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Reading Room Articles
When it comes to effectively training a leasing professional, it's my opinion that we often overlook one of the most important components of the leasing process: the appropriate handling of a Future Resident inquiry. This is not to say that the area isn't addressed at all, because telephone call-ins and walk-ins are largely well taught, and therefore well handled. It's the more passive request for information that we don't seem to handle aggressively enough. What about Future Residents who write in for information, whether directly to the leasing center, or through an apartment publication? What about Future Residents who use an Internet services, like RENTNET®? What do we do with all of that information that we receive through direct mail/reply cards? Then there are the current residents who casually mention the name of someone who is looking for a new home. We're well trained to respond to real people, face-to-face; but we often drop the ball when that person is only represented by a phone call, piece of paper, or the casual mention of a friend. It's time to realize that there is a real-live, living, breathing human being on the other end of that request for information; and they're looking for a new home! The Keys: Prompt Response and Effective Follow-Up The first key to effectively handling a Future Resident inquiry is speed! In my experience tracking and evaluating inquiries, the chances of leasing to the individual decreases exponentially according to your delay in responding to the request for information. It's not a complicated formula... the longer you snooze, the more likely you are to lose. You should strive to satisfy all inquiries within 24 hours of the request. Future Residents will not wait to receive your information before seeking information from other apartment communities. Typically, they will only consider leasing at those communities that respond promptly. I've heard the argument several times from Marketers, Trainers, and Leasing Professionals that there's a benefit to being the last to respond to an inquiry. They reason that the Future Resident is more likely to remember the last brochure received, and will often forget those received earlier. Unfortunately, experience proves that this is not the case. It's human nature for the consumer to be momentarily enamored by the newest thing to come to their attention; but the Future Resident is not likely to make such an important decision without considering all of the information available. The key is to ensure that your information is there promptly, to be considered in the first place. The best strategy is to respond quickly, then follow-up several (five or so) times to keep your community's name in the forefront of the Future Residents mind. Delaying your response is not only ineffective, but it's downright inappropriate and discourteous. Many Future Residents reason "If they're this slow in just sending me a brochure, imagine how unresponsive they'll be when I really need help!" First impressions are important, and a slow response to the initial inquiry is a very poor first impression indeed. Quickly and efficiently qualifying the Future Resident through follow-up is the second key to effectively handling a Future Resident inquiry. So what makes a qualified inquiry? It's simply an inquiry or response from a Future Resident who has the money and authority to lease an apartment. Authority? Yes! I've encountered several instances where a family member or friend made the initial request on behalf of the Future Resident. Even in a case like this, you want to respond promptly, then do all that you can to make contact with the actual decision-maker. Do it Right From the Start
The Perfect Package When creating your information package or responce, the envelope, tube, email or box should be rubber stamped or printed with these magic words: "HERE IS THE INFORMATION YOU REQUESTED" in large, bold letters. This is especially important with email inquires due to the amount of SPAM (junk mail) people are receiving. Your community brochure is the most important element of the package, along with any other specific information the Future Resident may have requested. Try not to overwhelm them by sending too much literature (I've seen information packages that contained as much as seven different items!). You should care- fully select and include only those materials that are effective in selling the Future Resident on visiting your community. This is, after all, the first goal. The most effective package contains only a well-designed brochure, an application, a business card, and one additional piece of information. Keep in mind the information that is already posted on the Internet. What should that one additional piece be? In my opinion, you can't miss with a well-written (persuasive) letter that thanks the Future Resident for their interest, explains a little more about your community, tells them exactly what the package includes, and encourages them to take the next step (call or visit). Add a postscript to your letter or email (icing on the cake) that includes several resident testimonials. The letter should, of course, be personalized (Dear Mrs. Jones, instead of Dear Future Resident), but the rest of the letter may be generic. It's really up to you and your confidence in the letter writing and sales skills of your Leasing Professionals. Where Do I Take it From Here? It just makes sense that if you simply mail your information on request, and don't follow-up; you won't get a lot of visits or telephone calls to convert to leases. It takes a carefully planned system to make it happen - a system that satisfies the Future Resident's request for information, calls the Future Resident to action, and helps the Leasing Professional follow-up effectively. Your system has to work like a finely tuned machine. Leasing Professionals must first take the request for information seriously; respond to it promptly and appropriately; then follow up again, and again, and again in order to build the inertia that causes a Future Resident to call or visit your community, and ultimately lease. After all, they asked for it! 
Author's Note: Tami Siewruk is the Chief Executive Officer and President of Siewruk Development Corporation and the Chief Imagination Officer of The Sales & Marketing Magic Companies, based in Tampa, Florida. Her companies specialize in providing the multifamily housing industry with the most current leasing, marketing, management, and training information available. As President of Siewruk Development, she has completed a 192-unit apartment community in Austin, Texas and has partnered with Conine Residential Group to develop 600 units in Dallas, Texas. The Annual Multifamily Housing Brainstorming Sessions™, produced by Tami's companies, have become an industry event not to be missed. |
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