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Let Your Neighborhood do the Talking

As a preface to my original post over at mbrewergroup.com - I am by no means implying not to disclose price if your new neighbor asks for it. By all means give it up but get hyper-local first...

Don't tell prospects and residents how much your apartments are - tell them how much you are moved by the neighborhood.

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Tell them about waking up on a crisp fall morning and taking a run in Forest Park just one block over from your apartment. Tell them about stopping back by Velocity Coffee Shop to have a cup of coffee - served by a friendly Barista named Tracy who rarely smiles but wants to. Tell them about the free copies of the New York Times, Wall Street Journal and the St. Louis Dispatch. Tell them about the free wifi. And, oh - it's a bike shop too with cool bike motif everywhere. The bathroom even has a cool chalkboard where you once drew a giant dragon that looked as if it were eating the giant flower someone else drew.

Tell them about Papa John's pizza and Subway at the end of the block where Tony and Charles remember your name and serve you with a smile.

Tell them about Mike and Jean who own Atlas Restaurant located in the heart of the neighborhood and the amazing food and desserts that they serve.

Tell them about The Loop and The Central West End [very cool Saint Louis neighborhood hangouts] being just one mile away and don't forget to mention the friendly cab driver resident who will drive you over while entertaining you with great conversation. Tell them about all the fun nights you had in those neighborhoods.

Tell them about Mr. and Mrs. Wang who own the dry cleaners right next door to Papa John's and how they wash and fold clothes for $0.75 a pound. Tell them how much you love the fact that each Christmas they give your children big canisters of candy as a thank you for your business.

Tell them about the dog park even if you are not a pet lover - not even in the least.

If you haven't figured it out yet, this is the neighborhood that I fell in love with in Saint Louis. Oh yeah, and I lived in a great apartment that overlooked a tree lined street that looks amazing in the fall.

Tell them with conviction how much you love the neighborhood the rest will fall right into place.

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C,

Thank you for taking the time to further the discussion. I think right along the same lines - grocery store proximity is key to me, that and the cleaners. I will sacrifice community and apartment amenities for neighborhood amenities more times than not - price, while important, is third or forth down the line of considerations.

Have a great week.

M

  Mike Brewer

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