Pub. 2 2017 Issue 6

13 ISSUE 6 2017 It is also important to pay attention to your online reputation by monitoring reviews. According to Reputation.com, positive online reviews are extremely influential. • Getting 10 good reviews can move your community to the first page of results from a search engine. • Getting 50 reviews can increase the click-through rate by 266 percent. Negative reviews are also useful. They can tell you what problems need to be fixed and they can enhance your team’s reputation for being proactive problem solvers. For example, suppose you find out you have a problemwith mail delivery or trash pickups. You could solve the problem, depending on which one it is, by putting in package delivery lockers or a valet trash service. Make sure you report back to tenants so they feel that their concerns have been heard and resolved. Although it is easy to focus on fixing problems, it is more worthwhile from a business perspective to do what you can to provide experiences for residents that are more than they expect. In the new book by Chip and Dan Heath named The Power of Moments: Why Certain Experiences Have Extraordinary Impact, people were more likely to remember an experience favorably if it delighted them somehow, even if there were also less- than-stellar aspects of that experience. Put your effort into creating exceptional experiences for tenants in addition to fixing existing problems. To illustrate this: • A tenant is choosing between two communities that are fairly similar in price and amenities. One has a nicely landscaped scenic pond, complete with mature trees, a few local birds, and a walking trail. The other has a dated- looking pool with plenty of concrete surrounding it. Which one will the tenant be more likely to choose? • Another tenant is choosing between a community that is clean but ordinary, and one that feels like it is higher end, even though both provide perfectly good places to live. One looks dated and worn. The other one doesn’t. Again, it is no surprise which one tenants will prefer. People like to feel special and valued. Most people, given the choice, choose a unit that offers a bit of luxury. But that also means you will have to make sure all units are well-maintained and given periodic upgrades over time. People like to feel special and valued. Most people, given the choice, choose a unit that offers a bit of luxury. Residents expect the latest entertainment and communications technology in their lives. When you partner with Cox, you provide your residents with the most advanced products and services available in your area, with local support whenever you need it. And since Cox owns and maintains one of the nation’s largest hybrid fiber-optic networks, you get the bandwidth needed to support advanced connectivity demands. Become a Cox Signature Community, and make sure your residents get the services they want, today and in the future. Give your residents the riGht connections. Gigablast SM | Contour® TV | Cox Homelife SM | Digital Telephone Cassian A. Karim MDU Sales Manager Cassian.Abdul-Karim@Cox.com 703-480-4708 Call Today