Fab-YOU-Lous Fundamentals for the questions: "How did you hear about us?"

 

After a greeting and introductions my very next questions is always “How did you find out about us?” This question is great for investing in resources that generate qualified leads. In context to the conversation between you and a new customer,however, it is a valuable way to begin finding out what people know about your community.

Example
How did you find out about us?
Customer: “ I work down the street and drive by everyday”
Follow-up questions: “Have you ever come inside to tour?”

How did you find out about us?
Customer” “My brother lives there and I have been to his apartment and love the layout”
Follow-up questions: “What is your brothers name, do you know his apartment number?”

How did you find out about us?
Customer: “I live in Minnesota and saw you on the Internet, I am coming to town next weekend to look around”
Follow-up questions: “Have you ever been to our city, community, area?”
Customer: “Yes, my sister lives in the area, but I have never been to your community”

The answer to this question helps you in understand their point of reference and provides you with a compass for what direction to take your conversation about your community and area. This is when you want to make sure you have a plan to share important area and community information.

Use this moment to direct them to your company website and community blog. I like to ask them if they are at their computer and if so, I tour them personally through both sites. I also really like to have them Google my property name, city & state to use the “Google Neighborhood” feature. Your community will come up with a red bubble as a feature of the map. Click on the red bubble and a new text box opens up with: directions, Search nearby, save to and more. Have them click on “Search nearby”. A search nearby space appears for you to type in suggestions. You can search restaurants, parks, schools or retail to show all the cool stuff in your area and how close it is. 

This is a fun exercise to do. Take a minute and conduct this same search yourself and capture and print screen shots for each search. Put them into a “Online Guide” book for your desk with these screen shots to guide and direct your customer in case you don’t have internet. If you have a community blog all of these maps and lists would be included with links to all areas of interest in one location. If you have not looked into creating a blog – contact Apartment Finders and take a look at their Community Sherpa product. Go to Metro67.com and check out one of the best blogs I have seen. Be sure and click on each of the tabs and check out all the impressive information presented as a fantastic tool for both leasing and retention.

How did you find out about us? What a rich, powerful tool to guide and direct the first part of your conversation! What a fabulous fundamental!!