April 2024

Psychological Pricing Strategies for SMB Owners

Psychological Pricing Strategies for SMB Owners


Here is a list of my favorite Psychological pricing techniques you can implement TODAY.

Price Anchoring

Price anchoring refers to the practice of establishing a reference point (the “anchor”) for a product’s price, which consumers then use to assess the value of other options.

It’s effective because consumers tend to rely heavily on the first piece of information offered when making decisions. E.G., a higher price.

This strategy works when showcasing pricing OR when on a sales call.

 

Psychological Pricing Strategies Psychological Pricing Strategies

Charm Pricing

Charm pricing involves ending the price with .99 or .95 rather than a round number.

In their minds, consumers round .99 down to the nearest dollar amount.

That means they perceive a product priced at $4.99 to be closer to $4 than $5, making it seem like a bargain.

 

Psychological Pricing Strategies Psychological Pricing Strategies

 

Decoy Pricing

Decoy pricing is a strategy where a company presents an option that is not meant to be chosen but serves to highlight the attractiveness of other choices.

The decoy price makes the target product appear more valuable, encouraging consumers to choose it over competing products.

Haven’t you ever been in a store and thought “Duh, it’s obvious which to choose”?

That might have been decoy pricing!

 

Psychological Pricing Strategies Psychological Pricing Strategies

Artificial Time Constraints

Artificial time constraints involve creating a sense of urgency to prompt immediate purchase decisions.

Examples include limited-time offers or flash sales.

This strategy capitalizes on consumers’ fear of missing out, encouraging quicker buying decisions.

 

Psychological Pricing Strategies Psychological Pricing Strategies

 

Price Slashing

Price slashing involves a significant reduction in the original price.

By showing both the original and the reduced price, businesses can highlight the value a customer is getting, increasing perceived value and encouraging purchases.

This strategy is interesting because the showcased price IS typically the price.

 

Psychological Pricing Strategies Psychological Pricing Strategies

Price Appearance

The way a price appears can also influence purchasing decisions.

For instance, a price presented in a smaller font size or without a dollar sign can seem less daunting to consumers, subtly encouraging sales.

Or by removing the .00 from the end of a price, it can be perceived as less (because it’s got fewer numbers).

 

Psychological Pricing Strategies Psychological Pricing Strategies

Innumeracy Pricing

Innumeracy pricing takes advantage of consumers’ struggle with processing numerical information.

For instance, “buy one get one free” deals may seem more attractive than simply 50% off, even though the value offered is the exact same.

 

Psychological Pricing Strategies Psychological Pricing Strategies



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Process from Start to Finish

Process from Start to Finish


Heard that you can score a great deal when you buy a foreclosure home for real estate investments?

Buying foreclosed homes soared in popularity during the Great Recession as a wave of foreclosures hit the market and drove down prices nationwide. While foreclosure rates since then have fallen—270,222 in 2023, a steep drop from 2019’s numbers—there are always people who default on their mortgages.

And for real estate investors and homebuyers alike, distressed properties spell opportunity.

But learning how to buy foreclosure properties isn’t as simple as TV shows make it out to be. To begin with, you have to understand the foreclosure process — and how the strategies for buying foreclosures differ at each phase.

 

Home Foreclosure Process

When a borrower defaults on their monthly mortgage payment, it triggers a lengthy legal process:

StageDescription
Missed Payment Outreach

15 days late: Informal notice sent by lender.

36 days late: The lender must reach out again.

45 days late: Written demand letter sent, including loss mitigation and repayment options.

Notice of Default

90 days: Official notice of default after three consecutive missed payments.

120 days: Legal foreclosure action will be initiated.

Filing of Foreclosure ComplaintThe bank hires a law firm to file a lawsuit in court. The borrower now owes legal fees in addition to late fees.
Notice of Trustee’s SaleThe lender’s attorney schedules a foreclosure date and sends an official notice to the borrower. The foreclosure sale is advertised publicly.
Trustee’s Sale (Public Auction)Property is auctioned, typically at the local courthouse. Bidding often starts at the total amount owed, including late and attorney fees.
Transfer of Legal OwnershipIt can take a couple of months from the sale until the deed ownership changes hands.
EvictionThe new owner must go through the eviction process to remove the previous homeowners if they remain as squatters.
Real Estate Owned (REO)If the lender acquires the property at auction, it is listed for sale through a real estate agent.

 

How to Buy a Foreclosure Home

The strategy and steps to buy a foreclosed home depend on the stage of the foreclosure process when you choose to buy.

 

Buying Short Sales

In the early stages of mortgage default, homeowners — and their lenders — have more flexibility. If the property is upside-down, the lender may agree to a short sale: a loan payoff lower than the balance owed.

But lenders are fickle, bureaucratic beasts, and you can expect extra red tape in the short sale process. It’s also hard to find good deals on properties offered on short sales, as lenders are loath to discount the loan payoff below the property’s market value.

Some investors find a way to make it work, but most opt to target pre-foreclosure homes instead.

 

Buying a Pre-Foreclosure Home

Once the lender hires an attorney and files for foreclosure in court, there’s no more Mr. Nice Guy. The borrower has had at least four months to bring their loan current, agree to a payment plan, or sell the home, and they haven’t done any of those.

Now the homeowner is under the proverbial gun, with an auction date looming. They need to sell now or lose their home at auction.

That urgency can make for motivated sellers. But it also puts you on a tight timeline to secure financing and settle.

When I first started investing in real estate, I bought pre-foreclosure homes. I found that the overwhelming majority of distressed homeowners didn’t want to sell — they wanted to stay in their homes.

You can offer to buy their home and lease it back to them, as one way to get their attention. You then enter an installment contract for them to rent the property from you and buy it back.

If you really want to get creative, keep their mortgage in place and use a wrap-around mortgage to finance your portion. That works especially well if they have a low-interest mortgage in place.

As for where to find pre-foreclosure homes, you can always go to the courthouse to look up foreclosure filings directly, but that’s a lot of work. Alternatively, just use an off-market distressed property platform like Propstream or Foreclosure.com.

 

Buying at Foreclosure Auctions

Anyone can show up and bid at a public foreclosure auction. You just need to provide proof of funds for the down payment — often a bank check made out to yourself, which you can later cancel.

The problem, however, is that you can’t see the inside of the property. The bank doesn’t own it at that point; it still belongs to the defaulting property owner. So you have no idea what kind of condition the property is in. It could look perfect on the outside and be a shell on the inside.

Or it could be pristine. You just don’t know.

Unless,  of course, you do. If you have previously gained access to the property, for example by meeting with the homeowner there to discuss options for selling, then you have insider information.

Remember, the lender typically sets the opening bid at the total amount owed on the loan. At this point, that includes massive late fees and legal fees. Only bother bidding at foreclosure auctions where the property still has plenty of equity.

 

Buying Bank-Owned REO Properties

If no one buys the property at public auction, the lender buys the property themselves.

After jumping through the legal hoops to take ownership of the deed, and possibly evicting the former homeowners if they refused to leave, the bank then hires a Realtor and decides whether to sell the property as-is or do some repairs first. Then it goes on the market, listed on the multiple listing service (MLS).

At this point, anyone can walk through the property and make offers. If the property needs significant repairs, you’ll get the “Needs TLC” price, but that’s still the market price for the property. You’re bidding against every other Tom, Dick, and Harry out there.

Unless, of course, you can get a first glimpse of these bank-owned properties. While huge corporate banks follow procedures to the letter, local and regional banks are more accessible. There’s probably one person in charge of REO properties at these banks, and if you can establish a relationship with that person, you can sometimes get first access to their REO list before they go through the hassle of hiring a real estate agent.

It makes sense for the bank, too. They get to sell the property faster, without having to pay a realtor’s commission on foreclosure listings.

Read more about how to buy REO properties if you like this strategy.

 

Buying Government-Owned Foreclosure Properties

What happens when homeowners default on government-backed loans, such as FHA loans and VA loans?

If no one buys them at auction, the government takes them back instead of the lender.

Expect some extra steps and red tape, of course; but in exchange, you can sometimes score a great deal on government-owned foreclosed properties. You can view the list of government REOs on the Department of Housing and Urban Development (HUD) website.





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As graffiti moves from eyesore to amenity, landlords try to cash in

As graffiti moves from eyesore to amenity, landlords try to cash in


Julian Phethean’s first canvas in London was a shed in his backyard where he covered the walls with bold lettering in spray paint. When he moved his art to the city’s streets in the 1980s, it was largely unwelcome — and he was even arrested a few times.

“We had nowhere to practice,” he said. “It was just seen as vandalism.”

These days, the canvases come to Phethean, better known as muralist Mr Cenz. Recent facades, which he shares with his sizable following, have included an abstract mural on a Tesla showroom and a portrait of Biggie Smalls, sponsored by Pepsi Max.

“I never would have envisioned that I’d be able to do it for a living,” he said.

Landlords wanting to attract young professionals once scrubbed off the rebellious scrawls. That was before graffiti moved from countercultural to mainstream. Now building owners are willing to pay for it.

From Berlin to London to Miami, the wider acceptance of graffiti has attracted developers looking to expand into trendy areas, companies wanting to relocate to hipper neighborhoods and brands seeking creative ways to advertise their products.

But that attention to once overlooked neighborhoods has pushed up rents, leaving artists, fans and local officials with a quandary: What happens after the street art that brought character becomes commodified?

Contemporary graffiti traces back to the anti-establishment expression of the 1960s and 1970s, when anyone with a can of spray paint could tag the sidewalks of Philadelphia and the subway cars of New York. In Soviet-era Berlin, protesters splattered the west side of the wall while the east side remained blank — until it fell in 1989, opening vast new canvases overnight.

The gallery world took note, but it was social media and the fame of artists like Banksy, Vhils and Lady Pink that propelled it to a wider audience. What followed was a movement that experts say has been reproduced from Australia to Argentina, as street art added to a neighborhood’s cultural cachet.

Take Shoreditch in east London as an example: Decades ago, developers deemed it a rundown industrial area. Still, it was a sanctuary for artists who made use of cheap rents to build a creative enclave.

“What artists bring is a sense of buzz: newness, creativity, trends,” said Rosie Haslem, managing director of Streetsense UK, a consulting agency. “Hipsters attract more hipsters who have more money and are able to start paying higher prices.”

That buzz also drew developers and companies that sought to leverage the popularity of Shoreditch. A former tea-packing plant now hosts a branch of the private members’ club Soho House. Down the road is Amazon’s largest corporate office in the region.

Spray painters still add political messages to the mosaic of artwork in east London. But they are nestled between more commercial interests: hand-painted campaigns sponsored by L’Oréal, Sky and Adidas, and street tours that treat the art as a tourist attraction.

Many campaigns are from agencies that act as middlemen between artists and the businesses interested in their work.

“We were splashing around in the water and a wave came,” said Lee Bofkin, a co-founder of Global Street Art, a London advertising agency. In the decade since its inception, it has grown to more than 30 employees, and Adidas, Moncler and Valentino have leased its walls.

Developers are responsible for a chunk of the 300 or so murals splattering Miami’s Wynwood neighborhood. The windowless walls of the former garment district had long appealed to graffiti artists, but one developer helped drive the 2009 opening of the Wynwood Walls, an open-air gallery visited by 3 million people each year.

“We had to find a carrot to try to bring investment into the area,” said Manny Gonzalez, the executive director of the Wynwood Business Improvement District. Street art, he said, was the lure. “We knew that we needed to keep the art.”

Five years ago, there were no office buildings in Wynwood. Now, tenants include Spotify, accounting firm PwC and the venture capitalist Founders Fund. Sony Music has leased office space there. And tech companies from San Francisco and New York are coming, Gonzalez said.

Those employees will need somewhere to live, and developers are betting they stay local. At the forefront is the Related Group, a developer that has built a “market rate” co-living apartment building with a rooftop pool and a distinctive mural by artist El Mac. Last year, Related broke ground on luxury condominiums, and it commissions artists to add visual flair to its buildings.

“Every lobby, every hallway, common space, public area of the building has art in it,” said Patricia Hanna, art director at Related. “The philosophy is to continue what Wynwood is.”

For investors, backing buildings in these districts is paying off. In Shoreditch, leasing a prime workspace cost about $90 per square foot in the last quarter of 2023, according to CBRE, 112% higher than the same quarter in 2008. Rents in the City of London financial district increased 40% in the same period.

The asking price for office leases in Wynwood was about $80 per square foot in the fourth quarter of 2023, 83% higher than the average in Miami-Dade County, according to Colliers.

The east side of the Berlin Wall in Friedrichshain is now an open-air gallery, and the average rent in the area has doubled in the past 10 years, higher growth than in neighboring districts, according to Savills.

Developers have tried to bring that artistic buzz to other neighborhoods: One popular exhibit, The Haus, was hosted in a former bank by a developer, Pandion, which later replaced the old building with sleek condominiums. All of them have sold.

A large outdoor facade could cost six figures, said Charlotte Specht, a co-founder of Basa Studio, an agency in Berlin that has helped street artists collaborate with brands like Maybelline and Netflix. Brands eager for campaigns have a demographic in mind for their target customers: “They use Uber, they have an Apple Mac, they get their latte to go, they travel,” Specht said.

Street art had acted as “a powerful engine” to turn some neighborhoods into economic and cultural centers, said Thomas Zabel, managing director of Savills Germany. “Everybody wants to live there.”

But officials are wondering how to regulate street art, and whether the commercialization changes a neighborhood’s identity.

In Lisbon, Portugal, a municipal body called the Urban Art Gallery presides over new creations, resulting in a visual feast: Street art is splashed on walkways and train stations, and officials have pushed street art festivals and tours to beautify the city’s rougher neighborhoods. International students, digital nomads and foreign investors have rushed in.

Researchers say Lisbon has successfully used that art to brand itself as a hip destination. But its revival is divisive for the city’s less privileged, who argue that they have been pushed out of their homes.

In Wynwood, property owners promise that they intend to preserve the neighborhood’s artistic heritage. New buildings must include some art on their facades, and hand-painted advertisements are illegal.

But those regulations, some say, have led to diminishing organic spaces for artists, who cannot make the most of sponsored opportunities. “The developers become gatekeepers to some extent as to what the public gets to see,” said Allison Freidin, a co-founder of Miami’s Museum of Graffiti. “And you hope that the developers make a great decision.”

A harder-to-quantify cost is the displacement of residents who can no longer afford to live there.

“It’s really seen as a success story: Oh, look how art transformed this desolate area of a wasteland into this beautiful successful hipster area with restaurants and tourists,” said Rafael Schacter, an anthropologist at University College London. The art, he believes, has been complicit in erasing communities for not being “the right kind of people.”

Residents have pushed back. In Kreuzberg, a cultural haven near Berlin’s old wall, residents criticized the opening of a Google tech incubator, which eventually moved elsewhere. Artists there have painted over their own murals to protest gentrification and voiced concerns over sponsored content’s replacing public art. In Los Angeles, graffiti artists risked trespassing charges to slather an abandoned luxury tower, which, in turn, has boosted curiosity toward it.

Aware of the tensions, businesses have started charitable arms that their commercial projects help fund. Some, including London’s Global Street Art, paint murals in local neighborhoods. Others, such as Basa Studio, say they want to help artists get paid fairly for their contributions.

But places like Shoreditch have already lost their edge as they have turned mainstream, said Haslem of Streetsense, the consulting agency. “The risk in commodifying or commercializing some of this graffiti is you end up sanitizing it,” she said.

“It’s a double-edged sword,” Dean Stockton, who has painted for years under the name D*Face. He was disconcerted by the number of tourists on buses who stared as he worked on a recent Wynwood mural with the words “I WANT TO LEAVE.”

“If you are going to dance with the devil,” he said, “make sure you are getting paid handsomely.”



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Boosting Your Small Business Visibility with Digital Signage

Boosting Your Small Business Visibility with Digital Signage


Did you know that digital signage gets more than 400 percent more views than static signs? With that astronomical number in mind, it makes complete sense to incorporate it into your marketing and advertising plan. As a small business, you need visibility in your field and digital signage is an impactful marketing and brand tool. So how will it boost your business? Kitcast.tv can help. Here’s how. 

Attract New Customers

Digital signage has a proven record many times over of being an effective way to attract new customers because it is eye-catching and engaging. Potential customers are attracted to a digital sign over a paper or fixed sign for the following reasons

  • Visual appeal – especially with moving images and bright colors. 
  • Location – a digital sign can direct customers straight to you. 
  • Interactive – give your customers an experience, not just an advertisement. 
  • Timely – deliver important messages for specific times of day, as well as specific events. 
  • Enhance word of mouth – people will talk about a digital sign to others, more than they will a static sign. 
  • Integrate with social media – add your social media handles to your sign to bring in even more traffic. 

Engage Your Customers

Having attracted potential customers, the goal is to convert them into sales by keeping them engaged with your small business and what it can offer them. Incorporating digital signage can be a powerful way to create a positive relationship with your customers. 

  • Target your message – customize your content based on your audience.
  • Interactive – get your customers involved with QR codes, surveys, and touchscreens. 
  • Updates – real time updates provide relevance to your customers. 
  • Education – give your customers vital information regarding your business and its goods and services. 
  • Emotional connection – use stories and images that resonate with clients, creating a positive relationship with each of them. 
  • Increased dwell time – not only will you bring customers in, but they will stay longer. 

Increase Sales

Th goal of any small business is to make sales and profit. Research finds that digital signage is an effective tool in these goals by influencing a customer’s buying decisions. How? Keep reading to find out. 

  • Prominence at check out – digital signs near the checkout points encourage last minute purchases, but can also be used to display sales, promotions and specials. 
  • Path to purchase – use digital signage to direct your customers through your store, which makes products more visible and increases impulse buys. 
  • Upselling – use your signs to suggest specific products or services, leading to more purchases. 
  • Increase urgency – digital signs can be used to promote limited time specials or exclusive offers, encouraging customers to make a purchase. 
  • Seasonal offerings – align your signs with special deals and discounts for holidays and seasons. 

Make the Most of Your Marketing Budget

A marketing budget should be used judicially. There should be greater investment in methods that are known to produce the desired results. What delivers the greater benefit for the lower cost? There also needs to be an eye on longevity and future benefits. Some methods offer slow burn and others a big but short-lived bang. Digital signage can help in a variety of ways. 

  • Instant updates – you can change the signs with ease, no printing or hanging required. 
  • Multiple campaigns – use your digital signs to market a variety of campaigns all at one time. 
  • Sustainability – save money and resources on paper, printing ink and manpower by using a digital sign.
  • Enhance your brand – being environmentally conscious can boost your reputation and create positivity to go with your brand. 

Build Your Brand and Image

When you run a small business, it can be difficult to become the most well-known or easily recognizable brand in your field or local area. Using digital signage puts your brand and image at the forefront of people’s minds when they shop. To create that lasting impression, put your signs to work for you. 

  • Unify your brand – use your signs to bring a cohesive nature to your colors, logos, brand and image. 
  • Build an emotional connection – when your image resonates with customers, you build a relationship that creates and cements brand loyalty. 
  • Share your story – give your customers everything about your small business to help build credibility and showcase shared values.
  • Share customer feedback – digital signs are effective in sharing positive commentary from your customers.
  • Fresh content – with a digital sign, it’s easy to update information quickly and timely to maintain a customer’s interest. 

Content Delivered in Real Time

What could make your business more relevant and easier to adapt for your customers than providing real time updates, such as weather impacts, brand new products, fresh deals and discounts and more. Use your signs in the following ways.

  • Advertise sales – holiday sales, special events, etc. 
  • Flash sales – get rid of extra stock and let customers know when you are doing so. 

Put Data to Work for You

Another great advantage of using digital signage is that you can collect data on its use, maximizing it for your purposes. 

  • Track engagement – this will tell you what types of signage to keep using and what might not be working for you. 
  • Adapt – use tracking data to modify and tweak your digital signage, based on the numbers and stats you collect.

Conclusion

Digital signage is beneficial in boosting visibility for your small business. Using it strategically across your operations can increase your customer base and profits.



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10 Ways to Create Real Estate Equity Faster

10 Ways to Create Real Estate Equity Faster


Remember the story of The Little Red Hen?

She wants to bake bread, and at every step asks her friends for their help, but they all find excuses to avoid helping. Eventually she gets it all done herself and when her friends want to help her eat the bread, she says no.

The hen created something of value through work. She put in all the sweat equity over time – and she got to reap the reward.

Real estate equity works similarly. It takes knowledge and labor to find good deals on rental properties, and some work to manage them. But that knowledge and labor creates a barrier to entry, preventing every Tom, Dick, and Harry in the world from competing with you to invest in real estate.

Which in turn means you can earn higher returns on real estate investments than easy, universally accessible investments like stocks and bonds. Higher returns in the form of monthly real estate cash flow, higher returns from flips, and higher returns through building long-term real estate equity.

Here’s what you need to know about building equity in your properties, why building equity in your home is a good thing, and how you can build real estate equity faster.

 

What Is Real Estate Equity?

Real estate equity, whether in your home or an investment property, is quite simply the difference between what you owe on your mortgage and what the property is worth.

For example, if you own a property worth $150,000, and you owe $100,000 on the mortgage, you have $50,000 in equity.

Keep in mind that real estate equity exists on paper only. Tapping into it and actually accessing real cash from it requires you to either sell the property or borrow against it, both of which take time and cost money.

This means that your equity on paper and the actual cash you could access remain two very different things. If you were sell that property worth $150,000, you might incur $10,000 in closing costs such as Realtor fees, recordation fees, and other costs. So despite having $50,000 in equity on paper, you couldn’t actually walk away with $50,000 in your pocket by liquidating.

 

Reasons for Building Equity

Real estate equity offers multiple benefits to you as the owner, depending on your goals. You’ll have the opportunity to sell the property for capital gains of course, since that equity is essentially going into your pocket as a nice check at the time of sale. But the advantages don’t end there.

Another option is to tap into equity to buy more properties, using either a HELOC (try Figure, which even offers rental property HELOCs) or a blanket loan (try Visio). You get to leverage the equity you’ve accumulated in your existing rental properties or home to keep building your portfolio of assets.

If, for example, you wanted to use the equity in your home to purchase another home as a rental unit, you could use a HELOC and would only be required to make interest-only payments for the first ten years. This allows you time and flexibility for building real estate cash flow and any upgrades that might need to be made in the beginning.

You can also tap into real estate equity to take out a blanket loan instead of making a down payment. The lender secures a lien against your property with equity in it, in lieu of requiring a down payment.

Or maybe you’re looking to reach accredited investor status. Unlike home equity, equity in investment properties counts toward your net worth for qualifying as an accredited investor.

Building equity in your home is a good thing because the more equity you have, the more of your home you actually own, and the more money you’ll have available to invest and keep growing your wealth.

Other Creative Financing Options For Creating Equity

There’s a whole world of creative financing options that you can explore to build your equity. Don’t feel the need to limit yourself to the ones you know; explore your options and find out what fits better for your situation. Here are just some of them. 

Financing OptionDescriptionProsCons
Seller FinancingThe seller of the property provides financing to the buyer, acting as the lender.Easier qualification, flexible termsPotentially higher interest rates
Lease-to-Own AgreementsThe buyer leases the property with an option to purchase it in the future. Part of the rent goes towards the purchase.Builds equity over time, trial period for propertyHigher monthly payments, risk of losing equity if not bought
Home Equity Line of Credit (HELOC)A revolving line of credit secured by the equity in your home.Flexible access to funds, low interest ratesRequires sufficient home equity, risk of foreclosure
Cash-Out RefinanceRefinancing an existing mortgage for more than the owed amount and taking the difference in cash.Lower interest rates than other loans, one loan paymentExtends mortgage term, closing costs
Hard Money LoansShort-term loans from private investors or companies, based on the property value rather than creditworthiness.Fast approval and funding, flexibilityHigh interest rates and fees, short repayment period

 

10 Ways to Build Real Estate Equity

Like the Little Red Hen, there are plenty of ways you can boost your equity and build it faster in your properties. Here are ten creative ways to build real estate equity fast.

 

1. Make Property Updates

Adding value directly to the property will immediately build equity in a home. Cosmetic updating, rather than renovating, usually offers the highest rate of return, according to the research by Remodeling Magazine. Rather than gutting an entire kitchen, which only adds an average of 51% of its cost to the value of a home, simply painting a neutral color and updating fixtures and appliances brings an 81% return.

Everyone wants to live in a modern-feeling home, but not everyone agrees on style decisions, so keep it neutral and new.

Storage space is always a hot commodity. No one likes hanging their best suit or formal dress in the unfinished basement with the smelly shoes, so extra storage and organization will always add value.

For more information, consider these preferred upgrades:

Aspect of HouseDescription
KitchenKitchen remodels offer a high return on investment, modernizing this space can significantly increase home value.
BathroomsUpdating bathrooms can greatly enhance a home’s appeal and value, especially if they are outdated.
Exterior (Curb Appeal)Improvements like landscaping, exterior painting, and door replacements can boost a home’s first impression.
Energy EfficiencyUpgrades such as better insulation, modern windows, and energy-efficient appliances can make a home more attractive and eco-friendly.
Usable Square Footage (e.g., finishing a basement)Adding living space, such as finishing a basement, increases the functional square footage and appeal of a home.

Making smart property updates will not only increase the value of a home, but will help the property sell for a higher rental price if you’re currently using it as a rental. There is an upper limit though, so stick to property upgrades that are genuinely necessary, not vanity projects.

 

2. Adding a Rentable Unit

Remodeling a space over the garage, the basement suite, or adding an income suite or accessory dwelling unit can help you produce more rental income. You can even do this with your own home to house hack and live for free!

You can take that extra income and add it to your current mortgage payment every month to accelerate building equity in your home.

By boosting the income your property can generate, it boosts your rental property’s value. Income suites also add to the value of your home, as accessory dwelling units continue to grow in popularity.

Of course, these are cost/benefit dependent. Generally, the basement suite or apartment over the garage are a much less expensive investment, since the structures already exist. However, adding an accessory dwelling unit in your yard gives you a little more privacy in your space. And nowadays you can even buy relatively affordable kits on Amazon that you can build yourself within a few days.

Either way, the extra money added to your mortgage every month is paying down the principal and building that home equity fast.

(article continues below)

 





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Why it’s so expensive to live in Phoenix

Why it’s so expensive to live in Phoenix


PHOENIX — In the five years since they began their life together in the desert sprawl of greater Phoenix, Devon Lawrence and Eren Mendoza have bounced from one itinerant home to another.

They have camped alongside a freeway off-ramp, using a gas station sink as their bath and a plastic tarp as their refuge from the relentless sun. They have slept on an air mattress in a friend’s living room. For the last two years, they have crammed into rooms at motels, paying as much as $650 a week.

Mendoza and Lawrence are both 32, and both have jobs. She works at a supermarket deli counter. He stocks shelves at a convenience store. Together, they earn about $3,500 a month. Yet they have been stymied in their reach for a modest dream: They cannot find an affordable home in a safe neighborhood in Phoenix, where rents have roughly doubled over the last decade.

“These prices are just wild,” Mendoza said. “It’s pretty much all anybody talks about. The fact that a dual income can’t support us is insanity.”

The impossible arithmetic of housing is a potent source of economic anxiety in Phoenix and many major U.S. cities — a reality that could influence control of the White House.

Arizona is one of six battleground states likely to determine the result of the presidential election. Its unemployment rate was only 3.7% in February, lower than the 3.9% national rate. Inflation has slowed. In the Phoenix area, optimism is buoyed by $60 billion in investments in factories that make advanced computer chips — a Biden administration talking point.

But polls consistently reveal economic pessimism, threatening President Joe Biden’s tenure. More than half of Arizona voters rated economic conditions as “poor,” and an additional one-fourth as “fair,” in a New York Times/Siena College poll of battleground states last year.

National polling in February found improving assessments about the economy yet worsening evaluations of Biden’s performance. More than 90% of respondents who rated the economy poor or fair had a negative view of the housing market. Biden has recently outlined proposals to lower the costs of homebuying while spurring the construction of affordable options.

Arizona exemplifies the stress over housing. Over the past decade, the allure of suburban life under cloudless skies has swelled the population of greater Phoenix to 5 million from 4.2 million, according to census data. The influx pushed housing prices steadily higher.

At the same time, restrictions on development, public opposition to growth and severe disruptions to the supply chain for building materials limited the construction of new housing. This is especially so for lower-income households because their profit margins are limited and they depend on subsidies.

Since 2010, the number of rental properties available for $1,000 or less in greater Phoenix has declined 86%, according to the Maricopa Association of Governments, a regional planning agency. The number of homes selling for $300,000 or less dropped 73%.

Those sorts of properties “used to be the majority of our market,” said Amy St. Peter, the agency’s deputy executive director. “They are virtually nonexistent now.”

For lower-income households, the mass disappearance of affordable housing has produced a wave of evictions, a surge of homelessness and desperation.

Even for people of greater means, an atmosphere of crisis grips housing. As the price they must pay to become homeowners soars, young professionals with six-figure incomes are taking on extra jobs and longer commutes.

Real estate agents — a professionally optimistic lot — cannot shake a gnawing sense of futility.

“Most people making $45,000 to $90,000 a year can’t afford to buy a house, and that makes people feel like the economy is crummy,” said Nathan Claiborn, an agent at Carin Nguyen Real Estate in the Phoenix area. “Housing affordability is a psychological drain for everyone.”

What the Bubble Built

The story of how Phoenix became a wildly expensive place to live stems directly from how it previously beckoned as a bastion of affordability.

In a nation reared on the mythology of the inexhaustible frontier, Arizona’s cactus-dotted landscape stretched to horizons that seemed limitless. Developers exploited the availability of land to sell the dream of Spanish-tiled roofs and swimming pools at discount prices — an antidote to the severe housing problems afflicting neighboring California.

Phoenix became the center of the speculative real estate boom that filled out the first years of the new millennium. The reckoning that followed yielded a wave of foreclosures. Local communities imposed restrictions on development.

Still, the population grew, especially during the pandemic, as professionals working from home sought larger properties in distant suburbs. From 2021 to 2022, Maricopa County — which contains much of greater Phoenix — added 57,000 people, registering the largest population growth in the nation.

As the Federal Reserve lifted interest rates to lower inflation, mortgage rates increased sharply, raising the costs of buying homes. Homeowners who might have sold properties — empty-nesters seeking smaller homes, and young parents needing extra bedrooms — have stayed put. That has limited the supply of homes on the market, keeping prices high.

Measures of affordability generally assume that a household should spend no more than 28% of its gross income on housing. By that criteria, only about one-fifth of all homes sold in the Phoenix area late last year were affordable for a family earning the median local income, about $72,000, according to an index maintained by the National Association of Homebuilders and Wells Fargo. Before the pandemic, nearly two-thirds of local homes were priced at affordable levels.

Housing experts generally concur on the solution: increase the density of neighborhoods, adding apartments at rates subsidized by tax credits. But most of the available land in Phoenix and its surrounding suburbs is zoned for single-family homes.

Community activists have used social media to sow alarm about the prospect of affordable housing projects. They have warned of rising crime and diminished property values in pressing an age-old mantra: Not in my backyard.

“The vocal minority in many communities are creating this avalanche of NIMBY-ism,” said Debra Sydenham, executive director of the Urban Land Institute Arizona District Council, a nonprofit group. “We are talking about providing homes for firefighters, for teachers, for nurses, for police officers. They view it as, ‘No, you’re providing homes for drug addicts.’”

Which helps explain why people like Mendoza and Lawrence remain stuck. Even if they could find an affordable apartment, they could not pass a credit check, given his student loan debt. They cannot come up with the first and last month’s rent plus the security deposit.

This also explains why Constable Lennie McCloskey is an especially busy man.

‘You Have to Leave’

McCloskey — known to his fellow municipal officials as “Lock ’Em Out Lennie” — spends much of his time evicting tenants who have fallen behind on their rent.

“They know they’ve got to leave,” he said. “I explain to them, ‘It’s only a contract. You agreed to do something. You didn’t do it. You have to leave.’”

Last year, landlords filed 83,000 evictions in the Phoenix metro area, the highest total since 2005, according to the Maricopa Association of Governments. The increase in part reflected the ending of a pandemic-era moratorium on evictions.

On a recent morning, McCloskey, 68, scanned the paperwork on a dozen fresh cases on his beat in the Western Valley. He donned a black bulletproof vest with a Maricopa County badge, and a holster bearing a green-handled 9 mm pistol.

He conducted his rounds with jovial aplomb, counseling people not to lose hope even as they scrambled to pack belongings in the minutes he allotted before ordering them out.

“Typically, it’s five to 10 minutes,” he said. “If they’ve got kids and pets, I work a little bit of time with them, but usually I won’t go more than 30 minutes.”

In the bedroom community of Peoria, McCloskey rousted a half-dozen squatters from a dilapidated home littered with drug paraphernalia, unwashed dishes and a mostly eaten birthday sheet cake.

He drove to an apartment complex in Glendale, near the Arizona Cardinals football stadium, to remove Leebert George Brown, 35.

Brown’s place was spotless, its white countertops glistening. He had lived there since August, when he moved to Phoenix from his native Florida, in pursuit of work as a plumber. The rent, nearly $1,600 for a one-bedroom apartment, seemed manageable once he cracked the ranks of the plumbers union.

But his application had been held up. He was driving for Uber and working nights at an Amazon warehouse, where he earned $17.63 an hour. He was falling behind while sending money home to his mother, who suffered seizures.

He had packed most of his belongings by the time the constable arrived — his clothes, his high school diploma, some personal finance books. As a maintenance man changed the locks, he grabbed his work boots. He would need them for his shift at Amazon in less than five hours. He would get off work at 5 the next morning. Then where would he go?

Brown shrugged. “I’ve got to work something out,” he said.

The constable held the door for him as he stepped into the hallway and headed toward the elevator, carrying his clothes in two plastic trash bags.

“Sorry it took me so long,” Brown said.

“Thank you for your cooperation,” the constable replied.

‘It Doesn’t Work’

In downtown Phoenix, at a homeless campus run by a nonprofit group called Keys to Change, the staff has grown accustomed to people arriving with problems like addiction and domestic violence. Those unable to pay market rents have run out of couches to crash on. They have exhausted assistance from sympathetic friends and relatives.

Even wealthy people are confronting compromises that have undermined their faith in the economic system.

Alexandra McDaniel, 29, grew up in Scottsdale, the affluent suburb north of Phoenix. As she and her fiance, Cameron Smith, 32, began their search for a home early this year, she hoped to live close to her parents and near her job at a fashion retailer. Smith was intent on finding an area where McDaniel could safely walk their dog alone at night.

Smith is a data analyst at Amazon. Together, he and McDaniel earn roughly $200,000 a year. They figured they could afford to pay as much as $550,000 for a home, though they aimed lower.

But as they sat in a conference room on a recent morning, their Realtor, Curt Johnson, projected a map on a screen that forced them to downgrade their expectations.

He had searched for houses with small pools and at least three bedrooms priced at $475,000 to $575,000. Scottsdale had no listings. The half-dozen properties he had found were scattered about 15 miles away and beyond a freeway.

“It’s a lower-income area,” Johnson said, adding that it had “a higher crime rate.”

He drove the couple out for a look. The first two homes had tiny yards unsuitable for their dog. The third place had a huge yard and a wide-open kitchen, but the asking price was $599,000. The next one was similarly priced, and the neighborhood felt seedy. The last house was within their budget, but alongside an apartment complex whose balconies looked directly into the yard.

As they drove back to Scottsdale, they struggled to make sense of their situation.

“We have great jobs,” McDaniel said. “We’re doing exactly what we were told to do, and it doesn’t work.”



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Handling Common Sales Objections – Small Business Bonfire

Handling Common Sales Objections – Small Business Bonfire


Before we dive into the most common sales objections, I’d like to take a moment to caveat something.

Not everyone is going to buy from you (nor should they).

“If you can’t help someone, don’t sell someone.” should be your new motto.

If the timing isn’t right, or the offer doesn’t align, pivot to a follow-up.

Now that’s out of the way, let’s dive in, starting with the top objections you’re probably facing in sales.

Objection 1: “It’s too expensive.”

If you get this objection, you haven’t shown the value (your fault).

You must transition the conversation from price (who cares) to value (ROI).

Price then becomes an inconsequential object.

Ask your prospect:

  • “What do you mean by expensive?”
  • “Why do you think it’s too high?”
  • “What aren’t you getting what you’d thought you’d get at this price?”

From there, you can showcase the value and benefits of your offer that justify the price point.

Objection 2: “I have to think about it”

They don’t.

YOU’RE the only one with information that could guide them to the right choice.

The way to answer this is by asking:

  • “Help me understand what you’re thinking about?”
  • “What are the most important things you’re thinking about?”
  • “I’m the only one with the information you need; what can I answer for you?”

Then, again, practice active listening. They’ll then give you their biggest (real) objections.

Objection 3: “I need to run this by”

Gosh…this one.

If you’ve gotten here, you haven’t qualified the prospect properly (another future LFG issue).

That said, you can still ask several thoughtful questions, including:

  • “What part do you think you need to run by your partner?”
  • “What’s holding you back from making this decision solo (if it were a home run)?”

Finally, in this situation, it’s imperative to get a 3-way call with “the team.”

Make sure to schedule that call on this call.

Objection 4: “We’re already working with someone else”

This is a bit different; they already have another vendor.

But don’t worry, it’s not over yet.

First, ask:

  • “I’ve heard great things about X company, but what could they do better?”
  • “I’m hearing that they’re absolutely amazing, and you’re not even considering leaving them?”

From there, address those pain points and showcase your differentiators.

Objection 5: “I’m too busy.”

If they’re too busy, they essentially say, “I don’t think this is important.”

If they’ve said this, ask:

  • “So, solving these challenges isn’t a priority?”
  • “You’ve said this is important to fix, but you’re also telling me it’s not a priority. Where does this fit?”

From there, they might understand the urgency and see the value in your offering.



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What Landlords Need To Know About Emotional Support Animals And The Fair Housing Act

What Landlords Need To Know About Emotional Support Animals And The Fair Housing Act


What You Can’t Require From Tenants With ESAs

As with service animals, tenants with ESAs have several protections that you, as the landlord, must respect, such as: 

Require ESAs To Go To Training

Just because a tenant has an emotional support animal doesn’t mean the rules don’t apply to them. The last thing you or the other tenants want is to hear an emotional support canary singing at 3 am. 

If the animal is or becomes disruptive at any time, you can SUGGEST training or behavior lessons before filing for eviction. The keyword here is suggest; you cannot require your tenant to get their ESAs to training. 

However, landlords can file for eviction if the animal continues to be disruptive or dangerous. What’s important here is, like always, to document everything you can so that, if worse comes to worse, you have proof that can support your eviction. 

Charging Additional Fees

No, as per the Fair Housing Act, landlords cannot charge additional fees for emotional support animals. Since emotional support animals are not considered pets, you cannot charge the tenant an additional pet fee, refundable pet deposit, or ongoing pet rent. 

However, if the animal causes any damage or harm to the property, you can deduct that amount from the initial security deposit. Ensure that the tenant is fully aware of their responsibility regarding damage done to the unit by the animal within the lease contract.

Deny A Tenant Due To Insurance Noncoverage For ESAs

Unfortunately, even if your insurance doesn’t cover emotional support animals, you cannot use it as grounds to reject a tenant. This falls within reasonable accommodations, but, again, you can always charge the tenant for any damages their ESA inflicts on your property. 

When Landlords Can Reject an Applicant with an ESA

Even though landlords are usually legally required to allow an emotional support animal, some circumstances allow for the rejection of the animal. Examples include:

  • Smaller multiunit (2-4 unit) buildings where one of the units is occupied by the owner (e.g. multifamily house hacking landlords).
  • Single-family homes rented without a real estate agent, by landlords owning three or fewer single-family rentals.
  • If the size of the animal is not compatible with the size of the property.
  • If the request becomes financially unreasonable for the landlord to make the accommodations for the emotional support animal.
  • If the animal is considered potentially dangerous to other tenants living in the same building or complex.
  • If the tenant does not meet all the typical tenant screening qualifications required before signing a lease agreement. Usually these would include credit, criminal, and eviction histories, income, rent payment history, and beyond. 

How to Handle Tenants Scamming Fair Housing Laws

In a perfect world, no one would abuse laws designed to protect the disabled. 

Unfortunately, there are plenty of renters who don’t suffer from a disability who take advantage of Fair Housing laws to game the system. Scamming websites offer fake certifications or documentation stating that the animal is a service animal when it is not. 

Don’t expect much in the way of legal protections against these scammers. If you ask the tenant screening questions outlined above and the tenant and animal meet the qualifications, you have little choice in the matter. You cannot reject their rental application because of the animal and must allow it to live in the unit at no extra charge. Otherwise, you face Fair Housing lawsuits over discrimination. 

Final Thoughts

As per the Fair Housing Act, landlords are legally required to allow emotional support animals or service animals. 

However, you are also protected by law if the request is unreasonable, the animal is disruptive, or the tenant is a scammer. Handle rental applications that include emotional support animals with kid gloves, knowing you risk a Fair Housing lawsuit if you overstep the line. 

Do you allow pets in your rental properties? Have you ever run into trouble with emotional service animals? 





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