Back to Basics

Back to Basics!

By Lawrence Berry, CPM

It is evident that we have either forgotten or we are not reinforcing the basics of leasing and customer service.  Why do you say that you may ask?  Time and time again in visiting communities some of the basic principles seem to be missed.  This includes professional and friendly greeting, making the visit or communication personable, how we present our apartments, and of course closing and follow-up. 

In a recent analysis of six apartment communities I completed for a company, four of the six did not even stand up to greet me.  This is really sad and is one of the first things we have taught as a basic principle to the visit (either prospect or resident).  One person in this series of visits shook my hand, and three of the people never identified themselves.  It was perceived that four of the sites were not prepared for a professional first impression visit, and only in one case was there a big smile and feeling I was important to them.  Three of the personnel seemed to give me the impression I was an interruption. 

Making the visit personable is the beginning to building a friendly and caring relationship.  The comfort level a prospect or resident has when they are interacting with of our team members is extremely important.  Finding common ground, common interests, asking questions that can make it a memorable experience are more important than you think.  For some reason as our industry has softened, we seem to be focused on price only.  Studies show most consumers put a high value on feeling comfortable with the person they are dealing with, and a high comfort level can and will overcome many price differences.  Instead of focusing on price, we should be focusing on people.

Examples start with the phone call.  If a prospect says the have a pet, find out what kind and what the pets name is.  Noting this on the guest card for use at the visit and follow-up communication is not being used.  Remember, people love their pets…sometimes, as much as their children and in some cases they are their children.  When Mrs. Smith comes to my community and I say to her, “Thank you for visiting.  If I remember correctly from our phone call you have a poodle named Coco.  What things are important to you and Coco in an apartment home?”  Now I have touched on an emotional aspect to the person, and started in making the prospect feel comfortable.  What they do in their spare time, what interests they have, what will be critical in making this very important decision, and finding out how customer service will play a part in their decision can all be questions that will lead to the lease.

When going to our model or show apartment, several key points can raise the comfort level of the prospect.  Do you walk in front of them?  Are you carrying on a “genuine” conversation?  Reinforcing what they had said earlier about the important needs and desires in an apartment home, and letting them get to know you as well.  Remember, relationships of any kind are about both people.  Do you let them open the door to the model or apartment and stand back?  Let them walk in ahead of you so they perceive ownership from the start.  Do you question their intelligence?  Now I get this all the time and here is an example.  If you walk ahead of them and point into the kitchen and say, “Here is the kitchen,” you have already questioned their intelligence.  Usually the location of a refrigerator, dishwasher, stove, and cabinets has already told them what they need to know.  You don’t know how many times I hear this.  Let them feel comfortable in the showing and before you leave, then is the time to ask questions to qualify if they identified the key appointments in your homes. 

Next, one of the most critical areas we seem to be missing is both with trial closes and formal closing.  Ask them if they can envision their furniture working into the floor plan.  Help them to overcome objections and be prepared to provide alternatives.  Verify the things you know you provide with the items they communicated were wants and needs.  And most importantly, ask them to complete an application and reserve their new home. 

Last and one of the points that can produce increased results is the follow-up.  Of the analysis I did on the six communities, I never received a thank you card or phone call…not one!  And they wonder why they are 8-12% below the market average occupancy. Key aspects of this are timely communication, multiple communication mediums (phone, card, email), and how you communicate.  Writing a personal note specific to the visit and reinforcing key points identified to create a memorable experience.  Prospects will see an average of 4-6 communities, with many of they having the same amenities and styles.  If you remind them of you and your product, you have a greater chance of getting at least a return visit.  Something like, “Mrs. Smith I want to thank you for visiting ABC Apartments and enjoyed our conversation.  I remember you had emphasis on closet size and counter-top space, and wanted a first floor near the pool.  I also remember you talking about your companion Coco, and look forward to having both of you and serving your needs.  Thank you again and I will follow-up to assist you in this very important decision.”  Whoa, that can leave an impression.  Don’t forget for those that lease to send them a thank you card as well.

None of this is rocket science or requires a master’s degree to understand.  It’s basics, and if practiced will produce results.  Sometimes we just need to be reminded what is important.