1、中文 2466 字 外 文 翻 译 原文： How to make communication &Customer service a priority As our real estate world spins eve faster, its often a struggle to not only acquire or sell a property, but to figure out how to put the right players in place, achieve the owners objectives and retain tenants. What do owne
2、rs want ? Simply put, owners want top managers who know their stuff. Easy enough,right? Not necessarily. When youre juggling a variety of tasks, mistakes are bound to happenrepors are late, due diligence is incomplete and tenant retention is at risk. Not surprisingly, owners and executives around th
3、e globe have strikingly similar desires in terms of how they view real estate managers today. They are finding that many managers are not conversant in the financial performance of their properties and their communication skills are lacking finesse. Many times managers are so busy looking after the
4、small stuff that they forget the real reason they are there-to look after the owners goals. So how do you make sure you are managing your properties to the best of your ability? The following ideas provide some tips Ive learned along the way. Focus on whats critical Were all flooded with a seemingly
5、 endless round of dailies. There are always plumbing issues, employee concerns and tenant troubles to grab our attention. Although these problems do need to be resolved, focusing solely on them can cause us to lose sight of whats really important-achieving the owners objectives. I was recently asked
6、 to sit in on budget meetings as part of a consulting assignment for a small shopping center owner. The property team was in a quandary over which capital improvements the owner might require. The answer to their dilemma was relatively simple-they needed to ask the owner what his objectives were for
7、 the property. Real estate managers must understand that an owners priorities can shift； mergers take precedence, new players jockey for position, generational differences arise. Its crucial to be able to keep pace with both the market and the shift in priorities of those at the top. You must be abl
8、e to act and react with them. If you have a child, you know that when you have the opportunity to review his or her homework, you also have the chance to re-learn things you may have forgotten-math, English or history skills. In property management, we also have an unexpected second chance to re-lea
9、rn competencies and skills, like the ability to shift focus, to be flexible and to embrace new ideas. Value creation is key The real estate managers primary responsibility is to create value. However, managers do not always understand how they can impact value； the concept can often seem overwhelmin
10、g. Whether your owner is planning to sell his property in the near future, or is a long-term holder of real estate, he wants to generate and maintain value. Try to whittle the concept down into these more manageable pieces: Know your propertys position in the marketplace. This is crucial, as is a so
11、lid understanding of your competition. Your goal is to accurately assess the market around your property to determine whether you will be able to achieve market rents for your owner. Do your homework. Make sure you know your property inside out, physically and fiscally. Figure out what gives your pr
12、operty the competitive edge. Your property may not be the newest, but it may be the best. What attributes does your property have? What unique characteristics separate it from the competition? Knowing what factors give your property the competitive edge is the key to achieving higher rents. Compare
13、these factors with those of your competition using a comparison (comp) survey or grid. Heres a short list of typical site attributes to get you started: -Location -Age -Building exterior - Building interior - Parking - Access - Visibility - Signage - Tenant mix/synergy - Floor plate - Building syste
14、ms Brokers and appraisers are an excellent sourceof market comparison information. Sample comp grids may also be found on lREMFIRST.org. Customer service counts To make sure your customer service is on the right track, here are four questions you should answer: 1. Who are our customers? Think about
15、the myriad of requests and information you receive on a daily basis. When youre on the run and pressed for time, it may seem like people are interrupting you. Early in my career I had the pleasure of working for Westin Hotels. My boss was a great mentor to me, and I can still remember him saying, Ev
16、eryone is some ones customer. This means everyone you come across in your daily business is a potential customer-your boss, your clients, your tenants, the accountant for your property, your vendors, the propertys broker. Create a list of all of your customers both internal and external, and put it
17、where you can see it every day. 2. How can we bring the company closer to its customers? People may not always agree with your message, but there is a way to convey it so they leave the conversation feeling respected. This takes practice. Patrick S. Donahue, president and CEO of Donahue Schriber, a California-based retail developer, agrees, We need to get out of our offices and talk with our customers to see what they need, and how we can provide solutions to their issues. As a direct example, last summer I was working on a consulting project for a
