How to be likable in your leasing presentation…online, on the phone & in person.
Last week we looked at some key components and attributes for being perceived as LIKABLE by your rental prospect. The main takeaway is simply, prospects like to lease from people they like. See last week’s post here. Let’s now focus on being that likable person to your online prospect, to internet leads.
How to Be Likable to Your Online Prospect Lead
Even before the phone conversation or onsite meeting, likeability is key to winning over your internet and online customer. While they have yet to speak to you and may not know your appearance, you can gain leverage by being FEP online – Friendly, Enthusiastic, & Professional.
- Prompt Response – A quick acknowledgement to their online inquiry is always a positive start. What is a prompt response? The ideal internet response includes a personal reply, customized for their specific request, within two minutes. Correct, you won’t meet this lofty response goal every time. I get it. Yet, set the bar high and you will see faster and more impactful responses by all the onsite team.
- Smile and Be Delighted to “See” Them – Create responses that read and are perceived as welcoming. Come across approachable and accommodating. Make it clear you are delighted to get their online request and think it an honor to be considered in their hunt. “Thanks for your interest in our community. I can’t wait to find out how I can help you in your apartment search.”
- Clever or Insightful Comment on Your Internet Response – Carefully (but quickly) examine the initial internet inquiry to see mentions of hot buttons and special interests that can be weaved into your response. If they have a pet, tell the prospect about your cool dog park. Maybe attach a photo of your recent community “Canine Appreciation Day”. If a fast move in is the priority, mention a specific apartment that will meet their timeframe. If “better management” is the issue, mention your property or company’s recent Customer Service award or link to some recent 5⭐️ review.
- Be Genuine and Transparent – Even though this is your first contact and it is purely digital, be real. Mention something current, though not controversial. Let the prospect know if there might be some obstacles in connecting with you. If you know your community is not a great fit for the prospect, give them your thoughts. (Make sure there is never any “transparency” that has even a hint of discrimination or could be perceived as breaking the fair housing laws.)
You have heard this thought: “First impression is your lasting impression.” For most prospects, their first contact with the community team is online. Make it a fun, informative, and genuine connection. And for goodness sakes, be LIKABLE!
Likeability Tip: Mention something that is personal or beyond their request for information. A comment about the weather or wishing them a safe trip to your area will show you are more than just a template reply.