Bringing Disney Magic to Your Community

Author: Jo Adolfs – Director for Sales and Marketing

Last Fall, exceptional customer service took center stage at the Sales and Marketing Department’s training series. There, some of our best minds followed the award-winning Disney Institute’s format for a deep dive into elevating resident experience and creating memorable experiences for customers at Cardinal’s 300+ properties. With our customers being prospects, residents, guarantors, and resident guests, we wanted to take these valuable lessons and teach our team how to apply them to Cardinal’s communities. 

Disney training courses, often called “Disney University,” instill a philosophy of creating magical experiences for every guest. But what if you could bring a touch of that Disney magic to your community and use it to not only improve the resident experience but also drive traffic and boost your outreach marketing? It’s more achievable than you think!

Disney’s approach boils down to several key principles:

• Creating a Welcoming Atmosphere: From the moment a guest enters a Disney park, they’re immersed in a world of wonder. Similarly, your community should feel like a welcoming haven. Think about the first impression: Is your leasing office inviting? Are the grounds well maintained? Do your team members greet prospects and residents by standing up and giving them a genuine smile? Small details like the office scent, comfortable seating, and background music can make a big difference.
• Understanding Your Audience: Disney caters to a diverse range of guests, recognizing their unique needs and expectations. Similarly, your residents and potential residents have different lifestyles and preferences. Take the time to understand what they’re looking for in an apartment community—whether they’re students, young professionals, families, or retirees. Tailoring communication and events to their interests helps create a sense of belonging. It’s also important to remain Fair Housing compliant to ensure inclusivity for all. Finding the right balance is key, and there are plenty of ways to brainstorm creative event ideas and effective communication strategies to achieve this.
• Anticipating Needs: Disney cast members are trained to anticipate guest needs before they even ask. You, too, can apply this proactive approach to your community in so many creative ways! Some standard ways to provide these services are below (but I highly encourage you to think outside the box!):
  • After move-in, conduct follow-up checks to ensure residents are settling in comfortably.
  • Keep residents informed about community events, maintenance schedules, and any changes in policies.
  • Utilize various communication channels, such as email, text messaging, and a resident portal or app.
  • Conduct regular surveys to gather feedback on residents’ satisfaction and identify areas for improvement.
  • Create opportunities for residents to provide feedback, such as suggestion boxes or online forums.
  • Ensure prompt and efficient maintenance services to address residents’ repair requests.
  • Consider offering online maintenance request submissions.
  • Utilize services like CX3 and Self-Guided tour options gives our prospective residents the opportunity to get information quickly, accurately and on their own time. 
  • Consider creating online forums or groups where residents can connect with each other.
  • Ensure prompt responses or proper preparation for seasonal changes such as snow and freezing in winter. 

Going the Extra Mile: Disney is famous for its “plus it” mentality – going above and beyond to exceed guest expectations. This could translate to your community in various ways. Maybe it’s a handwritten welcome note for new residents, a surprise pizza night for everyone, or a quick response to a maintenance request. These small gestures can create a sense of community and foster positive word-of-mouth.

Incorporating Disney Principles into Outreach Marketing:

Now, how can you leverage these principles in your outreach marketing to drive traffic?

• Highlight the “Magical” Experience: In your online listings and marketing materials, emphasize the unique experience your community offers. Use online reviews generated by unique experiences you have provided prospects or residents to highlight how your community differentiates itself. 
• Showcase Your Team’s “Cast Member” Spirit: Feature your team members in your marketing materials, highlighting their dedication to resident satisfaction. Share testimonials from residents about their positive experiences with your team. This humanizes your brand and builds trust.
• Create Engaging Content: Develop blog posts, social media updates, and email newsletters that are informative, entertaining, and relevant to your target audience. Share tips on local attractions, community events, or even recipes. The goal is to provide value and build relationships, not just to lease apartments.
• Host “Magical” Events: Organize events that reflect the Disney spirit of fun and community. Consider themed pool parties, family movie nights, or even volunteer events that benefit a local charity. These events not only provide entertainment for residents but also create opportunities for prospects to experience the vibrant atmosphere of your community.
• Leverage Social Proof: Encourage residents to share their positive experiences online. Positive reviews and testimonials can be powerful marketing tools. Consider offering incentives for residents who refer friends or leave positive reviews.
  

By incorporating Disney’s customer service principles into your community’s operations and outreach marketing, you can create a truly “magical experience” for residents and prospects alike. This will not only enhance resident satisfaction but also drive traffic, boost your reputation, and ultimately, contribute to the success of your community. It’s about creating a place where people don’t just live, but thrive.