When your phone rings, the goal is to set an appointment so the prospective resident comes out to see you and rents an apartment! While attitude is key; there are some things that you can do to make your phone interaction more successful.
- Smile on the phone. It sounds simple and it is. People can hear the warmth of your smile over the phone. Remember, the majority of prospects have already narrowed their choice down to a final few. Their goal now is to find the right ‘chemistry’.
- Use the name exchange: “By the way, my name is Jim and you are….?” End with an upward inflection and then just wait. The vast majority of the time your customer will fill in the blank. Once they do, use their name in conversation. Every time you use their name it brings their focus back to the call and it takes the conversation to a more personal level.
- Sell the benefits: Take some time to write down a list of everything your current residents like about your property. Then note why they like that specific item. This is the benefit to them. For example, many of your residents comment that they like your Indoor Pool with an adjacent outdoor tanning deck. Help your customer understand why this is a good thing. “Our residents love the indoor pool because you can always use it—not just during the warm weather months. And tanning is a dream because it’s steps away. You know how it works…’Bake, dip, flip, dip!’” Not everyone will want the same features so think about who is attracted to which feature and keep a list close to your phone so you are always prepared.
- Other items that people want to know about include anything that makes life easier: washer and dryer in the home, ice maker, self-cleaning ovens, etc.
- Convenience factors including bus stop nearby, adjacent parks, fitness facilities, free cappuccino in your lobby, etc.
- Social opportunities: happy hour by the pool on Thursday nights, free movie nights, yoga classes, etc.
- Discover hot buttons: your job is to ask questions. This will help you better know and understand your customer. Examples include:
- Is the home just for yourself?
- Is there anything special you are looking for in your new home?
- Ask for an appointment. “You have to come see us! Would 5:15 tonight or right now be better for you!” (The goal is to get them to see you as soon as possible. The longer they wait to visit, the less excited they are.)
Start integrating these tools into your telephone technique and you will be surprised at how positively your customers respond. These tools will increase the number of appointments you set—and more appointments mean more opportunities to lease an apartment!
Cheers! Jim Baumgartner | Rent Soda
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