staff because the government
was paying them more in unemployment and extra benefits than they were making
at work. I understand our industry has evolved and will continue to
do so in the future. We went from physical showings to virtual
presentations and processes, and the excuse was a virus caused the change;
however, I also heard so many of us wanting to return to some sort of
“normalcy.” I’m just not sure this new normal is providing the
service our residents really want.
You can’t go to McDonalds now and order from a human who
might smile and thank you for their order, and are forced in many cases to use
a “kiosk,” to place an order. Good luck if you want a special order such
as a Big Mac with not middle bun, because there is no where on their system to
put it. Basically, you are left to stopping an associate and
telling them before they make it or just removing it when you get your
sandwich. Try calling customer service at Amazon or any of the
hundreds of other companies, or even just finding their phone number and having
to resort to submitting a ticket online for help. I had done some
traveling recently and decided to visit some apartment communities in the
multiple markets and found some properties that don’t show apartments unless
you have an appointment. YHGTBKM (yes, figure that one
out). I walked into one property where there were no prospects in
the office and two associates sitting behind their desk not engaged in other
activities and I was informed unless I had an appointment through their web site,
they were not allowed to show me an apartment. And by the way,
neither of them got up from their desk or came around from the barrier they
were behind to welcome me or make me feel welcome. Is this a reflection
of the new normal? Is this where I industry is going? Is this how
we want our residents to feel that there is no one who cares or no one else
they can turn to for help? I hope not.
We are in a very vulnerable position right now with rents
raising by double digits and our resident’s income is not increasing at the
same rate. We are in a very vulnerable position where home interest
rates having been recently raised (largest since the 1980’s as recently
reported) causing two conditions. First our owner’s ability to borrow
just changed and the NOI and cap rates are going to require even further
increases when our residents are having a hard time as it is to meet an owner’s
expected return. Home prices have skyrocketed and the average
person now can’t afford to buy a home, and can’t afford the rents being asked
in many markets. There are only two practical results that are possible
and that is our residents will have to alter their lifestyle and go to a
lower-level grade apartment where the inventory is not going to change in the
near future and the demands will increase, or get a second job so they can
afford the lifestyle they desire and have worked for. We are at the tip
of a double-edged sword and only those with exceptional resident and guest
service will survive because that is the one thing that will at least give them
some sense of hope and that we care. We focus on leases when we
should be focusing on retention. We give bonuses base on leases,
when we should be giving bigger bonuses for retention. We should be
focusing on people and not technology (both staff and residents/prospects),
because until we are leasing to robots, it all boils down to the human
experience and not the ability to use a mouse or a cell phone because it also
boils down to how we make people feel. That my friends, will never
change.
I continue my research for my contact list I will
continue to monitor the statistics; however, don’t expect them to reflect any
improvement for our residents and guests. I am afraid not for what I have
found, but where we are inevitably going. To an industry that is
following technology, and not following what our residents and guest really
want.
FOLLOW UP - August 2023
The statistics continue to show decline and I almost get the feeling customer service is lost forever. The return call percentage for my inquiries has dropped to 4.9% as did the other areas such as dial by name directories and calling to only be trapped in an endless circle of press this or press that but never getting a real human being. As I look further, it appears as though we are not teaching conflict resolution (which may be a reason you can't reach anyone) to our team members, and basic resident services skills are in a tailspin. So, I contact a company in Tennessee I had been in direct contact a few months ago who said they were in the planning stages to do a company conference and wanted me to present. I attempt to call the corporate number. The person that answered kept asking me what property I was interested in, and I repeated three times I was attempting to contact the main office. Finally, the person said she was not allowed to give the number out. If this is how we are treating residents today or even someone like myself just trying to get a contact person, lord help us. Again, what do these companies have to be afraid of? Are they afraid they might have to talk to a disgruntled resident and because they haven't been trained in conflict resolution it's just easier to make it impossible for someone to reach them?