Ever have one of those tours where everything seemed to be going in your favor?  The prospect loved the community, the apartment home, it was within their budget – and the two of you just seemed to click?  And although the prospect decided not to secure an apartment home during the visit, you weren’t deterred…you knew it was only a matter of time before they returned with money in hand.

You proceed to do your follow up – sending a thank you card, maybe an email or two – only to receive no reply in return.  Days turn into weeks and then comes the dreaded prospect response – they decided to lease elsewhere.  What just happened?  How could that be?

Getting a prospect to return for a second visit is much like throwing a boomerang.  If thrown correctly, the boomerang is designed to fly in a complete circle, returning gracefully to the thrower, fluttering to a stop in his/her hands.  If thrown incorrectly, the boomerang can rocket straight up into the air, plunging to the ground.

Sounds a lot like prospect tours.  In a previous post, I laid out the components of a first visit lease.  Prospects have like you AND they have to like what they see.  There’s a mental scale in need of balance when aiming for a first visit lease.  And if unable to secure a lease on the first visit, the goal is to make their time at your community memorable enough to warrant a second look.

The steps required to successfully throw a boomerang can also be applied to the touring process.  Follow each one to ensure your prospect does not skyrocket, then crash and burn!

Step One – Set up your throw

During the initial tour, are you doing enough to make sure your community stands out from the pack?  Prospects on average tour 4-6 communities before deciding where to lease.  Make a case why your community is hands down the best choice for the prospect.  According to our 2015 Today’s Online Renter Study, apartment hunters want to see the actual apartment.  In fact, viewing the actual apartment ranked #1 as having the greatest impact on the rental decision whereas viewing the model ranked #12.  And when this prospect becomes a resident, the perception of value is the top driver for renewal.  Knowing this, are you making strong case as to why a prospect’s money is better spent at your community and are they able to see exactly where that money is going?

Step Two – Keep your eye on the boomerang at all times

When leasing mojo is on your side, when you are sure the prospect will return, you could become lax in your follow up attempts.  There’s no need to check in with this particular prospect because you know, without a doubt, they loved the community and will eventually lease.  Keep your eye on your prospect.  Conduct meaningful and timely follow up.  Did the prospect mention anything in particular during the initial visit – a new job, maybe?  Incorporate this little tidbit of information during your follow ups.  “Hi Mr. Jones, I know you’re about 2 weeks away from starting your new job, that’s plenty of time to get you settled in to your new home here”.  Recalling names of pets and/or children will also demonstrate to the prospect that you were listening and that you see them as an individual; not just one of the many tours you conducted that day.

Step Three – Catch the boomerang with two hands

A return visit is your opportunity to make a second 1st impression.  It allows you to cement all of the positive memories of the initial visit – “wow, she really does know her stuff”.  It may also be a chance for you to overturn a not-so positive impression should that be the case – “maybe the last time she just wasn’t feeling well but she’s on top of her game today!”  Prospects who take the time to return are coming back for a reason.  Make sure they are given enough information to confidently choose your community.

Signing a lease is a huge commitment and with so many options available to prospects, it is not surprising they want to explore all of them.  A successful tour is one that ends in a lease or a confirmed second visit.  There will always be prospects who wish to shop around even if they love your community – they just want to feel confident they are making the right decision.  So, if you are unable to get a commitment during the initial tour, you want to at the very least make a prospect’s short list, ensuring they come back for a second look.

Share your best practices for capitalizing on return visits in the comments below - help others become expert boomerang throwers!