What are some best practices for creating tenant personas and journey maps?

1 What are tenant personas?

Tenant personas are fictional representations of your ideal tenants based on real data and research. They describe their demographic, psychographic, and behavioral characteristics, as well as their goals, challenges, and pain points. Tenant personas help you identify and empathize with your target segments and tailor your marketing, leasing, and management strategies accordingly.

2 How to create tenant personas?

To create tenant personas, you need to collect and analyze data from various sources, such as surveys, interviews, reviews, social media, analytics, and CRM. You can use online tools or templates to organize and visualize your data. You should aim to create 3-5 personas that represent the main types of tenants you want to attract and retain. Give each persona a name, a photo, and a catchy description that summarizes their profile.

3 What are tenant journey maps?

Tenant journey maps are visual diagrams that show the steps and touchpoints that your tenants go through from their initial awareness to their renewal or departure. They illustrate their actions, emotions, expectations, and pain points at each stage of the journey. Tenant journey maps help you understand how your tenants interact with your property and your brand and how you can improve their experience and satisfaction.

4 How to create tenant journey maps?

To create tenant journey maps, you need to map out the stages of the tenant lifecycle, such as awareness, consideration, decision, move-in, living, renewal, and move-out. Then, you need to identify the key touchpoints and channels that your tenants use at each stage, such as website, email, phone, social media, app, etc. Next, you need to describe the actions, emotions, expectations, and pain points that your tenants have at each touchpoint and how you can address them. Finally, you need to align your journey maps with your personas and see how they differ or overlap.

5 Why are tenant personas and journey maps important?

Tenant personas and journey maps are important because they help you gain insights into your tenants' needs, wants, and behaviors. They help you segment your audience and personalize your communication and service. They help you optimize your marketing, leasing, and management processes and increase your conversions, retention, and referrals. They help you enhance your tenant experience and satisfaction and build loyalty and trust.

6 How to use tenant personas and journey maps?

Tenant personas and journey maps are not static documents that you create once and forget. They are dynamic tools that you should update and refine regularly based on new data and feedback. You should use them to guide your decisions and actions across your organization and departments. You should share them with your team and stakeholders and make them part of your culture and vision.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?