CLOSING... THE BOTTOM LINE! ARE YOU REALLY CLOSING?

Our leasing objective is clear and measurable. We want to make sure this “interested party”, the rental prospect, becomes a new resident! The completed close is the commitment by the prospect to move in and become a new resident. And the closing question or request in your leasing presentation is that direct, or sometimes indirect, invitation to the prospect to put their money down and apply to become a new resident RIGHT NOW! Our industry has finally realized we must create a relationship with our rental prospect through a warm and friendly presentation that is “needs and wants” oriented. That is a positive and important advancement in apartment leasing. Yet, even if you’re warm and friendly but you don’t get the lease, you don’t got squat!

Your closing question or statement must be specific and clear! Simply offering an application is NOT seeking a commitment. Can you imagine a man proposing to the woman he loves and adores by saying, “Let me get you this marriage license application and you can think about it.”

We recommend a close that inspires the rental prospect to make a decision RIGHT NOW! Remember, you have used a sales approach that is relationship building, people-oriented, and non-manipulative. And you have developed an appropriate level of trust and understanding with this rental prospect. You two have connected; you have a “bond”. This new friend has confided with you that he needs a new home to lease. And he has shared his needs and you have shown how your community meets those needs. It is very natural and proper to invite him to lease at you community RIGHT NOW. Not only is it appropriate to aggressively offer a solution to the person’s rental housing needs, it would be rude if you did not! Can you imagine building the relationship up to this point and not going ahead with the marriage proposal? How absurd!

So CLOSE! Seal the deal. Ask for the lease! Try one of these 3 Strong Closes…REAL Closes!

1. TRIAL – The trial close measures the prospect’s temperature regarding moving forward. It is a pre-close used to measure the prospect’s level of interest in leasing RIGHT NOW!: “How do you think you will arrange your furniture?” Or for example: “Where would you put your bed…or your TV? A positive response from the prospect and then the planning and imagining of furniture placement would indicate that they are ready to lease. Someone uninterested would not waste their time playing the “let’s measure and arrange our furniture” game.

2. DIRECT - When you know you have the agreement of the prospect, ask DIRECTLY for the lease! Just go for it! For example: “Let’s go back to the office and take care of the paperwork. Would you like to take care of the deposit with a check or credit card?”

3. URGENCY -Imply a shortage of some sort to create urgency in the mind of the prospect to lease an apartment right now: “This is the first one bedroom located downstairs off the pool we have had in months. They don’t often come available. Why don’t you leave a deposit so this one does not get away?”

For more information, download our Ten Basic Closes piece and choose some new closes that fit you best. But regardless of how you close, JUST CLOSE! Ask for the commitment! Ask for the money! It is the natural and polite way to end this initial encounter with your new friend, the rental prospect!

To listen to the Audio portion of this training tip click here