A View to a Lease - The Intel on what Renters Need Today
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A prospect may visit 4 or 5 communities after doing all their initial investigating before they make their final choice. In this session, learn 5 must-haves today's renters are looking for to live and let lease.
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A View to a Lease - The Intel on what Renters Need Today
- 2. #insiteslive Hot Button Marketing Push the Emotional Buttons That Get People to Buy Barry Feig, Joan-Marie Moss
- 3. RATIONAL
- 4. Desire for control Desire to get the best I’m better than you Self achievement Excitement of discovery Power and influence Revaluing Nurturing response Family values Reinventing oneself Desire to belong Make me smarter Fun is its own reward Sex, love, romance Poverty of time Wish fulfillment
- 5. A hot button is a motivation that triggers an emotion in a prospective buyer.
- 7. Desire for control Desire to get the best I’m better than you Self achievement Excitement of discovery Power and influence Revaluing Nurturing response Family values Reinventing oneself Desire to belong Make me smarter Fun is its own reward Sex, love, romance Poverty of time Wish fulfillment
- 8. #insiteslive Hit the heart and the head will follow
- 9. #insiteslive People don’t buy products – they buy satisfactions of unmet needs
- 11. #insiteslive
- 12. #insiteslive SatisFacts - Today’s Online Renter Study, 2015
- 13. #insiteslive Don’t hide from the reviews. Especially the negative ones. Give the reader credit when it comes to over-the-top reviews. SatisFacts - Today’s Online Renter Study, 2015
- 14. #insiteslive SatisFacts - Today’s Online Renter Study, 2015
- 15. #insiteslive Point out any and all controlled access, and educate on how it works. Example: “The community gates are kept open from 7 to 9 a.m. and 5 to 7 p.m. every evening.” SatisFacts - Today’s Online Renter Study, 2015
- 16. #insiteslive SatisFacts - Today’s Online Renter Study, 2015
- 17. #insiteslive Convenience! Include resident portal as part of the tour. Compare what they’ll save in money order fees every year. SatisFacts - Today’s Online Renter Study, 2015
- 18. #insiteslive SatisFacts - Today’s Online Renter Study, 2015
- 19. #insiteslive They’re watching how you interact with the existing residents. Service with a smile, AND a solution. Being helpful, not just being nice. SatisFacts - Today’s Online Renter Study, 2015
- 20. #insiteslive SatisFacts - Today’s Online Renter Study, 2015
- 21. #insiteslive Go through a vacant unit. Make brief video of every unit after it has been turned to eventually have a library of all vacants. SatisFacts - Today’s Online Renter Study, 2015
- 22. Imagine you are a prospect touring a community and it’s time to view the vacant apartment you will be renting…
- 25. SatisFacts – Insite Index, Q1 2016
- 26. #insiteslive
- 27. #insiteslive
- 28. #insiteslive
- 29. #insiteslive
Editor's Notes
- There are 16 emotional “hot buttons” you can press to trigger a buying response from your target consumers. These 16 psychological motivations determine all human purchase behavior.
- A hot button is a motivation that triggers an emotion in a prospective buyer. A hot button is an emotional pull, or even a statement that makes the earth move for someone. A hot button is a turn-on for the consumer. For instance, when Apple introduces a new version of the iPhone, some people actually drool.
- Hot buttons have the ability to turn nice to haves and want to haves into must to haves.
- Other major points of hot button marketing – hit the heart and the head will follow.
- People don’t buy products – they buy satisfications of unmet needs. Make sure your prospects know how living at your community will satisfy their needs.
- A consumer’s needs are nonnegotiable. The inability to meet their needs will be deal breakers – no one wants to feel like they’re paying good money to settle.
- Imagine you are a prospect touring a community and it’s time to view the vacant apartment you will be renting…
- Think of the hot buttons – what causes people to commit. Weave those into your marketing, leasing and retention efforts.
- All communities have the basic “stuff”. The experience is what will set you apart.
- Remember needs are non-negotionable. Meeting them will turn nice to have and want to have into must to have.