“Without a ticket, you’re out of luck…”

If you’ve been very observant you’ve probably heard some axiom about how important it is to make a good first impression. I did some quick research recently and confirmed that people form their first impression of you, positive or negative, within less than 30 seconds time. The amazing thing is that once someone starts to form a negative impression, it’s almost impossible to get them turned around to the positive.

When it comes to managing and leasing real estate properties the importance of making a positive first impression to your customers can’t be overstated. Regardless of whether it’s on the phone, in person, the website, or in marketing materials that reach a customer, you only have one chance to get it right. In my way of thinking, a positive first impression is like “your ticket to the dance.” Without a ticket, you’re not going to get anywhere with your customers.” While many aspects go into making a good impression, most of the issue comes down to the discipline of “paying attention to the details.”

Here are a few examples of where I like to focus my attention to ensure a good first impression:

Drive up: Signage is distinctive, clear and easy to follow, parking lot is spotless, freshly painted curbs, parking space saved up front for new customer, message to the customer is “we’ve been looking forward to your arrival.”

Entrance: Walkway and entrance is spotless, fresh colorful flowers, reception area is neatly organized, smells good, soft music is playing in the background, hospitality offerings (coffee and cookies) are ready for customer, message to customer is “this is a great community.”

Greeting: Employee stands up and greets customer at the door, nice smile on his/her face, looks customer in the eye and offers pleasant welcome to the community, confirms that “we can help you.” Message to customer is “you are the most important part of our entire day.”

These are just a few examples, but you can begin to see the level of detail that is required to make a great first impression.

In my quest to keep learning, I’m always on the lookout for someone that is paying attention to the details and providing a great first impression. Many companies in the real estate industry get a single part or two right, but it’s unusual to see someone put the whole package together. How about you, who have you worked with recently that really gets it?