End Points
Tracy Heitzman, CAS, Evp; v Rea; Estate Solutions, Atlanta
1. Commit to timely follow-up. Follow up with everyone who visited that day. Don’t let the follow-up, well… pile up. Follow-up works best when it’s fresh in their (and your!) memory.
2. Be consistent. Did you know that 95 percent of sales happen after the fifth attempt? As with any marketing strategy you choose, if you do it haphazardly, then that’s what you’ll get in return: haphazard results. Consistently following up shows people that you value them and are reliable.
3. Stay organized and keep up the momentum. Plan a time each day that you will make your calls or send e-mails and follow-up notes. Put your follow-up activity in your day timer or contact management system. My goal is to complete the task before I leave for the day.
4. Set a goal. Challenge yourself to set one appointment per day from your follow-up calls.
5. Vary delivery methods. Incorporate e-mail, telephone, mail and text to provide variety in how you connect with people and grab their attention. Different methods will keep people intrigued.
6.Get organized. The most effective way to manage your follow-up is on the computer—whether it’s in Outlook, ACT or property management software. This will allow you to have all your notes in one place and will provide a regular reminder system.
7. Be a standout. Shop other apartment communities to see what they do to stand out. A community located across the street from the beach sent little bags of sand with a business card attached to all prospects. Another community sends a lottery ticket with a note saying, “Thanks a million for dropping by to see our beautiful apartment homes.” I love to contact communities in other states through For Rent or Apartment Guide to see what kind of e-mail response I get.
8. Get creative. When following up, send a community newsletter to touch base. If your prospect mentioned their pet, invite them to your next “Yappy Hour.” Use the information you gleaned from your prospect as a way to continue your follow-up long-term without feeling (or looking) like a pest.
9.Customize and personalize. In today’s high-tech world, it is so refreshing to get something one-of-a-kind. Make sure you refer to something you talked about or had in common with your prospect in your follow-up letter or e-mail. Be sure to include a “P.S.” at the bottom to warm it up!
10. Show your gratitude. Think about the last time someone expressed gratitude or appreciation towards you. Was it in person, on the phone, via e-mail, or maybe even an unexpected thank you card? Think about how this small act of gratitude made you feel. This is the same feeling you create with your prospects when you appreciate them.
If you would like to be considered for a future End Points column, please contact Lauren Boston at 703/797-0678 or lauren@naahq.org.