Fast Fixes for Slow Markets
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2 Fast Fixes for Slow Markets Presented by Kate Good Wednesday, June 21, 2017 Breakout Sessions Sponsored by
3 Wow! June 21-24, 2017 Georgia World Congress Center Atlanta
4 Yummy! June 21-24, 2017 Georgia World Congress Center Atlanta
5 Easy! June 21-24, 2017 Georgia World Congress Center Atlanta
6 Fake News June 21-24, 2017 Georgia World Congress Center Atlanta
7 Establish desire Support confidence in decision Be direct June 21-24, 2017 Georgia World Congress Center Atlanta
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9 Marketing s Fate: Will it hit you too late?
10 When markets are good, we get comfortable. When we get comfortable, we avoid choice and change and that can be dangerous in marketing (and shoe shopping).
11 Who likes to move? Don t give Residents a reason.
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13 Important items you can fix and look like a genius! June 21-24, 2017 Georgia World Congress Center Atlanta
14 Is your office operating like the Magic Kingdom?
15 The frontline needs to have the goal of being the kindest, most responsive person the guest interacts with in their search. -Claire Collins
16 June 21-24, 2017 Georgia World Congress Center Atlanta
17 You are environment creators. When are they going to drug test the audience at The Price is Right? No one should be that happy! -David Letterman
18 June 21-24, 2017 Georgia World Congress Center Atlanta
19 Presented bykate Good
20 June 21-24, 2017 Georgia World Congress Center Atlanta
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22 Rekindle the desire to win
23 Never sensor
24 Listen and learn
25 Change the game. 50% of a months rent if leased with no concessions 30% of a months rent if leased with base concession 20% of a months rent if leased with concession and kicker
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29 Reinforce. Don t reinvent.
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31 Case Study: 276 Apartments open until 8pm 77% of new leases are closed after 6pm 62% of renewals signed after 7pm 4.5 guests from 4:45pm to 8pm June 21-24, 2017 Georgia World Congress Center Atlanta
32 June 21-24, 2017 Georgia World Congress Center Atlanta
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37 Stillwater, OK: Calf Fry Snapchat filter Over 10,300 impressions 25,876 views 26K people saw logo and knew Avid Square was there with a table and tent 300 guest cards from one day event $200 June 21-24, 2017 Georgia World Congress Center Atlanta
38 June 21-24, 2017 Georgia World Congress Center Atlanta
39 June 21-24, 2017 Georgia World Congress Center Atlanta
40 June 21-24, 2017 Georgia World Congress Center Atlanta
41 Remove white walls white now! June 21-24, 2017 Georgia World Congress Center Atlanta
42 June 21-24, 2017 Georgia World Congress Center Atlanta
43 Don t just say it, display it. June 21-24, 2017 Georgia World Congress Center Atlanta
44 Don t just say it, display it. June 21-24, 2017 Georgia World Congress Center Atlanta
45 Tell them what to do. June 21-24, 2017 Georgia World Congress Center Atlanta
46 June 21-24, 2017 Georgia World Congress Center Atlanta
47 June 21-24, 2017 Georgia World Congress Center Atlanta
48 June 21-24, 2017 Georgia World Congress Center Atlanta
49 June 21-24, 2017 Georgia World Congress Center Atlanta 3
50 June 21-24, 2017 Georgia World Congress Center Atlanta
51 June 21-24, 2017 Georgia World Congress Center Atlanta
52 Action Item: Review all marketing to ensure you are telling your customer what to do and how to do it. June 21-24, 2017 Georgia World Congress Center Atlanta
53 Lead generation is typically not the problem. June 21-24, 2017 Georgia World Congress Center Atlanta
54 June 21-24, 2017 Georgia World Congress Center Atlanta
55 Searching for leads Pull all lead reports Compare to your guest cards Find people who were not contacted Contact people again And again And again And again And again.. June 21-24, 2017 Georgia World Congress Center Atlanta
56 Persistence Many people want instant gratification. We may quickly abandon an idea or path to buying if we don t have instant results for our actions. Do not stop trying to contact a customer. June 21-24, 2017 Georgia World Congress Center Atlanta
57 Action Item: Be the F.B.I. and uncover all your leads. June 21-24, 2017 Georgia World Congress Center Atlanta
58 Find out where the customer is in their decision-making process. June 21-24, 2017 Georgia World Congress Center Atlanta
59 June 21-24, 2017 Georgia World Congress Center Atlanta
60 Without a sense of urgency, desire loses its value. June 21-24, 2017 Georgia World Congress Center Atlanta
61 Limit choices June 21-24, 2017 Georgia World Congress Center Atlanta
62 Pop-up model Open list Never pull out your availability screen Prices: Raise instead of lower
63 Come back in. To give real service, you must add something which cannot be bought or measured with money. Sincerity and integrity will earn customers. It just takes a little more work. June 21-24, 2017 Georgia World Congress Center Atlanta
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65 Action Item: Stop assuming you know when they are going to lease. June 21-24, 2017 Georgia World Congress Center Atlanta
66 No one is just looking. They are just not buying yet. Find out why.
67 Variables That Impact Influence POWER To exercise control over a situation. Power is not the goal. It is what you need to drive to the destination. June 21-24, 2017 Georgia World Congress Center Atlanta
68 June 21-24, 2017 Georgia World Congress Center Atlanta
69 Variables That Impact Influence POWER Limited availability Expiration of a special Competitive knowledge June 21-24, 2017 Georgia World Congress Center Atlanta
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73 Let me ask my manager.
74 Variables That Impact Influence Information The more you know about a customer the easier it is to solve their problem. Ask questions and create a system to record their answers. Review this information before all communication. June 21-24, 2017 Georgia World Congress Center Atlanta
75 Variables That Impact Influence Credibility You stand on weak ground when you lack credibility. Why would someone take your advice or trust you? June 21-24, 2017 Georgia World Congress Center Atlanta
76 Variables That Impact Influence Credibility Marketing s should contain testimonials Ask questions to show you know how to lead the customer. Invite the customer to ask you questions. Position yourself as the expert. June 21-24, 2017 Georgia World Congress Center Atlanta
77 Variables That Impact Influence Rapport People like to do business with those they respect. Communication should be used to discover common ground. June 21-24, 2017 Georgia World Congress Center Atlanta
78 June 21-24, 2017 Georgia World Congress Center Atlanta
79 June 21-24, 2017 Georgia World Congress Center Atlanta
80 Variables That Impact Influence Rapport Offer tools to help with move and position this as something you found helpful. Ask lifestyle questions. June 21-24, 2017 Georgia World Congress Center Atlanta
81 Variables That Impact Influence Time The speed in which you respond to a lead indicates your level of interest in getting this lease. Taking too long could be considered an insult to the customer.
82 Marketing is a conversation. Cut it short and customers will forget what you were saying.
83 Variables That Impact Influence Persistence Many people want instant gratification. We may quickly abandon an idea or path to buying if we don t have instant results for our actions. Do not stop trying to contact a customer.
84
85 Don t ignore existing customers. June 21-24, 2017 Georgia World Congress Center Atlanta
86 A tough economic period is precisely the time when retention plays a key role.
87 June 21-24, 2017 Georgia World Congress Center Atlanta
88 June 21-24, 2017 Georgia World Congress Center Atlanta
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90 Don t Pretend The Negative Exist Doesn t
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93 Action Item: Think of a small way to surprise and delight your existing customers. June 21-24, 2017 Georgia World Congress Center Atlanta
94 With Kate Good Over 100 customers a day are surprised and delighted in Atlanta.
95 Ask for social posts and reviews. June 21-24, 2017 Georgia World Congress Center Atlanta
96 Don t have time? Do one thing. Do another thing next week. June 21-24, 2017 Georgia World Congress Center Atlanta
97 Contact Info KateGood.com June 21-24, 2017 Georgia World Congress Center Atlanta
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