Making the Sale in Apartment Leasing

First Impressions at an Apartment Community

One important lesson I’ve learned over my 30 years as a customer service trainer is the necessity of continual training to maintain desired behavior. Otherwise, people tend to gravitate toward what they prefer and neglect tasks they find less appealing.

Recently, an apartment community owner asked my son and me to visit his locations and provide honest feedback on the customer service and property upkeep at each location.

At our first stop, we arrived at a very nice office, but my son and I were not greeted when we walked in. The employee was busy with her computer. Initially, I thought she might be on the phone, so we waited patiently. After five minutes, she finally asked us to have a seat. Once she finished with her computer work, she asked, “How can I help you?”  There was no apology for the wait.

I explained that I was interested in finding an apartment for my son and his girlfriend, suggesting that they would prefer a two-bedroom unit if one was available. The agent checked her computer and informed us that she did have a two-bedroom unit, but it was located upstairs. I paused for a moment to ask my son if he was okay with going upstairs. I had hoped the agent would offer to show us the apartment, but ultimately, I had to ask if we could see it. She appeared visibly annoyed at the prospect of having to show us the unit.

Agents Need to Show Off the Property!

As we walked to the apartment through the property, the manager was at least twenty feet ahead of us. We passed a barbecue area and a very nice pool, but she didn’t comment on them. When we reached the apartment, she opened the door and said she would wait outside while we looked around.

As soon as I stepped inside, I noticed a strong musty odor. Both of us observed that the apartment wasn’t very clean; there were two dead roaches in the kitchen. My ever-positive son remarked, “Well, the good news is they must have extermination.” However, I was disappointed with the smell and the overall lack of cleanliness.

After we rejoined with the manager, I asked if there were any apartments available on the ground level. She responded, “I will have to check on that when we get back to the office.” On our way back, the agent remained uncommunicative and went straight to her computer upon entering the office.

Back at the leasing office, I inquired about the price and availability of the two-bedroom unit. The agent wrote down the information in a brochure, and when we left the office, there was no further interaction or request for our contact information.

Thorough Training Starts with Mystery Shopping

This lackluster performance highlights the value of mystery shopping for apartment owners and their leasing agent staff. The business philosophy of “what gets measured, gets done” holds true. If staff are not trained in sales and do not receive constructive, unbiased feedback, they are unlikely to be as productive as other well-trained, personable salespeople in the apartment community world. Without monitoring their trained behavior, agents may develop their own presentation style, which could result in subpar performance in their sales duties.

One important lesson I’ve learned over my 30 years as a customer service trainer is the necessity of continual training to maintain the desired behavior. Otherwise, people tend to gravitate toward what they prefer and neglect tasks they find less appealing.

One of the biggest concerning aspects of our shop was the lack of interaction during the property tour. Although the pool and barbecue area were pristine, the leasing agent did not mention any of the property’s features. As most competitors offer similar amenities, it’s crucial to highlight all the great reasons to live in the property. This particular agent did not convey any sense of pride in her property or her job. Rather than terminating the employee, the focus should be on providing training on the expected sales skills and outcomes.

During our visit, we also got a ride in the golf cart, but it was dirty and cluttered, more like a maintenance cart than a customer cart. Most customers enjoy golf cart rides, but the show cart should be kept clean and pristine.

Now, let’s take a closer look at what the sales process entails.

5 Steps to Sales Success

It is important to teach the employees how to sell your community!  At SkilCheck, we use 5 easy steps to sales success:

1. Greeting the customer
2. Asking inquiring questions
3. Counsel them on the apartment amenities (show off the property)
4. Invite them to rent or reserve
5. Close the sale or add their name to the list of prospective renters.

Employees can excel at showing apartments and securing rentals by being knowledgeable, personable, and attentive to clients’ questions and needs. First, they should thoroughly understand the features, amenities, and policies of each property so they can confidently answer any inquiries. Additionally, presenting the apartment in a clean and attractive manner while highlighting its best qualities helps create a positive impression.

Effective communication is crucial; agents should listen carefully to prospective renters and promptly address their concerns to build trust, thereby increasing the likelihood of closing the deal and signing a rental agreement. Following up with potential tenants and providing clear guidance throughout the application process not only ensures a smooth experience but also demonstrates professionalism.

If you have a bonus plan, consider tying their bonus to mystery shopping scores from phone or on-site evaluations.

Remember, if your apartment community’s leasing agent cannot arrange for someone to come in to visit after a phone inquiry, you are wasting your advertising dollars and potential apartment rentals. The more effective the leasing agents are on the phone and in person, the higher their closing ratio will be.