Which need is your business meeting? #36
When we go to a shop and have a tight budget, our brains naturally guide us to only get the products we need. Not nice to have, not should have, only must have products. When we are financially responsible, this principle holds true whether we are buying food, clothes, deciding on the appartement to buy or rent, etc. What we don’t know is that, that is our brain helping us to prioritize on providing for our most important needs based on our resources.
After several years of study, psychologist Abraham Maslow came up with a theory explaining the hierarchy of our needs. He says that we have different needs, but we only really consider meeting some needs when others are already met.
If I can only afford to buy food on a weekly basis, I will not buy the same things as someone who knows from the beginning of the year that they have enough resources to buy food for the whole year if they want. Their cart will have even nice to have products, while I only have must have ones.
What dictates this difference in our buying habits is that the physiological needs of the resourceful person are already met, that’s why they are allowing themselves to go higher to meet their security, social and even self-esteem needs. For example, what can lead a person to leave their house full of food to go to eat at a nice and expensive restaurant? It is obviously not just about meeting the physiological need of eating, since they can cook the food they have at home to eat. The need met here is more the self-esteem of being able to afford such a nice restaurant. That’s what lead people to post the restaurant they are at on social media.
This is something the person with less resources does not allow themselves to do, since they are still trying to just find food to eat. They don’t care about eating at a nice place; what they want at this level is just to have something to fill their belly.
Many restaurants have understood that and you can see it in the way they market themselves. The marketing is less based on the quality of their food and more on the quality of the environment they provide to eat the food. Actually, many industries have understood this principle: in the ad ‘Think Different’ of Apple, they do not even talk about the quality of their products because they understand that the people they are targeting do not just buy phones because they need to make calls and send messages. Otherwise, people who already have a phone where they can call and send messages would not go for the latest version of the same brand. They fulfil their need of showing their social status by having the latest phone technology can offer. That’s what leads people to spend that extra money. Apple has built their entire marketing strategy on this and that’s why Apple users feel different from others.
In the ad ‘Think Different’, Appel communicates the message that, if you are an Apple user, you belong to a community of people who think differently from others, which for their clients, meets the desire of belonging to a community.
Watch Nike ads and you will see the same principle applied: they rarely talk about the quality of their products. Their ads almost sound like motivational videos. Look at the slogans of companies today: Just do it for Nike, Come as you are for McDonalds. Gillette went from The best a man can get to The best a man can be.
Even when people buy or rent houses or appartements, some are just looking to have a roof over their heads to fulfill their security need while others are looking for much more and understanding that as a real estate investor gives you a competitive advantage.
As a property investor, you will benefit a lot from not only providing security and comfort, but also helping your clients and staff to feel more that by staying at your place, they belong to a family. That can be the deciding factor for a client considering two different properties with similar comfort and with the help of technology, it is very easy to achieve today.
Unlike other property management systems that only focus on the staff’s job, nAcomoda is one that makes even your tenants feel in relationship with other tenants and included in the management of their stay at your property. It is a platform where clients and staff experience the community they are part of in a better way, the link being the property.
To do so, apart from having many features that ease the staff’s job, the system has a client portal where tenants can communicate with the company and with the other tenants, easily auto generate their proof of residence, receive their invoice, pay, send their proof of payment, get their statements, update their profile information and so on. This means they don’t have to ask your staff for things they can get by themselves thanks to the system, which not only improves their experience at your place but also eases your staff workload, allowing them to focus on other tasks to achieve even more.
Clients are the ones who bring money to the business so, we found it quite normal to provide them with a better customer experience.
You can give this experience to your clients starting today by creating your company’s account here. Don’t worry, you have a 100-day FREE trial period so, you have plenty of time to get feedback from your clients and staff to see by yourself how it improves their experience, which leads to happier clients and staff, which leads to more cash in the bank😉.
Thank you for reading me :-)
