The annual Houston Apartment Association EXPO was held this Wednesday at Reliant Center in Houston, Texas.  This year’s theme was Small World Big Business and hosted over a thousand industry professionals to a day filled with information and FUN! This event was a free educational opportunity for property managers and supervisors from all across Houston to connect with 840+ suppliers, their products and their services.

Prior to the EXPO commencement, the Houston Apartment Association offered 4 different educational seminars covering a variation of topics: CYA: "Consider Your Asset (Manager)", Social Media 2.0, The Ten Commandments of Maintenance, We Built this City, and an hour long general session: Make the Right Choice,given by the interactive and hilarious speaker, Joel Zeff. 

The Social Media 2.0session was co-hosted by our very own Multifamily Marketing & Training Director, Stephanie Graves, along with Brent Williams, founder of Multifamily Insiders. The duo delivered an enthusiastic presentation of the Top 10 Mistakes in Social Media Today. The audience was encouraged to keep their cell phones out and browse through their own properties’ Facebook pages while Stephanie and Brent covered the Top 10 Mistakes and ways to avoid them.  If you were unable to attend the seminar, no worries, I have the top 10 mistakes that you need not be making on your social sites today!

1.  You have created Facebook and Twitter Accounts and then never touch them again!
2. You have created a friend profile rather than a fan page.
3. You have no idea why you are doing this!  You have no social media plan!
4. Lots of posts but no feedback!
5. If you build a page, they will come but nobody comes…
6. ME, ME , ME – GET ME more leases.. Get ME more renewals!!!
7. You are posting specials and discounts; rather then engagable content.
8. Who is trained to be the face of your company?
9. Social Media efforts are TEAM efforts. There is no I in Social Media…Well there is but there shouldn’t be!
10. Ignoring on-line reviews!

If you have questions about how to defeat these Top 10 mistakes, feel free to email us at assetnews@assetpluscorp.com and we will send you the complete PowerPoint from Stephanie and Brent’s session.

Many of our Houston team members attended the EXPO educational seminars and met with HAA member suppliers to discuss the most beneficial and cost effective services and products available to their properties. All in all, the 2012 Houston Apartment Association EXPO was a BIG success!

Entertaining toddlers isn't easy.  They are everywhere all at once and mine is very sensitive so you never know if a laugh will instantanously turn into a cry or outburst.  So we try and prepare and enjoy every minute because this is so much work we will surely not have another (I digress).  So this lesson actually comes from both my 15th month old and her father.  Daddy was responsible for watching the little one.. for TWO WHOLE DAYS.. as mommy was in conference.  He said, "oh we'll just hang out in the room or go to the pool", I said "trust me when I tell you that if you actually go do something the day will go much quicker".  Day 1 - he didn't listen, I show up after my conference, the hotel room has toilet paper hanging from the lamp shades, my suitcase is unpacked (skillfully by Rilynn of course as my pants are wet from being plunged in the toilet) and daddy looks like a train hit him and is ready for a night cape and his pj's.  

Day 2 -- ZOO DAY!  Good decision dad!  The day went great and I received texted photos of giraffes and monkeys and it put my mind at ease - that they were doing something together and that there were other people at the zoo to help him out if it got desperate.. (just kidding daddy - you did a great job as always!)  So as they return from the zoo I of course ask how everything went and he said great and she said yes and bye bye and made monkey sounds - sounds like a success to me!  And then daddy says, "you know she just kept stopping and picking up rocks and looking at flowers and at first I was like, 'come on Rilynn that is so much to see' and then I realized I am here to entertain her - to be with her - why do I care if she wants to look at rocks and take forever to get from one exhibit to the next.. she is loving it".   WOW... Lesson #7 - sometimes it is OKAY to slow down and just enjoy the surroundings.. take time with your residents and your team - you don't have to rush from one renewal to the next or one tour to the next.  Sometimes the joy is in the doing and not the rushing from task to task or tour to tour! 

Asset Plus believes its people are the company's greatest asset and has assembled a team that is quite simply unparalleled in the industry. With that said, we are proud to announce the recent promotions of Ginger Bernstein and TJ Chambers.

Ginger Bernstein, Regional Supervisor - Multifamily

Ginger has recently been promoted to a Houston based Multifamily Regional Supervisor. Ginger began working for Asset Plus as an onsite manager at one of our largest multifamily communities with 1,326 units. Ginger has over 23 years of property management experience with expertise in all aspects of the multifamily industry, including tax credit, innovative sales and maximizing revenue for clients.

Prior to joining Asset Plus, Ginger served as Director of Marketing for a portfolio of 4,200 multifamily units with AIMCO and is attributed with successfully increasing occupancy at all properties under her direction. Ginger also served as a District Regional Manager for Holistic Equity Management, LLC. where she was responsible for all operations of 8 apartment communities. Ginger holds the ARM (Accredited Resident Manager) designation from IREM (Institute of Real Estate Management).

TJ Chambers, Acquisitions and Development

TJ began his career with Asset Campus Housing in 2003 as a marketing and leasing specialist for The Cambridge @ College Station, a newly developed full-service student housing property serving Texas A&M University. Within seven months, TJ assisted in increasing the occupancy at the property from 10% up to 100%. Since then, TJ has overseen the leasing, advertising and marketing efforts of 4 other new construction projects located in Statesboro, Georgia; Tyler, Texas; College Station, Texas and Kingwood, Texas. 

In TJ’s new capacity as part of the Asset Plus Acquisitions and Development team, he will lead the coordination of market research and identifying new construction opportunities in emerging markets across the nation. TJ is a graduate of Texas Tech University with a BBA in Finance, emphasis in real estate and marketing.

Traveling with a toddler is always risky!  My little one is very mobile - in fact she has just started jogging and is currently training for her first 5K for the 2013 Houston Apartment Association Fun Run I'm sure!!  (I digress!)  So we just got back from our 5th flight with little Ri (smilin' Rilynn as we call her).  Because for her other trips she was not walking and now she is a jogger, I was a bit nervous this time around.  Her four other flights were pretty eventless and we made out looking like we had the perfect child.  You see traveling with a little one is all about research, preparation and flexibility. 

The first time I knew I was going to get on a plane with my little one she was just about 3 months old - it was my first time for a work trip and I couldn't bear to leave her so we packed her up and we were off.  But before we took off, I started scavenging the internet, went to the book store (yes I still do that - I actually LIKE the feel of books in my hand that I can highlight and fold the pages) sat in the corner and read all I could, checked out parenting blogs and asked my friends.  Then I took all the good advice and prepared.  I bought the necessary tools (footnote:  I have included a few tips on GREAT gear at the bottom on this blog).  I packed and repacked everything and had my perfect plan for the trip.  I even practiced repacking and changing her in what I measured out to be about the size of those awful, stinky lavatories.  NOW we were off!  To my surprise we proceeded through the ticket counter, security gate, boarding area and onto the plane with no events - not even an explosive diaper (sorry non-parents for the graphic details).  We were boarded and just about to take off when I shoved a bottle in her mouth (non-parents, this prevents ear popping from cabin pressure changes).  We hit our cruising altitude and she was asleep... FOR THE ENTIRE FLIGHT!!  We landed and just as we touched town she woke up smiling... yes I said smiling and besides a cramp in my side from holding her perfectly still the entire 2 1/2 hours things went perfect.  Although I have to say I was a bit disappointed I didn't get to try out all my toys and training during the flight :).

The second, third and fourth flights were much the same and she was just about the most perfect flyer I have seen!  Which brings us to 15 month old, attention seeking, only child, mobile Rilynn.  I was sure things had changed and the ante was up.  I was sure I would be tested to my full potential on this flight so I again hit the blogs, book stores and on line resources for some much needed toddler traveling advice.  And again we were off.  I'll spare you the boring details from this trip but let me say that my skills and preparation paid off - she was awake the ENTIRE two hours and twenty-two minutes (from gate to gate).  I had to pull out all the tricks and all the tools for this flight because she was chomping at the bit to get down and fly that plane while she handed out the cold beverages.  Needless to say it was a success and we had no outbursts, no crying and besides a slight kick to the chair in front of us people were saying, "I didn't know there was a baby on this plane" as they exited!

This brings us to... you guessed it (finally) - our PM lesson from my one (now almost 15 months) old. Even though I had traveled successfully several times with Rilynn I still scheduled time to research, prepare, practice and be flexible (heck she is almost twice the size now - it was much harder to fit in that stinky lavatory so practice and flexibility are so important!)  In our industry that is ever changing we MUST consistently practice these four skills or we will be left behind!  Whether it is pricing strategy, advertising, maintenance, renewals or competitive vendor pricing we MUST stay on top of our game - research, prepare, practice and be flexible or we will be stuck with crying residents, pooppy properties and unhappy owners! 

FOOTNOTE:  If you have a baby less than 25 lbs and are planning a trip you MUST get the fly baby hammock - it is a GREAT tool for travel and is worth the $35!  

Over the past 90 days, Asset Campus Housing team members, residents, friends and family joined together in raising over $11,000 for the company’s selected 2012 non-profit, Charity:Water! This successful completion of the 2012 ACH Spring Campaign for Charity:Water would not have been possible without the contributions of time, effort and funds from many Asset team members.

From there, our employees met the challenge by returning to their properties to host resident events and work with their local communities in order to raise maximum funds.  Some of the top fundraising resident events included: staff members selling and delivering Candy Grams to residents on Valentine’s Day, BINGO tournaments where residents paid an entry fee and won items that were donated by local vendors, Casino Nights where residents bid on donated silent auction items, and water themed carnivals hosted on March 22nd—National Water Day.

After 90 days of this campaign, we are proud to donate a total of $11,049.57 to Charity: Water.  100% of our donations will be donated to providing clean drinking water to 552 people in a developing nation for an entire  year.  In 18 months we will have GPS coordinates, photos and information about the community that we have impacted.

What began as a challenge to see which ACH property would raise the most money for Charity:Water, turned into a campaign that revealed the strong passion and dedication that each of our ACH employees and residents have for serving others.  Upon introduction of the campaign at the 2012 ACH training seminar, ACH onsite employees (majority age 18-23 year olds) instantly donated an overwhelming total of $800 in spare change from their own pockets.

Outside of hosting big events to raise funds for Charity:Water, our properties did an extraordinary job of creating publicity for the campaign and educating their community on why our company supports this cause.  The properties used social media to post weekly “Water Wednesday” updates that informed residents on what Charity:Water is, what they can do to help and why we want their support! 

Some of our properties went above and beyond and even made the local news. The Domain at Town Centre, a new student housing development in Morgantown, West Virginia, had 10 different local restaurants participate in raising funds to the campaign by charging their customers $.25 for a glass of water on National Water Day.  This creativity and community involvement that the team at The Domain at Town Centre demonstrated is what assisted them in being named the top fundraiser amongst all of our student housing properties nationwide.  This property alone raised $985!

For Asset Plus employees, March Madness has a double meaning.

Yes, we all set up our individual brackets and root for our favorite college basketball teams, but we also anticipate the annual Houston Apartment Association Sand Volleyball Tournament which is hosted in mid-March. At this event, over 60 different property management companies and vendors alike compete in a full day of sand volleyball.

Asset employees from the student housing, multifamily and accounting departments came together to represent two Asset Plus teams. After 7 long rallies in the Texas sun, our team made it to the semi-final rounds with the support of multiple Asset Plus enthusiasts!

Although we did not win this year, you can expect to see us out on the practice courts preparing for next year's HAA Volleyball tournament!

The Domain at Town Centre, a new student housing development in Morgantown, West Virginia, was recently featured on their local news station for their fundraising efforts with the 2012 ACH Charity: Water campaign.  As many of you know, last Thursday, March 22nd, was National Water Day, below is the article and video link that features The Domain's story.

Cities across the country, including Morgantown, are celebrating World Water Day.

The Domain at Town Centre sponsored a Charity Water Drive at 15 area businesses.

Instead of receiving a free cup of water the stores asked patrons to donate 50 cents to the cause.

"We are raising money for an international organization that drills wells in developing countries for those who don't have water," said Courtney Jurasko of the Domain at Town Centre. "So what we like about the company is that for ever dollar that we donate, they are able to take that and track it online. Which is really notable for a charity. Its really cool."

The Domain has offices across the country and hopes to raise $50,000 for the water charity.

http://wboy.videodownload.worldnow.com/WBOY_20120322180242613AA.mp4 

We are so proud of the new development team out in West Virginia for going above and beyond and including their entire community at large in this fundraiser. We also want to thank the 15 restaurants that partnered with The Domain to help raise money: Coach's Bar and Grill, TCBY, Kenyan Cafe, Tudor's Biscuit World, Oliverio's, Tutto Gelato, Lira, Chico's Fat Burrito's, Cold Stone, Boston Beanery, Rosa Pizaa, Ali Baba, Zenclay, Wild Mountain Bakey and Cafe Mojo.

*ACH student housing properties all across the nation have joined together in hopes of raising over $50,000 for the non-profit Charity:Water. Charity:Water is a non-profit that assists in providing clean drinking water to people in developing nations while tracking every dollar that is donated to the cause. Follow this link: www.mycharitywater.org/achspring to learn more or make a donation today!

Two Quick Tips on Determining Your “Market to Target”- Marketing Mondays with Stephanie Graves, Marketing and Training Director, Asset Plus Companies

If you have chatted with any marketing professionals regarding your property you’ll hear them say something like, “you must properly analyze your property to determine your target market and demographics for effective marketing”.  But what does that mean and how do I do it, some of you may be asking (truly the ones that are asking are probably not reading MI, but I digress)?   Here are some tips to quickly get you thinking about your “market to target”:

1. Calculate the right income earners.  Take the average rent of your apartment homes and multiple it by your qualifying income level.  For ease of math, let us say my average rent is $500.  I require that my residents make three times the rental amount to qualify.  I can quickly calculate $500 X 3 = $1500 per month or around $10.00/per hour is what my typical resident needs to make to qualify for my apartments.  Use this amount to base your marketing efforts.  Target those clients that are about 10% higher and 10% lower (roommate possibilities) than this amount.  You’ll want to look for businesses or jobs that pay about $10.00 per hour, as this is the average income of your typical client.  Does this mean that people making less or more will not lease with you?  Of course not, but this gives you a good base to start so you are not just randomly flyer marketing. 

Think about this, if your average income is $10.00 per hour than you probably will not target doctors or nurses right?  But you would target possibly hospital janitorial staff or front desk clerks at a hospital right?  As you approach hospitals and market, target your efforts to those that are within your target income, rather than to the higher income earners.  Make your flyers or give away appeals to the right income earner.

2. Survey your residents to determine their psychographics.  What did you call me?  Simply put, while demographics are what makes up your target market psychographics are what your target market does.  While demographics are very important I like to focus on psychographics because those tell me what my target market DOES, so I can go where they go and do what they do.  How do you determine that? Ask them!  Make your questionnaires fun and include questions like:

a.      It’s Saturday night and you are hungry, where would you go to grab a quick bite?

b.     You are on a ‘date night’, what romantic, yet economical restaurant would you take your sweetie to?

c.     What grocery store do you shop at?

d.     If price was not an issue would you shop anywhere else?  Where?

e.     Which of the following can you NOT live without

            i.      Monthly hair appointments, who do you recommend?

            ii.     Mani or pedi appointments, who do you recommend?

            iii.    Weekly happy hour, where do you recommend?

            iv.    Daily work out, where do you recommend?

This is a great start to target local businesses that your current residents already frequent and can solicit a few more!

This is an excellent start to your marketing efforts.  Is it all encompassing – NO!  But it is a good start to your efforts and it is a plan!  Your supervisor will be impressed with your thought process and efforts when you tell him/her how you targeted your businesses based on income and your current residents’ patterns.  More importantly I believe you’ll see more results by targeted efforts.  

With all the different means of communication available to residents on our student housing properties, YouTube continues to be a popular way to connect with the targeted demographic.

The Pointe at 3636, an ACH student housing property located in East Lansing, MI, recently used YouTube to invite residents to their upcoming Block Party. Not only did they inform residents about the event details (time, location, food, prizes, etc.) but they also used their property mascot, Pointy the Penguin, to help promote the event. 

ACH student housing properties nationwide have different property mascots that are used to draw attention to their respective properties. Whether the mascots are walking around campus passing out flyers, being seen on the jumbotron at the university football games or making appearances on YouTube videos like such, they are extremely helpful during the leasing season!

We will share more photos and videos of different property mascots in the near future - stay tuned!

With Asset Plus headquarters located in Houston, Texas, many of our employees volunteer their time outside of the office serving on different committees that help make the Houston Rodeo such a success!

The Houston Rodeo is the world’s LARGEST rodeo and is a charity which benefits the Youth of Texas.Since the Show's beginning in 1932, the Houston Livestock Show and Rodeo has contributed more than $283 million to scholarships, research, endowments, calf scramble participants, junior show exhibitors, School Art participants, and other educational and youth programs.

We are proud to support all of our employees who volunteer their time to such a worthy cause!