seduce your prospects: using emotion to evoke a loving response and get association boards to sign...
TRANSCRIPT
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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