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." :-)