Seduce Your Prospects

How your Management Company can use emotion to evoke a loving response and get

association boards to sign your contract

NEWSFLASH:

BUYERS DON’T ALWAYS MAKE

LOGICAL DECISIONS.

PEOPLE ARE NATURALLY BIASED.

(IT’S A BRAIN THING.)

WE LOVE TO BUY

BUT WE HATE TO BE ‘SOLD TO’

So how can you help

them fall in love with

you without being ‘SALESY’?

YOU SELL TO THEIR EMOTIONS.

Buyer Emotions

Greed

Fear

Altruism

Pride

Envy

Shame

There are 6 main emotions that influence buying decisions…

• I will be rewarded if I make this decision now.

Greed

• If I don’t make this decision now, I am afraid I’ll lose out.

Fear

• By making this decision now I will do good or help others.

Altruism

• Making this decision now will make me look smart or special.

Pride

• My competition will win if I don’t make this decision now.

Envy

• Not making this decision now will make me look stupid.

Shame

Motivations behind buyer emotions

THIS IS ALL FINE FOR BIG BUSINESS, BUT HOW DO I APPLY IT TO COMMUNITY

ASSOCIATION MANAGEMENT?

GREED

If you don’t receive

your monthly

financials by the 5th

of the month, we will

waive that month’s

management fee.

“

”

FEAR

We only take on 20

associations at a

time. If you are not

willing to commit,

we will choose

[another community]

instead.

“

”

ALTRUISM

Our management

company uses a

paperless process.

Choosing us will help

you save the

environment, and you

can advertise being a

green community to

homeowners.

“

”

ENVY

[Another community

we manage] has

seen home values in

their community go

up 10% since we

took over

management.

“

”

PRIDE

[Fancy community

that we manage]

uses our

management

company. Wouldn’t

you like the prestige

of having the same

management as

them?

“

”

SHAME

Prices of homes in your

community have gone

down recently because

your community is

being perceived as not

as nice as [other

community]. Our

management company

can help you turn that

perception around.

“

”

BUILD THESE EMOTIONS INTO YOUR OFFERINGS TO

SPEAK TO WHAT MOTIVATES YOUR

PROSPECTS

OF COURSE, IT HELPS IF YOU KNOW WHICH

EMOTIONS THIS BUYER WILL BE MOTIVATED BY

RESEARCH. RESEARCH. RESEARCH!

VISIT THE COMMUNITY

GO ONLINE NETWORKVISIT THE

COMMUNITYGO ONLINE NETWORK

• Check amenities, common areas, curb appeal

• Talk to residents about their pain points

• Read comments on social media

• Check for reviews on Google and Yelp

• Check real estate listings in the area

• Discover any issues at their current management company (late financials, high turnover, etc.)

There are many ways to research

NOW GO FORTH AND GET THAT CONTRACT SIGNED!

WANT MORE GREAT ADVICE?

CHECK THIS OUT!

HTTP://INFO.TOPSSOFT.COM/CAM-ADVICE-EBOOK

This slide deck is based on information given by James Bradley, MBA in his webinar on behavioral economics for community associations.

You can view the webinar in it’s entirety on youtube.

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