Imagine you are planning to make a major purchase, let’s say a car for example. You decide to check out a local dealership’s website and find nothing but 5-star ratings, hundreds of glowing reviews describing excellent service, and testimonials of loyalty from customers who are over-the-moon happy with their experiences. At this point you’re feeling pretty confident that buying from this dealership would be a smart decision. Or are you? Human nature tells us a little skepticism is bound to seep in when something seems too good to be true.
We’ve all been burned before; it would not be far-fetched to say in hindsight the situation at the beginning was in fact, too good to be true. “I should have known better”…sound familiar? Renters have also been burned before; some have spent an entire year or longer dealing with bad neighbors, inconsistent service, unresponsive management and more—none of which was depicted in the community’s marketing message.