Camden Ends Community Resident Events

Camden has put the kibosh on all apartment community resident events, its vice president of marketing, Julie Keel, said during the “Ask Me Anything” session at the National Multifamily Housing Council’s OpTech Conference Nov. 2 in Las Vegas.

Community events are often the staple for building resident camaraderie as well as a method to drive authentic social media posts by apartment residents.

“We stopped them during the pandemic for obvious health reasons and never picked them back up,” Keel said. “They aren’t cost-effective, can take a lot of work, and for what: You get 15 residents to show up at a 500-unit community.”

Camden has a track record of bold moves, which at times, send shockwaves through the industry, yet often prove worthy. Years ago, it halted package delivery portfolio wide.

Its policies also included closed leasing offices on Sunday, partly due to the industry’s improving operations technology options.

‘Remember, We’re Still in the People Business’

The panel discussion included Greg Benson, managing director, US national marketing, Greystar; and Gigi Giannoni, senior vice president, customer experience, Gables Residential; who discussed industry trends.

Gianonni said her leasing offices also are closed on Sundays as her company, too, embraces a diverse set of touring options through technology.

“When it comes to how residents want to tour, every demographic is different, and every market can be different, so you have to give prospective residents choices,” she said.

“Let’s remember, we’re still in the people business, so no matter the method, it’s important for customers to have the choice to connect with a person during the process.”

Included at Gables are in-person tours (not on Sundays), self-guided tours and person-less customer communication led by artificial intelligence (AI)-driven chatbots, which answer questions, schedule tours and potentially nurture leads.

Keel said for self-guided touring, Camden is working to perfect its process.

“People can get lost on a tour, so you have to work to improve it,” she said. “We hold focus groups to better understand prospect navigation. By the way, this is time to be doing focus groups: People need the extra cash for the holidays.”

Benson said when using AI, companies must find a perfect balance between the technology and having a person.

‘Am I Still Moving into This Place?’

Keel said Camden is also working to make the resident onboarding process better.

“It’s that 30- to 45-days-out period after residents sign the lease and they begin to think: Am I still moving in?” she said.

“Automation can help with this, she said, by sending residents information as the move-in day approaches. This also takes some of the workload off the onsite staff.

Receiving emails and texts from the property in the days leading up gives them more peace of mind and tells them about policies, other guidance and forms, etc., Keel said.

“It creates a better customer experience,” she said.

Looking ahead, Benson said he’s excited to see what comes of “resident rewards 2.0,” as partners are working to provide more loyalty programs for residents.