Alright, imagine this: you’re in the business of running or investing in a mobile home park. Yes, those sprawling beauties of affordable housing that you’d think would make for a decent passive income. After all, who wouldn’t want to sit back, collect rent, and maintain what looks like a small town full of lawn flamingos and rusty trucks? But here’s the kicker—you actually have to talk to people. And not just any people, but tenants who could give Larry David a run for his money in the department of calling you out for a lousy plan.
Now, I don’t know if you’re blessed with the kind of charisma that makes people want to throw their wallets at you like it’s a magic trick, but let’s be honest—most of us aren’t exactly Steve Jobs with the “reality distortion field” or Oprah with the tears. You need a plan B when your “natural charm” doesn’t work. And here’s where we get into the science of persuasion—namely, the power of that one little pronoun: we.
Studies say people don’t want to hear, “You need to pay your rent on time.” Oh no. That sounds too… confrontational. Like you’re accusing them, making them look bad. And, let’s face it, there’s nothing people like less than feeling they’re being pointed at in a lineup of “people who are not doing the thing they’re supposed to do.”
Instead, hit them with, “Hey, we’re working to keep things running smoothly, so we need rent in by the fifth to keep things going.” Now suddenly, we’re all in this little housing circus together, like it’s some kind of team sport. This isn’t you versus me; it’s us versus late rent. I mean, look, it might be nonsense—but science says they’re less likely to blow up at you and storm off when you put it that way.
Or say there’s a rule about keeping yards tidy. You don’t go, “Look, you need to stop using that old sofa as a planter.” Instead, you lean in with the ol’ “We’re trying to keep the park looking nice for all of us.” Now, you’re not the grumpy landlord; you’re the co-captain of the ship of curb appeal. And just like that, suddenly it’s a team effort to rid the park of the “post-apocalyptic chic” aesthetic.
But here’s the flip side. You can’t go “we” all the time, or they’re gonna see through you like you’re wearing a glass hat. Let’s be real, when something’s on you, like you forgot to mail out those notices, don’t say, “Oh, we must have missed it.” No, no. Take the bullet. “I missed it.” You don’t want to sound like a politician dodging blame on the morning news. People respect you when you own it because, deep down, we all know what it’s like to mess up. Just admit it and move on. It’s humbling, and tenants appreciate humbling because they sure don’t hear it enough from their landlords.
And get this: if someone’s doing something right, that’s when you turn it back to you. As in, “You did a great job clearing up those weeds,” or, “You really improved the yard.” Science, again, says this makes people feel appreciated, like you’re seeing them. You go “we” in the tough times, but in the good times? You hand out a big “you.” It’s like rewarding a dog with a treat for not eating the sofa—simple, effective.
Look, I’m not saying this “we” stuff will make your tenants suddenly start bringing you fresh-baked pies and say, “Thanks for being such a thoughtful landlord.” But it might keep them from jumping down your throat every time there’s a hiccup. Because, like it or not, when you’re in the business of affordable housing, you’re in the trenches with them, dealing with life’s weird little ups and downs. And science says if you sprinkle a little “we” into the mix, they’re more likely to see you as a human being instead of just the guy who enforces the no-scooters-on-the-lawn policy.So, go ahead, give it a shot. Next time you’re in a jam with a tenant, skip the lecture and try a “we.” Because even though it’s technically their lawn gnome army invading your personal sanity, remember, we’re all in this housing game together.
