Selling Your Property’s Amenities – Quick Tips

By Tiffany Yelverton, CAM, CAPS 

Ten Commandments of Human Relations ~ "The Power of Influence" John C. Maxwell

1) Speak to people?
2) Smile at people?
3) Call people by name?
4) Be friendly and helpful?
5) Be cordial
?6) Have a genuine interest in people?
7) Be generous with praise
?8) Be considerate of the feelings of others
9) Be thoughtful of the opinions of others
10) Be alert to give service

1. Focus your presentation directly on your customers’ particular needs. Leasing professionals must rise to all challenges and deliver the specific information that matters most to the customer. Ask the customer permission to ask questions, for example, "If you’ll give me just a few moments of your time to ask you some questions, I’ll be able to find the perfect apartment that meets your needs." This explains what you are doing and why. If he or she perceives that you are genuinely trying to help him or her by meeting his or her exact needs, he or she will be much more likely to cooperate. 

2. Once you’ve gotten permission to ask some questions, start asking! Strive for open-ended questions that invite longer, more detailed answers. (The open-ended question invites the customer to elaborate, whereas the closed question can be answered briefly, in one or two words.) 

3. Try asking things like, "Are there any specific features you’re looking for in a new home?" "What things are most important to you in an apartment?" or "Why are you moving from where you are living now?" 

4. Another important technique involves using assumptive questions. In an assumptive question, you use phrasing that assumes the customer will become a resident of your community. For example, instead of asking, "When do you need an apartment," you might ask, "When are you planning on moving into our community?" This type of phrasing is an invitation to be a part of the community.

 

5. As the customer starts to respond to your questions, pay attention. He or she is giving you precious information that you can use to tailor your presentation directly to him or her. Has the customer indicated that he/she has lots of furniture? If so, talk about the ample square footage of your living rooms. Does he/she do a lot of work from home? If so, emphasize how "wired" your units are. Does he or she love to cook? If so, talk about your new, state-of- the-art appliances. If he or she mentions sports or outdoor recreation, point out your proximity to the park. In short, show him or her how your community is ideal for his or her particular lifestyle needs.

6. As you describe your community’s features, use colorful, inviting words such as bright, cozy, spacious, airy, comfortable and warm. If this doesn’t come naturally to you, practice it! Work on "talking" your way through each of your community’s floor plans, painting a picture of each room as you go. Instead of saying, "The bedroom is down the hall to the right," say, "At the end of the hallway, if you turn to your right, you’ll enter the first bedroom suite, which is large enough to easily accommodate a full bedroom collection, complete with a king bed. The windows in this room are over sized, so you get a terrific sense of light and spaciousness, not to mention a great view." 

7. Write these "talking notes" down if you need to. Next, go through them a few times and look for ways to make them more descriptive. Once you’ve mastered each floor plan and its amenities, work on your community amenities such as the pool, fitness center, and the clubhouse. You should also practice describing the surrounding area amenities.

 

?About the author:
Tiffany Yelverton, CAM, CAPS, is a Seminar Speaker for our Education Conference & Trade Show. Come hear her speak on "Creative Lease Expiration Advantage" on Thursday, Oct. 17, from 3:15-4:45 p.m. She will also be speaking again on Friday, Oct. 18, from 9:45-11:00 a.m. for a seminar titled "Be Proactive not Reactive - A Frontier of Unlimited Opportunity"

Tiffany is the President of Creative Apartment Marketing, a consulting firm specializing in training, marketing, and strategic planning. Her expertise in assessing a property’s potential has increased the net operating income for many properties with her key ingredients of facilitating and training the on-site and supervisor teams with customized ‘how to’ steps in achieving profitable goals.

 

Tiffany holds the National Apartment Association’s CAM and CAPS designations, achieving Emeritus status from NAA in 2007, enjoys writing articles for many real estate and multifamily publications, is on the board of directors for the National Multifamily Speakers Alliance, is a frequent presenter for Gracehill.com online chats, and a featured speaker NAA Conferences and NAA Affiliate events, IREM Conferences and events, Multi-Housing World and Multifamily Pro’s Brainstorming sessions.

Please visit CreativeApartmentMarketing.com for more information.