Apartment Telephone Mystery Shops Can Help Create a Great First Impression

Wow Your Potential Tenants on the Phone

When a leasing agent answers the phone at an apartment community, it sets the tone for what living there will be like. I often feel that the first impression I get during that apartment telephone mystery shop reflects what I might be getting myself into. After all, it’s about my home, which makes that impression even more important—the ambiance and the overall vibe matter. An apartment telephone mystery shop helps assess the leasing agents’ sales skills and identifies areas for improvement to impress every tenant!

I also pay attention to the rapport with the leasing agent. Are they pleasant and welcoming? Do they seem to enjoy their job? If the agent shows excitement and enthusiasm, it makes me feel more positive about the place as well.

A Successful Agent Can Get a Tenant to Stop Their Apartment Search

The phone interaction determines whether you will schedule the tour or continue looking elsewhere. If you connect with someone great on the phone, their apartment search might very well stop with you. This is because the tenant senses that this leasing agent is thoughtful and likely lives in the area or on-site, as many do. In essence, I am speaking with someone who could potentially be my neighbor. So, I wonder: how many more neighbors like you will I have? Will they be nice or not?

Apartment Telephone Mystery Shops Give You Metrics

I once had a job I truly loved—being a receptionist. It was my first real job, and I was passionate about it. Some people might wonder why I enjoyed it so much. I believe that the receptionist is the first point of contact for clients, and this role significantly sets the tone for the entire company. Similarly, apartment leasing agents play a crucial role because their interactions shape how potential clients perceive the place. If the agents don’t respond well to inquiries, they create a negative atmosphere. This is a huge responsibility and an important role in any organization.

When discussing the reasons for conducting apartment telephone mystery shops, it’s important to recognize that the focus isn’t solely on the community’s location or the straightforward tasks of viewing a unit and completing an application. Instead, it’s about building rapport and making potential tenants feel valued, encouraging them to spend at least five minutes on the phone with you.

Many clients come to us seeking in-person mystery shops, but we always recommend starting with phone interactions. It’s crucial to evaluate how your leasing agent staff answer calls, respond to inquiries, share information, and engage with callers. This approach is often more revealing, as it provides insights that are significant to potential tenants and can greatly influence their decision to visit the property in person.

Unfortunately, we’re seeing a concerning trend where many apartment properties aren’t answering the phone at all. They don’t even return voicemails, which is frustrating for everyone involved. However, some properties do respond and respond well! While their sales presentations may not always be the best, at least they’re answering calls or callbacks. This is where SkilCheck can change the narrative—we can help significantly improve their performance. When clients ask why phone communication is so important, I remind them that it’s the first point of contact in any industry.

It’s Not Just About Scheduling a Tour Appointment

Apartment telephone mystery shops generally last around 4 to 7 minutes. Tenants often ask questions beyond simply scheduling an appointment; they want to know about amenities, parking options, and various other details. As a result, these calls tend to be longer than most customer service calls, primarily because there’s a greater emphasis on amenities. People are really interested in these features.

Many apartments can seem somewhat cookie-cutter, but there’s flexibility in how they’re presented. However, amenities are a significant concern for potential renters. After reviewing numerous audio recordings, it’s clear that inquiries often revolve around amenities. Prospective tenants commonly ask questions like: “Do you have a working pool? Is there a gym? Is there a playground or a dog park? What are the pool hours?”

This is important because if I live there, I need to consider my sleep schedule. If the pool is open all night, I might have trouble sleeping with all the noise. The questions shoppers ask are very specific and relate to daily living. This focus on living conditions contributes to the longer duration of these apartment telephone mystery shop.

I always find it amazing when I listen to phone calls from leasing agents who are really just appointment setters. That’s not who you want answering your phone. The person who answers must be able to do it all, not just book appointments. I’ve heard conversations where the agent simply says, “We have such and such available. What time do you want to come down?” If they’re not willing to go the extra mile by offering more information and being more inviting, they lose my interest. At that point, I don’t care about the property anymore, unless I’ve seen it in person and really liked it, or if it’s in a great location.

I’m looking for more from the person I’m speaking with than what many provide. Moving is never fun — who wants to do that more than once or twice? If I’m going to sign a six-month or a twelve-month lease, it needs to be worth my while. Living is expensive, and I want to feel good about where I’m going to live. That initial phone call is the first step in that process, and if I don’t feel good about the person I’m talking to, I won’t visit the property.

Even if the property is beautiful and has great pictures, if the people managing it don’t care, it reflects poorly on everything else — including maintenance and the rest of the staff. That one five-minute phone call can provide an overall reflection of the entire place.

Following Up on Inquiries and Messages is Crucial

A SkilCheck apartment telephone mystery shop provides valuable insights because the shopper contacts the apartment community using a local phone number. If there’s no answer, they will leave a message. When that message is returned, it gets recorded and forms the basis for our evaluation and scoring.

We have clear criteria for assessing objective sales skills—for example, did they discuss the pool, floor plans, and similar details? Additionally, as with our storage mystery shops, we evaluate subjective aspects such as interaction, rapport, listening skills, and the positivity of the response. This holistic approach gives us a comprehensive report.

However, there are times when shops report that there’s no answer, and even after three or four attempts, no calls have been returned. In those cases, we provide a report and conclude our review, but this highlights a significant issue that needs attention. We’re here to help you resolve it.

In fact, the best insight comes from situations where phone calls go unanswered three or four times. This is critical information because it indicates you may be losing substantial business due to unreturned calls. There’s no reason for that to happen; the phone number is available and ready for that call.

Sometimes, our shoppers are confused because they aren’t accustomed to this scenario. They might say, “Hey, no one is answering, and I’m not receiving callbacks. Am I doing something wrong?”  Imagine what your tenants are thinking!

Apartment Phone Inquiries are Vital

Your prospective tenant inquiries create that crucial first impression. There’s no better way to connect with a tenant in a meaningful and honest way.   I believe that due to our sales expertise at SkilCheck, our mystery shopping platform is especially helpful. Oftentimes, clients may not be sure what topics to discuss on a phone call or how to approach those conversations. Our platform provides clients with a clear outline of all the key sales elements and communication strategies to use.

For clients who might feel a bit overwhelmed or lack confidence in their sales skills, this platform is ideal. It offers a comprehensive list of questions and guidelines to help ensure consistency in their communication.

Especially if occupancy rates are stagnating and you’re unsure why, we can usually identify the issues once people reach out to us. Often, these problems have quick solutions. It’s essential to get everyone on board and to approach this positively.

In my opinion, strong telephone sales skills translate into effective in-person sales skills, which then extend to being a good community representative. This creates a more cohesive overall experience. Even if you’re just assessing telephone sales, the skills your team gains will benefit their interactions throughout a resident’s entire stay.

I’ve lived in apartments before and recall times when the front desk staff felt like community members. We enjoyed stopping by to say hello. This sense of community is vital, as the office is a space people frequently visit, and it can significantly enhance the overall atmosphere for everyone involved.