Pub. 5 2020 Issue 4

20 www.ctaahq.org What’s the New Normal? Leasing Apartments During the Pandemic By Elaine M Simpson E ven though the first point of contact for a prospect is still the phone call or email, in today’s “pandemic” environment, leasing and move-in practic- es have temporarily changed. Basically, a person can rent an apartment and move in without being face-to-face with a leasing consultant. Who knows, these changes could become the “new normal.” With limited opportunities to build a relationship with your prospect, first impressions based on telephone techniques and customer service, community and apartment interior appearance, quality of your virtual tours/photography, closing techniques and follow up become your best tools of the trade. Terrific Telephone Techniques — Let’s start with the telephone. Your prospect has been surfing the web, and your communi- ty made their “shortlist.” They picked up the phone and called you first. How are you going to make that great first impres- sion that will ultimately influence their decision-making process by making your community stand out above the rest? Your customer service skills must shine! Do you have a “suggested” leasing script for your staff members? It helps to coach and guide them, especially if they are new to the business. If you don’t have one, we can supply you with a basic one that you can customize. The person answering the phone should have a smile in their voice and introduce themselves before asking each caller for their name, a preferred telephone number to use in case of discon- nection of call and asking how they heard about the community. Follow that by asking what type of floor plan they are interested in and how soon they need to move. Please ask if they are famil- iar with the community, then offer to The times, they are a-changin’.” ” simultaneously review the com- munity website with them to take a virtual tour. Have each staff member create their own description of the community, its amenities and each floor plan. Paint a picture with words so each prospect can follow along and visu- alize each amenity and each room of their new home. We have a great list of recommended words to help you with this task. Remember to sell the features and benefits while person- alizing the call by using the caller’s name during the conversation. Be friendly, energized and start using your assumptive closing techniques from the beginning. Some communities are allowing self-guided physical tours, but by ap- pointment only. When the prospects show up, they are given a packet by a staff member standing behind a pro- tective shield. The packet contains a key fob and a map with directions on finding the models and or vacant apartment homes. When the tour is over, the packet is placed in a box on the way out, and the key fobs are sanitized for the next tour. Take this opportunity to ask the prospect what they thought of the home; what did they like the best? Ask for any objections so that these can be addressed and discussed and hope- fully overcome. Community and Apartment Home Appearance — Quality of photogra- phy and videography is important for online tours, but the physical appear- ance and attributes of the asset must