Too often we are focused on ways to win a “lease” or worried about filling our personal wallets. We should be focused on creating massive joy for the renter through their hearts, minds, and emotions. Demonstrating the community value and benefits through forming attachments makes it difficult for a renter to say no to calling your community home.
Three Easy Ways to Secure a Lease through the Renter’s Hearts, Minds and Emotions:
- Focus on community Benefits rather than Feature. A benefit answers the question “What’s in it for me?” Benefits give customers a reason to buy because they explain how the community or apartment feature improves their lives.
- Sell The Feeling – Trust, Confidence, and the Feeling of being taken care of. Renters want to feel they can depend on you. That you mean what you say and you’ll do what you say. Having confidence shows the renter the community is right for them, and you have expertise to meet their needs. A feeling of being taken care of means the renter feels you have their best interest at heart and that you’ll take care of them not just throughout the lease signing, but months down the road.
- Form Attachments with the Renter. By forming attachments, the renters can visually see their future at the community. Renters are emotionally involved and will feel torn if they walk away from the opportunity to have joy at their new home. To encourage this, use phrases such as:
- “Your home…”
- “Your daughter’s bus stop…”
- “Your fitness center…”
- “Your nearest grocery store…”
The most powerful emotional needs question is: “What’s most important to you in or about your new apartment home?” To evoke positive feelings, tag on some language about the community that will trigger a more emotional response as the renter considers your question: What’s important to you in your new apartment home that you would absolutely love?
Remember, it’s not about what the staff feels is the best amenity or the trendiest at the community. The future resident will be the one using the community amenities, spending their time in the apartment, and most importantly spending 2/3rd of their paycheck on their monthly rent. It really is, All About the Renter!