About the AuthorAs Chief Operating Officer of The Sales & Marketing Magic Companies,

Tami Siewruk shares more than 20 years of experience in multifamily

housing, encompassing leasing, marketing, management, training,

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episode 1

the leasing approach..........................

..........................

..........................

....1-2

episode 2

telephone techniques..........................

..........................

..........................

.......3-6

episode 3

meeting, greeting & qualifying..........................

..........................

.......7-8

episode 4

effective demonstrations..........................

..........................

.....................9-10

episode 5

overcoming rental objections..........................

..........................

......11-12

episode 6

closings..........................

..........................

..........................

..........................

............13-14

episode 7

succesful leasing using the internet..........................

................15-18

episode 8

effective use of the internet..........................

..........................

...........19-22

episode 9

climbing the ladder..........................

..........................

..........................

........23-26

episode 10

coaching & counseling for success..........................

...................27-28

episode 11

be the best on-site or multi-site manager you can......29-30

�THE EPISODE

S�

1

Over the years there have been many types of leas-

ing approaches taught. Our industry and more

importantly the people we serve have changed. The

techniques that we used in the past are no longer as

effective as they once were. Certainly some of the

techniques are still viable while others are not effec-

tive. People don't want to be sold they want to be

served and today's leasing approach must fit this

desire of being served in order to be effective. In

other words we are not

"selling" apartments

we are "selling" future

residents. If you really

want to succeed in leasing

apartments you must move

beyond "leasing apartments" to

helping the future resident solve

their moving and lifestyle needs

and wants. They want your help or

they would have never contacted you.

They want you to help them find the

new apartment home they are looking

for. Before you can help them you have to

develop rapport and win their confidence.

This approach is known as customer focused

or relationship selling.

Tasks of the Leasing Process

Before you can lease apartments you must realize

and understand the entire leasing process.

1. Effectively handle all requests for informationabout your community, including telephone inquiries,with the goal of persuading the future resident to visitthe community personally.

2. Meet and greet future residents (at the front doorif possible). Offer your hand, offer your help, and offer acomfortable chair.

3. Qualify future residents and find out their needsand wants. Be certain the future resident is at least 18years of age, marketing source, number of people to livein the apartment, size of apartment home desired, mov-ing date, budget, preference of upstairs or downstairs,preference of carpet, etc.

4. Fill out a welcome Card for each future resident.

5. Present/show/demonstrate the model (if the com-munity has one) and an available apartment. Demonstrateto the future resident the major amenities such as the fit-ness center, pool area, tennis courts, business center and soon. Discuss the community, Management Company, servicedepartment and special services.

6. Have complete product knowledge of everyfloor plan within your community! Show all closetsand added storage spaces, know your squarefootage of storage and how many hangers can be

hung in each closet, views, appliances that have spe-cial features, get them to place their furniture and dis-

cuss possibilities. If your community offers custom homeupgrade options explain the program and possibilities. Bealert for objections and be prepared to overcome them.

7. Invite the future resident to become a resident inyour community.

8. Invite the future resident to complete the rentalapplication. Introduce the future resident to other teammembers if possible, and complete any necessary paper-work. Once the future resident has filled out the rentalapplication and has signed it, collect the application feeand deposit.

1EPISODE

putting the Pieces together:

the Leasing approach

2

9. Verify the information on the applica-

tion and check the applicant's credit, then

present to the community Manager for

approval or denial of occupancy.

10. Mail the future resident a

Thank You or Welcome Letter. Once

the application has been verified and

approved provide the future resi-

dent with the numbers to call for

water, cable, Internet access,

newspaper, electric, gas and

telephone services, their new

address, and the amount of rent that will be due upon

move-in. Many communities today are offering to make

these calls for the resident as an added value service. Keep

in mind that, an important part of the leasing process

includes making certain that the new resident under-

stands every detail of the move-in process and has no sur-

prises on move-in day or during the term of the lease.

11. Complete all move-in paperwork. Make certain

that the apartment door locks have been re-keyed and the

appropriate keys to the apartment and mailbox are ready

for move-in day. File all paperwork in appropriate files.

12. If the future resident did not lease, follow up by

writing a thank you note, sending a post card or mailing

further community information�and make follow-up

telephone calls.

13. Continue the follow up process until the future

resident has leased in your community or in a competitor

community. If the future resident leased in a competitors

community determine why they selected that community

over yours. Keep a record of this information.

14. Be familiar with other local communities within

your company and also with competitor communities. If

you can't help a future resident, always refer them to

another community. By keeping a set of brochures on near-

by communities you can then offer the future resident the

information and even call the community to set up an

appointment. This will go along way in establishing a rap-

port with these other communities and they will in time do

the same for you.

15. Recognize that knowledge is your key to suc-

cess in each of the steps and areas addressed above. This

includes knowledge of the leasing process as well as

product knowledge. The more you know, the more you'll

grow. Remember also that knowledge isn't a static entity.

It's the product of learning, which needs to be a life-long

and career-long process. The more you continue to learn,

the more you'll continue to grow as a professional.