Storytelling helps prospective renters envision themselves using the apartment home and community amenities. Stories encourage the emotional side of the brain and allow the customer to connect in a way that is far superior to a list of community features and benefits. There are four types of stories to choose from when closing the sale. Depending on what the renters’ concerns and values are, will determine which type of story to tell.
Tell a who we are story if the renter is concerned about finding a place in your community. These stories relate to the community culture, both within the renter population and the Leasing Center. The prospective renter wants to know they’re coming into a happy, consistent community.
Tell a what we are story if the renter hopes to find specific amenities or rates. Engage the prospective renter with a detail-oriented story, relaying the sights and sounds of the amenity or home. These renters want to be able to see themselves enjoying the community amenities and their home.
Tell a why we are here story if the renter values personal attention from Leasing Consultants. Share stories that inspire trust and can be personal, why helping the renter find their new home is a rewarding opportunity.
Tell a what we do story if the renter expresses concern about maintenance services or any other services. This is the opportunity to sell the community’s customer service through real stories and remind the renter the staff goes above and beyond.
Stories that tell about the sights and sounds will encourage renter’s brains to create a picture. Keep these three best techniques in mind when telling a story.
Keep it simple- These aren’t bedtime fairy tales. Keep your stories short and easy to tell.
Make it personal- Your stories need to include people or you’ll lose your audience.
Connect emotionally using the senses- Your stories will impact your prospective renter more if you engage their senses.
Every time a story is told in a sales presentation, the emotional strings are pulled in the potential renter and is one step closer to saying YES to leasing.