Sales is a pretty basic business and the most basic level leasing our rental homes is a sales game. In the business much research has been completed by psychologists understanding why a sales occurs. As investors, owners, and manager, we should understand sales triggers basic role in completing the sale.
First, there are really an almost infinite number of sales triggers that motivate people to buy. However, there are a few that are considered the core triggers. Every sales and marketing professional and certainly everyone on your leasing staff should know these. If you are the leasing professional the sooner you have these down the better.
The basic sales triggers are:
People want to make money. Offer a solution that puts money in their pocket and they are much closer to a purchase. Deliver a solution that offers a rebate at the close and you may have the sale.
People want to save money. Provide a purchase that will save them money every day and you are much closer to the sale. Provide a discount and you are one step closer to the sale. Throw in a an energy saver move in package that allows replacing every fixture with energy saving bulbs and you may get the sale.
People want comfort. Appeal to them in a way that makes them feel comfortable and sales are bound to increase. This is why the model unit is so effective.
People want to live longer. Highlight lifestyle factors that contribute to a long life and you are on the right track.
People want to learn. That Internet package may be more valuable than you know. Access to knowledge is powerful.
People want to be more attractive. Include attractive people in your advertising and make them feel like they are a part of a larger group of fit attractive people and they may feel compelled to be part of your community.
People want to save time. Locations that deliver on this promise because of access to shopping, entertainment, employment, schools, and other factors are much easier to lease. Do all you can to emphasize convenience.
After this short list of triggers, there are an almost infinite number of motivators. Certainly, none should be ignored. However, in someway almost all are permutations and variations on this initial list. And, smart marketers and leasing agents who understand this can find many ways to enhance the marketability of the properties they serve.