STOP THE SPECIALS SELL the Value Leasing teams must sell value, not concessions. This four-step plan provides some guidelines. By Lanee Bowser Presented by: Jeff Briggs, Kelly Campbell, Thusitha GunawardanaValue

 With an economic recovery on the horizon and a bounding apartment market, can your leasing teams actually sell without magical marketing tricks?  Leasing teams should be prepared now to sell on the basis of value and to ask for the business.  Stop the specials! Instead, train your property management teams to build value for the renter and quote market rate.

These specific capabilities separate professional leasers from greeters:  Professional Leasers  convert inquires  Close business  generate revenue  Greeters Greeters  “Let’s Make A Deal.”  miss sales opportunities  do not generate $$$  lack the fundamentals necessary to deliver a higher level of service to current and prospective residents

Building value of sales team  Step 1. Assess the Team  Assess, evaluate, and change the unprofessional behaviors of your leasing teams.

Use these steps to assess a leasing team’s capabilities:  Mystery shop each leasing associate by phone. Calls should be recorded and easily accessible by the employer, as well as the manager, to listen to and review without being at the same location.  Mystery shop each leasing associate onsite at the community. Evaluate their rapport-building skills and how they relate the community’s features to meet the needs of the renter.  Mystery shop the competition. Having competitive intelligence aids leasing consultants in positioning their community ahead of the competition.

 Gather baseline numbers. This includes phone conversions, walk-in conversions, closing ratios, occupancy and resident retention numbers, etc.

 Step 2. Review the Training Program  Evaluate the community’s current training programs.

Find answers for followings..  Is training performed internally or outsourced?  Is the training program focused on tactical, operational issues like entering traffic and computer systems or on the art of building value and asking for the business?  Is building a culture of professional service and sales at the core of your training initiatives?  How are leasing teams taught to close more business?

 Step 3. Change Leasing Behavior

To implement a solid, results-oriented training program, follow these four essential components:  Program Development. Identify objectives, evaluate current employee performance, design the training program to meet the needs of the company and develop the necessary training materials.  Training Delivery. Training that is accepted by the employees will be much more effective than training that feels forced upon them. Real life leasing.Real life leasing  Reinforcement. The success of any skill-based training program is directly dependent on the quality of support offered to trained employees after the initial event.  Management Tools. Measurement and reporting is key to determining the success of training initiatives.

 Step 4. Take the Extra Step  Once training is completed and a sound reinforcement program is established, leasing consultants will have the confidence and tools necessary to build value with each caller before quoting a rate.

Reference  Bowser.L.  