Never speak price until you can justify its value.

Why?

Because if you drop the number too early,
you're now going on a tour with a prospect AND their wallet. Congrats!

People love to escape their own realities every once in a while.
Sometimes price is the last thing someone wants to hear (again) when they're considering their new dream home.

→ Prospects don't typically reject the price, they reject the idea that this is "just another" community that's unfairly priced, because they haven't seen anything yet.

→ So many leasing professionals lose deals this way. If you're not trained, it's easy to talk too much, too soon, and for some prospects, that comes across as shoddy.

→ You earn the right to discuss price only after you've built perception of value and identified the buyer's persona.

I was taught early on,
If the prospect asks for price, deviate the conversation until they ask the third time.

Example:
Prospect on tour: "What's the price again?"
Me: "Let's discuss that when we're back in the office, want to make sure I give you the right price, ya know?"

(Don't believe me? Try it yourself, and shoot me a DM.)

I've sat in leasing offices across the country 🇺🇸 the past two years training agents on the art of dropping the price.

The best leasing pros delay it until they've built an emotional connection.

If no connection can be made?

Cut. Your. Losses.
Quick.
(Sometimes that's before the tour even begins.)

By the time the price comes up, it's not a 50/50 shot anymore.