Apartment Leasing: Selling benefits to overcome fear

Would you agree that sales is part and parcel showcasing just enough benefit to overcome another's fear
of making a decision? I mean people by nature are afraid to make decisions and
many go so far as to put the burden on others. How many times have you made your potential resident's mind for them? I think it was Tony Robbins that said you will make a decision when the pain of not making it outweighs the pain of making it: the pleasure and pain principle. That said, it is incumbent upon us to bridge that gap between fear and comfort in the leasing process.

I am interested in hearing your strategies for getting prospects over that hump in the apartment leasing process. I am especially interested in hearing the strategies for getting Mr. and Mrs. Silent to speak up. You know the prospects I am speaking of; the ones that are so scared out of their mind that they can't even mumble word. I never did learn how to do that.

Drop us a comment as I think it will benefit the entire community of readers, especially given the current economic environment. You better believe that people all over the country are becoming more hyper-sensitive in their decision making processes. You better believe fear is going to be the biggest factor you sale against in 2009 and the better part of 2010.

In the mean time check out this great post by Seth Godin.

Apartment leasing, Apartment marketing

Comments

[Eric Brown]

Mike, An interesting post.
I believe that the leasing process can set the tone of the emotional state of the perspective resident touring the property. In that, I am not implying that we have complete control of someone else’s emotion, but there are opportunities to enhance them. There is much we can do in our camp. We need to Effectively Lead. I suggest we start by being a bit more careful with our vocabulary around the water cooler, in and around our models when interacting with our staff. Perhaps is time to step up leadership, and dust off those Peter Druker books for some tips. I am not implying that anyone should ignore the economic storm; however, being afraid only lowers our ability to enhance the situation. Fear is debilitating and must first be removed internally before we can affect our external situation.

There is ALWAYS opportunity in every situation. The ones who find it get the prize. Become more of a story teller with the staff, keep them excited and focused. If there are negative things that must happen, act swiftly. Layoffs and downsizing are just part of a down cycle, but can be explained that it is improving the health of the organization. Dissolve the unknown for your staff. Focus on creating something Remarkable. Remarkable wins, every time. Creating Remarkable is easier now than ever, everyone else is running around being afraid.

The real point here is, unless the staff is up and ready, we have little chance of shifting the prospects emotion, but if they are, we can then focus on engaging the prospect and making the rental.

[MIke]

E,

Well said!

I could not agree more with your line; "Disolve the unknown for your staff." There is nothing more dangerous in any business then leaving employees in the dark. Leaving them to armchair speculate leads to disgust, angst and worst of all distrust.

Times are tough and in the same respect, like you said, they are ripe with opportunity. Leadership is key in that and it will be those who take that responsibility seriously that will prosper at the end of the day!

Here's to you and your continued success!

Thank you as always for taking the time to give very thoughtful feedback.

M

[Matt Griffin]

I couldn't agree more. Well said.

[Tallahassee property management]

Prospect would know avoid mistakes that is not to go hiring companies that only do leasing and not management. Companies who only do leasing have a primary motivation to lease to the first person who walks in the door. Without managing the property, they have no feedback as to how a certain type of tenant behaves over time. Their motivation is not to find you the best possible tenant.

[LA]

Excuse me, but you too should be motivated to lease to not only the first but everyone that walks through your door. A " certain type of resident" Surely you did not mean to come across in this manner. You may want to go back and read your Fair Housing Laws. The "Feedback" you speak of should be found out in discovery also known as the qualifying process. I have been in property management for 20 years and now sub contract for "one of those leasing companies". And I'm real good at it!

[Mike Brewer]

LA,

Thank you for taking the time to stop by and give up some feedback - I applaud your confidence and in the same respect ask you to be mindful that people with varying levels of experience read this blog. Many are learning things for the first time and many, like yourself, have a great deal of knowledge couched in many years of experience.

Again, thank you for taking the time and I do hope to see you back as I think you add good value.

Take care.

M