Marketing Apartments - Sell Prospective Renters On The Benefits

By Carissa Drohan

Did you know that it's not necessarily the features that will sell a building to potential renters, but rather the benefits that those features will provide the customer? Everyone wants to know "What's In It For Me?". One of the best ways to improve upon your sales technique is to sit down and brainstorm a list of features you offer and how they benefit the renter. When brainstorming for features and benefits consider each of the following different areas:
reputation, added value, uniqueness and convenience.

Reputation: The reputation of the building will serve as a good indicator to prospective renters about the quality of the building. Renters want the security of knowing that maintenance issues are dealt with in a timely fashion. It's not enough to simply tell them this as being a salesperson they will often be skeptical of your motives. Show them proof. Gather testimonials from satisfied renters and provide them to your prospect.

When gathering testimonials just remember to ask for contact information from your current residents. A first name is not often credible. If they offer to list their phone number or unit number this will often be sufficient for credibility and the prospect will not often follow up to check the validity of the testimonial. Just remember to always have permission from the resident before offering any personal information.

Added Value: Added value may be as simple as upgrades that you have made to the unit. Have your recently changed the toilets or bathroom fixtures? Do you supply extra appliances such as a dishwasher, microwave or air conditioner? These all add value to the unit in the eyes of the renter. Sometimes even adding a ceiling fan at no extra charge can increase the interest of the prospective renter.

Uniqueness: Does your building have more windows than the average apartment? Natural lighting is not only healthier but the sunlight in the wintertime cuts down on the cost for heating. This may save your renter money on their heating bill. Does you have building social events?
Those appeal to most seniors as they enjoy having daily activities. Brainstorm what is unique to your building and stress the benefits when showing the unit to the prospective renters.

Convenience: The number one reason renters choose a building is location. Find out what amenities are conveniently located near your building and be sure to bring those up. Not only will amenities attract renters, but also payment options. Many renters wish to pay by credit card or pre-authorized payment. If you have those options, it may be a benefit to those busy individuals that do not want to have to worry about remembering to write that cheque.

Remember, just because a prospect needs an apartment does not mean that they will automatically be interested in yours. In this competitive industry it's all about selling why your location is the best fit for them.

Carissa Drohan is a Marketing Coordinator for Skyline Incorporated, a Property Management company that manages apartment buildings across Ontario and is also the owner of Drohan Marketing.