a view to a lease - the intel on what renters need today
TRANSCRIPT
The Intel On What Renters Need Today
part 2
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Hot Button MarketingPush the Emotional Buttons That Get People to Buy
Barry Feig, Joan-Marie Moss
RATIONAL
16 HOT button emotions
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
A hot button is a motivation that triggers an emotion in a prospective buyer.
NICE TO HAVEWANT TO HAVE
MUST TO HAVE
Desire for control Desire to get the bestI’m better than you Self achievement
Excitement of discovery Power and influenceRevaluing Nurturing response
Family values Reinventing oneselfDesire to belong Make me smarter
Fun is its own reward Sex, love, romancePoverty of time Wish fulfillment
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Hit the heart and the head will follow
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People don’t buy products – they buy satisfactions of unmet needs
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A consumer’s needs are nonnegotiable
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WHAT RENTERS NEED TODAY
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RATINGS AND REVIEWS
SatisFacts - Today’s Online Renter Study, 2015
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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
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SECURITY/ACCESS CONTROL FEATURES
SatisFacts - Today’s Online Renter Study, 2015
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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
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ONLINE RENT PAYMENT W/O FEE
SatisFacts - Today’s Online Renter Study, 2015
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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
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QUALITY OF CUSTOMER SERVICE
SatisFacts - Today’s Online Renter Study, 2015
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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
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VIEWING THE ACTUAL APARTMENT
SatisFacts - Today’s Online Renter Study, 2015
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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
Imagine you are a prospect touring a community and it’s time to view the vacant apartment you will be renting…
Out of a possible 5.00, what is
acceptable to you?
UNCLOSED
TRAFFIC
4.31
MOVE-IN
4.24SatisFacts – Insite Index, Q1 2016
KEY TAKE-A-WAYS #insiteslive
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BUYING IS EMOTIONAL
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BEYOND THE PRODUCT
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FULFILL THEIR NEEDS
THANK YOU FOR
ATTENDING!#insiteslive