Competitive Reviews & Mystery Shop

A 2012 resolution can be to mystery shop competition.
1. First and foremost, it's important to know who are competitors. What other communities would be on someone's list if they were considering moving to your community or another one. This is competition.
2. It's important to see the community physically. How does it look to a customer and what first impressions would someone have if they would visit. How does it physically compare to your community.
3. What is the sales/marketing experience. Are there models and what type of impressions are made from these.
4. What are prices and incentives.
5. Does it seem that there are vacancies or is there a waiting list for apartments.
6. How does the collateral package compare with what your community is using?
7. Are there events for marketing and are they appealing and appropriate to the customer?
8. Are there special features and amenities that are unique?
9. What about the location--is the neighborhood still nice or has it declined? Streets too busy?
10. Are there special services and activities that make the community stand apart in attracting new business.

Many communities claim they mystery shop their competition. Sending in the suits which everyone knows are shoppers hardly is mystery shopping nor is sending a sales person. Someone needs to dress the part; be highly observant and intuitive to be a good mystery shopper.

Then putting the information on paper in a spread sheet will help everyone in accessing your community's strengths and weakness against the competition.