Multifamily strategist and organizational trainer Rommel Anacan, president of The Relationship Difference, will share his leadership advice and strategies as the keynote presenter at the MFE Virtual Summit, March 9 to 10.
Prior to the virtual event, Multifamily Executive caught up with Anacan to talk about the lessons he learned from his early days in the industry, today’s biggest challenges, and how Hallmark movies bring him joy.
MFE: How did you get your start in the multifamily industry, and what roles did you have?
Anacan: My sole motivation for finding a job in the multifamily industry was to get a discount on an apartment! One day while driving, an incredibly beautiful and modern apartment community caught my eye, and I thought to myself, “I’d love to live there someday.”
Well, that got me thinking. So, I applied for a job with the company and was hired as a leasing consultant, and my multifamily housing career began. Along the way I’ve worked in many different roles in the industry, from on-site to the corporate level. I have been everything from a leasing consultant, assistant manager, community manager, customer care manager, and did training, too.
Today, I work with leading companies in a variety of industries as a motivational speaker, trainer, and consultant—but I still consider multifamily as my “home base.”
MFE: As a multifamily veteran, what are some of the key lessons you learned from that time that you now utilize in your training work?
Anacan: When speaking to a multifamily audience or when doing a training I do these two big picture things:
Establish EMPATHY: During my time in multifamily I often felt that many of the people in leadership weren’t speaking the language of those of us on the “front lines” of the industry. It seemed like they had forgotten what it was really like every single day. So, when I speak and train I do my best to establish empathy with the audience. I want the audience to know that I know their stories, lived their experiences, and know their pain!
Once they know I “get it,” they are much more likely to be receptive to what I have to share and more motivated to take action.
Make it ENTER-TRAINING: One of my favorite comments I received after a speaking engagement was, “I thought this was going to be boring, but you were great!” The sad truth is while many people say they want training, they often view it as boring and dull. So, it’s important to make training entertaining and relatable to everyone from rookie to industry veteran. Some of the ways I do this is to show licensed movie clips, share funny stories, and be accessible and conversational.
MFE: What do you see as the biggest challenge for the multifamily industry today?
Anacan: From my vantage point, the biggest challenge facing the industry today is actually from within. I have really noticed a “set it and forget it” mindset settling in throughout the industry.
I receive phone calls all the time from potential clients who tell me, “The reason I’m calling you is because I need you to fix my managers. We hired/promoted these managers because we felt that they’d be able to do their jobs without a lot of hand-holding, but now they’re not doing what we need them to do.” Most times I discover that there is little to no development plan or infrastructure to help people grow in their jobs and as leaders.
You can also see this in other areas such as leasing and maintenance. The increase of self-guided tours, website tours, and online leasing has created a belief among many employees that customers can (and should) do everything on their own. When there is human-to-human connection, it’s like people have forgotten how to do that.
The truth is no one succeeds alone. As technology increases the level of automation and autonomy (which can be hugely helpful), the industry needs to ensure that people remain engaged with customers, employees, leaders, and each other and have the skills needed to do all of this.
MFE: Can you share one tip for leaders looking to bolster their company cultures?
Anacan: I would start with this question, “What do people experience when they experience your culture?”
Do people experience clarity or chaos? Do they feel equipped or expendable? Do they feel important or ignored? When trying new things that don’t work, are they supported or singled out? Do they have the freedom to succeed and to fail?
It’s also important to find out what employees are really feeling as well.
Once leaders have the big picture of where to focus in their organization, then they’ll want to start with the one thing they can do that will have the maximum positive impact on the culture.
So, what is the one thing that they can do to reduce chaos? What is the one thing they can do to help employees feel connected? What is the one thing they can do to ensure their associates have the tools they need to succeed?
MFE: What is your favorite book to recommend to clients?
Anacan: I have been recommending “Daring Greatly” by Brene Brown for years. It is such a powerful book for people committed to their own personal growth. Lately, I have also been recommending “The One Thing” by Gary Keller and Jay Papasan. I think that is an essential “must-read” for everyone.
MFE: Why are you a fan of Hallmark movies?
Anacan: I love this question! Hallmark movies are comfort food for my soul. I know that they are corny, formulaic, predictable, and always have a happy ending, but that is what I love about them. I could use a little corny in my life right now! One of my dreams is to live in the quintessential “Hallmark town” someday. Plus, I love that we can watch these movies together as a family, without worrying about the content.
Find out more about the MFE Virtual Summit or register at https://www.mfeconference.com/events/mfe-virtual. Registration is $99, or attendees can get the event free by registering for the in-person Multifamily Executive Conference, Sept. 13 to 15, in Las Vegas.
