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Overcoming Objections that are really not Objections at all.

Overcoming Objections that are really not Objections at all.

Training directors, leasing experts, property managers and even owners ask me how they can overcome a particular objection on their community.  I want to say this up front though, I do not try and jam a circle prospect into a square apartment.  Yes, you may close them, but many of them cancel and many more will be unhappy after they move in, as they have been sold not guided.  On the other hand, let’s say a prospect said she needs a balcony and you do not have one.  Ask a qualifying question.  For example, I was doing a lease up at a community that did not have balconies, and everyone told me they lost a ton of leases because of this.  I said, really?  At the end of the lease up I only lost one because of this.   Many people are in love with the idea of having this or that, but let’s be honest, many times we never use it.  I had personally rented a 7th floor apartment south west exposure with a huge balcony in brand new luxury high rise located in Atlanta, GA.  I rented that particular apartment because of this balcony and in the two years I lived there I walked out on the balcony a couple of times for a few minutes, never put any furniture out there either. 

 

So when the lack of a balcony at our lease-up came up as an objection, I asked them if they were in love with the idea of having a balcony or do they actually use a balcony right now.  Most of them said they did not use one but it sounds nice.  Then I would try to understand their need by asking them why it sounded nice to them.  Oftentimes, they enjoyed being outdoors, etc.  Since this luxury community was located up north and has long winters and short summers it was easy to remind them that if it is a nice day outside are they really going to be sitting on their balcony or outside enjoying summer?  Most of them said outside doing something.   Then I would also mention that this community had over 60 acres of park like land for picnics, walks and just enjoying the warm summer months.  Now if I had just said we do not have balconies they probably would have ended the phone call, but because I used a simple question and shared my story I closed over 95%.

 

At your community I challenge you to really know your objections, and then think about how you can talk with your prospect to find out if they are just in love with the idea or actually use it and/or need it.  So be prepared write out your objections and ways to address them.  Remember you are not trying to manipulate people into renting your apartment you are only helping them navigate the maze of finding an apartment.  So learn how to shine the light for them and lead them to their new home.  Most of the time if you are doing it right you will end up renting them an apartment.   If you have an objection that you are having difficulty with share it with your team and brainstorm, role play and plan for future success.  Remember you may be helping them overcome an Objection that really is not an Objection at all.

 

Have Fun, Be Prepared, Communicate and Relate your way to renting more apartments! 

 
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You hit the nail on the head with objections! Often the sales associate gets caught up in their personal preferences/opinion and does not find out the customer's needs.

  Theresa Ebner
This comment was minimized by the moderator on the site

You hit the nail on the head with objections! AS sales associate we can caught up in our personal preferences/opinion and do not find out the customer's needs or what will work best for the customer.

  Theresa Ebner
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"in love with the idea of having a balcony or do they actually use a balcony right now"

Robert, this is a great selling tip. Many of us are in love with an "idea" that isn't really necessary, but we convince ourselves it is. Great selling point.

  Travis Arnold

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