Multifamily Florida - Fall 2015 - (Page 27)
BY LORI SNIDER
here is always something new to
learn when shopping properties.
Sometimes, I'll discover a new
technique or have the opportunity to see an expert in action.
Recently, I learned there is a big disparity between intent and reality.
Visit 1: Leasing professional shows me
a lovely property, but keeps telling me to
"Go visit the website" for the daily prices.
This is said repeatedly, even though I have
indicated that I am looking for my mother,
she has just put her home on the market,
and isn't even convinced she wants an
apartment. There is no attempt to have
Mom come in, experience the place, etc.
(Though when I suggest it, they say, "Sure!
We'd love to show her around.") No, "I
will take care of you, and make sure your
mother is happy" moment. Just, "Go visit
the website for further information. Your
quote will be good for 72 hours."
Why would I rent an apartment online
at this point? Mom hasn't even seen it.
Intent: "I am being helpful and giving you resources."
Reality: "In this market, all anybody
cares about is the price, and I know
that. So make sure you see the prices
and are OK with them before you waste
my time again. Come on back when
you're really ready to buy."
Visit 2: While in the golf cart, the bubbly leasing professional says, "I need to tell
you about four things, because 'they' will
be emailing you to make sure I covered
them." She then goes on to tell me about
her guarantees, and that part of Mom's rent
will be put aside for a home down payment.
(Mom is selling her house; she doesn't want
to own anymore.)
When I ask, "What do you get for telling
me about all this?" she replies, "I get to
keep my job."
It gets better. As we leave the apartment,
she says, "I know you're not ready yet, but
I have to ask, would you like to leave a
deposit?" I just look at her.
Intent: I might get shopped and will
get in big trouble if I don't hit all the
bases, so I am going to say things that
you and I know are completely irrelevant to your buying experience and
I will cushion the blow by removing
myself from the equation. This way
everybody is happy."
Reality: I just threw my company
under the bus because they have made
mandates that you and I both know
are irrelevant to your needs. Frankly,
I resent it. I will do it, but I will let the
client know it's really not me doing the
talking, it's the corporate heads. After
all, I need to keep my job, but I also
need to lease apartments."
Visit 3: I dub her the "speed talker"
because I only understand every third
word. (Remember, Mom has just put her
house on the market, and isn't with me.)
I am told about how I can't use the double doors in the fitness center because
they don't work, so I am to come in and
MULTiFAMiLYFLoRidA l Fall 2015 l 27
Table of Contents for the Digital Edition of Multifamily Florida - Fall 2015
President’s Message: Rewarding Reflections
FAA Update: What’s Your Brand?
Target Your Market
Lease It Like a Lease-Up
Hyperlocal Mobile Marketing
Legislative Update: Fair Housing, Fire Safety, and Veteran Homeless Ness
Become an Extra Ordinary Salesperson by Being Relevant
Checking Customer Satisfaction: Rare or Well Done?
Building Community: The Marketability of Community
Giving Back: AAGO Foundation Hosts Foster Youth at Job Shadow Day
Community Spotlight: Solaire at Coconut Creek
Apartments by the Numbers
Index to Advertisers / Adv.com
Multifamily Florida - Fall 2015