Putting your business or team forward for a PPM Group Award can bring many benefits beyond the title.
To gain an insight into the process, we spoke with Michelle Williams, who created @home Property Management Solutions and whose team has been behind 10 winning submissions with PPM Group in the past.
Q: What motivates you and your team to do the work you do?
Michelle: To do property management well, you need to love it for being a diverse and challenging industry. What motivates us most is receiving great feedback from clients and customers after we’ve helped them through a stressful time.
When you consider our role in its full capacity, it’s an enormous responsibility and one that naturally attracts conflict. Getting involved in awards has been something we’ve done from day one. It motivates us to climb higher when we think we’ve reached the pinnacle of what we do. In our business, we understand that the moment we become complacent, we fast become irrelevant.
Q: With that in mind, why do you think it’s important to make time to enter awards for your team internally and your business externally?
Michelle: As a team, we get excited about entering awards because it’s an opportunity to look back at what we’ve achieved as a team. We set some pretty tough targets, and it’s so rewarding when we achieve our goals together. We also love the thrill of the competition; being recognised as a national award finalist or winner is an exciting time for everyone to celebrate. Property Management can be a pretty tough gig, so the acknowledgment and opportunity to celebrate with your teammates makes it all worthwhile.
“you won’t achieve extraordinary things by being ordinary. The satisfaction when you get there is completely worth the perseverance”
Let’s face it; there’s never any ‘spare time’ in Property Management! We can, however, make the time if we really want to achieve something great. It is no different from how you run a business. You can do the tasks reactively and get the job done, or you can decide to be exceptional and stretch yourself to provide an extraordinary experience.
After entering multiple awards over the years, my advice is this: If you’re going to do a job, do it properly. Don’t rush the process because that will come across in your submission. Try to allow a couple of hours each week for six weeks. Answer each question correctly, in the right format and make it visually appealing (i.e. use images if you can). It’s also important to back up your statistics with data, KPIs and statements.
Q: Why have you chosen to enter the PPM Awards in the past?
Michelle: Entering and winning multiple awards has been a critical element of our growth, development and marketing strategy. As a startup business in 2009, we had a limited budget for marketing and a completely new brand in a small town with agencies around 100 plus years. We needed to create credibility in our marketplace and supercharge our branding in a short period of time.
To do this, it had to start with hard work to achieve our growth goals. In our first year, we entered a ‘successful startup award’ which was the first notch in our belt and the beginning of trust around the @home brand in our area. We understood that we needed national recognition to take it to the next level. This meant setting some even bigger targets to compete with some of the leading industry brands.
I’m not going to gloss over the fact that it takes commitment to achieve this level of success, and it’s possible you won’t achieve it without your entire team on board with a clear vision and common goal. You won’t achieve extraordinary things by being ordinary. The satisfaction when you get there is completely worth the perseverance.
Q: Any final thoughts?
Michelle: One of the most powerful marketing strategies is trust in a brand and creating leads through word of mouth. It’s not enough to say that you’re the best anymore, because we’re all singing the same song. Demonstrating that you are the best at what you do comes in the form of awards and testimonials, as well as what people think and say about your brand.
To achieve this, you must have a business model that is sustainable long-term. Don’t underestimate the power of a long-term business plan. This creates the platform, vision and pathway to success.
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