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On the Ground with Redwood: Building Neighborhoods with Staying Power

Creating happy, long-term customers is key for growth and prosperity for almost every business. When it comes to apartment living, this notion literally hits home. Long-term apartment residents need to love where they live. They also need to trust the relationship they have with their property manager and feel a sense of community within their neighborhood.
  
In their own words, Redwood team members share what resident retention means to them, their keys to success, and how they foster these very personal relationships.

Redwood Apartment property managers with Valentines Day gifts

What is Redwood’s approach when it comes to resident retention? What types of programs, initiatives, etc. are in place? What makes Redwood unique from others in the industry?

All apartment management companies will claim that “renewal starts at move in,” but at Redwood our actions speak louder than words. We believe the entire resident experience begins with the very first contact, and we want our prospective (and future) residents to believe in Redwood from the very first interaction with our company and team. Our brand, messaging, mission and core values are clear and consistent from the first Google search to our online reviews/reputation. Our sales experience truly welcomes future residents into our “home,” and we make it a priority to get to know them personally. 

Our communication throughout the leasing and application process sets the tone for the level of top-notch service residents can expect. There is a strong difference between customer service and the perception of service. We want those who choose to rent with Redwood to feel taken care of and communicated with openly, honestly, and effectively. 

Our move-in day is unique and personalized – from a beautifully prepared home, to a thoughtful move-in gift, to a personal walk-through with the on-site manager and service team. Additionally, we offer several Redwood Perks, specifically created for our residents and employees. We offer a very generous pet policy, as we believe pets are family and residents, too. These are just a few of the ways we ensure our residents are happy and comfortable with their new home. 

Redwood recognizes that our residents are moving for a variety of reasons and we want each of them to know they are now part of a true neighborhood and we are so thankful they are with us. When people feel seen and valued, they want to stay. 

– Noelle Smith, Regional Manager (Central Ohio)

Redwood has flexible lease terms that provide great options for each prospect. We offer a 24-month lease that allows the resident to stay for a longer period. This is a great option because we are market-rate rentals, and rent only increases 4% the following year. The resident knows exactly how to plan for the future.

Not only are the apartments single-story, but they also have attached garages. These features are unique in the industry and make the apartments feel like home. Plus, Redwood apartments are maintenance-free – who wouldn’t love to have their maintenance issues handled within 24 hours? We also take care of landscaping and snow removal. 

– Anne Trahey, Neighborhood Manager III (Redwood Hudson)

We take great care when it comes to the renewal process. We send out a pre-renewal 120 days prior, the actual renewal 90 days prior and then we set a reminder for 45 days, all while keeping in touch in-between to address any questions or concerns about the process. We also send out a yearly resident survey, as it is important to understand their perceptions and concerns.
– Sidney Brown, Neighborhood Manager I (Redwood Warsaw)

I attribute our high resident retention to Redwood’s culture. It’s truly unique – it’s not just a plaque on a wall, but something we all live daily. When you have a team that cares, feels appreciated, empowered and part of something bigger, it overflows into our neighborhoods and to the service we provide our residents. When you live at a Redwood, you will feel the difference.
– Christy Dunn, Regional Manager (Central Michigan) 

Are there resident experiences that are special within your individual neighborhood(s) that you can share?

We connect and have fun! We host events that our residents enjoy. Whether we have food trucks visiting or we simply invite residents to come wind down over a glass of wine and catch up with us and their neighbors, they love any chance to mingle with one another and our team.

– Megan Woodward, Neighborhood Manager II (Redwood White Lake) 

We like to celebrate our residents with multiple giveaways throughout the year.

– Cheryl Emond, Regional Manager (Iowa & Nebraska) 

We surprise and delight our residents with birthday cards, appreciation celebrations, sympathy flowers and other small tokens on a regular basis. We take great pride in being present and available every day. We learn who our residents are, their preferences, habits, etc., and our teams will go the extra mile if someone is in need.
– Noelle Smith, Regional Manager (Central Ohio) 

Why do you prioritize resident retention? 

We prioritize resident retention because it’s our priority to maintain vibrant communities and build a great reputation. It’s important to have open conversations to understand the “why” behind their decision to move. Actively listening to residents can keep renewal rates high and vacancy low.

– Anne Trahey, Neighborhood Manager III (Redwood Hudson) 

Moving costs the resident money and turning an apartment costs Redwood money. While some turnover is healthy and allows us to bring an apartment to market value, it makes the most financial sense to establish a relationship with a resident and provide exceptional service to ensure they stay and enjoy their living space.

– Cheryl Emond, Regional Manager (Iowa & Nebraska) 


What have been your keys to success when it comes to retaining residents?

Connection, communication and patience. I take the time to engage, listen and connect with my residents. It could be just taking the time to stop and speak with them when I’m out on the property, or helping them step-by-step at the office. I flex my style to each person. No matter what, I always practice our Core Value #5 (communicate openly and honestly) and create a space where everyone feels comfortable. 
– Megan Woodward, Neighborhood Manager II (Redwood White Lake) 

Personally, I try to create a positive neighborhood manager and resident relationship by maintaining an open-door policy. Our residents just want to feel valued and heard. From a service perspective, we maintain our property and conduct repairs within 24 hours. All emergencies are handled within one hour.
– Sidney Brown, Neighborhood Manager I (Redwood Warsaw) 

I maintain a personal connection with our on-site teams and the residents. Work orders are not just something to cross off the to-do list – they are a way to serve and connect with our residents. We want them to know they are in good hands and will be taken care of no matter what. Our management teams call to check in throughout the residency, not just at renewal time or if rent is accidentally late. Our teams come ready to celebrate the happy moments and support in the difficult times.
– Noelle Smith, Regional Manager (Central Ohio) 

I prioritize transparency and having open and honest conversations to understand residents’ wants/needs. For example, I recently sat down with a resident who wanted to transfer. I asked him the “why” behind his decision. It turned out he wanted to move because the rent was a bit lower. When I broke down the costs to move and the features we have in our neighborhood, the resident ended up staying. It was important to me that he understood the true cost of transferring and the cost of staying so he could make an informed decision. Sitting down and actually listening can go a long way, and in this case, it helped a resident decide to continue living in our neighborhood.
– Anne Trahey, Neighborhood Manager III (Redwood Hudson) 

It comes down to helping residents love their home and love their neighborhood. I try to instill a neighborhood feel by getting to know them personally, or even just waving each time I drive by. Everyone needs to feel welcome. In my office or out on the property, I want each person to know how much I care.
– Tina May, Neighborhood Manager II (Redwood Cascade Township) 

What other steps do you take to ensure that the resident experience is remarkable?

Open and healthy communication. Even if we have to provide a resident with difficult feedback, there is a polite and courteous way to word it. Ensuring the resident understands the “why” is a huge aspect in customer service and that is where a lot of companies miss the mark.
– Cheryl Emond, Regional Manager (Iowa & Nebraska) 

Follow-up. Follow-up is incredibly important because it helps eliminate any confusion. We strive to complete work orders within 24 hours, but sometimes issues can arise. Maybe we are waiting on a part or we need assistance with installation from a vendor. When we know it’s going to take more than 24 hours, we communicate this to the resident. Generally, the resident is incredibly impressed with Redwood’s efforts and open communication.
– Anne Trahey, Neighborhood Manager III (Redwood Hudson) 

I enjoy getting to know my residents and I let them get to know me, too. I feel that shared experience helps foster a great relationship between us.
– Tina May, Neighborhood Manager II (Redwood Cascade Township) 

Listen, treat everyone the same and continue to provide them with remarkable customer service.
– Sidney Brown, Neighborhood Manager I (Redwood Warsaw) 

A remarkable resident experience is always at the forefront of every decision we make, beginning with the design of our single-story apartments. We build true neighborhoods that feel like home. When you combine our product with a remarkable team that will strive to deliver more than expected, you have a winning combination that can’t be beat.
– Christy Dunn, Regional Manager (Central Michigan) 

What are your goals as it relates to resident retention? 

My team and I strive to create an environment where our residents feel warm, welcome, heard and taken care of. Then when they do decide to part ways, it is for a bigger purpose in their journey. Maybe they finally bought their forever home or decided to take a leap and move across the country. No matter what, we treat everyone with kindness and respect.
– Megan Woodward, Neighborhood Manager II (Redwood White Lake) 

Life does not always allow for long-term residents based on personal circumstances. So, if the time comes to part ways and we ask, “Would you ever come back to Redwood or recommend us to your family and friends?” and the answer is an emphatic “Yes!” then we have done our job as employees and ambassadors. That is our ultimate goal.
– Noelle Smith, Regional Manager (Central Ohio) 

My goal is to keep everyone who comes up for renewal. I don’t want to lose one. Realistically, I know some may purchase a house or have a job transfer. But even with job transfers, I try to see where they are going and if it is possible to keep them with us at a different Redwood Neighborhood.
– Tina May, Neighborhood Manager II (Redwood Cascade Township) 

Read more from Redwood team members about how they prioritize the customer experience throughout the entire Redwood resident journey. 

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