Federal statistics reveal that renters are more likely to get burglarized than home owners. Rented households experienced 210 property crimes per 1,000 households nationwide, while owned households experienced only 146 property crimes per 1,000 households. Inexplicably, the multifamily industry remains one of the few corporate entities that does not require insurance from its clients. Of the approximately 25 million apartment units nationally, only 5% to 10% of those units currently implement a policy which, in theory, protects the owner and the resident.

When residents don't carry renter's insurance, the cost of these incidents almost always falls on the property owners. These expenses can mean the difference between profitability and a huge loss to return on investment (ROI). Even when property insurance covers the damages, premiums often can increase exponentially. Unfortunately, many factors have kept the number of residents who carry insurance at a bare minimum. For some people, coverage is too expensive, though the cost seems nominal with respect to what can be lost. Other residents don't see the need. They remain uneducated of their responsibility because no one has insisted they find coverage.

Traditional renter's insurance requirements are becoming more overlooked with a new generation of renters who seem less concerned to insure their belongings. These requirements are often after thoughts to leasing when they should be something property managers enforce to ensure their properties profitability. Unenforceable lease requirements are meaningless. Property owners who are serious about solving this growing problem need to start looking at other options. Consider the issue from the resident's perspective when they see the cost as simply another bill that they don't necessarily have to pay. Help the resident understand that this is a problem worth solving, and that a smart, convenient and affordable solution exists. The best way to motivate people is to make them feel that action is in their self-interest or give them some sort of call to action. It is important to educate residents about their options and provide them with easy resolutions.

Fortunately, insurance providers have recognized the need for a new type of renter's insurance. Instead of sitting back and hoping residents will insure themselves, new policies empower property owners to take control of the situation. Residents are able to join a master policy covering an entire community in some cases. Offer your residents a simple solution of paying it with their rent, or give them a concession on their rent for maintaining their renter's insurance. By providing residents a simple easy solution for renter's insurance and educating them on their legal obligations, property owners can take proactive measures to be sure that they are covered from an unfortunate event.

According to a survey conducted by Apartments.com, more than 84% of renters surveyed own pets, and of the renters that do not have a pet, more than 63% plan to have one in the future. It was also revealed that 14% of those surveyed said the community's pet policy is the first thing they consider when searching for a new home. Additionally, an article recently published in the San Francisco Chronicle highlighted how difficult it is for pet owners to find a pet friendly rental home in the city. With such a substantial sector of the market composed of pet owners, what are you doing to attract and retain this specific group of residents?

Quick to realize the advantages of appealing to pet lovers, Pace Realty Corporation approached Ellipse about creating a specific Pet's Page for some of their community websites. The developed page now includes information on moving in with your pet, pet friendly links, a pet bulletin board, and even the ability to showcase a "featured pet". Anita Hord, Vice President for Pace said, "By adding the Pet's Page to our website, we are letting our residents know that their four legged friends are important to us, too. We feel the pet specific web page shows prospective residents that we are pet friendly, and also serves as a beneficial resource for our residents." Not only is Pace marketing their pet services well, but the communities are steadily implementing them. "We typically keep pet treats in our offices and encourage the residents to stop in the office to say hi and let us show their pet some love. Many dog owners report when they go out for their walks, their dog pulls them straight to the office, tail wagging, anxious for what awaits them!" Check out www.oaktimbersapts.com/Petscontainer.asp.

Many other communities are hosting "yappy hours" and other social events centered on pet owners. You might also consider contacting your local SPCA, shelters, and adoption agencies to inquire if they have a place on their website to list pet friendly communities. Check out www.sfspca.org. If they are not currently providing this service, maybe they would be interested in doing so.

Like to add a Pet's Page to your website? Contact Ellipse at 888-678-3869 for more information.

Net Mystery Shopper^SM performs multifamily specific mystery shops. Your websites are checked for updated dynamic sections and your leasing teams are evaluated on their contact follow-up. Using the website contact form, the shopper inquires as a prospect and your leasing teams' response time, type and content are considered a great training and reward tool The shops assist you in determining how onsite teams are using the marketing tools and contact features provided by their websites.

What can mystery shopping offer you? Our clients have found practical and inspired uses for the results of their portfolio's mystery shops. These range from the sensible, as part of individual performance reviews, to the creative, for company-wide contests. One client is currently using the scores, along with other criteria for a year long race. The winning property gets to take their employees to Jamaica providing the incentive to perform.

The Net Mystery Shopper^SM Complete Benchmark Report for the 2^nd quarter of 2008 provides a comparison of 48 management companies representing 248 website shops. In the 2^nd quarter 62.9% of all onsite leasing teams responded to their website contact. This is down from a near 70% response rate in the 1^st quarter of 2008. As more and more prospects use the Internet to find housing options, website mystery shopping offers insight to your leasing teams' awareness of the importance of web-based leads.

CLICK HERE to review the Net Mystery Shopper^SM Complete Benchmark Report for the 2^nd quarter of 2008.