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Originally appeared inNew Mexico Apartment Report Vol. 5.2 - Q2’98
Niche - n. [FR. Niche, from L. nidus; a nest.] a place or position particularly suitable for the person or thing in it. Does this definition fit your property? Is your manager tired of competitive rent concessions and brutal tenant incentives? Would you like to improve your community's occupancy without competing directly with your neighboring community? Historically, most apartments market like the gas stations across from each other on different corners. As one raises or lowers its rent, the others follow. Only recently have gas stations focused on offering additional services (like car washes, pay at the pump, grocery stores, etc.), rather than immediately lowering the prices to ensure market share. The shotgun marketing techniques of the past are no longer effective, and even large retailers are moving towards “narrowcasting” their marketing to specific clientele. By becoming aware of national, regional, and local trends, "property positioning" allows you to take advantage of what tenants are seeking. In working with you, our property position analysis identifies your property’s strengths and weaknesses, identifies your prospective tenant profile, and focuses on what level of services and amenities to offer. Best of all, Property Profiling can be delivered to you via email, fax, or snail mail. Property Profiling is available for as little as $1,500, and can be completed in as little as two weeks. Interested? Call Todd at 505-883-7676.

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by Todd Clarke CCIM (www.nmcomreal.com/nmcomreal)
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