Coliving operators have a million things on their minds on a daily basis. Regrettably, one of the most critical things that can help them scale and grow faster is often overlooked. Yes, today we’re talking about branding. The power of branding is seeing two golden arches or the “I’m lovin’ it” tagline and immediately recognising the brand.
If your branding and positioning are doing what they are meant to do, you’re attracting the right group of like-minded souls to your space. You can usually tell by the organic growth and high occupancy rates. Then, thoughts about growth and scaling and the fear of damaging the brand or customer experience will begin. That is where the proper technology can really impact your coliving brand’s reputation. Not to mention the hours of work it can magically make disappear.
In this article, you’ll see how combining branding with tech innovations can genuinely propel your space to the next level.
YOU NEED TO KNOW WHO YOU CATER TO
Let’s assume you added a fancy new coffee machine to your beautifully designed shared kitchen that’s already packed with different types of delicious teas. After about a week, you notice your guests use everything except the coffee machine.
You decide to talk to the guests and ask them why they’re not getting their gourmet coffee from this costly machine you bought for their convenience.
The answers surprise you. You learn that 85% of your guests prefer to drink tea while the rest actively try to quit coffee. Presumably, repeat Instagram stories of guests drinking tea makes the world think your coliving space can help them embrace a healthier, coffee-free lifestyle.
That’s branding. Admittedly by ambassadors, but it still holds the same principle. That’s positioning yourself as “a healthier coliving space for coffee addicts” for example. It’s also the gap between guest expectations and an experience you can easily manage.
Do you know yours? Here’s how you can find out.
HOW TO DISCOVER AND MEET YOUR GUESTS’ NEEDS
One of the main reasons somebody opts for a coliving space instead of hotels or other single rental apartments is the like-minded community aspect. What works for the solo nomad doesn’t work for the couple with the kid.
Each group of like-minded people requires a different experience, which means other amenities, options and activities.
The coffee machine is one example; in reality, many small details affect the customer experience as a whole. You could send a request for feedback at the end of the stay, but people sometimes forget things that made them frustrated. They only remember the feeling of frustration. And the feeling outlasts the memory.
But you can help your guests avoid the bad memories by asking for guest feedback in real time, but without hovering or paying someone to observe 24/7. Instead, you can place QR codes in strategic places throughout the space and simply ask “how did we do?”. Even with anonymous data, you’ll discover patterns and opportunities that will make your space truly spectacular.
Cleanliness is also a big issue in shared spaces. In areas such as the kitchen where people gather frequently, cameras and sensors could make sure the area is always clean. Need-based reactions beat the hourly cleaning schedule any day of the week. Your guests will notice it too. Talk about 10/10 cleanliness.
Another example is helping guests interact by customising their experiences in shared spaces,
like leveraging location-based push notifications to invite them for joint activities. Or use access control to monitor the number of people in a given room and understand when and how it’s used. This will help you discover what specific amenities or areas are busierwhile others remain empty for days, if not months.
THE FUTURE IS PERSONALISED CUSTOMER EXPERIENCE FOR ALL
Offering a personalised experience empowers the guests to live on their terms. One example is millennials, the most potent purchasing power group in 2021. Millennials prefer minimal human touch points unless absolutely necessary. So allowing guests to use technology to manage their entire stay, from key-free self check- in to reserving their comfy coworking seat, is what a magnificent personalised customer experience is all about.
Brands that want to strengthen their branding must focus on their guests and adapt to customer demand. Leveraging technology is one easy way to achieve that goal. You could give hundreds and thousands of guests a unique experience they’ll tell all their friends about. That is what branding is all about.
Building your unique brand is a game of anticipating consumer needs and providing satisfaction on demand. That’s what we all want.
Start 2022 with an innovative solution that provides your guests the means to make their experience at your space truly unforgettable.
At SALTO, we understand the unique needs of coliving operators and are happy to match the perfect state-of- the-art tech solutions that will take your space to the next level.
