Most reps/leasing agents think market research is just knowing comp's price and amenities.

It's not. Not even close.
→ It's about market awareness 🧠
→ Positioning power 🎯
→ Frame control 💼

Every week I'm training one of my national teams 🇺🇸, I make it a point to tour comps in that market.
Not to spy.
→ To outperform.
→ To sharpen.
→ To win.

I ask questions. Study tone and cadence.
And listen to how they generally sell, because if a prospect didn't sign with us, I want to know exactly where they went, what story beat ours, and who did it.

→ This gives you confidence in your product.
→ This earns trust with owners (promotions??)
→ This helps you overcome objections mid-tour.

I don't train my teams to guess.

I train them to reverse-engineer the market.
→ Confidence? It's usually data disguised as conviction.

So if your team is still "hoping" your current pricing is sufficient to weather the market…

You're not selling at all unfortunately.
You're referring traffic to your comps.

💬 Comment below: How often do you shop comps? For me, it's pretty often. Especially in some markets of the 🇺🇸 where they don't share weekly numbers 😣

♻️ Repost if you've ever won a deal just by knowing that the other comp wouldn't be a good fit.

👥 Follow/connect with me for real-time Gen Z leasing strategy from someone actually in the trenches weekly🫡