I bought a new car back in April of 2014 that offered Sirius within the entertainment center.  I enjoyed the 6 months free service I was given but have not picked up the subscription with them since I continuously play my iPod.  For almost a year now Sirius has been soliciting me with headlines of “You Qualify for 73% off” and “Act Now for this Great Low Rate!”  I get tempted once in a while but what’s the urgency?  They will continue to send me the same thing and I keep waiting for something special. 

Have you seen that same thing in your apartment communities?  I recall listening to a recorded call at one of my leasing offices where the prospect asked a fairly new leasing representative “Do you have any specials” to which she replied “no.”  Then after a brief pause she said “well, we are giving one month free.”  She had been at that site for just over 4 months and that same special had been running continuously.  It wasn’t really a special any longer and its purpose of urgency was certainly not being used.

How many times have you driven by a community or even a store to see the same directional markers, flags or banners stating the same promotions time after time after time.  How can you change it up to get better results?  If it was working the way you wanted it to you would you be running the same special.  Don’t they say that the definition of Insanity is doing the same thing over and over and expecting different results? 

Not everyone has the need to use a special but some markets do.  No matter where you are located, prospects do not want to be sold or pushed in to making a decision.  The number one thing they are looking for is Value!  They want to feel that they are getting the best price.  They like a deal but they want the community to make them feel special.  They want to sign the papers with confidence that they received the best price for the best place that is just right for them.