Growing up you likely heard “Don’t Be a Know-It-All.”  That advice has its place but it isn’t in the leasing process where your expertise will sway prospects to rent. 

The decision to rent an apartment is unique from other purchase decisions.  Of course, a prospective renter arrives with a wish list of features and benefits and has a budget in mind; but their decision is more complicated than that.  When they sign a lease, they aren’t just committing to the apartment; they are committing to spend 12 months of their life with you, your management company and your community.  Life (in all its grandeur) comes with challenges/hassles/headaches and renters want to lease from problem solvers- those that don’t just boast about “carefree living” but deliver it.  

Being viewed as a problem solver with authority during the leasing process serves two purposes … 

1. If you’re able to solve a prospective renter’s initial problems (furniture placement, local transportation, a vet for Spot, etc.) you are viewed as someone who will be able to resolve problems throughout their tenancy (noise complaints, work orders, etc.). 
2. People “in the know” are viewed has having authority- an important aspect of persuasion.  According to Robert Cialdini’s book Influence: The Psychology of Persuasion people are likely to follow people they perceive as authorities.  (Just as they have followed authorities like parents, the police, doctors, etc.) 

Knowing people want to lease from experts and problem solvers, here are a 4 simple steps to jumpstart your efforts. 

STEP 1- Stay in the loop: Use social media to follow, like and link to local:

• Businesses
• Restaurants
• Public School
• City Hall
• The Chamber of Commerce
• Newspaper
• News Channel
• Theaters, Museums and other Cultural Centers
• Non-Profits
• Transit

STEP 2- Get a subscription to your local paper (online or physical) and read it regularly. 

STEP 3- Attend local events- Chamber events, charity events, professional mixers, City Council meeting, etc.  Act like you’re running for Mayor and make it your goal to meet and hear from as many people in your neighborhood as possible. 

STEP 4- Create Resource Guides: You’ll need two 3-ring binders, some dividers and sheet protectors.  You’ll learn a ton in the process of organizing these “go-to-guides” and in the end you’ll have a wonderful, well-organized resource to share with prospect and residents. 

BINDER 1: Property Resource Guide

• Floor plans with square footage and room measurements
• Photos of each floor plans organized as a “virtual tour” so you have something to show even when the apartment isn’t available.
• Property map showing amenities, trash, laundry, etc. 
• Small paint chips and carpet samples to share with prospects so they can start thinking about their décor before moving in. 
• A copy of your lease and addendums. 
• Utility suppliers with contact information
• Hanger count for each closet
• Pet Policy and Rules
• Community rules
• Past newsletters or community calendars 
• Any other information unique to your property (Wi-Fi, pet stations, amenity info, etc.)

BINDER 2: Community Resource Guide

• Maps (can usually be found at the Chamber, City Hall or local Tourism office)
• Schools and Daycare (check your local school district website or go to www.greatschools.com)
• List of all schools with contact information
• School rankings
• Bus schedule and pick up locations
• Calendar
• Registration information
• Transportation
• Walk Score (www.walkscore.com) if high
• List of restaurants, shopping, grocery, errands, schools, parks and entertainment in walking distance.
• Bus, train and/or commuter rail schedule, routes and costs.  (keep extra schedules in a sheet protector to distribute)
• Distance to airport with parking costs.   Available airport transit.
• Pets
• List a local vets, groomers and pet shops (keep flyers on hand)
• Location of nearby dog parks with maps
• Fitness
• Your fitness center rules and hours
• List of local gyms with membership pricing and contact info (keep flyers on hand)
• Food/Dining
• List nearby dining option by food type
• To personalize it, create your “Top 10” and have copies that you can give out.  Give it a creative name that includes your own: “Pat’s Picks,” “Delish Dish by Debra,” “Best Chow by Sarah”.  Feature your “must have” item at each restaurant.
• Culture/Entertainment- keep a list and brochures of events such as theater, movies, library, museums, etc.
• Religious organizations- compile a thorough, diverse list
• Anything else in your community that you want to spotlight. 

What are you waiting for?  Print this blog and use it as your checklist.  You’re on your way!!

What other tips do you have for becoming an expert?