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STOP THE SPECIALS SELL the Value Leasing teams must sell value, not concessions. This four-step plan provides some guidelines. By Lanee Bowser Presented by: Jeff Briggs, Kelly Campbell, Thusitha Gunawardana.
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STOP THE SPECIALSSELL the ValueLeasing teams must sell value, not concessions. This four-step plan provides some guidelines.ByLanee BowserPresented by:Jeff Briggs, Kelly Campbell, Thusitha Gunawardana
With an economic recovery on the horizon and a bounding apartment market, can your leasing teams actually sell without magical marketing tricks? • Leasing teams should be prepared now to sell on the basis of value and to ask for the business. • Stop the specials! Instead, train your property management teams to build value for the renter and quote market rate.
Professional Leasers convert inquires Close business generate revenue Greeters “Let’s Make A Deal.” miss sales opportunities do not generate $$$ lack the fundamentals necessary to deliver a higher level of service to current and prospective residents These specific capabilities separate professional leasersfrom greeters:
Building value of sales team • Step 1. Assess the Team • Assess, evaluate, and change the unprofessional behaviors of your leasing teams.
Use these steps to assess a leasingteam’s capabilities: • Mystery shop each leasing associate by phone. • Calls should be recorded and easily accessible by the employer, as well as the manager, to listen to and review without being at the same location. • Mystery shop each leasing associate onsite at the community. • Evaluate their rapport-building skills and how they relate the community’s features to meet the needs of the renter. • Mystery shop the competition. • Having competitive intelligence aids leasing consultants in positioning their community ahead of the competition.
Gather baseline numbers. • This includes phone conversions, walk-in conversions, closing ratios, occupancy and resident retention numbers, etc.
Step 2. Review the Training Program • Evaluate the community’s current training programs.
Find answers for followings.. • Is training performed internally or outsourced? • Is the training program focused on tactical, operational issues like entering traffic and computer systems or on the art of building value and asking for the business? • Is building a culture of professional service and sales at the core of your training initiatives? • How are leasing teams taught to close more business?
To implement a solid, results-oriented trainingprogram, follow these four essential components: • Program Development. • Identify objectives, evaluate current employee performance, design the training program to meet the needs of the company and develop the necessary training materials. • Training Delivery. • Training that is accepted by the employees will be much more effective than training that feels forced upon them. Real life leasing. • Reinforcement. • The success of any skill-based training program is directly dependent on the quality of support offered to trained employees after the initial event. • Management Tools. • Measurement and reporting is key to determining the success of training initiatives.
Step 4. Take the Extra Step • Once training is completed and a sound reinforcement program is established, leasing consultants will have the confidence and tools necessary to build value with each caller before quoting a rate.
Reference • Bowser.L. www.naahq.org • www.youtube.com • http://video.google.com/videoplay
