How to create a brilliant sales experience when you have no apartments left to let
Like all sectors, the rental market has its peaks and troughs. In the UK, we have a well-documented housing shortage and the burgeoning BTR sector is helping to increase the capacity for rental homes.
We also know that the sector can’t always do this quickly enough. So, there are lots of prospects and not enough supply.
But how you treat those prospects shouldn’t change based on the market conditions.
Creating a memorable customer experience for a potential tenant when all the apartments have been let can seem challenging and sometimes even pointless, but a prospect today can be a customer for a void flat tomorrow. And don’t we all want to be the destination where people are happy to be on a waiting list just to have the opportunity to live there?
Following the publication of our recent hereSAY BTR 2022/23 Mystery Shopping Benchmark Report we can see that current demand for accommodation is impacting that first impression for would-be tenants.
- 68% of shoppers rated their experience of contacting the scheme and attempting to book a viewing as ‘poor’ and ‘very poor’
- 40% did not receive any follow-up after their viewing
- Only 53% of our shoppers were addressed by their name during the viewing
- 23% of our shoppers received no response to their enquiries, despite making contact with the scheme three times
- 71% received no response to their enquiry to book a viewing
In this blog post, we will discuss some ideas on how to create a positive experience that will keep your development and brand on customers’ minds.
Follow up and stay in touch
Just because a prospective resident doesn’t rent with you now doesn’t mean they won’t in the future.
Follow up with them after the tour to thank them for their time and provide any additional information they may need. Stay in touch with them by sending them updates on your property and community events. Doing this will give them FOMO and also keep them interested in your building in the long run. By staying front of mind, you increase the likelihood that they will rent with you in the future.
Provide a personalised tour
Just because you don’t have any available apartments doesn’t mean you can’t provide a personalised tour of the property.
Take the time to understand the prospects needs and preferences, and tailor the tour accordingly. This can include highlighting the amenities that are most relevant to them, such as the fitness centre, pool, or rooftop deck. Not to mention who you are as an operator including the tenant services you provide and your commitment to ESG. By showcasing a personalised tour, you show that you value their time and are willing to go above and beyond to provide a great experience. If all others are turning prospects away, you will certainly stand-out in comparison.
Showcase your community
Even if your apartments have all been let, and you can’t show a physical flat – your community is still a valuable selling point. Highlight the community events, activities, and services that you offer. This could include fitness classes, movie nights, or even pet grooming services.
By showcasing your community, you demonstrate that you offer more than just a place to live, but also that the residents have a sense of belonging and connection.
Provide information on available nearby properties that might interest them
While your development may not have any available apartments, other properties managed by you in the area might do. Take the time to ensure you have all the details so you can cross-sell. This shows that your interests lie in helping them find the best living situation, even if it’s not in your property.
Offer a waiting list
Even if a possible resident isn’t able to rent with you right now, there’s always the potential for future rentals. Ask them if they would like to join the waiting list for when a flat becomes available this enhances the feeling of exclusivity and urgency.
In conclusion, even when all available apartments have been rented, there are still ways to create a brilliant sales experience for apartment viewers.
By providing a personalised tour, showcasing your community, providing information on nearby properties, offering incentives for future rentals, and staying in touch, you show that you value their interest and are committed to providing a great experience. It has cost money to get to the point of enquiry, so capturing the data reaffirms the ROI on marketing spend and can therefore reduce marketing spend in the future.
The ‘From Lead to Lease Mystery Shopping Benchmark Report 2022 – 2023’ is based on mystery shoppers visiting 45+ BTR schemes.
Shoppers responded to over 100 questions across eight categories providing in-depth and exclusive insights into the quality of the customer service, the offered services and amenities, and the quality of each development.
Read more about the viewing experience in our report, https://www.paperturn-view.com/?pid=MzI328321
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