TYPES OF SHOPPING REPORTS-
ADVANTAGES AND DISADVANTAGES

There are four types of shops that are typically used to measure performance in the Apartment Industry.

ONSITE SHOPS

Our most popular shop, an Onsite Shop starts with the shopper conducting a telephone shop (which can also be recorded) of the targeted apartment community or Leasing Professional. The shopper will then proceed with an in-person visit to the apartment community. Following the visit, the shopper will complete an in-depth evaluation of the Leasing Professional and an assessment of the community. This type of shop can be completed within seven to 10 days of shop date and sooner in most cases.

Advantages

  1. Customers can measure and monitor overall leasing and sales performance through a written report.
  2. The objective grading system enables the customer to track performance level movement and identify specific strengths and weaknesses on an individual or company wide basis. Information can be summarized and graphed to reveal the strengths and weaknesses.
  3. The written report is a valuable training tool to the individual shopped when properly used; it can serve as a mini-leasing seminar.
  4. A written shopping report offers a unique third party perspective of the leasing professional’s shopping acumen and the overall leasing experience. For example, every witness to a car wreck may remember the car wreck slightly differently. Even though each account is different, they are telling the truth.
  5. A written report is much faster and more efficient for reviewing and instituting change.
  6. A complete telephone/in person shop can be completed and results delivered in days, not weeks or months.
  7. The Onsite Shop is inexpensive and reasonable in price for the property information and training features you receive.

Disadvantages

  1. The written report is limited to two people’s perspectives, the person shopped and the shopper.
  2. The leasing professional can perceive a written report as obtrusive and unfair.
  3. The written report is subject to more interpretation versus a recorded or video shop.

RECORDED TELEPHONE SHOPS

A Recorded Telephone Shop is a recording of the actual telephone presentation being conducted by the onsite Leasing Professional. This type of shop is the most economical shop and can generally be performed within days of placing the order.

Advantages

  1. Validates the written report. No question on what was actually said in the presentation.
  2. Recorded as a MP3 file, making it universally compatible with most computers.
  3. Easy to administer as recording and written report is forwarded by email.
  4. Enhances telephone shop as an effective training tool.
  5. Potentially damaging comments are documented so they can be addressed appropriately.
  6. Fast turnaround with minimal cost or hassle.
  7. Multiple shops are easily summarized and graphed to measure strengths and weaknesses.

Disadvantages

  1. Potentially embarrassing and humiliating to the person shopped.
  2. Perception can still be an issue; one person’s perception of an inviting and warm voice may be perceived as cold and indifferent by another person.
  3. Must have proper equipment to listen to recordings.

INTERNET SHOPS

An Internet Shop begins with the shopper completing an online form (through your Internet advertiser) linked to the targeted apartment community, with the intent of evaluating the timeliness and quality of response sent by the Leasing Professional. 

Advantages

  1. Internet shops determine if the email is being responded to and/or the timeliness of the response time.
  2. Internet shops evaluate the quality of the email content, reviewing specifics such as proper grammar and spelling, salesmanship of the response and if the Internet customer’s questions were addressed.
  3. Internet shops identify property management technical issues (i.e., incorrect URL addresses, filtering and SPAM issues, issues with the Internet Listing Service, etc.) that prevent a community from receiving leads that are being generated through Internet advertising.
  4. Internet shop reports include a written report and overall score. The results of multiple Internet shops can be summarized, allowing for a quick review of responses to Internet leads.
  5. Turnaround time is quick and the cost is minimal.

Disadvantages

  1. Internet shops are also subject to perception, depending on what is stated in the response.
     

VIDEO SHOPS

A Video Shop will include a shop on the onsite Leasing Professional and record the entire In Person Shop on video. These are the most expensive type of shop and take the longest time to produce and turn around. A detailed, written report is not included in the price.

Advantages

  1. Videos can be perceived as more credible. Some believe it allows less chance for misinterpretation.
  2. Videos can be fun to watch and can be used in ongoing training programs.
  3. Video shops expand the reach of the monitoring tool beyond just the leasing presentation. Viewers can observe the condition of the property and the more precise persona of the leasing professional.
  4. In a video shop, some things are beyond dispute.

Disadvantages

  1. Video can be intimidating to the leasing professional and cause tension.
  2. Some video shops have poor sound quality and awkward (even sometimes embarrassing) camera angles.
  3. Video shops do not include a written, detailed narrative or scoring system.
  4. It can take 10 times longer to review a video shop versus a written shop.
  5. Video shops require the customer (property management) to write the constructive comments and observations on the shopping report.
  6. Video shops require a three to four week turnaround time.
  7. The overall recording quality can be spotty and varies from one video to the next.
  8. Video Shops are much more costly than traditional Onsite Shops.