Leasing
LEASING Goal: To "sell," not "tell."
Painting pictures will help you make the sale.
Many of us tell prospects the great features of our community instead of
selling them. This is the same as selling benefits, not features. You need
to give people reasons to live at your community -- and WHY and HOW it will
make their lives better. For example, if they have jobs where they are on
their feet all day, soaking in the jacuzzi will ease their leg pain. Doesn't
that mean more to you than, "We have a hot tub?"
- Remember to let the prospect do most of the talking. Only after half of
the call has elapsed should you make recommendations.
- Instead of following your phone script exactly, rewrite it with a
checklist of single words. Near the end of the conversation, scan the
checklist to make sure you covered all of the bases. Written scripts are
read -- and sound plastic. Remember, you are having a conversation.
LEASING Goal: To increase your occupancy -- FAST!
In a crunch? Then the best way to increase your occupancy FAST is to look in
your own backyard. Improving resident retention and increasing referrals are
the most cost effective way to do it. These methods work because your
existing residents know you, your product, and, hopefully, they trust you.
Increase your renewals and referrals with these sales methods:
- Increase your visibility. Send out more flyers, more letters, and more
emails to residents and prospects. Let them know about your specials and
your referral bonuses. If you're in a state where you cannot give referral
money to residents, give them a cool gift instead. Many states will let you
give referral gifts if they cost $50 or less.
- Look for new ways to find new residents. How often does the main office
of your company solicit employees for new residents? Challenge each employee
in the head office to find a new resident. Keep main office employees
appraised of specials, new services, etc. Remind them that residents pay
their salaries!
- Add a new service. Poll residents and prospects to see what new service
would make their lives better. If feasible, add it.
- Upgrade apartments. If an upgraded or enhanced apartment sells better or
helps with retention, do it if you can. Some residents will pay for their
own upgrades.
- Sell additional products and services. This will increase ancillary
income and will make your community more valuable to residents. If they have
access to everything they need on site, why would they move?
Analyze your residents' buying potential and need for services -- this should
result in further opportunities.
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