Spring kicks off the busy real estate season, and it’s never too early to start tidying up apartment communities. For some expert advice on how to boost community curb appeal, take advantage of seasonal promotions, and plot strategy for increasing foot and web traffic, Multifamily Executive turned to the experts. Kelly Steele-Moore, regional marketing manager at Morgan Properties, and Holly McQueen, vice president at GMH Capital Partners, offer a few tips and helpful strategies on how to make the most of the longer days.
MFE: What simple things can a multifamily owner/operator do to improve a building’s overall curb appeal?
Steele-Moore: Complete a thorough spring cleanup as soon as the weather breaks. Remove any remaining fall leaves out of the beds, smooth ruts from snowplows, sweep off the salt from walkways, and wipe down exterior doors and windows. If you have a landscaper, get in touch with them early so you are on the top of their list for spring cleanup.
McQueen While some communities may still be experiencing snow, now is the time to plan for spring. Clean up dead plants and vegetation. Speak with landscapers now so they are ready to fertilize, trim trees, and more. Obtain estimates for plant/tree replacement. Plan for spring annuals and perhaps even change out planters with silk arrangements if it is too cold still for live plants. Inspect the irrigation system and make any necessary repairs. Inspect the curbing, sidewalks, and driveways, and make any necessary repairs. It is not uncommon for curbs to be damaged from slow plows.
MFE: Are there any promotions that seem to work for the start of the busy leasing season?
Steele-Moore: Many of the listing sites are running promotions and promoting new products at this time of year, as it is a great time to take advantage of these offers and try a new campaign.
MFE: How can exterior amenities be spruced up—even if it’s not swimming pool season yet?
Steele-Moore: Remove any remaining leaves or trash that collected in the corners of basketball or tennis courts, and, when the weather is warm enough, touch up rusty areas on poles. A property can look sharp very quickly.
McQueen We actually begin making our plans in February. We inspect the outdoor seating, benches, and umbrellas that are in storage. Order replacements if necessary, and refinish teak furniture. While our outdoor grills are used year-round, we also order spare parts in anticipation of summer grilling. Always make sure your pool vendor is ready when the season starts. Parking garages should be power-washed to remove the buildup of dirt and grime, not to mention salt.
MFE: What can be done with interior amenities to freshen things up?
Steele-Moore: To freshen up interior areas, simple things like cleaning or replacing entry mats that have salt stains on them, wiping down doors, walls, and windows, and opening blinds to let natural light in will immediately make an impact.
McQueen Spring is also a good time to clean vents and dryers. While this is done when an apartment is turned, it should also be done professionally every five years. Inspect and repair the HVAC system before it is needed.
MFE: Can you offer any hints on easy and affordable ways to encourage more “busy season” web traffic/foot traffic?
Steele-Moore: It is the perfect time of year to participate in local community events to get your property’s name out there. Events such as a Chamber of Commerce Business Showcase, your local park system’s Earth Day activity, or meeting with community leaders at a charitable walk or fundraiser are just a few. Personal connections with your community will help to build a steady referral business.
