We have all heard that one right, Sell the Sizzle not the Steak. But have you really thought about it and applied it to your Marketing Message. Paul Williams has a great article over on Marketing Proofs titled the Benefit of Benefit. It really drives home the importance of selling the benefits and not the features. It is great advice and a must read before launching those Craig’s List ads this week, and any other marketing copy you may be implementing.
ENHANCE THE PROSPECTS EXPERIENCE
To Paul’s point, Prospects don’t rent because of the benefits. They rent because the benefit of the benefit. We all want to tell the world about our product and all of the wonderful features of living at one of our communities. The article points out;
* The features are the facts.
* The benefits communicate the value of the feature.
* But the benefit of the benefit is the emotional well-being the product or service provides.
When it comes to writing taglines and advertising copy, the benefit of the benefit is what the prospect wants to hear. (Yes, once they’re interested – to make sure they can believe and trust you – they’ll want to check out the benefits and compare features with other communities)
But the benefit of the benefit is what makes your brand or community worth renting.
How will it enhance your Residents life?
Instead of trying to make your prospect smarter about your community, make yourself smarter about what your prospect needs.
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
Related Posts -
Turn Key Social Media for Apartment Communities Well, it has happened! Someone has created a Turn Key Social Media Product Offering for Apartment Communities. That someone, being Daniel McCarthy, chairman and CEO of Network Communications, Inc. (NCI), one of the nation’s largest local media companies, with web sites and local magazines serving the housing market are...... -
Lead to Tour, Tour to Lease Apartment Marketing Done Differently We are setting up for a pretty exciting series of experiments here at the Urbane Laboratory, to start in August. We believe that the manor in which most apartments are marketed and leased is really fragmented, and that the current methods are dated and have not...... - Filtered Apartment Search Urbane Lab Project #070609 Lifestyle is such an overused word, although I like the way our friends over at Village Green use the term Lifestyle For Rent. The point of this post is; When is the last time that you questioned yourself about what business you are we really in. I have always thought......
-
Does Your Apartment Marketing Create Velocity? We have been talking about the importance of Expanding Your Digital Footprint for some time now, and we have outlined the many benefits that digital marketing and content marketing provide for your apartment community or small business. We are starting to see an additional benefit lately as well. On our own efforts to build our...... -
Becoming a Media Partner We have had a great run with a series of Partnership Marketing events this spring and summer, and we are on the lookout for like arrangements in the future. Although they looked a little different, and spawn a new name, Media Partner, they served the same, or even better purpose of......
Related Websites - "Seven Tricks Of World Wide Web Millionaires" World wide web the big doggs don’t obtain their particular wealth and achievements by means of chance with the pull. They be aware of techniques to success. These strategies are so useful when you put into action all of them, you might achieve your own Internet business. There are......
-
The Benefits of Getting Kids into Coin Collecting Parents will often push kids into different forms of collecting, like coin collecting, because they understand the significance of the hobby. Each type of collection has specific benefits, benefits that can give your child far more than simple monetary value. There are a wide variety of benefits to be had...... - Do You PossessA Back-Up Plan In The Event You Do Not Flourish InOnline Marketing Income Hybrid Reviews It'sseveral monthsseeing that you have commenced in web business. before you decided to took this approachstep, you heard how folks are raking loadson line. Each one of and great potential of web gave you enoughoptimism and assuranceto get started onconcerningonlinepromoting. Presently,when you seriously look into......
-
Waterfalls in the Modern Country Garden Landscape Landscape waterfalls are capable of being added in order to create flow into your pond, your water garden or your pool. Landscape waterfalls are also capable of being freestanding or even fountain like. Landscape waterfalls are capable of being made from concrete, fiberglass, stone or even existing water features on...... -
Community Lend Review CommunityLend.com is still in their beta phase, and has yet to fully launch yet, but they do have some interesting features that are already obvious. Like most p2p lending sites, they are striving to create an alternative to traditional bank loans, but they are also trying to take that......
