Enter your email address for weekly access to top multifamily blogs!

Rommel Anacan

Welcome to my blog on MFI! This blog allows me to have an ongoing conversation with multifamily professionals like you. My focus is on helping you and your companies succeed by helping you optimize the quality of your relationships. If you'd like more information about me, my company and the ways that I can help you, please visit my website at www.RelationshipDifference.com

Three Questions to Add to Your "Selling Conversations"

Three Questions to Add to Your "Selling Conversations"

Just the other day I found a Yellow Pages book placed at my front door. I didn’t even know people made the Yellow Pages anymore, in this age of the Internet, quite frankly! So I picked up the Yellow Pages and placed it in the trash, since I’m not going to use it.

That made me think back to when receiving the Yellow Pages was a BIG deal in our home. After all if we wanted to find out which great restaurants were around our house, or where there was a vacuum repair shop, or a travel agent, band instruments, etc. that is where we turned to. Then I’d make a phone call (or my parents would) to whatever business and see if we wanted to buy what they were selling.

Today, the world has changed, hasn’t it? All I need to do now is pick up my smartphone and I can find out almost anything about anyone I am contemplating doing business with. So can you. So can your prospects.

In fact it’s believed that customers go on about 70% of the buying journey on their own (source Rentping.com/Vidyard.com) before contacting businesses. In other words, by the time your prospects have emailed, called or come in to visit, there is a good possibility that they’ve done a lot of research on your community already.

What does this mean for you?

I highly recommend that whenever you’re speaking with prospects on the phone or meeting with them in person that before you get into your information gathering process that you ask them a question like this,

“Have you visited our website?”

“Have you done some research on our community?”

“Have you visited our community before?”

Before I go further, I need to give credit where credit is due! When I first started with a company in Colorado, Lori Snider (who many of you know as a renowned industry speaker and expert) recommended that I ask the question on research and I did my best to do that with my prospects. I have heard Lisa Trosien (of the Apartment All-Stars and www.apartmentexpert.com) recommend that people ask, “Have you visited our website?” So, thanks Lori and Lisa for the helpful tips! (=

I stumbled upon “Have you visited our community before?” while working on-site, after many situations where I would launch into my sales presentation, only to have clients tell me, “Oh, I came in three months ago and….”

Here is why this is important…

Since today’s customer is likely much more educated about your community, you may not need to spend the first five to ten minutes of your presentation asking them questions to determine what they want, since they might already have a clear picture of what they do want. This helps you become more efficient and effective, by saving you time and energy, and helps keep your customer’s engagement up by not having to answer the same 20 questions s/he’s had to answer everywhere else. S/he might know what she wants, let him/her tell you!

Then once the customer has said “This is what I saw on your website. I’m interested in apartment 402…” you can ask pertinent questions to make sure that apartment 402 is right for the customer’s situation.

YOU: “Jill, apartment 402 is great. I think you’d love that location. Let me just confirm some of the details to make sure that it works for you. 402 is on the top floor, is that okay? It has W/D hook-ups. It’s renting for $1,000. Does that all sound good?…”

This made a huge different to me when I was leasing and I know it will make a difference for you to! Please share your results, questions, or comments below!

 

Rate this blog entry:
0
 
This comment was minimized by the moderator on the site

This is absolutely great!

  Brent Williams

Comment Below

  1. Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Automation has become a hot topic within multifamily. As its functionality has proven to be an asset to modern leasing strategies, its use is only going to ramp up. After all, automation technology simplifies and maximizes the leasing process for both customers and onsite teams. It has not only enhanced, but future-proofed apartment leasing and is now a key integration within CRMs. As more and more consumers have been making big-ticket purchases online, like new cars and homes, virtual content a...
  What I look for in top leasing talent.   Most blog posts about the characteristics of the effective leasing professional would start with words like positive attitude, goal oriented, relationship driven, and committed to service. You would add qualities like professional in image and self-motivated; someone who loves people. The usual stuff we have heard forever!   These are all admiral traits and ones we would love to see in all the onsite team. Right?&...
It seems that technology is evolving minute by minute, and the multifamily industry has a front-row seat to these ever-changing advancements.  This rapid acceleration of technology has brought about a wealth of innovative new tools and solutions – from resident referral platforms and text message marketing to AI and automation – that operators are utilizing to improve the customer experience. With apartment leasing and living becoming more tech-driven and digital-centric than ever before, o...