Knowing the source of our leasing traffic is crucial.  Usually included in Leasing 101, and always a question at the beginning of a guest card.  But there are occasions, when a little clarification is needed.

“Oh we were just driving by” is almost a standard response.  As a leasing professional, there’s a great opportunity to build rapport and identify a benefit for the property’s location by asking the simple question, “Why?”

A property might be located on a dead end street, or several blocks off the main thoroughfare…”just driving by, Great, do you have friends that live at our property?  What brings you down. Mulberry Street?

The responses:

-My child care provider is on this street.
-My place of work is close by.
-A family member or friend lives close by.

This prospect has provided you with a opportunity to show how your property meets a need for a convenient location.  This opportunity is just waiting to be discovered.  There’s a point of common sense that demands clarification when a prospect indicates “They were driving by,” and the location is clearly, “not drive-byable”.   Creating the feature benefit link for our location is waiting to be discovered.

Be ready, “you were driving by because…..”.  You have a potential closing tool at your fingertips.