Loosening Your Large Dog Restrictions Could Improve Your Bottom Line
As Property Management Insider showed recently, dogs can be a real bone of contention between property managers and residents.
But a property management company in the Pacific Northwest has taken a new and delightfully different approach to attracting and retaining residents: through their beloved pets! They’ve done away with height, weight, and other restrictions and focus much of their marketing effort around our four-legged friends. Prometheus, the largest private owner of apartments in the San Francisco Bay Area, champions an exclusive, “all-inclusive” Friends With Paws Program (FWPP). Prometheus does it right, too. Pets are greeted and treated as distinguished guests and even given welcome kits that include tasty treats and toys. The friendly and helpful Prometheus staff will also help resident pets and their owners find suitable pet grooming and daycare services.
Since the program’s inception, nearly 1,500 large dogs have been accommodated, at least twice that many new and renewal leases have been signed, and the pet owners have posted and Tweeted and otherwise shared their positive experiences with Prometheus team members on Yelp, ApartmentRatings.com, Facebook, and Twitter. You just can’t put a value on that kind of word-of-mouth exposure.
Prometheus has created a strong niche for itself by catering to animal lovers who crave the carefree apartment lifestyle, but wouldn’t dream of parting with their large dogs or twin terriers.
Prometheus might be setting some trends here. I don’t necessarily mean that there will be a rush of properties welcoming dogs like this. But the FWPP is something that sets Prometheus apart from other apartments. It carves out a special territory that draws in certain types of new residents and helps build loyalty.
What types of things are you doing to set your apartment properties apart? Sound off in the comments below.