This paper discusses the Multi-Family Water Management Training Program, initiated in the City of Virginia Beach, Virginia, which represents an innovative approach to establishing a water conservation ethic within a city's apartment community. The program is based on two important tenets: business people are motivated by the financial bottom line; and, people learn best by doing. The training program emphasizes the costs associated with water use. Attendees are provided with a two-year consumption history for their respective property. The consumption history breaks water consumption for their property down to gallons used per person per day. Then, attendees are provided with information about city-wide average per capita consumption in the multi-family sector. This provides attendees with a benchmark with which to compare their own property's per capita consumption. Armed with this information, attendees now have the ability to calculate the potential financial savings associated with various water conservation efforts.