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Feel confident that you know what to say to renters? Or what not to say? Let’s test that theory with some research-based statistics. These 10 conversational do’s and don’ts will you keep the conversation moving toward a signing. Here’s what (not) to say to renters during a property tour.
Five do’s of a property tour
1. Anything “new”
Most prospects want a home to feel like it was created for them instead of being a space that was leftover from someone else. Emphasizing new features can help prospects feel like the unit is a home where they can enjoy a fresh start.
2. Anything remodeled
While new is nice, updates and remodels can be just as good. According to Zillow research, using the term “remodel” in a listing can increase sales by 1.5-3%. The term “remodel” highlights the property’s willingness to maintain the site and keep residents happy.
3. Luxury
Using the word “luxurious” in a listing description can increase sales by 8%. Toss the word in during your tour to help prospects feel like they’re getting a product of great value.
4. Convenient
Don’t we all want little tips and tricks to make certain parts of our lives easier? Find out what daily challenges your prospects face — like a long commute or lack of play space for kids — and explain how your property can improve their lifestyles.
5. “For you”
Instead of referring to “our renters” or “our community members,” spell out how the individual prospects will benefit from what you have to offer. Make them feel like the new playground is for their kids or the spa has longer hours simply to accommodate them.
Five don’ts of a property tour
1. Assuming likes & dislikes
“Our community has this great, retro feel that is really hip right now.” Maybe your clients aren’t hip and they certainly don’t “do” retro. You’ve just told them that the community isn’t right for them.
Instead, ask what your clients want and highlight those features in your community rather than making assumptions. Try: “You mentioned interest in mid-century architecture. Our units offer modern conveniences with plenty of mid-century charm.”
2. Disrespecting the competition
“You’ve got to be blind to live in a place like Ivy Bluff. It’s so much more outdated than our property.” Humor is a tricky beast. If you don’t read a prospect’s humor right, your dismissive statement or joke about another property can seem unprofessional, arrogant, and make you look childish.
Stick to being a cheerleader for your own property and you’ll be too busy to offend a client. Try: “These units were renovated last month.”
3. Making excuses
“We haven’t replaced these carpets yet, but our maintenance techs are so busy. You know how it is.” Yikes!
Rather than pointing out your property’s flaws and then excusing them, explain the plans to correct the problems. Try: “I apologize for the appearance of the carpet. It is scheduled for replacement this Saturday.”
4. Wishful thinking or false promises
“All three of you want adjoining units in our low vacancy community? I’m sure we can work that out.” Are you sure you can actually work that out?
If variables keep you from knowing a definite outcome, assure the prospect you will explore the options rather than making a promise that you can’t keep. Try: “I will try to block three units together. If not, I can look into having you three in the same building.”
5. Ultimatums
“The unit can be noisy but that’s what you’ve got to put up with for this great view.” Sacrifices don’t sound appealing to anyone.
Present options and let the prospect decide which sacrifices they want to make. Try: “Yes, this unit is noisier than the last unit that we saw together but you do get better views of the skyline.”
