More often than not I witness leasing consultants asking the same questions, usually in the same order: “What size home do you need? When are you looking to move? Do you have a budget?” With the few insights now gleaned, they immediately pull out their availability sheets to begin explaining all the available options that meet those requirements and those requirements only. But the thing they don’t realize is their greatest asset during that conversation is not the availability list, rather it’s one important word: Why.

“I understand that you’re looking for a two bedroom. May I ask why two bedrooms?”

Maybe your prospect is new to the city and wants a guest room for visitors…however a two bedroom is out of the price range they gave you. Instead of a simple “No, we don’t have anything that meets your requirements” and sending them on their way, asking the question of why will allow you to understand your prospect’s motivations and provide solutions that work for them. Perhaps you have a guest suite in your community, or an agreement with a local hotel that provides discounts to your residents. By understanding why they want a second room, you can not only save the sale, but you will truly “wow” your customer by taking the time to understand them.

Or maybe your prospect works from home and needs the room for office space. Understanding this will allow you to showcase amenities such as conference rooms, business centers or Wi-Fi lounges, not only highlighting options for your customer but also building both value and a deeper connection with them. This is what will become a memorable interaction when your customer returns home after a long day (or week!) of apartment-hunting.

This can sometimes be intimidating, as asking questions to any stranger can be, let alone personal ones about their living preferences! However, the best leasing consultants know that they aren’t going to be able to understand how to help their customer until they understand why their customer is in front of them. If you preface your “why” with a Permission to Ask statement – such as “May I ask why…?” – it will make it feel more natural. Other examples are “Can you provide more insight as to why…” or “it would help me find the right fit for you if I could understand why…”

Think of a few ways you can add “why” into your everyday leasing process. Instead of asking “What are you looking for?”, instead ask “Why have you decided now is the time to move?”. Instead of just replying “OK” when they state they need certain features, asking “Why” they need that feature will allow you to learn more about your prospect and how they like to live their life.

Showing deep curiosity is one of the most overlooked and underdeveloped skills in the sales world. “Why” questions show you care about them as an individual and not just another dollar sign. It shows that you genuinely want them to be happy, are here to help them not just sell to them and that results in trust. Trust is the key that unlocks the door to truly understanding their needs and ultimately, it’s what will get you the lease!