Leasing Apartments is More Like Life than You Think!

Have you ever thought about the similarities between a leasing presentation and our real life romances that lead to committed "love relationships"? In both, there is an effort to woo another person to a serious undertaking. Aren't we romancing a person into making what hopes to be a long term commitment?

apartments.com is like a dating website!

Apartments.com is the apartment industry's answer to Match.com. The numerous apartment ILS's are simply dating sites for rental prospects looking for an apartment hook-up. Look at the similarities! The apartment seeker goes to a website specifically designed to attract them to communities that have paid to be featured. You can see photos and read property "profiles" that are designed to entice, lure, and attract.

While I don't want to sound inappropriate, the leasing presentation truly parallels a real life romance. Of course the intensity level is different. The leasing presentation must always be kept on a business level. Yet, in both situations there is a suitor (the leasing professional in our case) and the desired or pursued (the rental prospect).

Our Online Prospects are Looking for an "Apartment Hookup"

So what does this mean to the onsite apartment leasing professional?

• Your initial goal, just like on a dating site, is to get that first meeting at your office.
• Your online property photos and profile must be memorable, unique, and get immediate attention.
• It is important, not optional, to be attractive and desirable to your rental prospect.
• Unlike some dating sites, your goal is a long term relationship.(A long term lease with a future renewal in mind).So present your property accordingly.

Don't miss the analogy here. The leasing professional's and the property's online presence is always appropriate and businesslike. Yet, like in a personal romantic relationship, we are the pursuers and strive to be as appealing, likable, and even captivating as possible. This include every aspect of the apartment marketing and sales efforts; especially the leasing professional.

So I will make my assertion again. Leasing is Life; Life is Leasing. I see a lot of similarities and if we looked at leasing more like a real life pursuit of someone we are trying to attract, we would lease more apartments!