a view to a lease - the intel on what renters need today

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