I'm also a fan of "Influence: The Psychology of Persuasion."

Read many books (watch many videos or podcast) on real estate and psychology (you got to know how to deal with people and have an understanding about yourself as well).

In a scenario like this, the psychology is to get the buyer to focus on the fact that you are being so "fair" with your pricing that a buyer never focuses on what they are actually getting.Throw the turnkey word out of the equation.  

This is where buyer psychology comes into play.

Both strategies have merit in my opinion - but I'll explain why "differentiate" has merit (for the right investor)In my past career I helped a handful of consumer brands reframe how they thought about product design and marketing - we helped them change the way they thought about demand from a "product" lens to a "consumer psychology" lens.

I'm doing this to help new would-be investors get over their emotional/psychological hurdles to take that first big step all of us took to be RE investors. 

I'm doing this to help new would-be investors get over their emotional/psychological hurdles to take that first big step all of us took to be RE investors.

This is maybe more psychological than practical I’ll admit.

.- There is a psychological effect that can't be underestimated.

If you are not actively looking at market conditions and increasing rents appropriately, you should not be self-managing property.I also talked about the psychology of waiving late fees and how it teaches tenants that rent is not the most important bill to pay.One person asked why I quit my job as an engineer to start a property management company and I looked right at her and told her to serve.