2. Prospect Surveys Move-in Surveys Exit Surveys Market Surveys Resident Satisfaction Surveys Demographic Surveys

3. Verbal (Prospect surveys) Telephone (Move-in & Exit surveys) E-mail (Move-in, Exit surveys & Resident Satisfaction surveys) Mail (Resident Satisfaction surveys)

4. Needs and preferences Marital and family status Current housing situation Price point Guest Registration card is where it all begins. Card identifies:

6. Must be done within 7 to 14 days following move-in New residents move-in experience sets the tone for remainder of lease term Positive experience can result in referrals Negative experience without remedial action can potentially mean lost revenue, lost referrals and hours at the Tribunal

7. Can be completed with a simple call to the new resident – this method is more immediate and personal Simple questionnaire can be e- mailed to new resident – affords a level of privacy and opportunity to be more open

8. Why the resident is moving? If the quality of the living experience was positive or negative? If negative – what were the issues? If positive – encourage a testimonial letter. The Exit survey determines:

9. Identifies competitor: Properties in immediate proximity to your building(s) Rental and parking rates and any incentives being offered Suite sizes and finishes Appliance package On-site amenities

10. Helps to determine: If you are missing revenue opportunities How your suites and finishes compare to competition If your pricing is under market given reasonable comparables If you are able to outsell your competition given your suite features, building amenities and services

11. Resident retention is important Landlords want to determine how residents feel about their building, apartment and amenities How do residents feel about building staff and level of service provided? What improvements are necessary to ensure resident retention and loyalty?

12. Tenure of residents in building Why residents continue to choose to live in the building Demographics of the community Proportion of residents planning to move Can identify:

13. Any issues pertaining to the living experience Can identify potential referral business and key residents Level of satisfaction with services provided Resident suggestions for improvements- enhancements to suite features, building amenities and services Can identify (cont’d):

14. How do you know you’re getting the “best bang for your buck” with your advertising dollars? Are you reaching your target market? Do you know who lives in your building(s)?

15. Resident community in your buildings (i.e. single, families, seniors) Resident ethnic origins and language preferences Resident income levels and job categories Resident interests and hobbies Can identify:

17. Better direct your advertising dollars Maximize building profitability Reposition and/or revitalize high-rise communities Ultimate aim is to help to: