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

Ellipse Glee Club:

John Taylor, Guitar

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

Go Rangers!

Claw! Antlers!

It now appears that both Level3 and AT&T are at the center of a technology crisis involving their route-servers located in the Dallas/Fort Worth area (for further details please reference technology blog site Dotcom-Monitor.com Blog, Level3 and AT&T ongoing issues).

Ellipse contacted Level3 at the onset of this crisis to which we have received no comment.

Congratulations to Coleen Saway of Minol who held the winning ticket for the Homes Fit for Heroes fund raising raffle! She chose the signed Bruce Springsteen & the E Street Band guitar, instead of the Presidential Signature montage that was also present in our booth at NAA. When presented with the phone call, she said “Oh my gosh, I've never won a thing in my life! I was just happy to pop the 10 bucks into the raffle for such a good cause! How great is this?”

Ellipse's team with the help of NAA attendees raised $3,120.00 in total, between the raffle and the selection of sports memorabilia presented in the onsite silent auction. “I am just thrilled with the awareness we brought our industry regarding the need for familial housing when our wounded patriots return home.”

Interested parties can learn more at HomesFitForHeroes.net regarding this charity, its mission and making a tax deductible cash donation.

In an effort to honor those who defend our freedom as Americans, Ellipse is dedicating our 2011 NAA booth to raise money and awareness for Homes Fit for Heroes, a 501(c)3 foundation dedicated to providing wounded Special Operations warriors complimentary housing during their injury recovery period.

We need your financial participation and support to help provide injured veterans the comfort, dignity and respect they deserve.

Stop by Booth #1977
to purchase a $10.00 raffle ticket or 8 for $50.00.
100% of the raffle proceeds will go to Homes Fit for Heroes.

The lucky raffle winner will choose from one of these four items:

• Bruce Springsteen & E Street Band Autographed Guitar
• Garth Brooks and Country Legends Autographed Guitar
• Miracle on Ice 1980 US Olympic Signed Team Jersey
• Presidential Autograph Collage, 6 Presidents Included

While we would love to see you, you don't have to have present to win. You can donate on the HomesFitForHeroes.net website using PayPal starting today through Friday, June 24th at noon central standard time. All monies collected whether in person or online will be included. The raffle winner will be notified on Friday, June 24th and the raffle item will be shipped to the winner's location.

Don't miss out, Ellipse is also hosting a silent auction with proceeds going to the Homes Fit for Heroes organization.

Remember, it's about making a difference in someone's life -
this time it's our veterans!

1. While on the island, don't touch the animals.
2. Stay on the existing path and don't go into the brush
3. Nothing stays on the island. (We could only take water), so take your trash with you when you leave.

When I returned to the states after the 10 day trip, I realized how important those simple rules were. How living by these rules for the trip, along with no smart phone, email or Internet put life in perspective and gave me points to reflect on. As I wrote my annual holiday letter this year, I reflected on those principles. Not unlike the principles of many other management books, self-help books or even 12 step programs, I've decided that for 2011 these principles will be the foundation on which Ellipse does business in the next year.

Stay on the path:

• Over the years, we've fallen to the mantra that we can do that. That has diverted us from keeping our focus on key products and holding on to services that are no longer in demand from the industry. In 2011 we will focus on our message that will influence our clients to understand what we do as a company. We will stay on the path that we are content management and data aggregators of the industry.

Don't touch the animals:

• Clients that want services free are similar to animals leading you to danger and will ravage your products and services to the point of devaluing your company. The truth is FREE is NOT a sustainable business model. People don't live in apartments for free, mechanics do not maintain cars for free, and Ellipse will continue to be fair in its pricing model and competitive in the market place.
• For the competitors that make it difficult for us to assist our clients by locking out data, or charging excessive fees (yes there should be a fee), we will continue to work on promoting fair trade, fair business practices and working with integrity to provide the best services for the growth and innovation of technologist in the multifamily market place. We will continue to play nice with the animals, keeping an eye for behavior that could damage us along the way.

Taking our trash with us as when we leave:

• Ellipse works hard at being green, so we recycle everything from paper to plastics.
• Machines break down or become obsolete making it necessary for us to replace equipment. When this becomes necessary, we keep these items until we are ready to have them sent to recycling. We don't just dumb them in the trash as I have seen refrigerators dumped in the garbage at apartment communities.
• The three company cars are fuel efficient and compact. We bought our second hybrid not too long ago and continue to be Earth conscious

Finally, I want to say, all our work is done in the USA. We are a Texas company. We employee 42 people with families, and we are proud to call Dallas home. In 2011 Ellipse will work hard to keep true to these principals and to practice them in all our affairs. Happy Holidays!

You are appreciated.

Lee & Lisa

In typical Lisa Benson fashion, after meeting and visiting with Jenny Hawkins, Executive Director of “Our Daily Bread” soup kitchen in Denton, TX, Ellipse sent enough funds to supply food for all the kitchens recipients for a day. Although a sustaining gift is what all charities need, Ellipse felt that by providing money for one day, then maybe other organizations will continue the support and supply funds for the next. It only takes $500.00 a day to feed the entire group of people who rely on “Our Daily Bread” for a day.

Last night Lisa and I attended this year's DIFFA's Holiday Wreath Collection Event benefiting North Texas AIDS services. This year auctions of wreath included designs by Whoopi Goldberg, Ralph Lauren and HGTV star Monica Pedersen. The entire collection was amazing and the prices were more than a barging. I am still waiting to see if I had any winning bids.

As the holiday season is starting, it's fun to reflect on all the ways Ellipse communications, our employees, and Lisa and I have fun being part of many different and diverse communities. We continue to find many ways to be a part of the world and we still, after 11 years, have a great time being a part of it all. We believe and live in our demonstration to our employees, our communities and our families, that as we give to the world, so the world will give to us.

Peace is now in Season.

Last Wednesday evening, word reached us that Josh had contacted his mother in Michigan. Though we still do not know anything about the why he disappeared, we wanted to let all of our fans and followers know how much we appreciate the concern, prayers, tweets and retweets helping us attempt to find out information on Josh's disappearance. The power of social networking really works; when tragedy strikes, we are all of us empowered to enter the conversation, look for information and show support to our networks. We may never know what really happened with Josh, but for now we've reached the end of the story.

With gratitude,

Ellipse Communications

I find her observation so amusing, I threaten to Tweet it myself if she doesn't.

Thus:

Our mutual friends on Twitter--consisting of her husband, and, uh, her husband-- have a laugh, mostly at the expense of Facebook Overshare Syndrome. We retweet it, thinking it another in-joke that we'd repeat between ourselves.

It wasn't.

At first moving meekly through various retweets, by that Sunday she had gone viral. At 1265 followers, she has more than doubled her audience. Twitter metrics stop counting after 100--she is by now well into the thousands, and that's only organic retweeting--Twitter users reading a retweet and retweeting it themselves to Twitter users following them. Bilingual Tweeters have translated her into Spanish and Portugese. The three tech blogs that covered her tweet were themselves re-posted on Twitter almost 3500 times. Amusingly, it's been shared on Facebook even more. This was accelerated by serendipitous inspiration: another artist was inspired to create a comic adaptation of an artist's Tweet about Twitter:

Shayla managed to defy three conventions of high-yield Tweeting social media "experts" tend to repeat:

A) She hadn't linked to anything.

B) She was making a personal observation.

C) The Tweet was sent out toward the end of the day.

Most importantly, and on this most social media experts will agree, she wasn't trying to increase her audience or sell her wares. She made a personal connection with thousands of strangers by being unique and brief. Trying too hard in social media is synonymous with not trying at all: either way, no one will be paying attention.

More to come: going viral can be a bad, bad thing when your content is crappy.

Congratulations to costume contest winner Ryan Hanley! He'll be attending a Dallas Stars game.

See all of our costume entries here.

We really do appreciate everyone for helping us spread the word about Josh. I really think that is what social media is really about, pulling together to send out a message. We are very grateful!

"Small acts, multiplied by millions of people, can transform the world."

--Professor Howard Zinn

Heather Blume at BTLD has a great piece regarding National Coming Out Day and Fair Housing. I don't have any similar stories to share that are industry-relevant, but I do have an observation.

For many people, National Coming Out Day will not affect them more than reading the same message throughout their friends' Facebook status updates. It could be derided as superficial and ineffectual: reposting a message on a social network, the thinking goes, fills the poster with an unrealistic sense of accomplishment. When the "I like it on" meme broke wide and attained media coverage last week, Some said it would lure the sympathetic into a dangerous sense of complacency toward breast cancer.

This ain't that.

Science has yet to catch up to humanity's desire to eradicate breast cancer. By contrast, humanity has yet to catch up with modern science. The notion of homosexuality as an inherently dangerous, aberrant disorder has been disproved time and again. Our complacence lies in our unwillingness to start a conversation.

I contend that if only one conversation on the subject of human rights and sexuality is generated by being a "Straight Supporter" on Facebook, then I have done a measurable amount of good.

In the office, National Coming Out Day comes and goes without remark: no one's in our closets but Elliot the Ellipse Cow. I feel very fortunate to work in an environment that is unwaveringly supportive of all lifestyles and points of view. For everyone, everywhere, to share in that fortune is the ultimate goal. We celebrate National Coming Out Day so that one day, no one will have to.

Enjoy!