Closing Techniques

Why is closing so important in our business?  Think about it….we start with an expense for advertising, drawing prospects to our communities.  Then, the staff spends time with the prospect, discussing the property, selling the community, addressing customer needs and hopefully showing off the maintenance and grounds.  Even with all of the combined efforts, we still hesitate to close the deal.  In other words, we are uncomfortable asking for the money and commitment. 

The Braves have compiled some suggestions that will help you lead up to the close:

Introduce prospects to both the maintenance and office staff whenever possible.  This will help the prospect see who they’d be interacting with when/if they move in.  Have the maintenance staff encourage the prospects to ask them questions about the community as well.  

Create a sense of urgency.  Many sites will rely on each other by talking about previously shown apartments to prospects and expressing external interest.  Start talking about the application process right from the beginning so the prospects mind is actively engaged in the next step.  Sometimes, this can happen naturally if your site has high occupancy with limited exposure.

Always ask for the deposit.  Prospects will come in saying they’re looking for later this summer because they are locked in a lease, or waiting to move and after the tour, several people actually reversed course and elected to leave it because they had fallen in love with their new home.

Promote the Local Community.  Regardless of the area that your property is located in, remember to talk up the benefits of living in your community.   Just by doing this, you can combat the negative perception by promoted what can be offered.  Examples of this would be: great local restaurants, easy access to public transportation, savings to competition, etc. 

Be Honest and listen.  Not every single prospect is instantly going to fall in love with your property, so all staff members need to make a conscious effort to listen to what prospects are looking for and hear to objections that need to be overcome.  Every property has their shortcoming and by owning them instead of pretending they don’t exist makes residents appreciate the honesty and up front approach.  They may not always like the response, but at the end of the day they can respect it and seeing an honest approach helps them feel comfortable choosing us as their new home.

Always ask for the deposit.  Prospects can and will come in with excuses, and it is our job to overcome them.  For example, they might say they’re looking for later this summer because they are locked in a lease, or waiting to move; after the tour, several people actually reversed course and elected to leave it because they had fallen in love with their new home.

In summary, it is not how you close, but that you do.  

What are your favorite closing techniques?

-Team Braves