Seven Power Words and Phrases in Sales


Your sales process can make or break how many leases you are able to close each month. Never fear! Your sales process will strengthen over time as you develop skills and identify what works for your personality. The EPMS trainings, your company trainings and real-life practice will help you refine your own unique sales process.

For an effective sales process, you will need to be able to create a connection with the potential resident while maintaining control of the sales conversation. To help you accomplish this, we’ll discuss seven power words and phrases you can use in your sales process. The purpose of these power phrases and words is to maintain control of the sales process, not to convince the prospect to purchase something that does not work for him or her. Your goal is to keep your integrity while closing the deal.

#1: “I’d be happy to help you with that! Who am I speaking with?”
It is very easy for a leasing agent to fall into the trap of a phone call where a prospective resident asks closed-ended questions such as, “What are your specials?” “How much are your two-bedroom apartments?” or “Do you take pets?”. Your goal is to keep them on the phone to participate in the sales conversation rather than simply answering their questions and hanging up the phone. A great way to engage the caller and begin the conversation is to respond to any closed-ended question with the phrase, “I’d be happy to help you with that! Who am I speaking with?” This is also a good time to follow up with the phrase, “…and in case we get cut off, what is a good callback number for you?”

#2: “Is it Ok if I ask you a few questions…”
A great next step in your conversation is to ask for the customer’s permission to ask additional questions near the beginning of the call. This will help calm your nerves about asking the long list of qualifying questions and will also prepare the prospect. Remember, your prospective resident does not know all the options you have available. You can reference this as your reason to ask questions to provide the most accurate quote for their needs. For example, you can say, “So that I can give you the most accurate pricing and information, is it okay if I ask you a few questions about what you’re looking for in an apartment?” After you get their permission, you can ask all the questions you need to take the customer through the process. In this way, you will also be successful in managing their expectations.

#3: “Imagine …”
Use the word “imagine” to evoke emotion in your prospective resident. This phrasing is best used during the actual apartment tour. Here are some example phrases you can use while walking through the model or vacant apartment:

• “Imagine if you painted the accent wall you wanted here…”
• “Can you imagine having dinner parties here? Isn’t this floorplan perfect for entertaining?”
• “Imagine relaxing at the end of a long day by the fireplace!”

#4: “Because …”
This wording increases the likelihood that someone will open up to your question. Your goal is to receive your desired action from the prospective customer, and they are more likely to be receptive if you give them a reason for asking the question. Below are a couple of suggestions for how to use “because”:

• “I’d recommend you reserve the apartment today because it’s our most popular floorplan and I’d hate for you to miss out…”
• “If you love our newly upgraded apartments, you’ll want to reserve it now because this is the last one for a month!”

#5: “Doesn’t that/this make sense?”
This is a great place to restate their needs and get them to reaffirm with you, encouraging the prospect to move forward with the lease. Here are some examples using this power phrase:

• “Based on what you’ve told me, this is the perfect apartment home for you because… Doesn’t this place make sense?”
• “You may find a community with cheaper rent, but it’s important to remember that with everything we offer, it would be really hard to find a better value than what you’d find here. Doesn’t that make sense?”

#6: “As I’m sure you know…”
Use this phrase when you are declaring a fact and you want to ensure agreement. You may also use this as you are highlighting something the prospective customer may not know. For example:

• “As you know, the rental market is really hot right now.”
• “As I’m sure you know, apartments in this school district do not stay on the market long.”
• “As you may already know, communities in this area do not normally have garage parking…”

#7: “You”
Using this power word will make the conversation more personal and it is also extremely effective in attracting their attention. Remember to keep note of their name and use it. The big takeaway is to keep the prospect in the center of the conversation and avoid using “I”, “we” or “us”. Use the customer’s name and the words “you” and “yours” often!

Presented by:

Rommel Anacan
The Relationship Difference, President and Founder