Your Property Owner Is the Hero of This Story OR You Lose!
Written by David Lowrey, Owner of Stress Free Property Management
I’m reading a very interesting book on marketing called “Building a Story Brand: Clarify Your Message So Customers Will Listen.” In it, the author discusses the critical need to make your client the hero of the story to capture their interest and get them emotionally invested in your message. Too often, Saint Petersburg Property Management Companies tell the same old, trite story about how they’ve been in business for over 20 years, have XYZ designations or licenses, and customer service is their number one priority. Blah, Blah, Blah, right?
Saint Petersburg Property Management clients are looking for solutions for a happy ending to their story. They are not interested in how great my company is and all the technical features that make us look brilliant. I’m the first to admit that I sometimes lose track of this concept and wallow in all the details of property management that my client probably could care less about.
I’ve started giving serious thought to every aspect of my client experience. How can I make my clients the hero and myself as just the guide, or the Obie Wan to their Luke Skywalker?
My first efforts have been
in changing my presentation, when a new owner calls me up to inquire about our services. Instead of going through a whole sales pitch, I’m much more interested in finding out about their situation. If they are having trouble, I want to delve into that to find out exactly what their pain points are. Is the tenant paying late or does the tenant call the owner incessantly about repairs or whatever?
My goal is to learn what my client needs so I can provide the information or assistance to solve this problem. If the client has a tenant that hasn’t paid in 3 months, I can talk about how we can deliver the 3-day notice to the tenant tomorrow. Let the owner know that we are pretty good at convincing tenants to get back on track and might be able to collect all the past due money and skip the eviction. Or if the owner just wants the tenant out, I give lots of details about, how easy and simple it is to accomplish this, and how we can handle this for them at no cost.
The biggest goal for me is to listen better and sympathize to their situation while providing valuable information and assistance to destress the situation and give the owner some breathing room. I’m keeping much more detail notes of each client’s unique situation, time frame, and concerns. This not only allows me to make a better initial impression, but follow through on my promises to solve their unique challenge.
I’m a long way from where I want to be in this regard, but this new insight has reenergized me and is helping become a better servant to my clients. Food for Thought!