This post is a recap of the Multifamily Insiders webinar, ‘You are not a used car salesperson: don’t sound like one!’ featuring Amy Kosnikowski Dilisio.
Salespeople get a bad rap. It’s true. While there’s no one in particular to blame for this, it can often be traced back to the classic image of the used car salesman. You know it: tacky suit, tilted fedora, knowing smirk.
According to Amy Dilisio, there are two main qualities that deter customers from this type of salesperson; dishonesty and ego. When a customer feels that the salesperson they are dealing with is only looking out for himself and his own goals, or that he isn’t telling the whole truth or the truth at all, they are significantly less likely to make a purchase. In fact, 97% of webinar attendees agreed that a negative experience with a salesperson has stopped them from buying in the past.
So, what can you, as a leasing professional, do to avoid this while also closing more deals than ever?
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Build integrity
The very first step to closing a lease is demonstrating honesty and integrity. It’s important to do so, especially as a leasing agent, because you’re typically working with clients who are turning to you for help making a very significant decision. If you are able to embrace your role as an expert and resource for your clients rather than just viewing them as another deal, you’ll earn their trust and build a strong partnership that will continue far beyond the signing of a lease.
There are a few factors that play into this mindset, the first of which involves goal-setting and tracking. It’s great (recommended, even!) to have specific sales targets, but it’s also important to remember that there’s more to this business than just math. Amy pointed out that the most common reason leasing agents may struggle is because they are putting too much weight on a single number. She explains that focusing, say, 50% of your energy on the number instead of 95% will allow you to spend more time being kind and building rapport with your clients, which will in turn lead to increased trust and ultimately, an increased conversion ratio.
Ask the right questions
In today’s world, personalization is more prominent than ever, and leasing agents have the unique opportunity to gather a large amount of information about their prospects and use it accordingly during the sales process.
It’s not uncommon for clients to respond with “I’m flexible!” when asked a very open-ended question like “What are you looking for?” In order to avoid this lack of direction, ask something specific, such as “What are three features you’d love to have in your home?” or “What details can I give you to help you make your decision?” After doing this a couple of times, Amy recommends getting together with your team to brainstorm the most common requests and needs. With this information, you can come up with ways to deliver value starting from the very beginning of your interactions with new customers.
Listen and apply
When talking with customers, your thought process should never end with the ask. If anything, what happens next is most important. Actively listening to the responses you’re receiving is the best way to equip yourself to close the deal.
Processing the details that a client gives you will allow you to modify the remainder of your pitch in order to make it the most attractive it can be to this specific person. For example, if she mentions that she’s interested in fitness and requires an onsite gym, make sure to spend more time there than, say, the parking garage.
Creating a custom showing experience for each client will make your community stand out among the crowd as well as strengthening the customer relationship by showing them they are valued.
Always be closing Aware
Adopting an ‘Always be Aware’ mindset rather than the classic ‘Always be Closing’ will allow you to more efficiently speculate what is going on in your prospect’s head. A major benefit for multifamily pros is that they have the opportunity to be with their prospects in person for a large chunk of the sales process. As a leasing agent, you have the ability to look for clues and assess the situation in a way many salespeople simply cannot. For example, if something excites a client, you’ll be able to pick up on it and continue talking about that feature. Conversely, if your client is quiet, withdrawn, or has her arms crossed, she might not be too interested in what’s currently being shown.
Be invitational
When it comes down to the wire, many leasing agents forget to do the most important thing: ask for the lease. It’s not always assumed that this is the next step, even if the client is thoroughly interested. It’s your job to make it as easy as humanly possible to make this happen, and that starts with – you guessed it – another strategic ask. Amy illustrates that the best way to straightforwardly ask about a potential renter’s intentions is by extending an invitation.
“We would be thrilled to have you as a member of our community. The decision is yours, what are your thoughts?”
Consider how much warmer this feels than “So are you going to sign?” Finding a balance between enticing and formal will allow you to connect with your prospect in a way that makes her feel comfortable and encouraged to sign. The final step is to view the closing of the deal not as the end of the sales process, but as the beginning of a meaningful partnership.
Take action
Amy recommends the four following action items in order to get started on these measurable goals:
- Up your likability and trust factor
- Fine tune your questions to gain insight
- Find solutions and ideal responses to top requests and needs
- Develop your style what you say, when and how you say it matters
There are many more Webinar Wednesdays coming up with numerous opportunities to learn new skills and sharpen old ones. Reserve your seat while they’re hot!
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