The post today from Seth Godin, Some People Are Better Than Others speaks directly to Leading Your Resident Influencers, which is the first step in creating your Larger Community. Seth points out that Kindle users buy more stuff, as in they buy more books, and that smart retailers should work hard to apeal to that group.
The last paragraph sums things up,
The challenge, then is to look for cues that people give you that they are better, and then cater to them. Every industry has people who are worth more, buzz more, care more and buy more than other people. Don’t treat people the same, find the ones that matter more to you, and hug them.
Are you looking at every resident interaction the same? You will struggle at Building the Larger Community if you are. Where are the hidden Kindels in the Haystack in the Apartemnt World? They are there, as they are in every industry. Those who figure that out have the first of several Keys, that unlock the gates to Building A Larger Community.
Finding those Keys will help you Break From the Pack of Apartment Comoddity,
Here is Seth’s post;
Some people are better than others
By ‘better’, of course I mean better customers, better prospects, better sneezers, better at spreading the word.
Here are two interesting lessons from the book industry:
- Kindle readers buy two or three times as many books as book readers. Why? I don’t think it’s necessarily because using a Kindle leads someone to read more books. I think it’s because the kind of person who buys a lot of books is the most likely person to pony up and buy a Kindle. I know that sounds obvious, but once you see it this way, you understand why book publishers should be killing themselves to appeal to this group. After all, the group voted with their dollars to show that they’re better.
- Walmart and other mass marketers are now offering top bestsellers for $9 or less each, about $5 less than their cost. Why? Why not offer toasters or socks as a loss leader to get people in the store? I think the answer is pretty clear: people who buy hardcover books buy other stuff too. A hardcover book is a luxury item, it’s new and it’s buzzable. This sort of person is exactly who you want in your store.
The challenge, then is to look for cues that people give you that they are better, and then cater to them. Every industry has people who are worth more, buzz more, care more and buy more than other people. Don’t treat people the same, find the ones that matter more to you, and hug them.
Eric Brown
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 Urbane Media, 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 Urbane_Media on Twitter. Eric also writes regular articles for the following publications; Multi Housing News Social Media Examiner Search Engine Guide
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