Objections are a fact of life. Working in the apartment industry, it’s completely normal to hear “no” more than “yes”. When you encounter an objection, avoid either pushing too hard or running away. Neither works if your ultimate objective is to sign a new resident lease. Learn to be assertive without being aggressive or pushy. Your future residents will appreciate this.
Address Objections Now; It’s Crucial
Within 24 hours, most people will forget up to 75% of what you said to them during their apartment and community tour and within 30 days, that figure jumps up to 90%! Although not all lease sales are made during the first visit, it is important to try and address any major objections right away, while everything is still fresh in the prospect’s mind. This can help boost the number of first-visit leases you earn.
Dealing with Objections in 5 Steps
- Confirm the Objection
This means you need to reiterate the objection as stated by the prospective resident. This will help make them feel heard and build trust. You should also isolate their concern by asking, “Is there anything else that is not working for you?”
- Validate the Objection
Show the prospective resident that you understand their concerns and confirm it is a valid concern. If you’ve been in the industry for a while, chances are it is not the first time you’ve heard the prospect’s objection.
Be prepared by knowing your top five competitors. When people do not rent form you, who do they choose and why? Consider your advantages and disadvantages as compared to your top five competitors? You can read your competitors ratings and reviews to get feedback.
- Address the Objection
What solutions do you have to offer this prospective resident to assuage their concerns and convince them to consider your community their new home? You should also be ready to refer to sister properties if the stated objection is a need that simply cannot be met.
- Regain Agreement
After addressing the objection, ask for their thoughts or feedback on the proposed solution. Examples of questions to accomplish this are:
- Does that make sense?
- Do you see the benefit of living here?
- Wouldn’t it be great to be only ten minutes from work?
- Do you see how valuable being in this school district is?
- Don’t you think your kids will love these rooms?
- Based on what you told me, your husband is going to love the den, don’t you think?
- Close Again…and Again
After regaining agreement, close the sale again. Begin to ask your initial closing questions and in the process, paint the picture of this apartment home for them. Describe vividly what the experience of living in your community would entail. Remember, the customer is looking for value, so you must always focus on confirming and highlighting the value of your apartment and community.
The Relationship Difference, President and Founder