Feature vs. Benefit

[kfort]

Hello folks, just wanted to share a quick brainstorm I did recently. I've been doing my best to focus on selling benefits vs. emphasizing features of a property. Now I'll be the first to admit, I'm no expert at this(YET), and I actually find it easier to spot the difference between the two in other people's ads vs. my own. But, here is a short list I did for a property I recently rented out.I was also thinking that if others could contribute here perhaps we could compile a sort of 'go to' reference list for folks to use in their own ads. Something like:
his / hers sinks? ---- you and your spouse will love sharing time together in the mornings!



etc.

Please forgive the massive length to this... I did it in column format on Word and it was a giant pain to copy/paste






Feature


Shared Laundry


one bedroom




Large windows


Large fenced yard





New appliances








Close to school








new flooring








landlord




text-align: center;"> new light fixtures



New bathroom everything


Two bedrooms





Parking available





5 minutes from downtown





2 blocks from park with pool








Quiet street





Fenced backyard





No pets





Spacious kitchen





Large bedrooms





Quiet street




Close to school








Well kept





Backyard fenced

ext-align: center;">Close to school / downtown



Accepting applicants with references





affordable





large windows


no more noisy apartment neighbours!!


Benefit


Cheap / Pay less for utilities!!


Live in solitude while you focus on your studies!!


Lots of warm sunshine all year long!!


Lots of room to enjoy the summer months in the privacy outdoors





Hassle free appliances / no worrying about old stinky fridge / stove that sucks up your money in energy costs


Save tons of time and $$ on bus pass / parking with a 5 minute walk to school!! Sleep late and still be on time for class!!


No old musty run down carpet from 1972 full of stains and harmful bacteria.





A landlord who truly cares.





Modern feeling and appearance throughout


Warm inviting modern bathroom

mily: times new roman,serif;">Live with a friend and enjoy reduced living expenses!!

Safe, secure, available parking for your vehicle.





Walk to work or to rec facilities!!





Summertime sunbathing at the pool nearby!! Winter skating at the outdoor rink!! Bring your friends!


Enjoy relaxing evenings in a safe secure home with excellent neighbours


No nosey neighbours when you are enjoying your BBQ!!





No worrying about allergies!! Pet free!!


Book a dinner party, room to entertain!!


Room for all your furniture and still feel comfortable





No noisy neighbours to interrupt your studies.


Never have to start your car and scrape off mountains of snow/ice in the winter





Truly a home you will be proud of. You deserve this level of luxury.


Private backyard


Instant access to SIAST and downtown.





Call xxx.xxxx now to book viewings!! Won`t last!

>Affordable luxury in a proven safe and secure environment.

Bright, warm, and inviting!!


Your very own home, you will truly relax and enjoy the comforts this has to offer.

 

[RedlineBrett]

Very few tenants will bother to read your whole add and they aren't going to pay more because you have a longer add with huge positive spin. In fact such adds often leave tenants wondering 'what's the catch'.



You get viewings through excellent photos, price relative to others and having good size and location. You get signed leases by showing it right away and being clean and professional enough to give the tenant the vibe that you are a fair, responsible landlord that is getting lots of inquiries.

 

[housingrental]

I support Brett's above post

 

[kfort]

I wasn't suggesting longer ads, I was suggesting a database like compilation to help folks like myself who don't always find it easy or natural to write ads that sell benefits and not features.



I know having a go to thread to view examples of the benefits asscociated with the top 4 features of a property that I just purchased would be useful for myself, but perhaps I'm the only one. Being able to quickly reference a couple benefit selling comments on:



location

price

backyard

living rooms

etc



would possibly assist folks in writing their first time ads. I certainly find emphasis on the importance of effective ad writing on here a lot, but no one stop location for examples.

 

[invst4profit]

You may find it helpful, in getting the best respondents, if you include in small print at the end of your add that credit checks are required of all applicants.

 

[Rickson9]

I do feature/benefit for a living since I'm a salesperson.



My customers are surgeons. Many times the features are given to us from our marketing department. Sometimes they even give us a benefit. Many times they don't. The vast majority of times, I need to go out into the field and ask our surgeons how a particular feature translates to a benefit to them or their patients.



Thus I've found it useful to ask the customer (who likes a particular feature) for their perceived benefit. Over time, I keep running total of benefits for each feature. My repertoire builds until I can reference multiple surgeons and multiple benefits. It takes time. And practice.



For example, for his/her sinks, I'm a customer that likes this feature. The benefit for me isn't 'sharing time together in the morning'.



My wife and I both have a lot of crap (e.g. contact lens case, contact lens solution, hair ties, hair dryer, hair spray, hair gel, floss, toothpaste, make up remover, lipstick, etc. ad naseum). The benefit for us for his/her sinks is that it gives us a lot of room so we don't have to get in each other's face to get to our stuff. She has her space and her stuff. I have my space and my stuff. Lots of room. More efficient to get ready. But that's me.



Best regards.

 

[kfort]

It has become abundantly clear my intentions were camouflaged...

This is not my ad. This was my 15 minute rambling brainstorm trying to list some features, and their corresponding benefits. If anyone else would like to ad to the above list feel free. My actual ad looked far different save a few of the above phrases. And yes, it contains mention of credit check (as does my auto reply pre-qualifying questionnaire)

 

[kfort]

Thank you Rickson9, that is more what I was getting at!

 

[Rickson9]

My advice is not to create your own benefits unless you personally really really love that feature. Get your customers to do the work. Do they like [feature]? If so, what about it makes their life easier/better? Listen. Thank them for sharing. Remember. Good luck!



Best regards.

 

[housingrental]

Hi Rickson

Great post!

Thanks for taking the time to share your knowledge!!!