Our customers have been trained to question claims and promises.  People expect lies.  How do we demonstrate our credibility?

Key:  I can’t deny what I see.

In a situation where we are being sold we tend to approach it from a negative perspective.  We are prepared to disagree. Our brains spend a great deal of time looking for evidence to support what we have already decided is true.  Therefore, when a sales person says something that runs counter to what we already believe, we deny it by labeling it as a mistake or an out-and-out lie.  This is why it is so important to have proof of what we say—and any proof that your customer can see with their own eyes has the most power.  The strength of this proof is that when you bring it to the attention of your customer, they have to judge it independently and cannot immediately deny it.  Some examples include:

• A market study showing average rents or occupancies in your area - “See!  I told you that you better not wait too long to put your application in on this apartment home!”
• Newspaper articles, journal articles or blog entries showing rental trends, the cost of home ownership, discussing the planning, development or construction of your property, etc.  Any positive PR regarding your property should be framed in your leasing center.  More topical information should be placed in a notebook within easy view of your customers.
• Consumer report information on appliances – some customers question the quality, reliability and energy efficiency of the appliances they will be using.  Provide documentation that you are green and that the quality of the appliances will reduce their face time with your maintenance team.
• Blueprints or architectural reports on sound attenuation, staggered stud common walls, R-factors, etc. – Often in a renovation or new construction scenario, we are selling what will be; not what is!  As such, we are selling the dream.  Provide concrete evidence whenever you possibly can.
• Actual photographs of the available home in Craigslist ads or e-mail enquiry responses – “Jan, here is a photo of the view from the apartment we talked about on the phone…”
• Youtube videos -  showing construction in progress or of actual available apartments.
• A print out of your apartment ratings web pages showing actual customer comments regarding your property.
• Meeting your residents and staff – one of the beauties of the internet is that the majority of our customers have narrowed their choice based on what they have seen on-line.  Their eventual buying decision is hinging on whether or not there is chemistry.  By taking the time to greet other residents while touring you demonstrate that you care about your customers after the sale.  In addition, when they meet other members of your team, it gives them more evidence that you are good people and will take care of them.

Evidence depends on its source for credibility.  For example, many customers today realize that apartment ratings sites are often used for revenge so while they may read them; they take these comments with a grain of salt.  The same is true for the photos we use in our advertising.  Our customers are used to ‘models’ (both human and structural) being airbrushed and photo-shopped.  This is one reason that videos have become increasingly effective (they demonstrate what the customer would actually see if they were in the apartment).  Look for credible evidence that supports your sale.

Evidence is especially important when we are uncertain.  Uncertain moments for most of us include when we are going through a life-change (going away to school, divorce, death of a partner, relocating to a new city, etc.).  This is when we go into a hyper-research mode looking for any evidence we can about our potential buying decision.

Take the time to pull together evidence that supports your customer’s decision to rent at your property.  Look for material that is hard to deny (and thus supports your position and gives them comfort).  Prove that you are a leasing professional with integrity!  When you add this supportive evidence to your already flawless leasing technique, you will be unstoppable!

Cheers!  Jim Baumgartner | Rent Soda

Jim Baumgartner is Senior Vice President of RentSoda, a consulting company offering apartment marketing, business & operations consulting as well as industry-specific training.

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