Certifications - Marketing Gold

Date: March 26, 2015 Author: Working Knowledge Categories: Property Management
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It’s a competitive world. Consumer access to information means that 60% of all decisions are made before they talk to you. If you are a property manager trying to appeal to the best possible tenants, how do you take advantage of this?

The marketing term is differentiation, but the easiest way to think of it is of simply being better. But you have to prove ‘better’.

This is where environmental awards and certifications come in. While there have been conflicting studies on whether buyers/renters are willing to pay for greener products & services, there is no discussion on the conclusion that greener buildings care more about condition, appearance and maintenance standards.

As a renter, those are prime criteria for selecting otherwise comparable accommodations. Environmental awards trumpet your stance, and illustrate to potential tenants that you care about the things they care about. And when saying you care isn’t enough, certifications and awards prove that you care.

Promoting these accomplishments is pure marketing gold in appealing to prospective tenants.