Let's cut through the noise: your customers aren't choosing your community because of your incentives, your floorplans, or your "resort-style" pool.

They're choosing because something deeper is calling the shots.

Here's what many multifamily salespeople get wrong—they start selling before they truly understand the person. That's like trying to order the perfect meal for someone you've just met. There's a good chance you're going to get it wrong. 

When I train leasing and sales teams in the multifamily industry, we focus less on scripts and more on discovering the story behind the decision. Because all of the decisions customers make, why they say "yes" or why they ghost you after the tour, is rooted in the story. 

What discovering their story allows you to do is to uncover the ... TENSION. 

Tension is the space between where your customer is now and where they wish they were. It's the fuel behind why they're searching for a new place, watching 3D videos online, engaging with the chatbot, or walking through your doors. 

Friends you must understand this...

• They're not just looking for a place to live.
  
• They're hoping to feel safer. Or freer.
  
• They're searching for a fresh start, a sense of belonging, or maybe even a little peace.

• They may talk about square footage, but they're thinking about their family.
  
• They may ask about the gate, but they're looking for a feeling of peace and comfort. 
  
• They may say "location," but what they mean is, "My long commute keeps me from spending time with those I love."
  

And when you sell the right way, it feels good to you too!