May 2018 E-Newsletter


What's New in the FAA

FAA Suppliers Learn to Maximize Opportunity

Notables: Apartment Professionals on the Move  

Keynote Speakers Announced for 2018 FAA Annual Conference & Trade Show

APAC All Hands on Deck Tickets Selling Fast

Did You Miss Something?

What's New Nationally

When You Should Perform an Inspection

More Boomers, Gen Xers Do Not Anticipate Buying a Home

Supplier Updates

Lead Retrieval Now Offered at FAA Annual Conference & Trade Show

Stand Out with an Enhanced Business Listing

Reach More Prospects with Year-Round Sponsorship Opportunities

Upcoming Events

2018 FAA Events Calendar




FAA Suppliers Learn to Maximize Opportunity

By Laureen M. Crowley
FAA Director of Communications 

Supplier members of the Florida Apartment Association learned how to improve sales, from gathering prospects to closing the deal, at two educational seminars presented by the FAA Product/Service Council in conjunction with FAA’s governance meetings in May at the Hard Rock Hotel Daytona Beach.

Sales and marketing consultant Jennifer Darling told a story about her first sales job. After a sales cold call got a flat-out rejection, she was able to get to know that same prospect at a networking event and, ultimately, win him over as a client. The difference, she explained, was between trying to make a sale and working to build a relationship. Darling elaborated on the concept of relationship-building for her audience at "Get More Prospects in Your Pipeline," using the acronym "BRAND."Even salespeople who work for large companies with branding departments — or those who own their company and are therefore responsible for the company’s brand — still need to brand themselves, Darling noted. She outlined key ways to do that:

BBuild familiarity. Be visible at many different events. When you are at an event, be completely present, not distracted by your cellphone.

R: Be a resource. Stay current with what’s going on in the multifamily industry, not just your own product or service.

A: Position yourself as an authority. One way to do this is to write a blog: Make a list of five of your clients’ biggest challenges, and write a blog post addressing each challenge.

N: Nurture relationships. While only 1 to 3 percent of people are in the market to buy your product or service immediately, some of the other 97 to 99 percent may be in the market later. Nurture your relationship with them now for possible payout later.

D: Be different. Don’t just send the usual sales and marketing emails, for example; think about information your prospects might be able to use, such as the best lunch venue in a new city.

Darling also emphasized the importance of follow-up: "Ninety-five percent of sales are lost because of a lack of follow-up. It takes seven to nine touch-points to get an appointment." Tell your prospect how you’ll follow up and when, and then do it.

Following a brief PSC meeting, business communication expert Jess Todtfeld took a show-and-tell approach to "Speak to Close: Where Sales Techniques Meet Presentation Skills." Todtfeld started off with some "don’ts." He used an example from the iconic Wizard of Oz and read a snippet of the "Oz" script, then converted that script to bullet points, before ultimately demonstrating how "showing" can be more effective than "telling."

Todtfeld also used tales from his days on the comedy club circuit to make the point: When communicating (or "presenting"), be willing to change it up to fit your audience — or your prospective client. Some ways to improve your communication style:

  • Move your head: Make eye contact.
  • Use your hands: Be real and authentic.
  • Play with your voice: Change your pitch. Pause. Play with volume.

At the same time, Todtfeld noted, be sure your message includes substance and is not just style. Have a point, and be memorable.

At the conclusion of the education sessions, suppliers then joined FAA leaders from the management side of the multifamily industry for a networking reception, where they were able to test out some of the ideas they had learned.



Notables: Apartment Professionals on the Move

Jackie Collins, former Space Coast Apartment Association board member and sponsorship chair, recently celebrated 31 years with JMG Realty. She has been a member of SCAA for more than 20 years. She has been at Woodlake Village in Palm Bay for 20-plus years, and she and her team have managed the community to a 100 percent occupancy rate for 26 out of the last 27 months. 

Congratulations, Jackie!

Are you or someone in your multifamily management company celebrating a promotion or significant job change? Share your news with your peers in the industry.  

Send a brief write-up and a photograph to

Be sure to include your contact information in case there are questions. If you are submitting on behalf of someone else, be sure to include that person's contact information for verification and permission to publish. 



APAC All Hands on Deck Tickets Selling Fast

Celebrate and support APAC while enjoying a private VIP cruise on the Intracoastal Waterway at Boca Raton. More than half of the available tickets have already sold and only 150 remain. 
Guests will enjoy a full dinner, open bar, and opportunities to treat yourself to something at the silent auction. VIP private transportation will be provided from the Boca Raton Resort & Club, and the celebration begins at 7 p.m. This is the premier conference event you won't want to miss! This event is sponsored in part by House of Floors, RentPath, and Shaw Industries. 
Buy single or multiple tickets here, or purchase with your full conference registration.
View an event flier here.  

Did You Miss Something?

If you missed any issues of Florida APTitudes or Multifamily Florida, visit our website at or

After you catch up on back issues, tell FAA what your think by taking a brief survey. Respondents who provide contact information will be entered into a drawing for a $100 Visa gift card.  

If you missed the spring issue of Multifamily Florida, you may also view the entire digital version here

If you did not receive an e-newsletter or a print magazine and would like to in the future, please view your profile on our website and update your email and mailing addresses if needed. Read more about how to create a log-in and update your profile. 



Lead Retrieval Now Offered at FAA Annual Conference & Trade Show

New! Lead retrieval is available for exhibitors at the 2018 FAA Annual Conference & Trade Show. The two options can be purchased at a pre-conference discount. On-site at the conference, rates will increase $50. 
BC600 Hand-Held Device Advance purchase: $200; On-site purchase: $250
KLEERLeads Mobile Advance purchase: $150; On-site purchase: $200
The versatile app enables trade show exhibitors to capture, qualify, and follow up on leads or surveys directly from their smartphones or tablets, and then securely access this data in real time from any location. With KleerLeads Mobile, it’s easy to add custom qualifiers such as "ready to purchase" or "follow up in two months" as well as personalized freeform notes.
Exhibitors can even attach the prospect’s photo, business card, or other information to use during follow-up. With KleerLeads, not only can exhibitors capture leads on the trade show floor, they can also use their mobile devices to capture leads anywhere they encounter attendees, such as at hotels, social functions, and more.
NOTE: Lead retrieval device rental/mobile app purchases are available to 2018 FAA trade show exhibitors only.
Learn more about both options at and then reserve yours today.

Stand Out with an Enhanced Business Listing

A more robust and comprehensive supplier directory has replaced the old PSC Buyer's Guide, which in many cases only included one company under a specific category. In the new digital directory, every supplier member will be offered a basic listing with contact information and will have the opportunity to purchase an enhanced listing for $250. The enhanced listing will include premium placement, a company description, contact information, a link to your website, and social media feeds.

Check out the new FAA Supplier Directory, a valuable resource for apartment communities and management companies seeking products and services.

To stand out with an enhanced business listing in FAA's supplier directory, purchase yours today.

Reach More Prospects with Year-Round Sponsorship Opportunities

FAA offers opportunities to reach prospects at events throughout the year. 

  • FAA Board of Directors Meetings, May 9, and October 3
  • Leadership Lyceum Luncheons or Dinners, May 8, and August 24
Visit for more information or email