What's out and what's in.

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In The Community

Allowing residents to rent without   Mandatory renters insurance for
  renters insurance.                   all.

Lots of model apartment homes.       Cutting back to one model--or
                                       possibly no models.

Mini models decorated with dollar    Fun, innovative mini models that
  store type of merchandise.           create a memory point.

Cheap plastic pool furniture.        Well constructed pool furniture
                                       in colors such as red or navy
                                       blue, and indoor/outdoor
                                       wicker style furniture with
                                       couches and pillows.

Institutional, decorator artwork     Art mixed in with high quality
  for the all of common area           wall displays, describing the
  walls.                               services and benefits your
                                       residents receive by living in
                                       your community.

Not being "eco friendly" by not      Showing residents that your
  offering recycling to                community is "green."
  residents.

All Flash Web sites.                 User-friendly Web sites with a
                                       combination of Flash and HTML.

Straggly, scraggly balloons,         Balloon sculptures, arches and
  poorly attached to an                balloon and lighting
  A-frame sign.                        combinations.

Letting the children in the          Professionally landscaped, well
  community play in parking            built children's play areas.
  lots.

CD music for the community           iPod docking stations so
  rooms.                               residents can play their own
                                       "mixes."

Only branding your community         Co-branding with companies such
  and management company.              as Restoration Hardware,
                                       Target, Dell, Crunch Fitness or
                                       Pottery Barn.

Internet cafes and business          Free Wi-Fi for residents in the
  centers as the only way              common areas, indoors and out.
  for residents to check
  e-mail in common areas.

In the Leasing Office

Visible piercings or tattoos,        Well groomed, professional and
  weird hair striping,                 polished onsite staff.
  inappropriate clothing.

Offering no flexibility in           Flexibility. Renters will pay
  lease length or expiration           more if they can get what
  date.                                they want.

Concessions.                         Rent increases--and ensuring
                                       your staff knows how to sell
                                       them.

Renewal concessions of any           Offering unit upgrades as a
  kind.                                standard for all renewals.
                                       Increasing the value of the
                                       asset is never a bad idea.

Selling endless "bullet points" of   Selling not only services, but the
  amenities in advertising.            but the quality of the service
                                       experience.

"It's her first day. Let the new     Strong, well-planned mentoring
  girl answer the phone."              programs that assist the new
                                       hire.

"Neutron bomb" community pictures    Brochures and Web sites with
  that have no people in them.         actual people in the photos.

Cookies and lemonade                 Bottled water and healthy snacks,
                                       such as fresh fruit.

Slow, low-quality responses to       Fast, high-quality responses to
  prospects' e-mails.                  e-mailed requests for
                                       information.

Taking three days to tell a          Instant approvals--and advertising
  resident if his credit check         the fact that you offer them.
  has cleared.

One-size-fits-all sales              Employee classes focused on
  techniques.                          "generational leasing" and how
                                       it affects the way prospects
                                       both want and need to be
                                       treated.

Manual, pegboard systems for rent    Electronic check, auto debit and
  collection.                          credit card acceptance.

The same-old, same-old every day     "Theme days" during which the
  in the leasing office.               staff energizes everyone by
                                       dressing up in costume and
                                       decorating the leasing office.

Charging outrageous security         Using surety bonds for security
  deposits.                            deposit programs as an
                                       alterative.

Inability to explain to residents    Being able to give an informed
  those mysterious                     and intelligent explanation when
  "administrative" or                  prospective residents ask why
  "move-in" fees.                      they have to pay the fees.

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In the Apartment Home

All stainless steel appliances.      A mixture of black and stainless
                                       steel appliances that gives the
                                       feel of all stainless but at a
                                       lower cost.

Laminate countertops.                Granite, granite, granite.

Cheesy move-in gifts with the        Gifts that reflect the quality of
  company or community logo.           the community, such as fresh
  (Note: Toilet paper has never        floral bouquets, gift cards and
  been "in" as a move-in gift,         other gifts you would actually
  so it can't be listed as an          enjoy receiving.
  "out.")

All white, "eggshell" or beige       Color, whether it's through an
  walls in apartments.                 accent wall program or allowing
                                       residents to paint their
                                       apartment homes.

Two rows of shelving in apartment    Three rows of shelving.
  closets--with high ceilings.

Mini stackable washers and dryers.   Full-sized stackables.

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Lisa Trosien has more than 20 years of industry experience. She can be reached at [e-mail].