Objections are rarely great news, but they indicate interest and are an opportunity. As leasing professionals, it is our job to find opportunities in every situation, even the difficult ones. We all want to be as customer centric as possible.
Your community weaknesses are typically your objections. Sure, they aren’t fun to deal with, but we all have them. The trick is approaching them with the right mindset. That mindset being that objections are actually good news. You are getting objections because your prospect is interested. If they weren’t, they’d simply move on to another community.
Did you know that 48% of sales people never follow up with a prospect? 48%! That is huge! That number most likely gets even higher during busy leasing seasons, which means your opportunity to be better than everyone else isn’t all that difficult.
When was the last time you received a handwritten letter in your mailbox? Today’s typical home receives a personal letter about every seven weeks. According to the U.S. Postal Service the striking decline in letter-writing is “primarily driven by the adoption of the Internet as a preferred method of communication.” But unlike e-communications, handwritten notes are unique because they are capable of engaging people on a deeper level than other forms of communication.
It’s that time of year again, the insanely busy leasing season. We all know our first impression is critically important. This includes things like curb appeal, the scent in the office, and the cleanliness of common areas, but do you know that you are a big part of that impression?
A first impression happens in just a fraction of a second. To be more specific, our brains process verbal and non-verbal cues in a tenth of a second to form our opinions of a person or experience.
In sales, the word objection can feel like rejection. It is easy to become so passionate about what you are selling that you feel rejected when your prospect presents you with an objection. However, objections aren’t a bad thing.
If your prospect raises an objection, it usually means he is interested. He is giving you a chance to respond, because he wants to live at your community.
The challenge is that with weaknesses specific to your apartment community come prospect objections.
Although objections are rarely great news, they do indicate interest and are an opportunity for you – an opportunity to overcome the weakness and close the deal.
When was the last time you experienced amazing follow up – whether you were the one following up or someone was following up with you – and that amazing experience led to an immediate sale? These experiences can be rare, because we are often losing customers with unauthentic and automated follow up strategies. To avoid creating a multiplying list of cold prospects, keep this in mind: “Tenacity results in sales.” And then reevaluate your follow up strategy with these tips:
Believe it or not, objections are not a bad thing. If your prospect raises an objection, that’s a good sign. That means they care enough to ask questions. And, the fact that they are talking out their concerns means they want to be able to move past it. If someone is completely uninterested in leasing from you, they won’t bother to object.
So what exactly is an objection? Objections are anything that stops your prospect from leasing from you. Notice that I didn’t say from your peer or from leasing at your property. I said leasing from you.
I have news that might come as a surprise. You’re not selling apartments. Nope. You’re selling yourself.
If you want to keep your residents and prospects from straying to competitors, never stop selling. More specifically, never stop selling the value you provide.