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OCCUPANCY MARKETING

OCCUPANCY MARKETING. Army Hawaii Family Housing LLC. Jeff Cangemi Project Director. C HANGING HOW WE DO BUSINESS. OCCUPANCY MARKETING. Reposition regional staff Leasing managers Leasing consultants Reposition community staff Resident service coordinators

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OCCUPANCY MARKETING

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  1. OCCUPANCYMARKETING Army Hawaii Family Housing LLC Jeff Cangemi Project Director

  2. CHANGING HOW WE DO BUSINESS OCCUPANCYMARKETING • Reposition regional staff • Leasing managers • Leasing consultants • Reposition community staff • Resident service coordinators • SatisFacts resident move in surveys

  3. CHANGING HOW WE DO BUSINESS OCCUPANCYMARKETING • Revamp policies • TLA increase for inbounds • 12-month lease • Entitlements

  4. AGGRESSIVELY SEEK NEW BUSINESS OCCUPANCYMARKETING • Inbound • Direct mail, three month direct mail campaign, cold calls • Web advertising • Unit sponsor, MWR welcome packets • USO sponsorship • Other Actus projects

  5. AGGRESSIVELY SEEK NEW BUSINESS OCCUPANCYMARKETING • Off-post to on-post • Direct mail • Print advertising • Point of purchase • Web advertising

  6. WHAT’S IN IT FOR ME? OCCUPANCYMARKETING Rent at 85% of Base Allowance for Housing cSelect neighborhoods cAll active duty Two months free rent cHomes vacant 100+ days cInbound

  7. WHAT’S IN IT FOR ME? OCCUPANCYMARKETING Two months free rent OR a free move cHomes vacant 100+ days cOff- to on-post active duty Resident referrals cCurrent AHFH residents cOff- to on-post active duty, Inbound, Single Soldier, Bachelor Officer, Waterfall $1,000 Off-post to on-post $500 Inbound $250 Single Soldier, Bachelor Officer, Waterfall

  8. RETAIN AND MAINTAIN OCCUPANCYMARKETING • Retention • SatisFacts pre-renewal surveys • Renewal incentives • Reposition maintenance operation • Consolidation of forces • SatisFacts resident maintenance surveys

  9. TELLING OUR STORY…BRAND STRATEGY OCCUPANCYMARKETING Position AHFH and its services to increase occupancy • Brand identity • Brand communications • Key messages • Staff training • Product knowledge • PM strategies

  10. IMPROVING CUSTOMER SATISFACTION OCCUPANCYMARKETING Top 3 CEL Action Tasks • Responsiveness and follow-through • Quality of management services • Property appearance and condition

  11. 2,120 NON-HISTORIC RENOVATIONS ECOM PROGRAM Minor Renovations Point Welcome JNCO / 26 Apartments Hamilton CGO / 94 Duplex Solomon CGO / 98 Duplex / 61 Duplex

  12. 2,120 NON-HISTORIC RENOVATIONS ECOM PROGRAM Point Welcome JNCO: 26 Apartments Standard Renovations Hamilton CGO: 94 Duplex Solomon CGO: 98 Duplex 61 Duplex Solomon CGO: 98 Duplex 61 Duplex

  13. 2,120 NON-HISTORIC RENOVATIONS ECOM PROGRAM Major Renovations Hauoli Heights North FGO: 10 SFD General’s Loop FGO: 64 Duplex SO: 16 SFD and Duplex

  14. 386 HISTORIC RENOVATIONS ECOM PROGRAM Kunia CGO: 42 SFD JNCO: 72 Duplexes Ralston JNCO: 23 SFD Wilikina CGO: 10 two-story CGO: 50 Duplexes Canby E9: 51 SFD DIV E9: 7 SFD FGO: 63 SFD SO: 8 SFD Wilikina E9: 4 SFD FGO: 27 SFD SO: 11 SFD Palm Circle GO: 9 SO: 5 Div E9: 1

  15. ECOM NEIGHBORHOOD OCCUPANCY ECOM PROGRAM

  16. ECOM NEIGHBORHOOD OCCUPANCY ECOM PROGRAM • Scope of work • Determined by a comprehensive assessment of a home’s condition • Input from Maintenance, Property and Asset Management and resident feedback • Completed during change of resident • If there is no immediate demand for home and ECOM team can accommodate • Occupancy will not be sacrificed for an ECOM

  17. ECOM NEIGHBORHOOD OCCUPANCY ECOM PROGRAM • Average completion time • Standard non-historic home  Approximately 15 work days • Historic home  TBD • Pilot program at Helemano • Convert 20 two-bedroom units to four- and five-bedroom units • Addresses demand for four-bedroom units

  18. POST COMPLETION ADJUSTMENTS DEVELOPMENT, D & TS, CONSTRUCTION Rear-loaded homes Complete driveway solution to improve resident parking, trash removal and rain run-off ($7m) Mixing valves in showers Expanded solution for all home fixtures ($2m+) Fencing of detention basins ($200k)

  19. POST COMPLETION ADJUSTMENTS DEVELOPMENT, D & TS, CONSTRUCTION Complete traffic management solution Historical neighborhoods, including additional storage and off-street parking Retail amenities in community centers (ie. Einstein’s) Street parking Ensure it is equitable and available to resident visitors via marking and striping Laydown areas not proximate to residential areas

  20. POST COMPLETION ADJUSTMENTS DEVELOPMENT, D & TS, CONSTRUCTION Shift work sequencing Avoid early morning and weekend noise in occupied neighborhoods Install air-conditioning in schools near construction Mitigate red dust, construction debris and noise impact Tire wash down areas at construction exits Warranties Warranty maintenance call turnaround times for AHFH maintenance

  21. STRATEGIC SOLUTIONS DEVELOPMENT, D & TS, CONSTRUCTION • Actus’ Development and Design & Technical Services teams are working on initiatives that will help meet the ambitions of AHFH and the USAG-HI and enhance our families experience living on-post. • Initiatives • Deliver units faster in locations with most need • Unit type and mix review • Density study • End state housing distribution study

  22. NEIGHBORHOOD RESEQUENCE DEVELOPMENT, D & TS, CONSTRUCTION • Situation • A desire by the Army to changeorder of neighborhood deliveryas defined by GSOW • A particular need for more homes earlier in Southern neighborhoodsto accommodate incoming families • Opportunity to resequence neighborhoods to deliver new housing more quickly -- mutually beneficial given LEED ND pilot

  23. NEIGHBORHOOD RESEQUENCE DEVELOPMENT, D & TS, CONSTRUCTION • Solutions in place • Revised design and deliveryprogram in place; neighborhoodsbrought forward include Kaena, Willi Willi (north), Makai View and Bougainville (south) • Acceleration of Fort Shafter neighborhood, Simpson Wisser;commence demolition March 08

  24. NEIGHBORHOOD RESEQUENCE DEVELOPMENT, D & TS, CONSTRUCTION • Other opportunities • Secure Rice Manor ground leasearea to build new, additional housing (long term) • South Range • Parcels 7 and 9 (long term)

  25. CONSTRUCTION SCHEDULE - SCHOFIELD DEVELOPMENT, D & TS, CONSTRUCTION

  26. CONSTRUCTION SCHEDULE – FT. SHAFTER DEVELOPMENT, D & TS, CONSTRUCTION

  27. CONCEPTUAL PLAN SIMPSON WISSER

  28. CHANGING UNIT MIX DEVELOPMENT, D & TS, CONSTRUCTION • Situation • HMA draft study supports increase in four and five bedroom homes from 12% to 31% across IDP • Approximately 2,196 four and five bedroom homes (40% total new homes) • Planning indicates revisions for north and south neighborhoods • Initial costing shows approximately an additional $30m • Additionally, AHFH, RCI and Garrison desire to increase the front to rear loaded product ratio

  29. CHANGING UNIT MIX DEVELOPMENT, D & TS, CONSTRUCTION • Solutions in place • External market study complete, confirms shortfall in off-post availability of four and five bedrooms • House pads flexible for four and five bedrooms, if desired • Planning exercise occurring for neighborhoods not yet designed • As neighborhoods are designed, incorporate as many front loaded units as possible without compromising yield • Additionally, AHFH is investigating possibility of temporarily re-designating units in the south

  30. CHANGING UNIT MIX DEVELOPMENT, D & TS, CONSTRUCTION • Other opportunities • The Army will require DARCI approval prior to proceeding. • Actus assisting by quantifying: • Impacts on construction • Program contract delivery • Yield impacts • Firm costing for additional scope

  31. DENSITY DEVELOPMENT, D & TS, CONSTRUCTION • Situation • RCI request to investigate reducing the density of product currently being built to provide a higher quality of life for on-post residents • RCI’s desire is to reduce density through adjustment between boundary lines, “making houses more spread out” • The GSOW end-state yield is 7,984 homes (5,388 new); Reducing could impact end-state yield by over 1,500 units • Current density ratios currently meet the low and medium parameters of RCI guidelines

  32. DENSITY DEVELOPMENT, D & TS, CONSTRUCTION • Solutions being explored • External market study complete, local market density greater than on-post • Army will require DA-RCI approval prior to proceeding; Actus assisting by: • Neighborhood by neighborhood assessment for opportunities to lower density (currently Moyer 65% review) • Commencing initial planning on parcels 7 and 9 • Assessment of existing product types and mix within neighborhoods • Changing urban planningdesign criteria

  33. END-STATE HOUSING DISTRIBUTION DEVELOPMENT, D & TS, CONSTRUCTION Situation The 2007 ASIP changed the north-south, officer-enlisted mix of homes South 94 more officer homes 458 fewer enlisted homes Net decrease364 fewer enlisted homes North 94 fewer officer homes 458 more enlisted homes Net increase 364 additional homes

  34. END-STATE HOUSING DISTRIBUTION DEVELOPMENT, D & TS, CONSTRUCTION • Solutions for consideration • Understand yield impacts and adjustment required • Plan for execution to be prepared (include consultation with DB contractor) • Opportunity to temporarily re-designate new neighborhoods

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