employer who provides for the entire work source; failure
to serve the employee who generates total income; and
failure to serve the public that becomes the company’s
financial future.
Stare down this “failure expense” and determine how
to implement new processes and systems that support
and elevate your teams. Is outsourcing leasing support
(locators, call centers or other contractors) your only
option? Are all your advertising expenses necessary and
earning occupancy? What are your teams really doing at
each community? How do you know how each property is
being managed and maintained? And finally, could a CRM
application help?
Monitoring advertising results requires a time invest-
ment and a monetary investment in order to secure mega
returns. Certain CRM applications can track and import
leads from as many as 100 plus Internet listing services
alone: Is your leasing staff capable of accurately correlat-
ing that level of response data?
Katheryn Freeberg, CpM®, is the director of
corporate communications and advertising
for spherexx.com.
