Have you ever had an apartment that you can’t seem to close because it receives so many objections? You’re not alone. In this month’s session of Leasing from A to Zumper, leasing expert Lisa Trosien walked us through what to do when you anticipate and receive objections.
Here are 5 things we learned from her on how to best resolve any objections that come your way and finally lease that apartment.
1. Your emotions are contagious
The first step in resolving objections is to acknowledge emotional contagion: If you are not excited about a property, your prospective customers won’t be either.
If you’ve given the unit a nickname, stop using it. Even if you haven’t used that name in front of prospective customers, you’re likely still communicating the sentiment to them in some way.
There is an apartment for every customer, so the unit you are struggling to lease out might have a number of characteristics you would consider objectionable, but that does not mean a prospective resident shares your views. For example, you might be leasing an apartment you think is too small, but your prospective tenant might find it cozy and charming. If you take the customer on a walk-through thinking that the size is just not right, the customer will likely pick up on your lack of enthusiasm and echo your objection.
To get your customers excited about the unit, you have to believe in your own product.
2. Find the positive
The best way to believe in your product and exude enthusiasm is to find the positive aspects of the space.
First, walk into the apartment, take a look around, and find a reason it’s great. Then, ask your colleagues for their input. Bring them into the unit, give them each an index card, and ask them to write five great things about it.
Keep those positive aspects top of mind when you take prospective customers into the space, and use them to get excited about the unit.
3. Script your setbacks
Now that you have the positive aspects of the apartment at your fingertips, you need to plan for the setbacks you might receive. The best way to do this? Conduct an objections analysis.
It’s incredibly important to do negative preparation so you are ready if and when an objection comes your way. Write out the possible objections you might receive, and ask yourself: What is the most positive way I can respond to each one?
When you do receive an objection, do not say “I agree with you” or “I get that all the time.” Instead, reply with “That’s a really great question,” and follow with your planned response as outlined in your objections analysis.
4. Set the stage
Equally as important as scripting for setbacks is setting the stage. You want to make sure that the apartment is presented in the best way possible. A few ways to do this include:
- Have more confidence in yourself and your product.
- Make (or find) a lavender and chamomile spray that you use in the space before taking customers on walk-throughs. Lavender and chamomile are calming scents. They contribute to a more relaxed state of mind, and are more likely to encourage your customers to feel comfortable.
- Have your square footage numbers at the ready.
- Take a paper floor plan and a pencil with you on the tour and take notes. When customers start talking about where they could put their things, write it down for them. When they leave, they’ll have these notes, and a visual of themselves in the space.
5. Know the difference between an objection and a deflection
An objection is something that keeps prospective customers from renting an apartment. A deflection is a way of putting off making a decision, or stops them from closing.
If a customer deflects, they might say something like, “I need to ask my wife,” or, “We’re still shopping around.” Statements like, “It’s too small,” “there is not enough natural light,” or “there’s no washer or dryer” are genuine objections, and for these, you can use a few strategies to try and resolve them:
- Be empathetic and mirror their words (e.g. “I don’t like this wall.” “What don’t you like about the wall?”).
- Be specific with your solution, and get their buy-in. (e.g, “Does that answer your question? How do you think we should solve this?” etc.)
- Be brief. Address the objection, resolve it, and move on. You don’t want the objection to stand out in their mind or memory.
It’s important to know that not all objections are solvable. You will encounter customers with dealbreakers. Make sure to ask them at the beginning of the process what those are. If they give you an objection while viewing a space, you can also ask if that objection is a dealbreaker.
If the objection is not a dealbreaker, remember that objections are not overcome, they are resolved: Find a possible solution, and move on. Stay positive and believe in your product, and your customers will, too!
Don’t forget to register for our upcoming sessions!
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