Our leasing teams are the backbone of this industry. They’re on the front lines of your business and are responsible for selling the dream of living in your multi-million-dollar assets. 

So, it’s vital to bring on the best team and help them grow into leasing all-stars. We’ve outlined five actions you can take to help your onsite teams provide excellent customer service, improve resident retention and convert more:

• Build a team who can work in the new digital reality
• Make great hires with thoughtful interview questions
• Invest in employees’ growth
• Use data to measure performance 

1. Build a Team Who Can Work in the New Digital Reality

Heading into this year’s leasing season, the industry has shifted into a new (virtual) reality with more demands on an already stressed-out workforce. To build a high-performing team, managers must hire, train, and retain leasing agents willing to adapt to a more digitally focused world. 

“As we consider future talent, we will need to incorporate into our job profile ‘tech savvy,’ as we will not be moving away from what we have put in place with our future residents,” said Angela Gibbons, senior vice president, human resources, at Bell Partners.

2. Make Great Hires with Thoughtful Interview Questions

To that point, when hiring leasing professionals, it is important to gauge their potential fit with your team and determine their ability to adapt to unexpected problems during the day. The NAA Facebook’s Apartment Management & Maintenance Support Group put together a list of sample interview questions that push beyond the standard apartment leasing agent interview questions.

3. Invest in Employees’ Growth

This rapid shift to digital also means properly equipping current leasing agent teams to upskill and keep up with demands. 

Soumya Roy Chowdhury, a talent acquisition expert, suggests that managers lead with a “people-first” approach, which includes creating a continuous learning mindset and empowering employees with the tools and information they need to be successful.  

4. Improve Productivity and Time Management with Automation

As a manager, your team’s success is tied to your ability to optimize performance and occupancy. But with regular interruptions, lead prospects go unanswered and tours are duplicated. 

These delays have big costs: Knock found that prospects are 32 percent less likely to convert if the response comes between one to six hours later. If it takes an agent more than six hours to respond, that number jumps up to 50 percent.

Automation and prospect self-scheduling can drastically increase your team’s flexibility, response rates, and ultimately improve its sales: We’ve found that quick replies lead to an average 20 percent improvement in lead-to-lease rates.

5. Use Data to Measure Performance 

After hiring a strong team and setting them up for success, managers need to find a sustained way to monitor performance. By tracking engagement, conversion rates, and marketing costs, you can accurately determine which teams are performing and which assets and teams might need a little more attention and training. .

What other tips would you add?