Program on the science and psychology of leasing presented by Lisa Trosien at the 2010 National Apartment Association's Education Conference in New Orleans, Louisiana.
13. Do you have Target Apartments?
And if you do, is that good? Or bad?
14. 2009 SatisFacts Index:
Insite™ Unclosed Prospects
SatisFacts Index: Insite™ Unclosed Prospects
All Prospects: 2009
Have you rented a new apartment since you visited this community? 45%
Have you rented a new apartment at this community? 43%
Prospects Who Either Rented Elsewhere or Have Not Rented A New Apartment Yet:
With regards to the leasing consultant, how satisfied were you in terms of…
Being courteous, friendly and professional 4.24
Asking questions to determine your needs 4.03
Adequately answering your questions 4.09
The information shared about the apartments 4.09
The information shared about the community’s amenities and services 4.13
Trying to help you find a home that met your specific needs 3.89
Overall, in terms of their presentation 4.05
How satisfied were you with the…
Appearance of the community 4.02
Appearance and features of the apartment home 3.87
Location of the community 4.02
24. GOALS
Written Goals
I will not date
residents.
I will accurately
report my traffic.
• Only 3% of
I will not flirt with adults use goals
residents.
• Those who do =
I will lease one
apartment a day. Most successful
I will not spend all
day on Facebook.
25. Vulnerability
• Allowing yourself
to be vulnerable
helps the other
person to trust
you.
• Lays groundwork
for faster, closer
personal
connection.
29. Empathic Listening
• Practice Empathic Listening
– "Uh-huh," "I see."
– head nodding, facial expressions
matching the speaker, open and
relaxed body expression, eye
contact.
– "Tell me about it," "I'd like to hear
about that.“
30. The Power of the Pause
• Show respectful/quiet
reflection
• Prospect will feel
complimented
• You are raising your
prospect‟s self esteem
32. I’m not afraid
of you at all. I’m afraid of
I’m Steve Steve Jobs
Jobs.
33.
34. Emotional Anticipation
• People buy because of the way they
anticipate feeling as a result of
owning and using your product.
• University of Chicago
46. Reciprocity
• People say „yes‟ to
those they owe.
• Robert Cialdini,
“Influence”
47. •Place a handwritten sticky
note on your leasing floor
plan/brochure.
•Write a personal note,
thanking the prospect for
visiting.
•Invite them to come back
and lease.
•Say “Thank you!” and add
your initials.
57. Landscaping/lighting
Lots
of green: Sends message of
coolness, freshness and vitality.
White indicates cleanliness and shows
better at night
Yellow attracts attention since yellow is
the first color our eyes can process.
58. Don‟t Pounce!!!
• 12 foot
„decompression
zone‟ acclimates to a
new environment
• Visuals ignored in
this zone
60. Selling an apartment
Telephone, guest card,
demonstrating, closing
Yes! Some parts of your
sales need to be scripted!
61. Cutting Down on
No Shows
• Will you please call me if you have to
cancel?
62. “Selling” the
Guest Card
• “In order to help me find you the perfect
apartment home, I need to ask you a few
questions, okay?”
63. Believability
Are you believable? Or not?
• “I’m so glad you called • “Our two bedrooms range
today. I love helping people from $750 - $800
find a new home. I just depending upon floor plan,
need to ask you a few location and view. “
questions to help me do
that, okay?”