Curb Appeal – The Secret Markting Weapon

As the saying goes, “first impressions count.”  Whether it’s an icy parking lot, dead flowers, or unkempt grass, you should never underestimate the impression your “curb appeal” program has on your ability to rent apartments. 

While advertising is useful in attracting applicants to your property, there are many factors that influence an applicant.  “Curb appeal,” the look and feel of your property’s exterior appearance, holds a powerful position in enticing applicants to make your property their home. 

In addition to the influence your curb appeal will have on the applicant, the look and feel of your property also has a great impact on whether the applicant even puts your property on his or her list of possible new homes.  Two of the best methods for attracting applicants, besides advertising, are word-of-mouth reputation, and drive-byes.  The curb appeal of your property will help determine whether your existing residents are proud enough of their apartment home to tell others.  It will also help determine those potential applicants that drive by your property and include it as a possibility when they begin looking for a new apartment.

Start With Property Image

Studies indicate that a property’s curb appeal determines the applicant’s evaluation of the property.  The overall look and feel of your property, its “curb appeal,” include a series of visual pictures and emotional hooks.  Creating a strong image provides you with the opportunity to have your property stand out from its competition and be remembered.

The condition of your lawn, the weeding, edging, flowers, signage, streets, building exteriors, leasing office, and parking lots are important ingredients to your “curb appeal” plan.  The question becomes, is your curb appeal something to be remembered?

An Applicants Viewpoint

When evaluating your curb appeal, consider the applicant’s vantage point.  Be objective and role-play as an applicant in order to recognize the applicant’s view.  Is the entrance to your property easy to spot?  Is it clean and neat?  Is it easy to find your way to the leasing center? 

Make sure that the property at the entrance and to the leasing center is in perfect condition.  This includes streets, parking lots, sidewalks, and the exterior of the buildings.  Make sure that the leasing center is clean, neat, and ready to receive visitors.

Location, Location, and Seasons

The Midwest has seasons.  While this may seem obvious to everyone, inevitably properties make the mistake of not being ready for the change in seasons. 

When the snow melts, there is four months of trash laying on the ground and the streets.  Were you prepared?  Spring is the weed season.  Did you make sure that the weed pre-emergent and dandelion application were applied timely?  In the middle of the summer, did you remember that it hardly ever rains?  In the fall, before the snow and ice come, did you get your snow equipment in shape and have an amble supply of salt/ice melt?

Cost of Curb Appeal

Whatever you’re spending on curb appeal, it’s probably not enough.  With that said, curb appeal does not have to cost an “arm and a leg.”  Achieving a balance of expense and effort is often a significant challenge. 

Clean and neat is the most important concept in costing your curb appeal program.  If you can’t afford a large budget, at least keep the grounds, entrance, building, and streets clean and neat.

The second important consideration is knowing your market.  If you have a Class B property, you’ll have a difficult time competing with Class A properties.  Any and all enhancements to your curb appeal program should consider your competition. 

In today’s challenging marketplace, curb appeal can make the difference between profit and loss.  Pay attention to your curb appeal and you can help ensure the first impression is a good one.