When you’ve just posted a photo on social media, do you find it hard to stop checking your phone? Like glancing at it every sixty seconds to see if your pic has more likes and comments? There’s a reason for this: dopamine.
Not to get all sciency on you, but your brain’s functioning determines your behavior in ways you may not realize. Dopamine is the chemical that is released in the brain after something pleasant. The happy, exhilarated, contented feeling that you’d get from eating a hot glazed donut, hugging a cute puppy, or seeing your favorite baseball team hit a grand slam? That’s due to a rush of dopamine. Seeing a text, getting a Facebook like or an Instagram comment triggers the same effect in the brain. Once this happens, the brain wants more.
Basic sales training has forever instructed that if you can get a customer saying yes to small things early in the presentation, when it comes time to ask for the sale the customer is more likely to agree to it too. Dopamine explains why. If we can get this happy action going in our prospective residents’ brains, we improve our chance of their moving in to our communities, and keep them content once they’re there. The dopamine effect gives them happy associations with the property and us.
Seek small ways to make that ZING! effect happen:
Your new goal: Deliver such a positive and dopamine-rush filled presentation that prospective residents won’t need or want to look at their phones to feel good about the time they spent with you. This will be your new competitive advantage.