When Ellipse Communications began reading its annual company-wide motivational book project, 212: The Extra Degree by Sam Parker and Mac Anderson, we had no idea how much of a positive difference it would make to us as a company and as individuals. Putting forth the extra effort in everything we do proved to be the difference between being good and Being Great. With that in mind, Ellipse Communications is continuing its exploration into the 212 mindset throughout 2012, a year that has been predicted to be a time of great change for centuries.

The concept of 212 is very simple. According to the authors, "at 211 degrees, water is hot. At 212 degrees, it boils. And with boiling water, comes steam. And steam can power a locomotive." By investing an extra degree of attention on the task at hand, you have the power to make all the difference in the world, even if that means just making the world a little more pleasant place to live in.

2012 is expected to be a good year for the multifamily industry as vacancy levels continue to drop, effective rental rates rise and the housing industry continues to decline. According to an article from Multihousing News, the demand for commercial real estate will be as high as it has been in four years as more jobs are created and stringent mortgage requirements continue to affect the housing market. As good as the projections for 2012 are for the multifamily industry, going the extra degree in your marketing and customer service endeavors will ensure success in the new year.

*This article was featured in Not Just Another Newsletter Issue 51

At the core of an epic e-mail PR meltdown from the video game world is an issue that many in the multifamily industry can relate to. When a customer whose order (in this case, a special video game controller attachment for the disabled) hadn't shipped and he couldn't find any relevant information on the manufacturer's website, the customer asked the PR/Marketing Director why a new order discount is now offered through the website, but he's not getting any refund.  Since his order hasn't been filled or processed yet, he could just cancel the order and re-order to get the discount.

The Response from the Marketing Director, in not so many words:

 …no one is allowed to cancel and re order if we catch anyone doing it we will simply just cancel your order all together and you can buy it retail…

… so put on your big boy hat and wait it out like everyone else. The benefit is a token of our appreaciation[sic] for everyone no one is special including you or any first time buyer . Feel free to cancel we need the units were back ordered 11,000 units so your 2 will be gone fast. Maybe I'll put them on eBay for 150.00 myself…

This would be tantamount to threatening a resident with eviction when they ask why they aren't being offered new-lease concessions.  Threats and demeaning behavior are not standard practices in customer service for a variety of reasons; the root of which being a lack of empathy drastically inhibits healthy sales and client relations.

Are there times when this seems like a sensible course of action?  Depending on how the rest of your day has gone, quite possibly.

Do we write a nasty response?  Go for it.  It's great therapy.

Do we send that response?  Of course not, especially in today's world where review sites like Yelp are commonplace and consumer watchdog sites like The Consumerist have a daily audience of millions of potential customers. This was something that the marketing director of this tale of caution discovered firsthand when his insensitive responses found its way to a very impassioned internet audience.

The wonderful thing about client support via email is that it is, to borrow gaming terminology, “turn-based”: the client sends a message, we respond.  They reply, we reply.  Using that time to craft and refine an appropriate response can mean the difference between a happy customer and a potential PR nightmare.

*This article was featured in Not Just Another Newsletter Issue 51
 

Have you ever tried to visit a website on a smartphone or tablet and found the results underwhelming or worse yet, downright unusable? Maybe you've visited a website on a desktop and thought it just looked outdated? In these scenarios, the need for a design overhaul is apparent. Web design trends evolve just as quickly as anything else related to the internet and have come a long way from  the scrolling marquees and animated gifs popularized in the mid-nineties, further still from the glossy “Web 2.0” look of the mid-2000's. Your prospects on the internet are more discerning than you might think and are looking for beautiful, usable website experiences.

Usability comes first

When considering a redesign, the primary objective should be striking the right balance between usability and aesthetics. Animated effects can be fun, but when they get in the way of a user actually finding the information they need, the website has failed in its primary function. When it comes to apartment websites, your prospects are primarily looking for location, contact information, floor plans and pricing. That doesn't mean your website shouldn't be fun, too – “Romancing” your prospect with beautiful photos and design elements is important as well. Try to include important information on each page, and have a clear navigation structure. The easier your website is to use, the more interested your user will be.

Also consider the fact that Flash is on a downward spiral when it comes to emerging mobile technologies. Several popular “smart” gadgets such as iPhones and iPads are not Flash-compatible. It is also being reported that Internet Explorer 10 Metro (a touch-friendly browser currently in development) will drop all Flash capabilities. This is not to say that you can't still use animated effects in your design. Javascript animations are not only mobile-friendly, but are becoming more and more sophisticated with the evolution of code libraries such as jQuery. A current, mobile-optimized version of your website is another route to consider.

Analytics tell all

Checking in on internet traffic periodically via a service such as Google Analytics or reports in the Apartment Toolbox® will provide a snapshot of website performance. Has your overall traffic decreased? Are users not staying on your website very long? Are you receiving fewer online applications? Are you getting less e-mail driven from your website's contact form? These are clear indications that it may be time for an overhaul. An updated online marketing presence with SEO-friendly features will ultimately drive more traffic to your website and more prospects through the door.

Size DOES matter

Maybe you've come across a website that looks old or “small.” The content area takes up only a quarter of the screen, there's a load of blank space, and the text is so small it's almost impossible to read. This indicates that the website was designed at a time when standard monitor resolutions were smaller overall, before the introduction of the almighty HD. Check out these statistics from W3schools, for instance. In the year 2000, over half the market share used a resolution of only 800x600 pixels. As of 2011, 85% of internet users have monitors that display resolutions higher than 1024x768 pixels. No wonder that old website looks so tiny!

So is it time?

Does your website have one or more of the problems described above? It might be time to consider a redesign. Presenting and maintaining a fresh face for the online world will yield results in prospect acquisition, and will also reinforce your community's branding and respectability.

Are you ready to give it a shot? Call Ellipse Communications  today at 888.678.3869 to discuss your website redesign options!

*This article was featured in Not Just Another Newsletter Issue 51

It was a chilly morning in January of 2010 when Google officially said that they would begin phasing out support for Internet Explorer 6, the internet browser released in 2001 that was once used by over 80% of the browser market share. Three months later, Microsoft itself released an IE6 Countdown page where people can view the decline of usage in real time across the world and what they can do to speed along the browser's slow death.

Winner of the Browser War

Internet Explorer 6 is something of an anomaly in the world of internet browsers. Released with Windows XP in 2001, it was developed at a time when there was only one other competing browser (Netscape Navigator, officially discontinued in 2008) and featured improved support for websites that may have been developed specifically for other browsers. Combined with the near-universal embrace of Windows XP at home and in the workplace, IE6 became the reigning king of browsers by 2003.

However without significant competition, Microsoft became complacent with IE6 and the occasional security issue became more common. By 2004, Mozilla's Firefox and Safari from a rejuvenated Apple were released to the public, marking the first time in three years that Internet Explorer saw a loss in market share. With the release of Internet Explorer 7 in 2006, IE6's time had officially passed. Six years and three versions of Internet Explorer later, IE6's market share currently sits at less than 1% in the United States, and 7.7% worldwide (China can be blamed for skewing the statistics of worldwide users with 25.2% of their connected population still using the browser).

Time for Change

If you are part of the .9% of Americans that still use IE6, don't fret! Between Google Chrome, Apple's Safari, Mozilla's Firefox and IE7, IE8 AND IE9 there are plenty of superior options to choose from.  Modern browsers include features like privacy browsing, tabbing capabilities and security that IE6 just cannot compete with.  Microsoft will continue to offer IE6 support until 2014, but why wait? For 2012, make the resolution to update from IE6 and enter the modern age of internet browsing.

*This article was featured in Not Just Another Newsletter Issue 51

A visit to Grace Presbyterian Retirement Home for caroling, Ivory-distribution, MerryMaking for Robert's grandmother Beatrice. Nog may have also been served.

Ellipse Glee Club:

John Taylor, Guitar

• Brenda Haro
• Bruce Edwards
• Jenni & Jossi Wiser
• Joe Foster
• Ken Lewis
• Michael Williamson