Is It a Training Problem, a Management Problem, or a Hiring Problem?

When leasing performance isn't where you want it to be, or occupancy is falling short of expectations, the first reaction is often:

"The team needs more training."

Sometimes that's exactly right.

But after nearly 40 years in multifamily, I've learned that training isn't always the problem, and it isn't always the solution.

Diagnose the problem first.

Your team is giving plenty of tours, but leases aren't being generated.

The first thought might be, "They need more closing training."

Maybe.

But what if they're not asking the right questions?

What if they're showcasing amenities, but failing to connect those amenities to what the prospect actually wants or needs?

What if follow-up isn't consistent?

Those can be trainable leasing skills.

Asking better questions, building rapport, creating connection, handling objections, closing and follow-up can all improve with effective training and coaching.

Sometimes the problem isn't the leasing professional.

Are expectations clear?
Is follow-up being monitored?
Does coaching continue after training?
Does the team have the tools and processes needed to succeed?

Training can't fix unclear expectations, inconsistent accountability or broken processes.

Sometimes, even with the right training, tools and coaching, someone simply isn't the right fit.

And sometimes the issue isn't the person at all.

Maybe the property doesn't have enough leasing coverage. Maybe you're short staffed while recruiting. Maybe you need temporary support.

That's a staffing problem, not a training problem.

Training is a powerful tool. But it's only one tool.

Before deciding what your team needs, ask:

What is happening? Why is it happening? What needs to change?

After nearly four decades in multifamily, I've learned that the best solutions usually start with better questions.

Discover the problem. Diagnose the problem. Solve the problem.

Then decide whether training is part of the solution.

Don't train around a problem that hasn't been discovered, diagnosed and solved.