There is an old adage in sales, “First impressions aren’t everything; they’re the only thing”. Many times this is true. Think about businesses that you love. If they had left you with a horrible first impression, would you still be their customer? However, those brands that were truly inspired to make every attempt to give you a great first impression were most likely the ones to keep your business.
We spend a lot of time as an industry working on first impressions. Developers try to strategize about the best spot to build, in order to create a great first impression on location. Communities are designed to provide a specific look to engage people upon first sight. We spend thousands of dollars a year on curb appeal and landscaping. Our marketing teams create inviting advertising to impress apartment shoppers. Many of our staffs are given direction on how to look and what to say when prospects come through the door for the first time. We create model apartments to leave prospects with a vision of how their new home can look. All of these things are done to create the optimal first impression.
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