I have greatly enjoyed the Dos Equis ad campaign spotlighting 'the most interesting man in the world.' He's like James Bond and George Clooney rolled into one. The idea of being charismatic and interesting to draw others in is an often-used relationship building (and sales) tactic. However, the idea of being the most interesting man (or woman) in the world, and trying to convey the actuality of being that interesting most often are two very different things and have very different results.
When it comes to establishing or solidifying connections with prospects, existing residents, co-workers and even vendors, it is more effective to find out what is important to that person, their expectations, questions, objections, interests, etc. rather than showcase how interesting or fabulous your community, apartment homes, amenities, rental rates or staff are. That information is best and most impactful when used in response to the other person's interests.
In Nicholas Boothman's September 2, 2009 blog post, Humbility, he shares a story illustrating this point exactly:
"Benjamin Disraeli became a Member of the Parliament of Great Britain at thirty-three, and its prime minister at sixty-four. Disraeli's main political rival was William Gladstone, a four-time Liberal prime minister who was renowned for his abilities as a speaker.
One evening, Mr. Gladstone took a young woman out to dinner: the following evening the same woman had dinner with Mr. Disraeli. Asked later what impressions the two distinguished men had made upon her, she replied, 'After dining with Mr. Gladstone, I thought he was the cleverest person in England. But after dining with Mr. Disraeli, I thought I was the cleverest person in England .'"
No matter what the relationship, making the other person feel like 'the most interesting' or 'the cleverest' is more memorable than the most perfectly crafted sales pitch or renewal incentive.
Jen Piccotti is the VP Consulting Services for SatisFacts Research.