This certainly is an interesting idea. I have experienced the solo shop at some competitors as well, but haven't gone that direction. The solo shop seems to place all of the focus on the product, but the product isn't our competitive advantage. How do you see this?

Very interesting Eric. It's definitely different than the norm. I do question the concept (like Tom did) as it seems to place a lot of focus on the product. I understand your argument about how you explain it and it being part of the "Experience," however, after they leave your office any objections or question that arise during the tour cannot be immediately addressed. I also shuttered just a bit when reading your auto analogy. That's probably one of the last industries you should be using as a model for how to run your business in my opinion. One reason many of those guys are in such trouble right now is because they have relied so heavily on their product and not the experience.

Keep us in the loop on how this continues to evolve as I think there might be some potential with it, but I suppose I'm skeptical for now. What I do like about the concept (as I'd like to end on a high note) is that your idea is one for continuous improvement. You're not accepting "it is what it is," and you're not afraid to take a chance for improvement. There is always a better way, and this could at least be the first step to finding it for the leasing process.

TheKaizenNerd

Years back, many models were located just outside the office door and the the client was encouraged to go it alone. As the client increasingly desires to control their experience, I think we will see more of this.
Trouble is, I think that a strong salesperson can have an incredible impact on whether the sale is made. I do an exercise with salespeople where they are instructed to visit a community and come back. Then I ask them to rate the experience. They might be shown a filthy apartment, have to wait, step in dog poop, and without fail will rate the experience as "Good" if they liked the salesperson. When I dispute the ranking based on what happened, they will say, "But she was so nice. I really liked her."
The human impact on perception is enormous.

I think that you've got an interesting idea here, but I have to agree with both Mark and Lori that there are some inherent risks. That being said, just because it's not the way we do something now, doesn't mean it's wrong. I worry because I know that 80% of the choice to buy/rent is based on whether or not the potential resident LIKES your leasing consultant. Your people are what sets you apart, and I'm actually surprised to see you move in this direction because since I've been following what your company has been doing it has always seemed to me that you were moving in the direction of inter-connectivity and personal relationships. It gives me pause in thought that you would chose to eliminate the strong foundational blocks that can come from a great tour of the property.

Again, not saying it's wrong, just that it's surprising. I would love to know how it works for you in the next three months. Good Luck and I clap for your courage to take a risk!

I have long thought this would be effective in our space and am excited to see someone finally doing it.

I originally became convinced of the idea while traveling on business for EQR some years back. We used National Rent a Car for our out of town travel needs and the practice there was to shuttle you right to the lot where you were left to choose your own car. It made me think that we could rent homes in the same manner.

We are a self serving nation and as such I think that anytime we can take people out of the equation - we should.

At the end of the day, it's not unlike the use of social media - we need to serve the client in a way the client wants to be served. If that means solo touring then it should at least be an option.

I look forward to your success - hats off to you and your team.

M

Eric,
I do think that the consumer would prefer to control the experience themselves. That is why we are seeing good results from the touch panel technology we have employed. And, given the lack of training, as well as apathy on the part of some sales professionals, it makes sense. They can do it just as well themselves, and they have most likely done quite a bit of research before walking through the door. That said, it is important to measure the impact a good salesperson can have on influencing and generating the sale, as well as building value in the product. I am sure we will see more of this - technology is allowing an independent experience, and if salespeople don't get accountable and justify their value, I fear they may an endangered species in this business. I also think it really depends on the demographic you are trying to sell to. Gen Y may find this method preferable, but will the boomers? And they have all the money.

Mike-

I'm going to question your idea of "take people out of the equation" as companies like Disney, Ritz Carlton, Nordstrom, Lexus, Ruth's Chris, or other top brands demand and receive a premium by providing a "personal" experience. I'm not saying that what Eric is doing can't be a start or a twist to providing a "personal" experience, but I disagree with the "anytime" taking people out concept.

At last year's AIM conference I really enjoyed a presentation by Dhrubo Sircar, CIA of UDS. While his presentation was titled "Architecting Your Customers' Online Experience," ([url]http://www.slideshare.net/AIM_Conference/online-customer-experience-dhrubo-sircar?type=powerpoint[/url]) he made a point near the end of his presentation that stuck with me. He states, "We are social beings." He went on to explain that how we use the automated and new technology tool of today can enhance a customer's experience, but in the end people like to buy from people. I think there is a lot of truth to that, and when done right the "personal" experience will trump the automated one and demand a premium every time.

Mj