How you interact with prospects can be the determining factor on whether you close a lease or not. Particularly in the multifamily industry, the people renting your property desire a sense of community and involvement from their leasing professionals. This means leasing agents need to adapt to each prospective tenant to determine a selling strategy to close that lease.

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Emotional selling

When looking for a place to reside, people naturally want to feel like they are walking into their next home as they tour your property. Taking the time to remember key points that prospects mention can be a huge step in establishing an emotional connection to the property. Take what you learn about your future residents and incorporate them into the tour in order to connect with your prospects’ emotions. There are dozens of properties that offer similar features and amenities, your role as a leasing agent is to help people see what benefits they can gain from your property. This form of emotional marketing encourages the prospect to feel something, appeals to a specific emotion and reaches the prospect’s subconscious.

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Using circumstances to sell vs. listing amenities

Have you ever walked into a store and had salespeople approach you with a pitch that you were completely uninterested in hearing? The leasing process is a little similar to that when it comes to listing amenities. Prospects want their home searching experience to be customized and not generalized to what you think they like about the property. There’s no point in spending 20 minutes talking about the state-of-the-art gym facility when the prospect has indicated that they don’t like to work out. Before your tour, ask people helpful questions like, “What about this property caught your attention?” And, “If there is one must-have for your next home, what would it be?” This allows you to tailor the tour individually to specifically mention characteristics your prospect desires.

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Using technology to close leases faster

With all the methods prospects have at their disposal to contact your property, the majority of possible tenants are most likely to call for information. But what about when you’re out on a tour or helping a resident, and there are calls going unanswered? That’s where AI (Artificial Intelligence) can help. Utilizing a virtual leasing assistant at your property ensures you never miss a leasing opportunity. A virtual leasing assistant is powered by AI to answer calls, texts, and chats when the leasing team is unavailable. It can answer prospects' leasing questions, collect guest cards, and schedule tours — saving the leasing team precious time and increasing your speed to lease.

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