First let me say thank you to the now over 3,000 people that have visited my blog site. I hit that mark over the weekend, and am excited to reach this milestone. I also have received hundreds of great comments about some of my topics, and a few phone calls saying they appreciate the forum. Those that know me understand I do this to keep our industry as professional as possible and hopefully help others with subject matter than can help apartment professionals exceed and excel. Now, on with this weeks topic.
Never ceases to amaze me in the number of leasing associates that do not follow-up or do not follow-up timely. We review our advertising, make sure our apartments are the best, check to make sure the amenities show well, and even polish our shoes. For some reason we do all these things but forget to polish the sales and leasing techniques that create the lease and often discover additional information that can increase income and occupancy. This is not rocket science people, and often times is what triggers getting the deposit.
Recently I visited properties and was in the "shoppers" world as I made my rounds. I wish I could say this was a one time problem I have run into, however, we all know the answer is that it was not. Last week I visited four communities and in the past month have shopped about fifteen sites for various reasons. The results were not encouraging and I have to say rather disappointing. One in five sites gave me an email or phone call within 24 hours of my visit. Three other sites contacted me within three to four days of the visit, and the others I believe were abducted by aliens and the communities are now being leased only to Martians. Only six of the fifteen sites asked for the deposit or asked if I would like to fill out an application at the visit (guess they were 100% occupied and didn't need my money). Of those six, only three did a great job of selling me and ones I would consider good leasers (that was until two of them did not do timely or failed to follow-up).
I can only guess they all had so many other prospects coming in the door they didn't need my lease. In this day of emails, instant messaging, and software that can track my inquiry down to the underwear I was wearing during the visit, we have forgotten some of the basics. Oh and by the way, I have received ZERO thank you notes or cards telling me they probably failed to order ink for the printer or pens so they could right me a personalized note. Honestly I expected more from what are supposed to be trained professionals. There again, possibly training and checking guest cards for things like follow-up maybe have been forgotten because we are too busy twittering and doing financial reports explaining why our income is so low.
I'm sure Lisa, Mindy, Kate, Rebecca, Bill (last names withheld to protect the innocent) and all the other great trainers out there are probably shaking their heads, but not surprised to see the results. We have so many challenges and difficult things to deal with and follow-up and selling our sites, management, team, and apartments does not have to be one of them...it should be the easiest if we only do what is so easy.
Now go lease!
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