VAMA Conference Preview: Speaker Leah Brewer
Recently I toured a dozen apartment communities to review leasing
presentations. The clubhouses were welcoming, the coffee was flavored
and models were appealing. However, the factor that made any apartment
unique, distinctive or memorable was the people.
The leasing consultant’s focus and enthusiasm created interest in living
in the apartment. The manager who stopped by to greet and ask some
getting-to-know-me questions initiated trust in their ability to take
care of my apartment and neighborhood. The maintenance technician who
took time to smile and say hello in passing produced confidence in my
apartment home’s upkeep.
Prospective renters searching for an apartment are searching for a place
to call home. Their primary reason for leasing at one apartment
community over another is not simply rental rate, special incentives or
features. We each choose to live where we feel welcome, accepted,
wanted and "at home". Apartment professionals who truly care about
their prospects’ housing needs and wants genuinely show this through
their conversation, body language, facial expressions, words...and
attitude.
I have seen many super-star leasing consultants achieve success through
their sparkle and sincerity. These assets are more important and more
successful than any training tip or sales secret. I have seen
maintenance technicians who knew their residents far better than the
office personnel, and went out of their way to make a difference in the
lives of those residents. These service skills retain more good
residents than renewal concessions or gifts. I have seen managers who
lead their team with support, encouragement, empowerment and who lead by
example. These positive traits translate to positive feelings and
actions by staff towards the residents and prospects.
Lease more apartments, stabilize your resident base and simply have more
fun and job satisfaction by putting People first before Product or
Profits. The success will follow; it’s all about the people.