Great marketing impacts humans in all manner of different ways, inciting nuanced emotions from fear to anxiety, excitement, even empowerment. “People buy on emotion and then justify it with logic,” the late sales Goliath Zig Ziglar once said.

No one understands this better than the diamond industry. Although diamonds are one of the hardest materials found on earth, they have no unique distinctions and diamonds are actually the most common of gems. Yet, they have become an endearing symbol of love and commitment, as diamond marketers tell a story that connects in a deeply personal way.

Main takeaway for Bay Area rental housing providers

A main thrust of our leasing strategy at Bay Property Group is focusing on benefits, not features. One way to let these benefits shine through is to vividly paint a picture of the tenant living in your property. We talk about their furniture so they can mentally place it in the apartment or help them envision a lazy day by the pool, with the sun beating down on them as the weight of their stresses drip off their fingertips. Not too unlike Debeers imagery of placing a rock on her finger and sealing eternal love in that moment.

Different strokes for different folks

Of course, when we sell a lifestyle and not just a property, it’s important to keep a finger on what amenities matter to varying subsets of renters.

If Millenials are your lifeblood, we may showcase any high-end conveniences, community WiFi, recreational facilities, local pubs and other hangouts, and the like. Younger families may place a premium on the quality of the local school district, availability of daycare facilities and neighborhood safety.

Conversely, downsizing seniors may gravitate towards apartments with single-level floor plans, added security, proximity to transit hubs, and spaces for socialization, among a myriad of other amenities that solve their unique needs and life goals. A one-sized-fits all approach does not work in property management.

We like to say that we are not in the property management business, but the problem-solving business, and at the end of the day, we are successful only because we tailor solutions to the unique desires, concerns and problems of tenants and owners alike.

Make tenants part of the story

At Bay Property Group, we take a multi-pronged approach in marketing your rental listing, using the language and imagery that resonates with your targeted demographic.

The phrase “diamond in the rough” relates to the fact that naturally occurring diamonds are quite ordinary at first glance, and that their true beauty as jewels is only realized through the cutting and polishing process. To which we might add, the marketing process. You can leave that up to us.

Start the conversation

Getting the right renters in the door is just one component of our suite of full-service property management services, which includes applicant screening, rent collection, resident management, property maintenance, and other time-saving services for landlords and communities in San Francisco, Oakland, and throughout the Bay Area. Contact us for turnkey solutions.

Posted by: baypropertygroup on August 17, 2018
Posted in: Uncategorized