Are your sales conversations productive and driven by goals? Whether it’s your first time meeting with a prospective renter or you’re discussing the terms of the lease, it’s important to direct the conversation to learn their preferences and point them toward a rental decision. These apartment leasing tips can help you maximize your time while also demonstrating your value and building trust with your clients.

Establish rapport with renters

A prospective renter wants to feel like they’re more than just a rent payment, so a crucial first step in the conversation is to put them at ease and build trust by asking them about their needs and interests early on.

• What housing needs bring you in today?
• How much does your commute factor in to where you live?
• What do you like to do for fun?

Narrow down the choices

It’s easy for renters to get overwhelmed by all the floor plans, listings and amenities they look at in their apartment search. Help them narrow down the choices to arrive at a decision:

• Let’s focus on the units with the price and features you want so we can eliminate the properties that won’t work for you.
• How about we simplify the decision? If we eliminate half your choices, which ones should be taken off the table?

Of course, a successful sales conversation doesn’t mean pressuring the prospective renter to make a decision. It’s critical that you remain patient throughout the shopping process — even when you feel short on time, the extra attention you give to focusing on the renter’s needs and offering your professional advice can make a difference in helping them find the home that’s truly right for them.

Ask for renters’ opinions

Learn your renters’ priorities by asking for their opinions about the units you’re showing them as well as other properties they’ve seen. This will help you know which features to emphasize when conducting a tour.

Examples:

• In your opinion, what’s the best feature and the worst feature of this property?

Answer: I like the units, but there’s not much going on in the neighborhood.

Reply: It’s definitely a more serene and quiet neighborhood, and we’re proud to offer our residents a wide variety of on-site amenities.

• Which property or unit fits your lifestyle better: A or B?

Answer: I like B.

Reply: I’m a fan of that floor plan too. The open living room and den really offer the flexibility to use the space in a variety of ways.

• What is more important to you: Cost? Location? Features and amenities?

Answer: It’s important that my commute to work is convenient.

Reply: Getting stuck in traffic is the worst. Luckily, we have access to great public transit, and there’s a neighborhood shuttle that operates on weekday mornings and afternoons and all day on weekends.

• What’s your one must-have feature?

Answer: Storage! I hate having to cram everything in too-small spaces.

Reply: It’s nice to have your stuff readily available, but you need room to breathe. Every unit comes with private storage in the same building, and our residents enjoy a discount at the local public storage company.

• What’s not a must-have but would make life easier if you had it?

Answer: An on-site restaurant would be awesome.

Reply: Our neighborhood has many excellent restaurants and cafes that offer a variety of cuisines — several of them deliver and offer discounts to our residents. We also offer in-unit package delivery, so if you subscribe to a meal service, we can make sure it’s ready when you get home.

• What feedback have you heard about this property?

Answer: I’ve heard it’s an old property and could use sprucing up.

Reply: There’s a certain charm in classic properties like ours, and our regular maintenance schedule keeps it comfortable and clean. We also have some updates already underway that our residents are excited for.

• What makes an apartment property feel like a true community?

Answer: Events and spaces for residents to get together. Knowing that I’m more than just a rent check to you.

Reply: We absolutely agree that knowing your neighbors is part of a great community, and we’re delighted to offer several spaces, both indoors and out, that make it easy to meet and relax. We also love showing how much we appreciate our residents throughout the year with fun events and giveaways.

Listen and repeat

It’s important to show renters you’re listening and taking their concerns into account. Gain a better understanding of how they feel about the property and demonstrate your good customer service by asking questions that relate to your previous discussions.

For example, in a conversation after the showing, apply your knowledge of the renter’s preferences. Instead of simply asking, “So, what do you think?” try one of these statements:

• I remember you said you’re not sure about ___.
• Like you said, you’d be more comfortable living here if ____.
• You really like ___, but it sounds like what’s holding you back is ___.

Then, follow up with an exploratory question:

• What makes you say that?
• Tell me more about that feeling.
• What would help you make the decision?
• What changes would help you like the home better?
• You’ll be happy to know that ____. How does that sound?

Repeating what renters have told you and incorporating those details into your questions will help them form articulate answers and drive you closer to finding them the perfect apartment.

Searching for a new place to call home is an emotional experience. Your professional advice is helpful only after they’ve shared their needs and feel as though you’ve heard them. Using these apartment leasing tips can help renters know they’ve chosen the right place to call home.