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Ditch the Sale, Build the Shelter: Why Trust Is a Must in Leasing
Every rental prospect is in the process of making a major life decision; where they and their family will live for next 12 or more months. Much stress and anxiety goes into this decision. Housing is by far their largest expense. Yet, many leasing professionals treat the leasing process as if the customer is buying gas at a conRenting an apartment isn’t like buying a soda. It’s a major life commitment—often the biggest expense and the backdrop for a family’s next year or more. Yet, too many leasing professionals treat the process as a quick transaction, like pumping gas at a convenience store.
This transactional approach completely overlooks the reality of the renter: they are anxious, stressed, and committing thousands of dollars based on a promise. If they’ve had a bad renting experience before—and chances are they have—there’s already a significant trust gap.
Your job isn’t just to sell square footage; it’s to provide safe, comfortable shelter. So, how do you bridge that gap and earn their commitment?
Create a Relationship, Not Just a Commission
Forget viewing the prospect as just the “next notch” on your monthly quota. They are a human being seeking a basic need. When you shift your focus, you change your results.
The Golden Rule: Focus first on the prospect’s needs and wants. Their credit score and the final closing come second.
Your KWIK Tips for Earning Trust:
- The Immediate Connection: Greet every visitor instantly with genuine warmth. Offer a BIG smile and a friendly greeting that says, “I’m glad you’re here.”
- Talk With, Not At: Don’t just give out information. ASK QUESTIONS. The hallmark of any great relationship is strong two-way communication. Start by asking about their housing preferences, their job, and their interests. Find out what truly motivates their move.
- Flex Your Style: Pay attention to their pace, their energy, and their communication style. People naturally trust and connect with people who seem like them. Be flexible and adjust to their rhythm.
The Return on Investment
Relationships take a little time—even in a business setting. It is critical to invest that time upfront, before launching into your core leasing presentation.
Why? Because when you pause to genuinely understand their true rental needs and motivations, you create the one thing essential to meeting your objective: TRUST!
TRUST IS A MUST!
