Property managers who claim their point of difference is ‘customer service’ or ‘returning calls’ are doing more harm than good, according to one of Australia’s leading property management coaches.
“These statements are vague, generalised and are really what every property manager should be doing,” claims Darren Hunter of the Leading Property Managers of Australia (LPMA).
Mr Hunter believes most clients see property management departments as the same, which will lead to queries over fees.
“When they see their property management marketing brochures looking the same, and their message the same, it’s no wonder the client tries to force a difference and request a discount on fees,” he said.
A point of difference doesn’t need to change the way the office operates, and there doesn’t need to be lots of them.
“The unbelievable thing is that a department only needs to have two or three real points of difference to be noticed and remembered.
“Be willing to invest to get your points of difference because when the client clearly sees you are different, then the business will roll your way,” Mr Hunter said.
And just mentioning them once or twice is nowhere near enough. If a landlord has to ask you what your point of difference is, Mr Hunter believes it’s not obvious enough.
“The points of difference must be properly promoted to the prospective client in brochures, booklets and as part of your promotional listing kit when at the rental appraisal,” he said.
Darren Hunter will be speaking at the 2014 LPMA conference on the Gold Coast next month – for more information, click here