Guest Card Management
The purpose of our Guest Card Management Policy is twofold. By completing them thoroughly it is a proven tool used by our Elite performers to stay full. By entering them into Onesite it enables those who are not on-site to see your efforts and brainstorm to come up with creative ways to win these, and future sales.
1. All traffic (phone, internet, and walk-in) is to have a guest card completed. Internet leads are to be printed (with the property response) and attached to a completed guest card. For walk in traffic, complete the specifics of the guest card after the prospect has left. Record ALL information, including objections, apartments viewed, reasons not leased, specials offered, apartments viewed etc. Each field of the guest card is there for a specific reason.
2. Upon the completion of the phone call, email response, or tour, the guest card is to be entered into Onesite. You must enter ALL information on the guest card in One- site. Utilize the “notes” section to list identifying facts about the prospect that can be used as a conversation starter when performing follow up. Some examples could be “grew up in area”, “just got back from Canada”, “started new job at Cigna Health”. This will increase your likelihood of closing the sale on follow up. People buy from people they like. And they like people who listen to them, so mention that new job or trip they told you about.
3. The guest cards for that week are to be placed in the front of your follow up note- book. The proper management of the follow up notebook is in the Dropbox Playbook under “Brookside Best Practices, All About Leasing.” ALL FOLLOW UP NOTEBOOKS WILL BE RANDOMLY AUDITED FOR COMPLIANCE.
4. The follow up notebook is to be reviewed DAILY. Aggressive follow-up is critical to capture more leases and it does work! Your follow up activity is to be based on when the prospect is looking to move. For example, if someone wants to move ASAP, we should follow up before the close of the business day and the following days as well. Someone looking within the month needs to be contacted before the close of the business day and at least twice a week, stepping it up the closer we get to their move date. The follow up calls need not be pushy, but a pleasant greeting with a specific purpose of “updating” the prospect on their desired floorplan, a new special, or an apartment you think will be perfect for them.
5. Follow up must also be clearly documented and entered into Onesite. If you left a message with someone, indicate the date and time and result. Example: “TT (talked to) brother, LM about apt 106 having a balcony”. If you left a voicemail document “VM about apt 106 having balcony.” If someone contacts you by email, somewhere toward the end of the email in your first response ask them if they have a number you could reach them on and when a good time would be to call. If they do not provide the number, continue the dialogue through email.
6. Consistent follow up does not have to be “harassing” or “annoying”. When performing the follow up, be conversational and use something you learned about them to open the conversation. We do not want to call and say “I was just seeing if you are still looking for an apartment, I have a great special.” We want to say “How are you? I hope you aren’t still out in this cold trying to find your new home!” The more you learn about your customer, the better the follow up experience for them will be. If they have a pet, reference the pet, “How are you? Does Tidus hate going outside in this freezing weather?” Something to break the ice and make it more personal and less business will help your customer drop their walls.
7. We do not ASSUME anything but THE SALE. We do not assume they did not like it, it was too much, we will annoy them. Our responsibility to our customer is to keep them updated and make them feel wanted until they tell us they will not be needing our service. At that point, respond you understand and congratulate them that they found a home and say “Do you mind if I ask where you went and what it was about them you liked?” Try it. You will be surprised. Write it down. And use that information to win a future sale by being ready to overcome it. Ask them how long of a lease they are signing and follow up with them 60 days before that lease is up. If they aren’t happy you have another chance to win the sale. Follow the Follow Up Notebook Instructions onwhere to place the guest card
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