We are facing a new challenge. All of the product coming online looks the same. And, it looks just like the product that was built two years and even three years ago. This means that you have to work that much harder to tell your story and find your differentiators. It also means that the customer experience should be at the very top of your list of priorities, because you are what make your community different than all the others.
The leasing and sales process requires that you make a connection with your prospect that builds trust and confidence. When you and your competitors look the same, the prospect would rather lease from the person they like, right?
So keep in mind that your job is not to sell apartments. Your job is to sell the outcome that your residents want, to meet their needs and desires. Outcomes are the primary thing they care about, and it’s your job to show them that they can have those outcomes when they choose you and your community.
If you find that you can’t do this, it might be time to modify your audience. Just like developers, leasing teams can get too focused on trying to appeal to the masses. This results in generic communities and generic experiences. When you know and understand exactly who your renter is and then highly target them in every touch point, you can’t help but meet their needs and desires.
Misty Sanford
Social Insight Thought Leader
Renter’s Voice