Where have all the leasers gone?
My Space, Face Book, You Tube, Google Maps, 13 Internet listing services, Craig's list, virtual tour, video messaging, 24/7 predefined electronic email follow-up, on-line leasing, instant resident screening, automated lease generation, yield management pricing, daily automated special generation and on and on and on....
What do all of these have in common? They are tools, albeit new tools, they are tools for the professional leasing associate. All of these tools will never take the place of the face-to-face or ear-to-ear relationship of a live, warm, caring leasing associate.
In this day and age of technology I fear there is a real sense the leasing associate no longer plays the same role in the leasing process.
NOTHING COULD BE FARTHER FROM THE TRUTH!
More than ever before the leasing associate must play a role with the prospective resident in making the buying decision. Yes, the process has changed and it has changed for the better. Recent statistics tell us the average prospect is viewing their new digs on-line long before they see a community and if you are still sending a snail mail thank you card to your prospect I applaud you. Nothing is as warm as getting that personal hand written note from your new friend. However it is too late. They have received 9 emails from other communities enticing them to make the decision before your mail ever gets there. So why not do both, for different reasons.
However, this does not mean the professional leasing associate is passe', it simply means the professional leasing associate working in today's market must learn to CREATIVELY use these new tools to do what they have done for their entire career... define, build and reinforce the relationship they create with their prospective resident. Let's remember 'People buy from people they like' - the prospect can't get the same rapport, empathy, sympathy or attention most want and need from technology.
So review your presentation as a professional leasing associate and make certain you are using all the tools to be "state-of-the-art" and you are using your common sense to make the connection with every prospective resident you talk with and see at your community real or virtual.
I am a total believer in the technology tools but I refuse to lose my faith in the practical need for a professional leasing associate to drive the process.
My Space, Face Book, You Tube, Google Maps, 13 Internet listing services, Craig's list, virtual tour, video messaging, 24/7 predefined electronic email follow-up, on-line leasing, instant resident screening, automated lease generation, yield management pricing, daily automated special generation and on and on and on....
What do all of these have in common? They are tools, albeit new tools, they are tools for the professional leasing associate. All of these tools will never take the place of the face-to-face or ear-to-ear relationship of a live, warm, caring leasing associate.
In this day and age of technology I fear there is a real sense the leasing associate no longer plays the same role in the leasing process.
NOTHING COULD BE FARTHER FROM THE TRUTH!
More than ever before the leasing associate must play a role with the prospective resident in making the buying decision. Yes, the process has changed and it has changed for the better. Recent statistics tell us the average prospect is viewing their new digs on-line long before they see a community and if you are still sending a snail mail thank you card to your prospect I applaud you. Nothing is as warm as getting that personal hand written note from your new friend. However it is too late. They have received 9 emails from other communities enticing them to make the decision before your mail ever gets there. So why not do both, for different reasons.
However, this does not mean the professional leasing associate is passe', it simply means the professional leasing associate working in today's market must learn to CREATIVELY use these new tools to do what they have done for their entire career... define, build and reinforce the relationship they create with their prospective resident. Let's remember 'People buy from people they like' - the prospect can't get the same rapport, empathy, sympathy or attention most want and need from technology.
So review your presentation as a professional leasing associate and make certain you are using all the tools to be "state-of-the-art" and you are using your common sense to make the connection with every prospective resident you talk with and see at your community real or virtual.
I am a total believer in the technology tools but I refuse to lose my faith in the practical need for a professional leasing associate to drive the process.
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