“Whether you think you can, or you can’t, you’re right.”
Or are you like most of us and unknowingly marketing to yourself? It’s a tough distinction for some of us to grasp. All too often, our marketing pieces talk about our company, our brand. You might be wondering, what is wrong with that? The problem is that it doesn’t give your potential customer the WIFM in the few seconds that they’re looking at your advertising materials. The “What’s In It For Me” factor.
We often don’t really consider what our customers’ needs are when we are working on headlines, copy, emails, etc. Our advertising materials go on about the features of our product, not the benefits. The features, though important to us, definitely aren’t the focus of our customer. Think about your customer and what’s important to them. They want to know the benefits to them, the WIFM.
“Our community is gated” “Our offices are spacious” “Our landscaping is remarkable.”These are the features of your property. Why not change the focus from features to the benefits to your customer?
“Our community is gated” becomes “Controlled access for your convenience”
“Our offices are spacious” becomes “Wow your clients with your huge office”
“Our landscaping is remarkable” becomes “Enjoy nature as you walk around your beautiful new community”
If you find it hard to change that way of thinking, sit down with a piece of paper and write down all the features of your property or your community. Then next to them, write down the benefit to your customer; this becomes yours WIFM list. Keep that WIFM list handy and pull it out the next time you have to do a flyer, an ad or an email.
Help your marketing materials stand out among the many others that only talk about their features!
Read about the latest going on with Mesa in our 2nd quarter newsletter!
I put this question to some of our Business Managers:
Thinking about your success as a property management leader, in six words or less—what is your magic?
These are some of the replies I received.
Common ground and praise. —Leigh Anne Garnevicus
Always maintaining a positive outlook! — Rebecca Washington
Maturity-logic- being pro-active with ability to lead —Mariane Sabbagh
Thank you all for the great work!
Congratulations to our Senior Regional Manager, Jeanette Ruscitti, for receiving her CPM designation through IREM! Additional congratulations go out to our Area Manager, LeeAnn Braun, for achieving her ARM designation through IREM. Both worked very hard for these designations and we are very proud to have such accomplished and knowledgeable Regional Managers!
“Today is your day, your mountain is waiting. So get on your way.”
― Dr. Seuss
Take a virtual tour of our community Woodland Village in Costa Mesa, CA.
Mid-February, we challenged our teams to reach out to their residents and have them post positive reviews on ApartmentRatings.com. Our teams and residents met the challenge and exceeded our expectations! In two months, across the portfolio, our communities received 96 positive reviews.
In addition to our 2013 efforts, four of our Mesa communities received accolades from ApartmentRatings.com, receiving their “Top Rated” award for 2012. Only 5% of all communities on ApartmentRatings.com receive this award. Read the story in the Wall Street Journal http://online.wsj.com/article/PR-CO-20130422-908258.html?mod=googlenews_wsj.
Needless to say, we are very proud of our communities and are pleased to know that our residents feel the same way!