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Reading Room Articles What If A Prospect Asks, "Is It Safe To Live Here?" By Jeanne Moseley Written for Sales and Marketing Magic It is very likely that Leasing Consultants in all parts of the country are being faced with questions regarding the "safety" and "security" of living in apartment communities. We all know there is no way we can promise either safety or security to anyone. However, before many future residents will even consider signing a lease, they want information about the real-life issue of crime. In the mid-nineties, we find ourselves with "street-smart" future residents. They follow the news, and they understand their own vulnerability to crime. More than likely, they actually know someone who has been a victim to some type of crime; and it might have even been where they currently live. So, the prospect comes to you for answers... the whole truth. Where a lot of Leasing Consultants go wrong is that they are not prepared with actual facts. None of us believe that Leasing Consultants do not care about the safety of their residents. The plain truth is that they have not been trained on how to prepare for the "moment of truth." Leasing Consultants must understand their own personal liability in this issue, as well. If their company or owner has not trained them in this regard, then they must approach their supervisor for instructions on how safety and security related questions should be answered. Helpful advice to Leasing Consultants: 1. Always answer truthfully. If you have any knowledge of criminal activity that has occurred on your property, you must be prepared to share this information with future residents and residents. When communicating with the future resident and/or resident though, make sure they understand that crimes are committed on many communities. (It is very doubtful that yours is the only community where people fall victim to crime.) 2. Keep records. When a crime is reported involving your community or a neighboring apartment community, document the incident and keep a file. It is a good idea to maintain this file to include activity for the past twelve months. 3. How to stay informed: Contact your local police department and work with the Crime Prevention Officer, if one is available. Inquire about monthly crime statistic reports and how you can gain access. (There may be a minimal charge for such records, but it is definitely money well spent.) Have these statistics on file for future residents and/or residents to see. Ignorance is no excuse when it comes to crime. Future residents and/or residents expect you to stay informed about criminal activity. 4. Never hesitate to report suspicious activity to the police. Plus, educate your residents to do the same. Never be afraid to call the police. 5. Last, but certainly not least, list what action your community takes to reduce crime. Some of your efforts might include: • Re-keying all locks after move-out. • Careful screening of all applicants. • Pledge to work with police to reduce crime. • Inspection of exterior lighting and other night-time related crime issues. These are just a few of the items. Leasing Consultants working with management are likely to produce a much longer list of actions that deter crime in their community. Both Dallas and Atlanta have taken measures to reduce crime in communities within their metropolitan areas. Both apartment associations, with the assistance of The Resource Company, have developed a crime awareness manual to educate and train both employees and residents on how crime can be prevented. These cities represent our largest concentration of apartment communities in the country, and they are in active pursuit of working with law enforcement to prevent crimes. Stay informed. Be truthful. Report suspicious behavior to the police. Protect yourself, prospects, and residents. Jeanne Moseley is the Principal of The Resource Company; and along with her partner Rita Kirby, specializes in writing policy manuals for the multifamily industry. Together, they bring their expertise in management, marketing and training to print, and have developed an extraordinary set of comprehensive Operations and Leasing Manuals. If you would like to know how they can help you prepare and implement the most effective policies for your company or community, call them at (214) 539-3453, or fax (214) 539-2597. To read more articles from this author please visit www.smmonline.jhtml. The Sales & Marketing Magic Companies, shares more than 20 years of experience in multifamily housing, encompassing leasing, marketing, management, training, authoring, consulting, developing, and Brainstorming! For more information on, Sales & Marketing Magic for Apartment Managers; the latest Tools & Forms Catalogue; The Annual Multifamily Housing Brainstorming Sessions™; or to receive top ideas, FREE, via e-mail, please call 727-784-9469 or visit www.SMMOnline.com.