Mike Brewer
Apartment Leasing: Selling benefits to overcome fear
Would you agree that sales is part and parcel showcasing just enough benefit to overcome another’s fear
of making a decision? I mean people by nature are afraid to make decisions and
many go so far as to put the burden on others. How many times have you made your potential resident’s mind for them? I think it was Tony Robbins that said you will make a decision when the
pain of not making it outweighs the pain of making it: the pleasure and
pain principle. That said, it is incumbent upon us to bridge that gap between fear and comfort in the leasing process.
I am interested in hearing your strategies for getting prospects over that hump in the apartment leasing process. I am especially interested in hearing the strategies for getting Mr. and Mrs. Silent to speak up. You know the prospects I am speaking of; the ones that are so scared out of their mind that they can’t even mumble word. I never did learn how to do that.
Drop us a comment as I think it will benefit the entire community of readers, especially given the current economic environment. You better believe that people all over the country are becoming more hyper-sensitive in their decision making processes. You better believe fear is going to be the biggest factor you sale against in 2009 and the better part of 2010.
In the mean time check out this great post by Seth Godin.
Apartment leasing, Apartment marketing
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Apartment fundamentals
To preface, I am an optimist and believe there are niches in every market that will produce positive results. That said, I think that we are in for a very cold winter that might extend into Q3/Q4 of 2010.
Look at this headline and think of the ramifications for the multifamily space
There are more than six million more job seekers than job openings
nationwide — an average of 2.9 unemployed workers per available job —
according to researchers at the Economic Policy Institute in Washington, D.C.
It appears that many of the basic fundamentals turning south for the apartment as a whole. What plays out is sure to be interesting.
What do see happening in the next twelve to eighteen months?
Apartment fundamentals, Apartment marketing, Multifamily market
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Apartment Occupancies: As job growth goes so does occupancy go
Unemployment jumped to 7.2% in Saint Louis this month, up from 5.6% just one year ago. We all know that job creation and growth lead to household formation and thus apartment rentals and home purchases. Historically just 10% of the formed households lease apartment homes.
I say all that to suggest that some of the key fundamentals of our business are turning the wrong way. At least that is my view.
Let me know what you think.
Your trying to remain optimistic apartment maniac,
M
Apartment household formations
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Apartment Leasing: A tip to help you close more deals
I think this quote sums it up. I would love to hear your thoughts on what it means to you, in practical terms.
Dale Carnegie: “You can make more friends in two months by becoming
interested in other people than you can in two years by trying to get
other people interested in you.”
Apartment leasing, apartment marketing, Dale Carnegie
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Apartment Marketing: What about that ad or listing caused you to call or visit?
All these years we have asked the question (hopefully); Where did you hear about us? We do this in an attempt to track our advertising so that we know what works and what does not. And, that is to allow us the opportunity to spend efficiently.
My question to the group is this; Do any of you ask and or train a follow up question? I am not talking about: Did you see us in the big book or little book or this site or that site.
I think it appropriate to ask; What about that ad or listing caused you to call or visit us? This would assist us to further enhance our ad or listing copy.
copywriting, apartment marketing
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