Property management chatbots have been a hot topic lately, especially for multifamily rentals. A chatbot can meet renters’ increasing demands for digital communication and capture more leasing opportunities, but only if it’s used wisely. First, we’ll talk about why you should consider “hiring” a chatbot if you don’t have one on staff already. Then, we’ll show you three things your apartment rental chatbot should be able to do. Finally, watch a short video to get chatbot tips from expert marketer Drew Davis, who spent months talking to chatbots in different industries to see what works and what doesn’t. Why a chatbot? Employing a chatbot as part of your customer experience team can ensure you never miss an incoming leasing opportunity, day or night, and it frees up onsite staff to focus on assisting applicants and residents. If you don’t have a chatbot yet, you’re probably losing leases to competitors that do. That’s because customers expect instant and accurate answers to their questions. They hate waiting. In fact, in a survey on response times that included more than 3,000 customers, 88% of respondents expected a response within an hour, with 33% of them saying they expect an answer in 15 minutes or less. Is that realistic for your agents, especially when you factor in after-hours contacts? Probably not. That’s where a chatbot comes in handy. But do people really want to talk to a bot? Recent data says they do. The 2020 NMHC/Kingsley Apartment Resident Preferences Report found that 48% of renters say they would use a chatbot in their next rental search. That number is anticipated to grow as chatbot adoption becomes increasingly common across multiple industries. A 2019 report by Chatbots Life predicts that chatbots will handle 85% of human interactions online within...

Want better ratings and reviews for your properties? Take the advice of award-winning marketing expert Drew Davis and create moments of inspiration (MOI) for your renters. “If we want better ROI, we need to focus on MOI,” said Davis. “Meaningful micromoments define your experience, differentiate your service and truly build your brand.” In episode 5 of Moments of Genius, he tells property teams to ask themselves, “When is our afterparty glow moment?” Put another way, when are your residents most likely to be happy about the place they call home? Because that’s the perfect time to ask for a positive property review. If you haven’t seen the episode yet, watch it now. Then keep reading to discover five ideal times to ask residents to share a review — as well as a few surprising moments when you should put the request on hold. Picking up the keys In most cases, few things are more exciting than picking up the keys to a new apartment. It’s a fresh start, a new opportunity to create the home of your dreams. Amplify that feeling by giving your new renter a welcome gift and asking if they want their picture taken holding the keys. Follow up the next day to make sure everything in their apartment is working as expected and then, after they’ve settled in, ask for a review of their move-in experience. Getting an appliance fixed You know what’s not fun? Having a broken appliance. But do you know what’s amazing? When that broken washer, oven or garbage disposal is working again! If your maintenance team is doing an awesome job of following-up on maintenance requests (especially right now, with people spending more time at home due to the coronavirus pandemic), be sure to ask for...

It’s hard to imagine entering August with the COVID-19 pandemic still causing mass disruption throughout the commercial real estate industry. While there are varying degrees of guidelines and protocols for reopening buildings, the general consensus is that a large percentage of tenants needed help to navigate these times. Whether it was in the form of rent concessions, deferrals or any other tactic to prevent going under, tenants are reaching out to property managers more than ever. As part of Yardi’s Innovator Sponsorship of the July CRETech virtual conference, Brian Sutherland, commercial industry principal, had a chance to host a discussion with Paul Gaines, managing director of asset management for Accesso Partners. Accesso, based out of Hallandale, Florida, manages a portfolio of over $3.3B in assets across 21 cities in 8 states. Managing Deferral Requests Gaines explained they initially had 150 tenants across the portfolio who requested rent relief. Accesso then requested three things: 1) Ask the tenant to look thoroughly at their insurance coverage for any pertinent information. 2) Ask the tenant to apply for government assistance. 3) Ask the tenant to send complete financial documentation to Accesso so they could work on a plan together. Gaines revealed that his company had been able to reach agreements with 35 tenants on lease amendments or deferrals, without granting any abatements. While it’s a difficult time for all, it is important to realize the difference between those who truly need assistance and those who simply aren’t able to use their office space but are continuing business operations successfully. Thanks to quick and concise decision making within the executive team at Accesso and consistent communication with tenants, Gaines said they have seen 96-97% timely collection across the portfolio since work from home orders were enacted. The senior...

Sure, you’re booking more tours. But are you converting them? Here are six steps you can take every time a tour is booked that will help you get the lease. Customize your confirmation As soon as a prospective resident makes an appointment, you should send out a confirmation that includes all the necessary information (e.g. date, time, location, contact info). Ideally, your CRM system will automate that step for you, so your agents don’t have to manually respond 24/7. Each email should be customized to make the guest feel special. How do you customize an automated email? First, add their name to the email so it says something like, “Hi Jared, we’re so excited for your visit next Tuesday at 9:30 a.m.” Then, take it to the next level by asking a question. You can do something like: Upon your arrival we want to welcome you with a beverage of choice. Do you prefer x or y? We have a welcome gift for your tour. Would you prefer x or y? Both ideas work well for agent-led and self-guided tours, but even with virtual tours you can come up with creative ideas for gifts. You can easily email something like a Starbucks gift card or a coupon book for area businesses. Raise anticipation After you’ve confirmed the tour, raise anticipation to make sure your prospects don’t cancel or lease from a competitor. You can do this in several ways. One of the easiest methods is to take a quick video of yourself with your phone. In the video, you should greet them by name, show them something compelling about the unit or property and say that you can’t wait tour with them. Get other ideas that will help you raise anticipation in this episode...

Are you looking for a more efficient way to convert quality prospects into satisfied residents? Streamline the leasing process through integration and automation. Software Integration Switching between independent leasing, management, and accounting programs ensures that your data will be incomplete or pocked with errors. At best, there is a lot of redundant data entry. Each distraction siphons time away from your staff’s resident care efforts. Skip the drama with a web-based, fully integrated end-to-end platform. Select property management software that can seamlessly manage marketing, leasing, accounting, utility and maintenance data under one roof. Learn how Cagan Management Group uses flexible, integrated software to simplify business operations. Automated Marketing Wouldn’t it be great if you could tailor your marketing message to meet prospects’ needs? You can. What’s better is that you can do so through automation, which means that you don’t need staff engagement 24/7. Automated nudge marketing, for example, delivers a targeted message to prospects based on their online behavior. You can encourage them to take the next step in the process, such as setting an appointment or completing an application. This can be done while your leasing office is closed. ILS automation is another huge time saver that also helps you fill vacancies. Sourced from up-to-date information in your property management software, ILS automation updates your listings across multiple online rental sites. It makes sure pricing and vacancies are accurate without manual data entry at each site. Discover more marketing automation tools that can save you time and money. Tools that Empower Residents Are you still making residents trudge down to the leasing office to pay the rent or file a maintenance request? You’re wasting their time and as well as your staff’s. Skip data entry, check scanning and bank runs. Resident portals...

As a property management software provider with tons of solutions at hand, we’re proud to say that there are few property issues that technology can’t address. While tech is a terrific way to enhance the renter experience, zeros and ones have their limits. Some important components of community building require the human touch. Your ability to personalize the community experience links directly to resident retention and a healthy bottom line. Yardi client Pegasus Residential demonstrates how to personalize a memorable property experience to promote retention and drive revenue. It Starts with Your Reputation A smooth user experience, great photos and easy leasing options are a necessity in today’s online marketplace. But poor reviews and a bad reputation will quickly defeat your best efforts. Online reviews and reputation “will make or break a community and single-handedly increase traffic and occupancy,” says Wendy Dorchester, Pegasus Residential’s vice president of operations. Reputation management is an essential part of your community’s success. There are services to manage online reviews. Your in-house team can catch resident concerns before they make it online. They can also influence your reputation in the offline community. Encourage attentiveness and responsiveness amongst your leasing team, advises Dorchester. Online surveys are another good way to intercept concerns before they make it online or into the rumor mill. Build Up Your Image According to online technology news source TechCrunch, more than 90 percent of apartment hunters begin their search online. Few sign a sight-unseen rider, which means most will visit your property before committing to the lease. Curb appeal and staff representation matter. Stay on top of landscaping and building maintenance. “A community’s curb appeal is critical, too, as a prospective resident’s first impression of a community upon visiting has a huge impact,” says Dorchester. She...

Permitting pets on your premises comes with its fair share of challenges. But with the right tools, permitting pets can also help to drive revenue by attracting renters and promoting resident retention! The tips below can help you create a pet-friendly property that adds value to the renter experience. Start with the basics—welcome pets! According to the National Apartment Association, more than 70 percent of renters own pets. Yet 82 percent of renters report difficulty in finding apartments that accommodate them and their furry companions, reports PetFinder.com. By accepting pets, you gain a competitive edge that can help to improve occupancy. Designate space for a leash-free dog run. You know that unused land near the retention pond? Or that plot near the trash receptacles?  Aesthetic fencing and landscaping help to transform unused portions of land into a valuable dog park. This gives pets a space to burn off energy rather than chewing on door frames. Dog parks also increase the perceived value of your property. Pet-friendly properties with dog parks can charge a rent premium between 20 percent and 30 percent higher than the average rent. Create a pet-friendly atmosphere. Sometimes, the fine details can help prospects and their pets feel at home in your community during tours. When prospects see dog bowls at the park, treats in the leasing office, and a pet wash station, they can sense that they will be a welcomed and integrated part of the community. Host pet-friendly events. A sense of community promotes resident retention. Pet events give renters opportunities to socialize and feel that they belong. They’re are also fantastic photo ops! Got pictures of residents interacting and having fun with their pets? You’ve got marketing gold. Use such content to foster leads on social media. Fine-tune...

Are you practicing the most efficient and effective management strategies? Implementing technology at every point in the leads-to-leases process can help you optimize your approach. During the 2019 SVN Rock Advisors Apartment Conference (AptCon) in downtown Toronto, Peter Altobelli, vice president and general manager, sales at Yardi Canada, presented on the impact of new technology on property management strategies. In the session, “Operations and Management: Maximizing Value Through Professional Management,” Altobelli collaborated with fellow industry experts Lucy Gouveia, marketing and leasing director at Greenwin, Zola Mehlmakulu, operations manager at Skycord, and Trish MacPherson, executive vice president, operations at CAPREIT. The panel discussed the inextricable tie between successful modern management and technology. Marketing and Lease-Up Strategies Intelligent software can make the marketing and lease-up processes more efficient and effective. The panel recommended the following strategies: Create, launch and maintain a corporate website, regardless if you are in the construction phase. Include floor plans, photos and videos. Websites promote your brand and attract prospects who are interested in becoming a part of your community. For new builds, begin the lease-up at least two months into construction. This schedule provides time to craft your renter experience within your marketing and customer relationship management (CRM) software. Paying special attention to your renter experience provides you with a way to build trust, reliability, and customer satisfaction with prospects. “Yardi in Canada is known for our ERP and accounting software solutions,” began Altobelli. “In conjunction with that, we’re offering a fully integrated marketing and CRM solution in a single database that connects to all Yardi products. With lease-up underway, the advantages of a fully integrated system become apparent. Once the applicant becomes a resident, their information is fed seamlessly into the property management and accounting system. Having integrated software saves...

Wouldn’t it be fantastic if your residents signed lease renewals months in advance? Wouldn’t it be even better if they signed a multi-year lease? When you know that good residents are staying in place, you can save time and money. Cut costs on searching for new tenants and turning units. Save time on tours, interviews, and paperwork. Business becomes easier with more renewals, and these five practical tips can secure them. Start Renewal Campaigns Early Don’t waiting until a month before the lease ends to ask residents about renewal. You’re placing yourself at a disadvantage. First, you’ve given residents plenty of time to think about leaving and shopping around. Worst, you’ve only given yourself a month to find a new resident if needed. If you can’t quickly fill the vacancy, one month’s loss of tenancy can deplete nearly a year’s worth of revenue. Consider contacting residents about renewals midway through their lease. You’re getting their attention long before they think about shopping around. You’re also giving yourself ample time to secure a new resident before the current lease ends. Make it Easy to Renew Don’t make your residents take time off work to trudge down to the leasing office and sign their renewal. They will postpone signing until the last possible moment. Encourage early signing with online lease renewals through a convenient resident portal. Residents can renew their lease via a responsive website or a mobile app. This means that renters can submit renewals 24/7, even when your leasing office is closed. Be Transparent Rent hikes, fee changes, and other surprises give residents an opportunity to pause. “Do we really want to sign this? Are other communities charging this much?” With the terms of your renewal in hand, they may begin to shop around....

Leases are the backbone of your business. Getting them quickly signed leads to fewer vacancies, more revenue, and happier stakeholders. But to get there, you must convert your prospects. These six tips will help you get the signatures that you need with less waiting. Close the deal in prospects’ minds. Getting a lease signed begins as early as the property tour. Whether the tour is virtual or in-person, you can use language that promotes the sell. Verbally help prospects see themselves in the unit: “There are so many options for placing your couch in this spacious living room,” or “Your kids will love the recently renovated playground.” When it is time to sign, prospects already have a clear idea that their lifestyles are a fit in the community. Incentivize signing the lease within 24 hours of the agreement. Verbal interest is great, but it doesn’t pay the bills. To maximize a sense of urgency and minimize vacancy time, create an incentive for signing the lease within 24 hours. Perhaps waive the garage rental fee for a month or provide discounts for local services like pet sitting and dry cleaning. Offer what’s valuable to the prospect in exchange for what’s valuable to you, their commitment. Guide indecisive prospects with facts. Use your property’s desirability to your advantage. Gather data on how quickly units lease in the community, in the neighborhood, and any competitive advantages of renting promptly (like seasonal promotions). If there are other value-add features to your community, don’t hesitate to share them. Follow your property facts with a signing incentive for maximum impact. Make it easy to sign the lease. Make it simple for prospects to become residents. First, streamline the application and renewal process using leads-to-leases enabled property management software. Then ensure...

There are several reasons why a client may not be able to tour the property in person. Our increasingly mobile and digital industry makes remote tours an excellent alternative, yet it also requires that agents are ready to sell to a client, sight unseen. The six tips below can make selling to remote clients easier and faster than ever. Master the Basics By now, you know that your website must have a virtual tour—or virtual reality tour—along with detailed a floor plan and a description of the condo. Make sure that all information is up-to-date. Even minor changes to appliances or fixtures may matter to a remote client. If any of those essential features are missing, get the tools you need for a better website. Request Client’s Must-Haves In Writing Let’s face it: you’re busy. A written list of your client’s must-haves, desires, and deal breakers is a cheat sheet for you. But most importantly, having a concrete list means that the remote buyer has a clear understanding of what he wants. This list will expedite the condo hunting process, especially if he can choose between several similar unit styles. FaceTime, Skype, or Zoom Tours with Clients The virtual tour on your website is the first step. A live video tour, however, gives the client greater control over what they see and how they see it. It’s like he gets to walk through the home himself. That greater control over the details will help the client feel more comfortable with the unit and ready to seal the deal. Send Listings with All the Local Details If your client has already said the school system, crime rate, or walkability score are important to her, why not email those details with the listings? Presenting a complete...

Screening applicants manually and using paper reports that require further research slows your staff down — and can cost you your best prospects and valuable leases. Here’s some good news: replacing a paper-based process for qualifying applicants and converting them to residents is easier than you might think. Clients already know that approving quality residents as part of their automated leasing workflow with ScreeningWorks Pro saves time and money. The system includes advanced functionality to help clients not only easily select low risk residents who improve their bottom line, but also get more detailed analytics about individual applicants, local area renters and overall property performance that aids in decision making for the entire organization. Scoring for leasing wins Landmark Realty Controller Larry Busgeon said that one of his favorite features of ScreeningWorks Pro is the ability to select unique screening criteria for every property type in Landmark’s nationwide portfolio. “Our Albuquerque properties are lower end so we’re not worried so much about credit score as we are history of tenancy, For San Francisco, of course we want (strong) credit scores because the rents are much higher there, and we want to see some history on that credit score,” Busgeon explained. Landmark also has a mixed portfolio of apartments in Kansas City, Mo., a market that presents its own set of challenges. Using the most reliable data available, ScreeningWorks Pro provides automated recommendations that minimize risk. In San Francisco, Landmark uses it to screen long term residents, and has also expanded use to short term residents who stay for just 30 days. In Kansas City, Landmark screens both HUD and market rate prospects. “ScreeningWorks Pro is an excellent choice — you can fine-tune criteria by market and offer self-service convenience to applicants, with mobile access...

To stay competitive, your properties and services must remain in the forefront of the digital marketplace. From a prospect’s search to a resident’s lease renewal, marketing automation can help you exceed renters’ expectations. Marketing automation streamlines repetitive tasks, follows user behavior and delivers targeted content. Such content ushers customers into your leasing pipeline and then helps you keep them as loyal residents. Watch a quick video about marketing automation. In a recent post, we interviewed Esther Bonardi, vice president of marketing at Yardi. She explains the long-term benefits of automated marketing. “Attracting a new resident costs up to five times more than retaining an existing one,” explained Bonardi. “With automation tools designed to check in with residents, conduct surveys, provide contact support and offer timed renewal savings, both your retention rates and your bottom line will improve… automatically!” Learn to automate your marketing for an improved leads-to-leases experience! Below are just a few proven strategies for marketing automation. Nudge Marketing Nudge marketing is a website-based tool that tracks visitor behavior. You can use the tool to deliver targeted content to website visitors based on their actions. You can share a promotion with first-time visitors or prompt visitors to schedule an appointment after viewing floor plans. You control the content and the corresponding user behavior. Intelligent Text Response Text is the latest and greatest in rapid communication for businesses. Provide prospects with customized, automated responses that answer their questions without consuming leasing agents’ time. If a prospect wants to know more about outdoor living space, your automated response can give the square footage of the property’s decks. You can also use the service to send a link to available units. Timed Lease Renewals Increase resident retention and improve forecasted revenue with automated lease renewals. Send...

Online leasing isn’t just for the big guys anymore. If you’re a small to mid-sized property management company, technological advances in rental property management software are making it possible to complete the leasing lifecycle entirely online. Get ready to conduct more business, better business, and quicker business with a nifty little innovation: electronic signatures. Electronic signatures – also called e-signatures – are easy to use, a snap to implement, and convenient for everyone involved. They are a legal and secure method to sign and submit lease documents day or night from almost any internet-enabled device. It’s the modern way to lease, for both renters and landlords! 7 benefits of using e-signature for leasing Add convenience for prospects. Adding online applications and leasing to your property websites makes it possible for prospects to start the leasing process from their desktop or mobile device right away. If you offer comprehensive price and lease term selection, self-screening capabilities, and renters insurance fulfillment, everything they need to become a renter is all in one convenient place. Save applicants time. Approved applicants can complete their leases instantly. They don’t have to wait for the next business day or until so-and-so is in the office again. They can sign and submit their leases from anywhere – even if they’re out of state or on vacation in another country – and take the next step to getting the keys faster than ever. Automate document processing. Leasing agents are now able to automatically produce electronic lease documents that contain all necessary data, including spaces for electronic signatures. Save staff time while you simultaneously reduce the risk of human error. Speed up lead processing. The above makes it possible to convert leads to leases in a flash. No more updating files by hand,...

No, we’re not talking about meeting our staff. (Although you can see a few lovely Yardi employee profiles here.) Today we’re talking about introducing your staff to your residents: how and why you should do it! Celebrating the employees that make your property a great place to live just makes sense. For one thing, it’s a good team building exercise. For another, it brings life and personality to your communities. Your property is more than just a collection of buildings. It’s a nice place to live, staffed by a group of people who really care. When you create that personal connection with both residents and prospects, you drive leases and increase retention. There are many ways you can share staff member stories with your audience. You might include a staff spotlight in your newsletter, showcase team photos on your Facebook page, or write an “employee of the month” post on your blog. Or you can create an infographic like the one we made below using Canva (it was easy, we promise) and share it everywhere—from your social media channels to your move-in email.   If you use RentCafe as your property marketing platform, you can use the easy social media posting tools and email manager to get your infographic or message out in a snap. However you choose to showcase your team, here are a few tips to increase engagement: Focus on staff members that prospects and residents interact with, like leasing agents, property managers, and maintenance workers Include a photo – having smiling, happy faces associated with your property never hurts Add a fun tidbit that speaks to the unique personality of your team member Encourage residents to help you recognize exceptional employees via email and social media While we’re on the topic,...

‘Tis the season for… leasing? Sure! Any time of year can be a good time to ramp up your leasing and renewal efforts when you take a seasonal approach that builds relationships and excitement around your business. Make sure your occupancy rates don’t cool down this season with five holiday marketing strategies for residential properties: 1. Create a Holiday Ad Campaign Use resident reviews and testimonials to develop a “Call <Your Property Name> Home for the Holidays” print and online ad campaign. Testimonials help to humanize your community and advertise it in non-corporate language. Alternately (or in addition), you can run a social media contest that offers residents prizes for sharing what they love about living at your property. Encourage participants to use a dedicated hashtag. These posts will reach not only their friends and family but can be shared with your followers as well. And, if your property marketing website features Instagram integration, you can easily post these photos online. “Instagram really shows those lifestyle photos. The Instagram galleries on our property marketing websites let prospective residents know what it’s like to live in our communities,” says Mia Wentworth, director of marketing at Monarch Investment and Management Group. “Our residents help us post fresh content to our sites, without us having to send a special team to take photos.” 2. Treat Your Residents Advertise holiday movie viewings in the clubhouse from Thanksgiving through the end of the year on your website, via email, and as Facebook events. Provide snacks, drinks, and free company swag if you have some. Invite residents to bring friends, instantly opening your community up to new prospects. If you’re worried that an event won’t get much traction at your property, try delivering inexpensive pop-by gifts and thank you notes...

Do you know how to take the leasing lead in your market? It might be easier than you think! The results of our recent leasing strategy survey revealed that smart multifamily firms have multiple opportunities to increase performance and out-market, out-lease, and out-renew the competition. But to beat the competition, you have to know what they’re up to, right? To that end, we put together these top three takeaways from the responses to our survey of multifamily marketing and leasing professionals across the industry: 87% of property management companies surveyed don’t recognize/reward good follow up activity. Create a strong follow up tracking and recognition program to shape your company culture to instantly outperform 87% of your competitors! 64% of companies have no way to monitor resident relationship activity (interactions with residents). Track and reward resident relationships to prevent the loss of good residents. This will also help you impress new leads coming from other communities who don’t carefully manage the resident experience. 52% of responders don’t set a cost-per-lead goal, and 42% don’t have a cost per-lease-goal. Set concrete goals and measure your performance after one quarter. Is there room for improvement or are you doing better than you expected? Adjust accordingly. “Marketing budgets are limited,” notes Esther Bonardi, industry principal of Yardi Marketing Solutions. “Without standards and measures in place to ensure you are getting enough traffic for your marketing spend, you will easily end up with fewer leads than companies who use ROI reporting to make good marketing decisions.” It’s critical to identify opportunities where you can exceed competitor performance and commit to improvement in those key areas. Establishing standards and tracking results is essential to keeping your team on top of the market. Other interesting survey findings include: 46% of respondents...

We’re looking for some geniuses in leasing and marketing strategy to share their thoughts with us in our newest survey. If you have just 5 minutes to spare, we’d love to pick your brain! Take Our Leasing Strategy Genius Quiz This quiz is ideal for multifamily marketers and management executives—the ones who create the standards and set the bar for high performance. Sample questions include “Do you incentivize renewals?” and “How many lead follow-ups do you require?” To show our appreciation for your time, all surveys completed before Friday, May 29th, will receive a brief summary of the survey findings. You will also be automatically entered into a drawing to win a $250 gift card. A complete list of rules and regulations can be found here. We designed this survey to gain insight into your company’s leasing habits and standards in 2015. Your answers will help us better understand your needs, so we can provide educational resources while prioritizing product updates to add significant value to the marketplace. After all, you are the true expert when it comes to the real-world application of leasing technology and strategy. All answers are completely confidential and will be used only to aggregate survey results. “Marketing and leasing are inextricably bound together and form the foundation for your success,” says Esther Bonardi, industry principal of Yardi Marketing Solutions. “Your responses to our questions about lead follow up, resident retention, and marketing ROI will be used in a benchmark report that will help you analyze your approach, while guiding the team at Yardi as we explore new features to support your efforts.” The Yardi Marketing Suite is the only completely mobile solution supporting the entire prospect and resident lifecycle, from a desktop or out in the community. As always,...

You’ve explored how to get renters through the door. Now that the prospects have arrived for a tour, don’t sabotage your sale with conversational faux pas! Check out these ten conversational dos and don’ts that will help fast forward the conversion cycle. 5 Convo Faux Pas That Will Kill Your Sales Assuming (Dis)likes “Our community has this great, retro feel that is really hip right now.” Maybe your clients aren’t hip and they certainly don’t “do” retro. You’ve just told them that the community isn’t right for them! Ask what your clients want and highlight those features in your community rather than making assumptions. Try: “You mentioned interest in mid-century architecture. Our units offer modern conveniences with plenty of mid-century charm.” Disrespecting the Competition “You’ve got to be blind to live in a place like Ivy Bluff. It’s so much more outdated than our property.” Humor is a tricky beast. If you don’t read a prospect’s humor right, your dismissive statement or joke about another property can seem unprofessional, arrogant, and make you look childish. Stick to being a cheerleader for your own property and you’ll be too busy to offend a client. Try: “These units were renovated last month.” Making Excuses “We haven’t replaced these carpets yet but our maintenance techs are so busy. You know how it is.” Rather than pointing out your property’s flaws and then excusing them, explain the plans to correct the problems. Try: “I apologize for the appearance of the carpet. It is scheduled for replacement this Saturday.” Conveying Wishful Thinking Like It’s The Truth “All three of you want adjoining units in our low vacancy community? I’m sure we can work that out.” Are you sure? If variables keep you from knowing a definite outcome, assure the...

MHN Excellence Awards recognize the multifamily industry’s most noteworthy people, companies and properties. The 2015 winners will be selected by a panel of judges representing expertise across all multifamily disciplines. Submissions will be due by Monday, June 15. Here’s how to enter. 1) Select the categories you’d like to enter and click to download those entry forms for rules and instructions; •    Executive of the Year •    Property Manager of the Year •    Leasing Agent of the Year •    Development Company of the Year •    Property Management Company of the Year •    Best Brokerage Office •    Transaction of the Year •    Best Apartment Community •    Most Tech-Savvy Community •    Best Marketing Program •    Best Value-Add Renovation •    Best New Development and Design •    Best New Development: Unbuilt 2) After completing the entry form(s), click here to upload form and submit payment online. (You still have the option of mailing us your entry as hard copy in a binder and/or paying by check; follow those instructions after you download the entry form from the list above.) If you have questions, contact Diana Mosher, Editorial Director at [email protected]. Finalists will be announced in August at multi-housingnews.com and winners will be announced in September at a special event in New York and published in the October issue of the magazine. All winners will receive a personalized award for display in their office or multifamily...

Deena Howell’s granddaughter sells an uncanny amount of Girl Scout cookies. “That’s because I taught her everything she knows about sales,” Howell smiles with a twinkle in her eye. “That’s why she’s so good at selling those cookies.” For nearly a decade, Howell worked as a leasing agent before becoming a trainer with her company. The skills she learned in the field benefited her throughout her entire career and well into her retirement as a leader in her granddaughter’s troop. Through her own experiences and training others, Howell has discovered seven pointers that help decent leasing consultants become stellar. Practice Empathy in Action Rather than selling from a script or promoting things that you like about the community, take the time to understand prospects’ needs and interests. Use those points to present the home that is right for them. “Make that unit seem like it was made for them rather than selling the first available unit. When you understand them, you understand what they need to hear and see.” Learn Active Listening Listening and processing information is vital to effective communication, especially with investments like a home. “Listening is the single best way to learn what the prospect really wants and how to sell it to them,” says Howell. “Even repeat info back to them to clarify. They will appreciate that you’re trying to understand them and they’ll trust your insights later on.” Sell Value, Not a Product “We don’t just sell a unit,” says Howell. “We sell a home, a lifestyle and possibilities.” The floor plan may encourage prospects to call but selling the lifestyle and the future possibilities will get them to sign the lease and renew later. Keep Learning About the Community This is especially important if you commute to work....