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Resident Retention: The Most Interesting Man in the World

Resident Retention: The Most Interesting Man in the World

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.

He is the most interesting man in the world.
He is the most interesting man in the world.

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. 

 
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@Jonathan - Yes - how easy it is to forget we have two ears and one mouth for a reason.

@Sara - Absolutely! It doesn't matter what relationship you're working on, the same rules apply. Thanks!

  Jen Piccotti
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Very interesting post Jen. Well done!

The Most Interesting Man on Careers - http://www.youtube.com/watch?v=wNYHoI47fw0&;feature=related

  Mark Juleen
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Hilarious, Mark! Thanks for sharing such poignant career advice as offered by the most interesting man. It is for that very reason I am not a UFC Fighter or a ballerina.

  Jen Piccotti
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I 100% agree discerning needs as defined by your prospect, resident or secular partner is first and foremost and in the same respect authentically subscribing from your own autobiography in the way of benefits and solutions is equally important. In addition to wanting to feel important one wants to feel they are in good hands and the only way to know that is for one to disclose some of their interesting side.

I want to know that I am leasing from and or renewing with an interesting and engaging property team.

At the end of the day I think the only way to be truly interested in others is to be equally interested in you - not in a selfish respect but more so in a self respectful way. Moderation.

  Mike Brewer
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@Mike - Too true. Self-disclosure and interaction is a good thing, of course. We all want to interact with real, engaging and interesting people with a good balance of give and take. 'Everything in moderation,' and this certainly qualifies. Thanks for your important comment!

  Jen Piccotti
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You know what I find fascinating about people? Their idiosyncrasies; what makes them who they are as unique beings. Those are things that you usually find see come out when people AREN'T focused on talking about themselves because they're not performing. Perfection is boring, and charisma can be just as boring without real humanity behind it.

Nice Post Jen!

  Heather Blume
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Agreed! Thanks Heather!

  Jen Piccotti
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Well said - H. Two people dancing in naked conversation is a beautiful thing. Displace that kind of transparency into a property management office and or into an online conversation and you have the making of successful nonmarketing marketing.

  Mike Brewer
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@Mike - Are we allowed to say "Naked" in this forum?

  Jen Piccotti
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It's a great reminder! I can't tell you the number of times I have shopped a property by phone or in person only to have verbal diarreah about the property thrown at me. The needs analysis is the key to making the prospect feel important and building that relationship! Great post!

  Danielle Jencks
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