You may be wondering why this section is in an article about developing a proper lease-up marketing plan for a multifamily community? Well, it’s because it’s a critical part of ensuring success for your community!
At the end of the day, you can have the best marketing of any multifamily community out there, but if leads go unanswered, the proper follow up isn’t there, and your leasing team is unable to convert those qualified leads into leases, then it’s all for naught. Said another way, having a team who are experts at knowing how to lease an apartment is critical to successfully lease apartments.
A good apartment leasing agent is one of the most critical components of any marketing plan. Developing leasing agent goals and learning closing techniques for leasing agents should be completed prior to the start of the property’s pre-leasing phase. A leasing consultant training manual can help new hires and existing employees learn the ropes of conversion. However, the important aspects of learning how to be a successful leasing agent comes from experience and soft skills. When recruiting your team for lease-up, asking certain apartment leasing agent interview questions can help uncover skills related to listening, empathy, persistence and sales. Does the candidate know when to stop talking and can the candidate communicate value during selling simulations? The best leasing agent may not come from another multifamily community or have vast industry experience. At the end of the day, if they can sell and fit the culture that you are looking to create, that is what’s most important.
Becoming a good leasing agent involves seeing leads as human beings and learning what makes them tick. Find out what your prospective residents’ goals are and how living at your community will help them reach those goals. Ask appropriate questions, but also let leads talk and ask their own questions when needed. Don’t rush through a sales presentation or in-person tour without giving them enough time to process different aspects of the property. They may need to consider commute time, your property’s amenities, and the overall neighborhood. Most importantly, build an ongoing conversation with your leads and residents. Create positive feelings and a personalized experience to ensure your property and your team stands out. And use all of the tools at your disposal to make your life and your prospects’ lives easier. Leasing doesn’t need to be a complicated process and technology, like Realync, is here to make it easier!