The Ultimate WIN In Multi-Family Housing?! A ROCK STAR Leasing Team! Here's How: ONLY 2 Main Priorities!

Everywhere I go to train,
its always one question that remains the same,
what's the most important aspect in playing the game,
where, how and what needs to be done in order to win, win, win again, again, again and again ...
- N. Bean

It's not the leasing professional in entirety that remains responsible for the outcome of the team's closing success, but it remains the responsibility of the team as a whole. Just look at it this way when it comes to the art of leasing: Your ROCK STAR Leasing Professional is Beyoncé in Dream Girls and your property managers, leasing managers, maintenance professionals, marketing material, product, etc. are all her background singers, dancers, musicians, etc. Simple, right? The facts still remain: everybody gets paid, everybody gets recognition, and everybody gets to shine - it's just the leasing professional that will always take center stage ... but just like in Dream Girls, the stage must first be prepped and set for your ROCK STAR to perform.

 So now that we understand that we are the "Dream Girls aka Dream TEAM", lets begin building off of that notion.

Priority #1: Product

 If your ROCK STAR Leasing Professional is Beyoncé, then your product is the stage.

Your product consists of your property's curb appeal, the appearance of your property's leasing office, your team's overall "welcome" upon entrance, the cleanliness of your amenities, the leasing "sale" path,  the overall appearance of the model and/or show apartment and the maintenance of the model and/or show apartment.

Just because your grounds are superb and your Rock Star Leasing Professional's constant contact program is working magic doesn't mean that the model and/or show apartment and its surroundings can look and smell like garage. For example: No hidden trash is ever allowed on the leasing "sale" path - even if it is hidden behind the brush! Got it?!? Every concept of the leasing process must fit together perfectly as if a Mozart symphony.

The ticket sales will sure to sky rocket if time and time again without fail, an extraordinary show is delivered beyond customer expectation.

Priority #2: Support Staff

If your ROCK STAR Leasing Professional is Beyoncé and your product is the stage, then your back up singers are your property's managers.

Your property's managers range anywhere from your leasing managers, to the grounds managers to the maintenance manager and then back on around to your property and regional managers. It is the sole responsibility of the support staff to ensure that product is "market-ready".

Regional/Property Managers have to ensure that the finances are in order to ensure the day to day costs of leasing.

Assistant Property Managers have to ensure that the make - ready board's scheduling is strictly adhered to.

Leasing Managers have to ensure that the unit availability list is accurate, leasing consultants are well informed/equipped and to oversee the "make-ready" process.

Maintenance Supervisors have to ensure that the maintenance and make-ready has been complete to standards of excellence, not only on the model apartment, but on the in-process" turn "units as well.

Grounds Managers have to ensure that the grounds are immaculate at all times.

lease note, your job descriptions may or may not range accordingly, but the need to the responsibility remains the same.

 Together with these two main priorities being met, your dream team will consistently win time and time again ... given everyone is meeting their designated priorities.

She said, "Leasing Isn't Rocket Science" ... I said, " Duhhhhhhhh! It's Psychology!"

And in saying "Duhhhhhhhhhhh!" I really meant, " You Are Correct Ma'am!"


Psychology is described as the study of the mind and behavior, both of which wholeheartedly affect a prospect's decision in between making either you or your competition their new "Home".


The "real secret" to more lead to lease conversions lie in simply understanding what your prospect ultimately needs.  In forcing them to identify their own needs (which are much different from their desires or wants), you can then work toward understanding your prospect as an individual - ideally and individually placed triggers will ultimately close your sell every time for you.


Read more on relationship building in:  #1 Rule In Rock Star Leasing ... Relationship Building - Duh!


Lets review 3 Top Psychological Triggers In Apartment Leasing


#1 Scarcity


A wide - range of key marketers use this as a trigger by using all kinds of tactics to suggest that products (or low prices) might soon be gone, or that someone is trying to keep this product off the market.


People are highly motivated by the thought that they might lose out on something ... and rightfully so, there is only 1 YOU (and your Rock Star level of customer service is nothing close to a guarantee anywhere else), first and foremost, but secondly only 1 unit remain available (even if your occupancy report says their are currently 3 available - they should only know of 1. Any number other than 1 encourages indecisiveness) in the floorplan that most closely fits their needs. Successfully make them understand the urgency in the matter; then watch as they sell themselves.


Example: Jessica: "Mark, thank you for making the time to come in and visit with me. It has been a sincere pleasure for me to understand your needs. The unit price on this ideally matched home to your needs changes at the end of the business day - this could easily mean the difference between your rent being $909 or $1299."


#2 Authority


Regardless of the industry, we can never get away from the fact that authority promotes action.


As a leasing professional, not only are you a psychologist ... you are also a leader and a guide. Make them understand why you're the better choice and force them into action.


Example: Jessica: "Mark, thank you for making the time to come in and visit with me. It has been a sincere pleasure for me to understand your needs. The unit price on this ideally matched home to your needs changes at the end of the business day - this could easily mean the difference between your rent being $909 or $1299. Now, because we've decided that this apartment is precisely what you need based on our little meet and greet, lets go ahead and complete an application for you. The process is really quick and painless - I pinky promise!"


#3 Liking / Social Acceptance


Bad reviews on www.apartmentratings.com or anywhere else for that matter, could ultimately cost you big. Good ratings will do the direct opposite.


Being wise is being proactive ... view your apartment rating today at: www.apartmentratings.com. If negative comments do exist, be sure to respond professionally by offering an apology as icing to begin with and a cherried solution to act as the cake topper.


Social acceptance is engraved in our DNA and if we fail to capitalize on the inevitable, we ultimately fail as leaders. Do not allow negatively placed reviews to determine your success rate.


Example:  Jason: "Michelle, I must admit that I was initially extremely leery about keeping my appointment with you today after reading one of the reviews on www.apartmentratings.com, but after reviewing your offices' response and meeting with you myself, I can not agree with what was said. Thank you for the experience."


Michelle: "Well, I appreciate that Jason ... debit card, please." :-)