Fundamentals of Leasing
Whether you are brand new to leasing or a seasoned leasing consultant, Desiree Starr’s Fundamentals of Leasing offered great takeaways to add to your leasing toolbox and help you take your leasing game to the next level.
Below are 9 key leasing fundamentals you can take back to your office today!
- Make a Connection: Relate to your prospect. Ask good questions that will help you connect with them. You can be the solution to their problem! They need to find an apartment and you have apartments available.
Your prospect feels like they’re on a blind date. They’re nervous and uncomfortable. Ask questions to get to know them and make them feel special.
“Everyone has an invisible sign hanging from their neck saying, ‘Make me feel important.’ Never forget this message when working with people.” – Mary Kay Ash
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- Attitude: Wake up every day and be fabulous! Are you ready to rock the minute you’re open for business? What kind of message are you sending to your prospect without even realizing it?
The Ritz Carlton is known for customer service. “We are ladies and gentlemen serving ladies and gentlemen.” This motto exemplifies the anticipatory service provided by all staff members. They go above and beyond to know their customers wants and needs and to make sure they have it before they ask for it.
How can we be like the Ritz?
- Use positive terminology (ex: complex vs. apartment).
- I-Impression M-Movement: A-Attitude G-Grooming E-Etiquette
- Dress how you want to be addressed. First impressions matter!
- Enthusiasm: It’s an integral part of a leasing consultant’s job. Nothing great was ever achieved without enthusiasm.
What is the goal of the phone call?
- Be 100% ready when the phone rings. Know what apartments are available, price, etc.
- Have an exciting and genuine greeting.
- Qualify the telephone prospect in a way that shows you are concerned about their needs.
- Get the prospect to the community NOW!
Tips for a successful phone call:
- Smile! Your caller will “hear” it.
- Answer the phone promptly, by the third ring.
- Communicate warmth and friendliness. Tone of voice is so important.
- Building a relationship with callers will set your community apart from other properties.
- Identify their needs.
- Create interest! Share what’s exciting about your community. Ask “What are your must-haves”?
- Stand out from the Rest:
How can you stand out from the rest?
- Coordinating outfits in the office.
- Selfie spots throughout the tour.
- Welcome boards with names of schedules tours or new move-ins.
- Relationship Selling
- Listen for emotional cues.
- Focus on their needs and expectations.
- Repeat what you hear them saying.
- Help them see the bottom line.
The Best way to make a sale is to ask intelligent questions that draw out both needs and buying motives.
- Listening: Successful leasing consultants listen 80% of the time. “If you don’t listen you don’t sell anything.”
Use Socratic probes to dive in deeper. These prompts will help you continue the conversation if it seems to be at a dead end.
- Tell me more…
- Specifically, what were you looking for?
- Why do you say that?
- How so?
Don’t forget the Cheer Concept: Concentrate on them. Hear Totally. Empathize. Exhibit Interest. Remember.
- Be a Solutions Provider!
- Step 1: Ask questions to get to know their problem better. The more you know your prospect the better you get to know their problem. Keep your questions open-ended so you can probe further with follow-up questions.
- Step 2: Listen better so you understand. You need to be a good listener to make a personal connection.
- Step 3: Come up with solution.
It is less about selling and more about helping people.
- Ask! Did you know that only 69% of leasing professionals ask for the sale?
Knowledge about fair housing is so important for you and your team members. If you’re new to the industry or need a refresher, be sure to register for the Fair Housing Workshop on August 27th. It’s free for APASS!
This is a guest post written by Carina Pfeiffer, Chair of the Special Events Committee and Market Director for 407apartments. 407apartments is a local apartment guide that connects renters who are searching for Orlando apartments near local employers, schools, and landmark with apartment communities.