Chesapeake Advisory Group LLC Apartment Shopping Form: Oakridge Manor Apartments, Glen Burnie, MD

Chesapeake Advisory Group LLC
Apartment Shopping Form: Oakridge Manor Apartments, Glen Burnie, MD

Date Visited:10/25/14
Authorized By:
Special Instructions:
Telephone
Telephone Professional: Melinda (I had to ask for her
name)
Date Called: 10/26/14
Time Called:2:30
Length of Call: 5 min.
A Note About Our Scoring System

Technical
Score
Exc
elle
nt
10095%
Customer
Experience
Score
Exc
elle
nt
5
star
s
Ver
y
Goo
d
9485%
Ver
y
Goo
d
4
star
s
Goo
d
8475%
Fair
7465%
Poo
r
640%
Goo
d
3
star
s
Fair
2
star
s
Poo
r
1
star
Shopping Report Technical Score

Possible
Points
Earned
Points
On-Site
On-Site Professional: Melinda
Time Visited:2pm
Length of Visit: 10 min.
Customer Experience Emotional Score

Percentage
Met Needs
Stars
Portrayed Value
Stars
Telephone
25
15
60%
Customer Service
Stars
Greeting
15
15
100%
Overall Rating
Stars
Identifying
needs
15
10
67%
Demonstrating
15
10
67%
Closing
20
0%
Follow-Up
0%
OnSite Total
70
50
71%
Total Score
95
50
53%
Customer Loyalty Score

Would you recommend? Neutral
Industry Benchmark Averages

Shopping
Report
Benchmark
Customer
Experience
Benchmark
Benchmark Scores (This Report)

Shopping Report Multifamily
Industry Benchmark
Customer Experience Benchmark
Shopper Information
Shopper Name: Daryl Douglass
Name Given (Telephone): Daryl
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Name Given (On-Site): Daryl Douglass

Telephone number: 703-851-2254
Email address: Not asked for, not given
Apartment size: 1 or 2 bedroom
Date needed: Around December 1
Telephone 25 points possible
Score: 15
Other Calls
01 Did the Leasing Professional convey a warm and inviting
attitude, and make you feel your call was important?
Yes | No
5/5
If no, please explain.

02 Did the Leasing Professional ask for one or more ways to
contact you?
(Check all that were requested.)
0/5
Telephone number
Yes | No
Email address
Yes | No
Mailing address
Yes | No
03 Did the Leasing Professional ask questions to determine your

needs for the home (e.g. size, date needed, any specific
needs or preferences)?
Yes | No
5/5
04 Did the Leasing Professional try to set a specific appointment?
Yes | No
5/5
Please explain. She did ask if I would like to set an appointment in a very direct way and I got the
feeling she did not care if I set an appointment or not.
05 Did the Leasing Professional describe the apartment,
community, and/or location in a way that appealed to you and
created the desire for you to visit?
Yes | No
0/5
06 Did the Leasing Professional offer directions to the

community?
Yes | No | N/A
Telephone Comments: It was not the easiest to reach the office by phone. I used the
877.456.2174 number. The phone rang a number of times and then a machine picked
up and I had to listen to message stating that if this was a life threating emergency I
should call 911 immediately. I had to hit 1 to get directed to the leasing office for
leasing information. She answered with a standard greeting. I mentioned I would like
some information about 2 bedroom apartments and she just went into quoting pricing,
fees, and 1 month free special for 13 month leases. She asked if I had any pets,
answered no, she proceeded to go over all pet fees and pet restrictions if I were to want
to get a bet. I really had no interest in pet information.
Greeting -15 points possible
Score:
01 Did the Leasing Professional greet you with a smile, or if busy,
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15
Yes | No

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5/5

acknowledge you immediately?

02 Did the Leasing Professional create a positive first impression
and appear genuinely interested in you becoming a resident?
Yes | No
5/5
03 Did the Leasing Professional gather the information from you

in a comfortable, friendly manner?
Yes | No
5/5
Greeting Comments: She did stand, warmly greet me and invited me to have a seat at her desk.
She was very direct with asking for information. It was not uncomfortable but it could have been
a little more tactfully done.
Identifying Needs -15 points possible
Score:
10
01 Was a guest card completed on paper or electronically (i.e.

Yes | No
5/5
information entered into a computer)? Paper card, she did not get on the computer while I was
there.
02 Which of the following were used in gathering your information:
(Check ALL that apply.)
Printed (paper) guest card
Computer
Information available from call
Electronic tablet (e.g. iPad)
Other
03 Did the Leasing Professional ask questions to determine your
basic needs for the home (e.g. size, number of occupants,
date needed, etc.)?
Yes | No
5/5
04 Did the Leasing Professional identify what was most important

to you in selecting a home and/or what you were looking for
in an apartment?
Yes | No
0/5
What needs were discussed? None other than apartment size, occupants, and date needed.
05 Did the Leasing Professional request proper identification
before taking you to the apartment and/or community?
Yes | No | N/A
06 Did the Leasing Professional determine how you learned

about the community?
Yes | No
Identifying Needs Comments: She really didnt take any time to try and determine my individual
needs. Everything was focused on price, occupants, date looking to move and my employment.
Was not expecting to be asked where do you work?. After I answered she did say they offer
discounts for certain employers. It would have been better to explain about the employer
discounts prior to asking the question.
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Demonstrating - 20 points possible
Score: 10
01 Did the Leasing Professional maintain control of the tour

and/or presentation of the community and floorplans, while
engaging in friendly conversation?
Yes | No
02 Did the Leasing Professional discuss and/or point out

amenities and facilities of the community?
Yes | No
0/5
Please explain. There was no mention of the community or going over floorplans. Just a tour
of the model.
03 Did the Leasing Professional show an apartment that was
clean, made ready, and comfortable in temperature?
Yes | No | N/A 5/5

Were you shown:
Model
Occupied
Vacant
Office Apartment
What apartment number(s) were shown to you?
04 Did the Leasing Professional mention benefits for any
apartment features that you expressed interest in?
Yes | No
5/5
Please list one or more features that were mentioned. She mentioned a balcony off of the
kitchen and a small linen closet in the bathroom that was blocked by a door.
Please list the benefit(s) stated for the feature(s) listed. Outdoor space and additional storage
space that I would not have seen otherwise.
05 Did the Leasing Professional effectively overcome your
objection(s)?
Yes | No | N/A 0/5
What objection(s) did you make?

What was the Leasing Professionals response?
Demonstrating Comments: We toured the model that is apart of the office. The office is staged in
the third bedroom of a 3 bedroom apartment. She did do a good
Closing - 20 points possible
Score: 0
01 Did the Leasing Professional ask you to leave a deposit or

other monetary commitment (i.e. security deposit, application
fee, etc.)?
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Yes | No

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0/5

02 Did the Leasing Professional attempt any of the following

closes:
0/5
Ask you to fill out the application?
Yes | No
Ask to hold an apartment for you?
Yes | No
Attempt to create a sense of urgency for your decision

today?
Yes | No
Ask questions that generated a yes/no answer (i.e. do

you like the apartment?, will your furniture fit?, etc.)?
Yes | No
Use assumptive phrases (i.e. your apartment, youll

love living here, etc.)?
Yes | No
Ask you to sign a waiting list if nothing was available?
Yes | No
Attempt a third party close, by introducing you to another

Yes | No
staff member during your visit who asked what you
thought of the apartment or community?
(Award credit if another associate interacts with you and
attempts any kind of closing, even if not introduced by the
associate who assisted you) She was the only associate there.
Use a closing technique not listed above?
Yes | No
If Other, please explain.

03 Did the Leasing Professional remain sincere and interested
throughout your visit and seem to genuinely want you to
lease?
Yes | No
0/5
Yes | No
0/5

04 Based on the Leasing Professionals presentation, would you
have leased an apartment?
Closing Comments: I had mentioned there would be two people. She assumed a girlfriend and made
a comment about letting me see a place without her. Got the impression she did not see me as a
decisions maker. Did not try and set up a time for my girlfriend to come in. She just said I could
bring her back by if I wanted. She did go over all costs related to renting an apartment, but it was
just general comments.
Follow-Up - 5 points possible
Score:0
01 Did the Leasing Professional follow-up after your visit?

a
By telephone
0/5
Yes | No | N/A
Date Received:
b
By thank you note
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Yes | No | N/A

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Date Received:
c
By email
Yes | No | N/A
Date Received:
Executive Summary
01 Leasing Professionals overall attitude and impression.
02 Based on the Leasing Professionals presentation, would you
have leased this apartment? Why or Why Not?
Overall Summary of your Experience:
The leasing person made comments that it was not her full time job, she has a
different job Monday through Friday, had been slow recently so it gave her time
to study. I got the impression that leasing apartments was not her top priority.
Based on the leasing associate I would not have leased an apartment. The
community did have a nice and relaxing feel. The grounds were in good shape
and seemed to be well kept. There were multiple trash dumpster throughout the
community and there was no trash lying near any of them.
The Customer Experience

Customer experience plays a vital role in the decision to rent at your community. The customers
experience involves their perceptions and emotions, which are driving factors for action! Meeting
needs, perceived value, and customer service contribute to the overall customer experience and help
build customer loyalty. The Customer Experience section allows you to celebrate the WOW moments
(Excellent-Above Average) that took place and focus on improving those areas that lacked a positive
emotional connection (Average-Poor). This feedback is a true representation of the real customer
emotions, opinions, and all.
Weve designed the Customer Experience section to allow for expression of those subjective, powerful
reactions the customer has to their interaction with you. This includes a 1 to 5 star Customer
Experience rating for each individual question; a Needs, Value and Service rating for the shop; and an
overall Customer Experience rating based on questions 1-9 of the section. These questions are labeled
within the section as Value, Needs, or Service. Question 10 the loyalty question is a key
predictor of renewal and recommendation behavior by the customer.
Participating companies are ranked on the Customer Experience Benchmark quarterly. The Customer
Experience piece of the shopping report does not impact the raw score of the shop.
Note: This section is based on the customers perceptions and is not subject to our shopping dispute
resolution process.
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VALUE: The community amenities struck me as:
Extraordinary cutting edge and beyond my wildest dreams
Appealing the latest and greatest
Ordinary just like they offer next door and down the road
Inferior dated and/or in need of repair
Distressed Unacceptable and in failing condition
N/A Not Applicable
NEEDS: The upkeep of common areas throughout the

property was:
Flawless meticulous care and attention to detail... like a vacation resort
Notable the community pride was shining through
Acceptable what I would expect from a community like this
Deficient lacking attention and care
Poor I would be embarrassed to live here
N/A Not Applicable
SERVICE: The leasing professional came across as:
Captivating in a league of their own
Talented better than most-- with an added flair of originality
Pleasant prepared and exhibited a nice personality
Robotic simply going through the motions
Bothered made me feel like an interruption
N/A Not Applicable
SERVICE: The level of engagement by the leasing professional

was:
Outstanding like spending an hour talking with my best friend
Impressive full of energy and creativity
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Comfortable sincere and natural
One-Sided more focused on selling than getting to know me
Disconnected did not connect with me
N/A Not Applicable
NEEDS: The leasing professionals attempt to relate the home

to my needs and interests was:
Superhuman never missed a detail... as if reading my mind. Wow!
Customized genuinely cared about meeting my needs -- making it all

about me.
Adequate tailored to an extent but also general in nature
Mediocre very little effort made.
Unsuccessful waste of my time and theirs
N/A Not Applicable
SERVICE: The way the home and community were presented

by the leasing professional was:
Amazing full of energy and creativity... worthy of an Oscar!
Admirable very natural and engaging
Suitable a typical sales presentation
Fair rehearsed and impersonal
Unacceptable not interested in showing me anything
N/A Not Applicable
NEEDS: Based on my experience, the thought of calling this

community home was:
Thrilling cant wait to pack my bags and move in
Comforting very happy living here
Indifferent take it or leave it
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Short-lived a temporary option
Unpleasant would not live here
N/A Not Applicable
VALUE: What the property offered in exchange for the rental

rate was:
Exceptional cant believe how much you get for your rent
Commendable an above average deal for the money
Reasonable a fair value for what I would receive.
Tolerable not the best value but it might work for awhile
Ridiculous cant believe they are asking that much rent
N/A Not Applicable
VALUE: I envision the quality of life here based on the

amenities and features offered as:
Fabulous all other communities fail in comparison
Complete everything I was looking for
Decent could make it work
Unsatisfied shopping for a new place to live
Miserable would not be happy living here
N/A Not Applicable
10 LOYALTY: Based on the experience, the likelihood I would

recommend the apartment community to family and friends
is:
Very likely would undoubtedly recommend
Likely would probably recommend
Neutral might or might not recommend
Unlikely do not feel confident about recommending
Not likely at all no way I would recommend
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N/A Not Applicable
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SHOPPING REPORT FOLLOW-UP FORM

Community:
Date of Evaluation:
Telephone Professional:
On-Site Professional:
Telephone:
OnSite:
Total Score:
Customer Experience Score:
Shopping Report Benchmark Score:
1.
What strengths are exhibited in this evaluation?
2.
Which areas are in need of improvement?
3.
What goals have been set to improve these areas?
4.
What training is recommended to improve these areas?
5.
Within what timeframe are these goals/trainings to be completed?
6.
Leasing Professionals comments:
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%
%
%
%

Did the Leasing Professional record the prospect as traffic? Yes | No

Did the Leasing Professional conduct appropriate follow-up with the prospect?
Is a follow-up report needed? Yes | No
Review completed by: _______________________________
Leasing Professionals signature:
Yes | No
If yes, when?
Date: _____________
Date: _____________
PLEASE RETURN THIS COMPLETED FORM TO YOUR REGIONAL MANAGER WITHIN 5 DAYS.
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Chesapeake Advisory Group LLC Apartment Shopping Form: Oakridge Manor Apartments, Glen Burnie, MD

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Chesapeake Advisory Group LLC

Apartment Shopping Form: Oakridge Manor Apartments, Glen Burnie, MD

A Note About Our Scoring System

Shopping Report Technical Score

Customer Experience Emotional Score

Customer Loyalty Score

Industry Benchmark Averages

Benchmark Scores (This Report)

Version 1.0 10/2014