The backbone of any thriving apartment community is its leasing agents. They are the gatekeepers for the type of residents that will make up the community and also keep the revenue coming in to ensure everything is able to operate at its highest level. A great leasing agent is also a great sales person, although there are certain sales techniques that are unique to the leasing professional.
Below we have outlined the Top 5 Sales Techniques for Leasing Professionals!
1. Painting the Picture for the Potential Resident
The product that a leasing professional is “selling” is the potential lifestyle a resident could live at the apartment community they work for. The leasing professional wants to be able to paint a picture with words of what life is like on their property. This is especially helpful since most initial contacts by future residents are over the phone. If the “picture” is vivid enough, the potential resident is sure to want to come by and see the property for themselves!
2. Pointing out the Things They Want and Not the Things They Don’t
When a potential resident visits an apartment community, they look for certain features. If you notice the prospect is fitness-oriented, highlight the 24-hour fitness center. Point out the age and type of machines, along with any other activities they may enjoy.
Avoid talking about timely maintenance response times or the property’s dog park if the prospect doesn’t own a pet or care about maintenance issues. Instead, tailor the tour to their interests. This approach makes the community feel like it was designed just for them, rather than a standard walk-through.
3. Knowing When It’s Not a Good Fit
Not every person who walks in or calls the leasing office is a good fit to become a resident. This creates a great opportunity to partner with other communities. You can refer prospects to them, and more importantly, they can refer prospects to you.
Match referrals to the resident’s lifestyle. For example, you may know of pet-friendly, family-friendly, party-friendly, younger, older, or eco-friendly properties. If your community is ideal for families, partner with a property that caters to singles. That way, you can refer residents back and forth based on their needs.
4. Acknowledging Problems
Acknowledging problems is one of the most awkward parts of the sales process for a leasing professional. However, you should never cover up an issue. If you do, you risk getting a bad review from a resident who won’t renew their lease.
If your property is experiencing growing pains or has an ongoing issue—such as noise from a neighboring business—find the right time to mention it. A potential resident will appreciate your honesty.
5. Listening
Listening can be one of the hardest skills for a leasing professional to master. However, it is the most IMPORTANT skill you can have because it allows you to properly implement the above 4 tactics. Without listening, you have no idea who the potential resident is and what they really care about. Remember to take a moment to allow the prospect to speak and make sure to ask open ended (non “yes” or “no”) questions to get them chatting.
By using the above five techniques, the leasing professional is sure to have their apartment community at capacity with happy and thriving residents all year round!