Selling the Hallmark Way
Do you have a “guilty pleasure” for the Holiday season? You know, the one thing that you like to do during this time of year that you don’t always admit to the people around you? For me the guilty pleasure is watching Christmas movies. Lots and lots of Christmas movies.
In addition to the classics like It’s a Wonderful Life, Miracle on 34th Street, A Charlie Brown Christmas and A Christmas Story, my favorites are the ones shown on the Hallmark Channel. Some of you are reading this and you’re totally with me, while some of you are thinking, “Hallmark? Really? Who watches those movies anyway?”
The truth is millions of people watch “Countdown to Christmas” on Hallmark Channel each year! According to Crown Media (the parent company of Hallmark) 75 million people watched their Holiday movies in 2015. The demand for the movies has been so great that while Hallmark Channel debuted only six original Christmas movies in 2010, in 2016 that number jumped to 22!
Yes, they are formulaic, schmaltzy, corny and very predictable; but that’s what makes them so appealing to the millions of people who watch them.
I know that some of you are wondering, “What does this have to do with leasing apartments? How does this help me?” I’ll show you!
The creators of these movies give us a glimpse into what motivates people. After all, if these movies weren’t touching people in some type of meaningful way, they wouldn’t keep making more and more of them! Here are some lessons that you can use that will help you with your prospects …
Lesson #1: There’s no place like home!
There is something immensely powerful about “home” isn’t there? Home is where you are supposed to be loved, accepted and known! Home is where you feel comfortable. Home is where things just feel right. This is why so many Hallmark movies have the main character go home again, after being away for some time. The hero discovers (or re-discovers) the power of home and family.
Every time you meet with a prospect do your best to help them feel like they’re already part of your family and that they’re home.
Lesson #2: Sometimes you wanna go where everybody knows your name
When the main character in a Hallmark movie comes home, she is usually greeted by the people of her small town that are so happy to see her again. She stops into “Millie’s Diner” and Millie says, “Hi Melanie! Here’s your coffee, just how you like it!” The owner of the corner store gives her cookies to take home to her dad. She realizes that people actually notice her. Not because of what she does, but because of who she is. She likes that people know her name wherever she goes.
We are all driven by the need for connection! We all want to feel loved, cared for, noticed and understood. We want to feel important and that we matter. So, show your prospects that they truly matter! Act like you’re happy they walked into your office (even if it’s 5:58pm and you just want to go home!) If they tell you they’re not moving for six months be excited to help them anyway! Do what you can to make them feel valued, cared for and understood! (And yes, use your prospect’s name during the presentation-but you already knew that!)
Lesson #3: Don’t give up!
During a two hour Hallmark movie, there is usually some type of big conflict around the hour and a half mark. This often involves the main character breaking up with the romantic interest, or leaving the small town and going back to the big city. After the moment of conflict the main character has to decide what s/he is going to do. What makes these movies satisfying is that the lead character always chooses to push through difficult circumstances, or are persistent in following his/her dream, and/or they choose to take the risk we all want them to take.
The takeaway for you is that you need to have the same persistence with your prospects! Surveys have shown that 60% of prospects will not make a decision within 30 days of visiting your community, so if they don’t fall in love with your community right away, don’t give up and follow-up!
Lesson #4: Let them be a part of a “feel good” story
People love Holiday movies because they make them feel good! I mean, even Lifetime airs movies with happy endings during this time of year. (If you watch Lifetime you know what I’m talking about!) Therefore, make a decision to be the best part of your prospect’s day. Perhaps it’s by being engaging and entertaining. Maybe it’s just by being kind and considerate. Maybe it’s by asking the kinds of questions that no one else does. And especially help them feel great just by finding them the perfect home!
Remember, if you want to win the hearts of your prospects so they rent from you, it all starts with YOU! To modify the famous Hallmark tagline, “If you care enough to give people your very best, they will give you the same in return.”
Now if you’ll excuse me…it’s time to turn on the Hallmark Channel!
(And no, Hallmark did not pay me to write this post!)
