A.D. Cantelmo Property Management
Our Business is Property Management in Orange County California
Using psychology to rent your home
All of us make decisions based on our psychological makeup.
Some of us are emotional decision makers and others make decisions based on
logic, the key to using psychology when talking to prospective Tenants is understanding
who you are talking to and how they make their decisions.
Conscious and Non Conscious
Forget the left brain and right brain stuff, that is way
above my knowledge of psychology, but just think about how certain products are
sold and who the target market is. A perfume company does not try and sell
their product using facts and figures, they use emotion and non conscious decision making to sell their fragrance, but a car company uses both non conscious
and conscious decision making to sell a vehicle.
When you watch a truck
commercial, the truck looks great, but they also throw in the statistics on how
much the truck can haul. The difference between the two is important, because
when people buy a fragrance, they want to know that the fragrance will make
them feel good, but when people buy a truck, they want to feel good, but also
have performance.
Making the Decision
Most people make decisions based on both logic and emotion,
but with all things being equal, emotion can be a big factor in the decision
making process. When I first started in the Real Estate business, I was told
that if people started to talk about how their furniture would fit into a home
they were looking at; they were leaning toward buying that home. I never really
had that play out, but I did sell a home that had a beautiful Avocado tree and
that was the tipping point to the sale. They did not buy the home because of the
tree, but the tree tipped the scales over other homes they had looked at.
Tipping the Scale
When you have a home for rent and it fits the criteria of
the potential Tenants, then what will tip the scales to your home from others
is an emotional attachment that can be created. It may be a tree, or patio, but
something must grab the Potential Tenants and make them have to have your home.
Because, as a Realtor or Landlord, you don’t have time to
examine each potential Tenant and find out what will push their buttons to make
them desire your home over others, you have to create an environment that will
not work for all people but will work for enough potential Tenants that you
will get the desired outcome. You need to make part of the home stand out. If
there are three homes on a block for rent, and they are all basically the same
and they fit the conscious part of the brains criteria, your home needs an
edge. It may be a special kitchen or a great Master Bathroom. You want to peak
the emotion of the Tenant, so they want your home over the others. You have to
get the non conscious part of the brain stimulated in order to get people to
make the decision in your favor.
Like the home with the Avocado tree, the home
itself fit the criteria of the buyers and that was the conscious part of the
brain, but the tree peaked the non conscious part of the brain and that was
enough to get the sale made.
Wanting what you can't have
One other very powerful emotion is that people want something they can’t
have. I learned a very interesting lessen years ago when I was looking for
buyers. I took out an add out in the Penny Saver and a fellow Realtor told me
that when people called on the add, I should be very selective on who I decide
to work with. When I received calls that I did not feel were a good fit for me,
I told them that they were better off with another Realtor. I was amazed at how
many of those people still wanted to work with me after I rejected them. It was
amazing and it made me realize how powerful an emotion wanting something you
can’t have was. Using that when renting a property is a great tool. The way I
do it, is I have multiple people show up to see the property at one time. That
way, potential Tenants feel an urgency and fear that others will beat
them to the punch. This method works very well.
Using different psychological approaches can make a big
difference in how quickly you get your property rented. When you do get those
potential Tenants in the home and your home meets the criteria of the conscious
part of the brain, then make sure you pique the interest of the non conscious
part of the brain.
A.D. Cantelmo Property
Management Specializes in Property Management in Orange County
Ca.