"MY LEASING COACH”:
COURSE AND SESSION OBJECTIVES
Course objective: “My Leasing Coach” ensures participants’ sustained peak leasing success accomplished by revolutionary behavioral changes. “My Leasing Coach” is a program of on-demand lecture segments, one-on-one coaching, and practice homework assignments. Participants’ supervisors will be actively involved, reinforcing these changes and celebrating their success.
There are 20 segments on leasing; four on fair housing; and two targeted specifically for senior housing community personnel. Although each segment was intended for weekly viewing, you and your staff may do so at a pace that is comfortable for you. This is a revolutionary program to train new employees with leasing responsibilities. But it is equally effective for veteran staff personnel whose skills may need an update--or an overhaul.
Here's a description of the leasing segments:
Session One: “Introduction and ‘Moments of Truth.’” How to use “Moments of Truth” to optimally present the apartment property. A close look at the property and the prospect/customer interactions reveals that impact our prospect/customer experience both positively and negatively.
Session Two: “The Consultative Sales Approach.” How a prospect can be a consultant to the leasing agent, and how the Consultative Sales Approach individualizes the agent’s leasing process and maximizes success.
Session Three: “Know the Neighborhood.” How “shopping” local apartment properties and becoming an expert about nearby commercial and recreational venues boosts conversion and retention rates. Knowing physically what your customers experienced and why they didn't rent at a competitor is a major clue to what you must do to seal the deal.
Session Four: “The Guest Card as a Leasing Tool.” How to use the guest card to ask questions to determine prospects’ “hot buttons” and buy factors.
Session Five: “Terms and Meanings.” How using common terms—“tenant,” “competitor,” “traffic”—negatively impacts leasing success.
Session Six: “’Process’” and ‘Procedural’ Buying.” How to understand prospects’ buying behavior and leverage this understanding to increase leasing success.
Session Seven: “Prioritizing Possibilities.” How to use “Open” and “Closed” questions to discover prospects’ wants and needs and decide which apartments to show first.
Session Eight. “Review and Forecast.” How to become comfortable formulating and asking probing questions that further the Consultative Sales Approach and optimize leasing skills.
Session Nine: “Handling Tough Questions.” How to answer prospects’ sensitive questions that have potential legal consequences (e.g., “Who lives here?” “Is this a safe place to live?”).
Session Ten: “The ‘Need Behind the Need.’” How to discover prospects’ underlying needs for apartment features and amenities (e.g., “I want a large kitchen.” “I need a lot of light in my living room.”)
Session Eleven: “Asking the ‘Why’ Question.” How to discover the reasons underlying prospects’ needs (e.g., “I need a large kitchen because I entertain frequently, and I want to spend time with my guests while I’m cooking.” “I need as much natural light as possible, because my hobby is portrait painting”).
Session Twelve: “The ‘E-Plus’ Theory and Managing Expectations.” How the Consultative Sales Approach, together with exceeding prospects’ expectations, results in increased conversion rates and resident retention.
Session Thirteen: “Phone Flair.” How to avoid the most common mistakes that rental agents make (e.g., sounding bored, failing to provide requested information, and forgetting to make an appointment). In this session we watch vignettes of typical telephone exchanges and analyze each element for its effectiveness.
Session Fourteen: “Perfecting Telephone Interviewing.” How to use the Consultative Sales Approach during the initial telephone contact with prospects--answering questions, starting the guest card, calendaring a specific date/time for a tour, and verifying prospects’ names and contact information. This session revolves around a vignette that shows how effective a consultative sales approach is in initiating a relationship and securing an appointment.
Session Fifteen: “Greeting the Prospect.” How to greet prospects, use their names, and set the stage or the prospect interview using the Consultative Sales Approach to identify their wants and needs.
Session Sixteen: “ Demonstrating the Guest Card as an Interview Tool.” How to conduct a “getting to know you” interview with the prospect using the guest card and questions developed from previous sessions and discover the “Need Behind the Need.”
Session Seventeen: “The Prospect Property Tour.” How to begin to sort available product according to the “Need Behind the Need” and identify likely alternatives to tour, e.g., according to floor plan/preference, view, and exposure.
Session Eighteen: “Showing Features, Selling Benefits.” How to incorporate the information, gathered in the phone call and interview and recorded on the Guest Card to customize the showing.
Session Nineteen: “Follow-Up, Tips and Retention.” Not all prospects will rent on their first visit. In this session agents are taught how to keep the relationship alive through follow-up - how to accommodate prospects’ buying habits (e.g., “Process” and “Procedural”) and need for consultation with another decision-maker, by scheduling a subsequent visit, how to make necessary follow-up appointments and “close” each customer. The “relationship” has only begun with the lease and must be nurtured through continued communication to insure resident retention.
Session Twenty: “Closing the ‘Sale.’” This segment puts it all together. All of the topics are reviewed in terms of how they relate to the process and facilitate an easier and more focused path to closing the “deal” – securing an application from the prospect.