If you don’t live under a rock, you have probably heard how Beyoncé rocked the music industry (yes, rocked in a way different than her usual leotards and fierce dance moves) with the release of her new album. On Friday, December 13, she dropped her 5th solo album – zero hype, zero publicity, zero pre-ordered albums, zero single releases, zero leaks, zero promotional commercials, zero warning for the Beyoncé fans or anyone from the industry! And to even further the disruption, she released a music video for every song. Mind blown.
In a digital age where we are all so tuned in and, if we want, can track every move of our favorite celebrities – this literally made us go crazy! Wait – how did we not know she was working on this? Were we too busy paying attention to paparazzi pics of Blue Ivy to notice 17 music videos being made? An album kept this much a secret must be the greatest album to ever hit planet earth, right? I must be one of the first to buy this album so I can Tweet, update my Facebook status, Instagram, and Pin it before anyone else in my social network.
The release caused such a frenzy it is already her most successful album launch to date and the fastest selling album in iTunes history! The self-titled album has sold more than 1 million copies in less than a week (a personal best for the reigning Queen of Hip-Hop).
So, what tenant service tips can we learn from Beyoncé?
1. Even if it’s not broke, fix it! The releases of Beyoncé’s prior 4 albums were run like every other album campaign – promotional concerts, singles released before the full album went public, television interviews and much more. All successful campaigns. But just because something has always been done one way, doesn’t mean that there isn’t an even better way to do it! We all get used to the same ‘ol, same ‘ol…and then we just stop paying attention to it altogether.
Be bold. Be different. Find new ways to re-engage your tenants. Maybe it’s a new property website, enhanced online service capabilities, or a new staff approach to tenant communications. Just keep pushing the boundaries!
2. Use the power of technology! Beyoncé says that she released a video for EVERY SONG on the album because she “sees” music. She wanted to share that vision with her fans and what better way than through the most popular media channel: videos. By using technology to connect her fans with the visual and audio story that she envisioned, she creates a stronger and more personal connection.
Use technology to boost the bonds with your tenants. Whether you like it or not, they are on smartphones, tablets, and social media. Today’s modern tenant wants to engage with you in the way they do in their personal life – online and in real-time. Think about how you can add new technology to enhance their experience!
3. Be the Beyoncé of your industry! “Surprise and differentiation have far more impact than noise does.” – Seth Godin
The norm of the music industry is to promote as much hype as possible before the album release (just check out hubby Jay-z’s extravagant book promotion). But Beyoncé made a change and achieved unprecedented results.
Be a leader. Amaze your tenants by doing something completely different than the building down the street. Create the new tenant service trend.
“The sound of a small bell during a dark night is louder than the din of traffic outside your window during rush hour. Surprise and differentiation have far more impact than noise does.” – Seth Godin