The pandemic has changed our daily lives, that much we all know to be true. If you’re stressed just thinking about work, finances, or your health, chances are your prospects are, too! For renters, choosing where they will spend the next few years (or hopefully more) of their life is a big decision. If you tuned in to the first session of our year-long Lisa Trosien Learning Series, you heard just how important you are to a prospect’s purchasing decision. Here are 5 key takeaways from Lisa’s insightful session.
1. Build trust
Over the last year, it seems like nothing has been certain. The pandemic has fundamentally changed our ability to take something at face value and trust that it’s categorically true.
These are such unique times in that the novel coronavirus has connected us all. As difficult as the last year has been, it’s also made relating to a prospect on a human level easier than ever. You’ve been through some of the exact experiences your prospect has been through; leading with empathy and understanding their situation will help build the trust you need to reach them on a human level.
2. Be a low-risk provider
When making a big purchasing decision, we all want to find the salesperson or professional that makes us feel like we’re doing the smart thing. Lisa used the example of buying a hybrid car. After 2 months of owning it, she realized she had only gone through 1 tank of gas; she felt like it was the smartest decision she’d ever made! Likewise, we want our prospects to feel like renting an apartment in our community is the best and smartest decision. A community that positions itself as a low-risk provider will minimize the stress involved with a big purchasing decision. Just like Lisa wanted to shout from the rooftops about her hybrid car purchase, your residents will also want to tell all their friends how great of a decision they made by moving into your community.
3. Make yourself an added value
In a time when renters have so many living options, it’s crucial to stand out. The differences between your property and other properties might not be much at first glance, but there is one thing that your property has that no one else does: YOU!
Your prospect can rent from anywhere but they can’t go anywhere to get you. Make yourself the added value and be the reason they don’t want to go anywhere else. Listen and repeat back to your customer when speaking with them so they know you’re dedicated to helping them find their home. Use the following language and continue to impress prospects with your superior customer service:
Thank you so much.
I can absolutely help you with that.
That’s a great question.
I completely understand.
I can definitely do that for you.
4. Product knowledge is power
Don’t let your floor plan limit you. Focus on the things your apartment does have and sell your renter on those. Really get to know your product—the exact dimensions of the floor plan, specifics of what will fit in each room (eg., king-sized bed and two nightstands), and how many cabinets in the kitchen—so you can explain to a prospect why the space is so great. Plus, you’ll come off as professional, smart, and prepared, which are all things we want out of the person helping us with a purchasing decision. Don’t forget to print out the floor plan and bring it with you on every tour!
Brag about your management team; they’re part of the product, too. Are you locally-owned? Owner-operated? Does staff live on-site? Whatever you’re working with, talk about it! Prospects want to know as much information as possible about your property before making a decision.
5. Cater to the new “pandemic priorities”
Renters’ priorities have changed. Amenities that were once just nice to have are now selling points. Make sure to call out certain amenities and services renters are seeking, like:
- Neighborhood/outdoor space
- Balcony/patio
- Package acceptance
- Ease of deliveries
- Cleanliness above and beyond
- Space for home office
Final thoughts:
Follow-up is mission-critical. If you’re touring a prospect (or they’re self-touring at your community), don’t forget to follow up and see if they had additional questions or concerns about the community. And remember, they can go anywhere to rent, but they can’t go anywhere to get you!
Don’t forget to join our Ask Me Anything session with Lisa Trosien on March 17th; register here. Be sure to read up on all the exciting sessions we have coming up this year, here. Check out a summarized version of this blog post below.
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