FOLLOW UP! IF YOU DON'T GET THE LEASE THE FIRST TIME, KEEP TRYING UNTIL THEY TELL YOU, "BACK OFF!"

Many prospects do not lease on their first visit. But don’t use this as an excuse for a lackluster closing attempt. Because many more prospects DO lease on their first visit! But the reality is that prospects sometimes want to think about it, or to consult with others, or to look around some more. So do you simply send them off with a big smile and a “Thank you madam or sir?” No way! You have a positive relationship with this client regardless of his or her feelings about your community. You have the right and the obligation to follow up! Once the prospect leaves your community without leaving a deposit or an application, your obligation is to follow up…like you would in any good relationship.

The National Sales Executive Association reports that 80% of all sales are made after the 5th contact! Through follow up, you make those additional contacts that lead ultimately to the lease! So follow up in three ways; by phone, by mail, and by email. Do we use all three methods with each prospect? That depends on the prospect and the relationship that you developed during the initial leasing presentation. Most likely you will use just one or two of these methods. But let’s consider all three:

1. Telephone Follow Up – This is the easiest and most direct form of follow up. Of course, it requires that you got the prospect’s phone numbers in the first place! This form of follow up is best for those prospects that need to move soon…or RIGHT NOW! A prospect you showed this afternoon that is looking to move NOW should be called by phone in the late afternoon or evening. It is critical to catch the customer early before they make an irrevocable commitment to another community. Before you call, make sure you have some new or updated information that you can share…or an additional leasing incentive. The follow up comment might go like this example:

“Hi Jana! This is Rick at Cambridge Manor Apartment homes. I met you this morning! Yes, we are the community with the free wireless Internet in the pool and clubhouse area. Well, I was calling to see how your apartment search is going.”

Now, if they leased somewhere else consider this example follow up:

“You did what? You leased at Pleasant Manor? OK, that is a very nice community. But the reason I called is to let you know that I found a large one bedroom on the second floor with NEW carpet, overlooking the pool. It is just like the one you wanted. Can you come out and take a look at it in the morning…OR would right NOW work for you?”

2. Email Follow Up – Email is certainly the fastest form of follow up…it can be instantaneous! But it can also appear haphazard and impersonal. When you email a follow up, PERSONALIZE the message. Even if you use a template, make sure to send it to the prospect using their correctly spelled name. Mention specific details that were apart of the original encounter. Then ask questions that solicit a response. For example you might type:

“I know you have choices when it comes to your next apartment home. Have you leased anywhere else today? Is there something more we need to discuss about our community?”

3. U.S. Mail Follow Up – While the slowest form of follow-up, the mailed note and thank you card STILL has the most impact. And this method of follow up allows you to include additional information such as a floor plan, property brochure, a picture out of the “prospect’s” bedroom window, or an additional rent incentive coupon that expires coincidentally on the date of the agreed upon appointment. Send the note to the prospect’s work to get read earlier in the day AND to perhaps reach out to other associates in the workplace!

Remember, a follow up contact is not simply a nicety. It is another sales or leasing opportunity. Be prepared before you call so you represent the property and your onsite team in the best and most persuasive light possible!

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