Properties pivoting in the time of COVID require nimble responses and openness to change. This pivot also provides a perfect opportunity to get back to basics when it comes to leasing agent training. 

Last week, I had the pleasure of hosting a virtual chat with Katrina Greene, CAM, NALP Trainer, and Senior Regional Property Manager at Sheehan Property Management, about leasing agent training in a time of crisis, and why listening to leasing agent phone calls is an incredibly valuable coaching tool. 

“During this time where everything feels uncontrollable, leasing agents seem more open to training,” she said. Katrina listens to calls to reinforce what’s working and identify opportunities for improvement — not only for the leasing agents, but also for the properties as a whole. She said it’s important to give your team permission to fail and permission to succeed while demonstrating ways to improve — not just telling them what to do.

Share Leasing Agent Calls to Benefit All

Listening to calls may feel invasive and certainly, if live, put a great deal of pressure on the leasing agent. With a variety of technologies available today, agents can record calls and submit them to their Property Manager for later review. Property Managers can review the calls using software that allows them to insert comments or break the call into segments within the conversation to make it easier to consume the feedback.

“I equate reviewing calls to something like judging figure skating, where there are two areas of focus — technical aspects as well as the artistic, or in this case conversational, aspects,” Katrina shared. “Did you get their name and introduce yourself? Have you made the prospect feel welcome? Have you affirmed that you have what they want?”

She encourages her leasing team to share what works, as well by having them share calls that result in successful exchanges.. Conversely, with permission, agents may be comfortable sharing calls with feedback for improvement to benefit the entire team. 

Katrina stressed the importance of a team environment that pushes everyone to succeed. “There are key components to becoming a leasing agent rockstar,” she says. 

Balance Technology and Human Aspect in Multifamily Leasing

Technology helps generate leads, manage follow-up and track conversions, allowing agents to focus on the key interactions with prospects. “I am hyper-focused on finding the right balance between technology and humans,” Katrina said. “The human element is critical, and you certainly have to have heart during these tough times.” 

She shared with me one of her favorite questions to leasing agents: “Do you know what your property is worth?” She wants agents to understand the importance and value of their role as the first interaction prospects have with the community. Katrina stresses with agents to make the conversation human and share their excitement that the prospect chose to call them. 

She also stressed the importance of agents communicating the value of their multifamily rental community, as well as the agent's value to the prospect. “Show your knowledge to gain their trust, which then earns you the right to sell to them,” she said.

The chat showcased Katrina’s generous spirit through her willingness to share tips, tools and proven techniques for training. She even shared her personal oath for every interaction, which I absolutely loved and think is a great place to wrap up: “I did everything I know to do using my knowledge, personality and skills to help this person understand my community is a great place for them.”