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Marketing & Leasing Toolkit for SuccessAptEdge Marketing.com Message
IntroductionChapter OneChapter TwoChapter ThreeChapter FourConclusion34691112Contents
Hi, I'm Stephanie!INTRODUCTIONAt AptEdge Marketing, we believe inempowering multifamily professionals tothrive—whether you’re filling vacancies,planning a resident event, or just trying tosurvive another budget season with yoursanity intact. With over 12 years ofexperience spanning from leasing tomarketing & training, I’ve been where youare: juggling inquiries, following up withprospects, and wondering if today is theday the coffee machine finally gives up.This toolkit is the culmination of myjourney from leasing consultant to thecorporate office—and my passion formentoring others along the way. I’ve seenfirsthand how the right strategies cantransform not just occupancy rates butentire communities. My mission? To helpyou work smarter, not harder, whilekeeping the fun and creativity alive in yourday-to-day.Packed with practical tips and a dash ofhumor, this guide will take you from ‘Howdo I do that?’ to ‘Why didn’t I do thissooner?’ Plus, it’s not just about the how—it’s about the why behind what we do:creating places people love to call home.Looking for more tools to lighten the load?Check out AptEdgeMarketing.com forgame-changing Canva templates,promotional products, and resourcesdesigned to simplify your work and amplifyyour results.Let’s turn the chaos of leasing andmarketing into a smooth, successfulstrategy. Oh, and don’t forget—mentoring’smy thing, so think of me as your virtualguide cheering you on every step of theway. Let’s get started!WWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
CHAPTER ONEStart by asking open-endedquestions like, “What areyou looking for in your nexthome?” or “What’s mostimportant to you in acommunity?” Thesequestions not only breakthe ice but also give youvaluable insights topersonalize the tour.Pro Tip: Offer a quickrefreshment like a bottle ofwater or a cup of coffee. It’sa thoughtful gesture thatsets a welcoming tone.For the pet lover: Focuson pet-friendlyamenities like dog parks,pet washing stations, ornearby walking trails.For the fitnessenthusiast: Show off thefitness center, pool, oryoga classes offeredonsite.When you tailor the tour totheir specific needs, you’renot just showcasing aproperty—you’re painting apicture of their futurelifestyle.Mastering the Art ofBuilding Rapport DuringProperty ToursTurning Prospects intoResidents with Connectionand ConfidenceA property tour isn’t justabout showing off squarefootage and amenities—it’sabout creating a memorableexperience that makesprospects feel at home.Building rapport during atour is your secret weaponfor turning a casual inquiryinto a signed lease. So, howdo you forge thatconnection whilehighlighting the best yourcommunity has to offer?Let’s dive into proventechniques that make everytour a standout.Start with a WarmWelcomeFirst impressions matter.Greet your prospects withgenuine enthusiasm and asmile. Use their name asmuch as possible—it’s asmall touch that makes abig impact. A one-size-fits-all tourdoesn’t work. Each prospecthas unique priorities, sotake the time to personalizetheir experience.For the chef at heart:Highlight the spaciouskitchen, modernappliances, and nearbygrocery stores orfarmer’s markets.Tailor the ExperienceProspects don’t want a dryrecital of square footageand appliance specs. Theywant to feel an emotionalconnection to the space.Use storytelling to bring theapartment and communityto life.Storytelling Over StatsWWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
CHAPTER ONEA great tour is interactive,not passive. Hand them thereins—literally! Invite themto open cabinets, step outonto the balcony, or testout the light switches.Encourage them to visualizetheir furniture in the spaceby saying, “Where wouldyou put your couch ordining table?”Engagement makes theexperience morememorable and helps themmentally “move in” beforethey’ve even filled out anapplication.Encourage InteractionDon’t just sell theapartment; sell the entirecommunity. Showprospects what makes yourproperty unique, from thefriendly vibe to the eventsthat bring neighborstogether.If your property hostsregular events, mentionthem during the tour: “Wehost monthly wine tastingsand trivia nights—it’s a greatway for neighbors toconnect.” Prospects wantmore than a place to live;they want a sense ofbelonging.Highlight CommunityFeaturesBuilding rapport isn’t justabout talking—it’s aboutlistening. Throughout thetour, pause to ask open-ended questions like:“What do you think sofar?”“How does this compareto other places you’veseen?”“Is there anything wehaven’t covered that’simportant to you?”These questions show thatyou’re genuinely interestedin their needs and feedback,which fosters trust andconnection.Ask Questions and ListenSilence can be golden. Aftershowing a feature, pauseand allow them to react. Asimple, “What do youthink?” creates space forthem to share theirthoughts and ask questions.It also gives you valuableclues about their prioritiesand hesitations.The Power of the PauseInstead of saying, “Thebalcony is 50 square feet,”try, “Imagine sipping yourmorning coffee here with aview of the sunrise.” Ratherthan pointing out the pool,say, “Our residents lovelounging by the pool onsunny weekends—it’s theperfect spot to unwind ormake new friends.”Pro Tip: Incorporate storiesfrom current residents, likehow the fitness centerhelped someone reach theirgoals or how a familycreated lasting memories ata community event. Storiesresonate far more thanstatistics.Wrap up the tour bysummarizing their keyinterests: “You mentionedyou love cooking, so I thinkthis kitchen is perfect foryou. And with the nearbypark for your dog, it seemslike a great fit.”Ask a closing question like,“Does this feel like a placeyou could see yourselfliving?” If the answer is yes,guide them through thenext steps for applying. Ifthey need more time,assure them you’re availablefor any follow-up questions.End with a Strong CloseThe most importantelement of rapport-buildingis authenticity. Prospectscan tell if you’re genuine orjust going through themotions. Approach everytour with sincerity,enthusiasm, and a focus ontheir unique needs.The Secret Sauce:AuthenticityWWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
Overcoming Objections Like a ProCHAPTER TWOTurning Hesitations Into Opportunitiesfor ConnectionObjections during the leasing process areinevitable. Whether it’s concerns aboutprice, location, or timing, every hesitation isan opportunity to build trust and highlightthe value of your community. Handlingobjections with confidence and empathycan be the difference between a “Maybelater” and a “Where do I sign?” Here’s howto address common objections and keepthe leasing journey on track.Understanding Objections: It’s NotPersonalFirst, remember that objections aren’t arejection—they’re an invitation to provideclarity. Prospects often have genuineconcerns that need addressing beforethey feel comfortable committing to alease. Approaching objections withempathy and a problem-solving mindsetcreates a collaborative atmosphere whereprospects feel heard and valued.Common Objection #1: PriceBudget concerns are among the mostfrequent objections you’ll hear. Here’s howto navigate the conversation:Acknowledge Their Concern:Start with empathy: “I completelyunderstand. Everyone wants to get themost value for their money.”Highlight Value Over Cost:Shift the focus to what they’re getting.“Let’s take a closer look at what’sincluded here—your rent coversaccess to top-notch amenities, a funand welcoming community, andconvenience to work and shopping.Compared to other options, you’regetting so much more than just anapartment.”Offer Solutions:If possible, suggest alternatives: “Wouldyou like to see a slightly smaller floorplan that fits within your budget?” or“We’re currently running a special thatmight make this option moreappealing.”WWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
CHAPTER TWOCommon Objection #2: LocationLocation is a big factor in choosing a home,and sometimes your property may notseem like the ideal fit.Dig Deeper:Ask what matters most about location.“Is it the commute, nearby schools, oraccess to amenities that’s mostimportant to you?” Their answer willguide your response.Provide Context:Show how your community fits theirneeds: “We’re just five minutes fromthe highway, so your commute is easy.Plus, we’re within walking distance ofseveral restaurants and shops.”Sell the Perks:Highlight unique features of the area:“The local farmers’ market everySaturday is a resident favorite, andwe’re right next to one of the city’sbest-rated parks.”Common Objection #3: TimingSometimes prospects aren’t ready tocommit because of timing issues like acurrent lease or uncertainty about theirplans.Reassure and Simplify:Offer support to ease their worries: “Iunderstand that timing can be tricky.We can help you plan the transitionand even hold the unit for a short timewhile you finalize your plans.”Create Urgency Without Pressure:Highlight availability: “This floor plan isone of our most popular, and we onlyhave one left at this rate. If you’d like,we can hold it for you for 48 hourswhile you decide.”Turning Objections Into OpportunitiesEach objection is a chance to learn moreabout your prospect’s priorities. The key isto ask open-ended questions that invitedialogue:“What concerns you most about thisoption?”“What would make this feel like the rightchoice for you?”“Is there something specific that’s holdingyou back?”These questions allow you to address theirhesitations head-on while showing thatyou’re invested in their needs.WWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
CHAPTER TWOThe Confidence-Connection FormulaHandling objections effectively comesdown to a blend of confidence andconnection. Stay calm, focused, andempathetic. Prospects want to feel liketheir concerns are valid and that you’regenuinely invested in finding the rightsolution.Closing the ConversationAfter addressing their concerns, alwaysleave the door open for next steps. Saysomething like, “I hope this helped answeryour questions. If there’s anything else onyour mind, I’d love to help you figure it out.Let me know if you’d like to revisit the unitor explore other options within thecommunity.”By addressing objections with empathy,clarity, and a solution-oriented mindset,you turn hesitations into opportunities tobuild trust—and ultimately, to close thedeal.Want more tools to handle leasingchallenges like a pro? VisitAptEdgeMarketing.com for resources andtemplates designed to make objectionhandling effortless.WWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
CHAPTER THREEResident Retention as aMarketing StrategyTurning HappyResidents Into YourBest AdvocatesMarketing doesn’t stop aftera lease is signed. Residentretention is one of the mostpowerful (and cost-effective) strategies inmultifamily marketing. Whenyou create an exceptionalliving experience, you don’tjust keep residents—youturn them into advocateswho spread positive word-of-mouth and boost yourcommunity’s reputation.Here’s how to transformretention into a winningstrategy.Why Retention MattersIt costs significantly more toattract a new resident thanit does to keep an existingone. Beyond cost, retentionstrengthens yourcommunity’s sense ofstability and helps maintainhigh occupancy rates.Happy residents are alsomore likely to recommendyour community to friendsand family, becoming yourmost valuable marketingtool.Retention starts withmaking residents feelvalued. It’s about goingbeyond maintenancerequests and rent paymentsto create a sense of homeand community.Welcome Them in Style:First impressionsmatter. Make the move-in experience smoothand memorable with awelcome gift likebranded keychains,fitness towels, or ahandwritten note.Maintain RegularCommunication:Keep residents in theloop with updates aboutcommunity events,policy changes, orseasonal tips. A simplemonthly newsletter oremail blast goes a longway in keeping residentsengaged and informed.Proactive Maintenance:Nothing frustratesresidents more thandelayed maintenance.Respond promptly torequests and conductregular inspections toaddress potential issuesbefore they arise.Creating a Resident-Centric ExperienceCommunity events are acornerstone of residentretention. They bring peopletogether, create lastingmemories, and foster asense of belonging.Here are some easy-to-planevent ideas:Seasonal Events: Hostholiday parties, pumpkincarving contests, orsummer BBQs.Fitness Fun: Offer freeyoga classes, a walkingclub, or outdoor bootcamps.Food-FocusedGatherings: Food trucks,coffee mornings, or awine-and-cheese nightcan bring residentstogether with minimaleffort.Pro Tip: Use events as aphoto opportunity! Snapcandid shots to share onsocial media and yourcommunity newsletter. It’s asubtle way to showcaseyour property’s livelyatmosphere to potentialresidents.Hosting MemorableCommunity EventsWWW.APTEDGEMARKETING.COM @APTEDGEMARKETING
CHAPTER THREELeveraging Positive Word-of-MouthHappy residents are your best marketers.Encourage them to share their experiencesthrough reviews, referrals, and socialmedia.Ask for Reviews: A simple, friendlyreminder can go a long way. Incentivizereviews with a raffle or small prize forparticipation.Thoughtful Gestures That Make anImpactSometimes, it’s the little things that makeresidents feel appreciated.Celebrate Anniversaries: Recognizelease anniversaries with small gifts orcards. A tiered gift system (e.g., a smallplant for one year, a gift card for threeyears) adds a personal touch.Birthday Shout outs: A quick email orsocial media post wishing residents ahappy birthday shows you care.Surprise Perks: Offer occasional perkslike free coffee in the lobby, a surprisesnack bar, or a small giveaway.Encourage Resident FeedbackRetention is a two-way street. Askingresidents for their opinions shows youvalue their input and are committed toimprovement.Surveys: Send out annual or semi-annual surveys to gauge residentsatisfaction and collect suggestions.Suggestion Boxes: Provide a physical orvirtual space for residents to shareideas year-round.Action on Feedback: Always follow upon suggestions to show residentsyou’re listening and acting on theirneeds.WWW.APTEDGEMARKETING.COM @APTEDGEMARKETINGClosing the Retention LoopRetention isn’t just a nice-to-have—it’s akey pillar of your marketing strategy. Whenyou prioritize resident satisfaction andengagement, you build a community thatpeople are proud to call home. And ahappy community is a marketablecommunity.By turning retention into a focusedstrategy, you’ll not only reduce turnoverbut also create a community thatpractically markets itself. Because whenresidents are happy, everyone wins.Referral Programs: Offer rewards forreferrals, such as a rent credit, gift card,or exclusive perks.Social Media Tags: Encourage residentsto tag your community in their posts.You can even feature their content inyour own social media updates.
CHAPTER FOURWhy Follow-Ups MatterLeasing success doesn’tend when the tourconcludes—it’s what you doafterward that seals thedeal. Prospects often tourmultiple properties, and atimely follow-up keeps yourcommunity fresh in theirminds. It’s also your chanceto answer lingeringquestions and build trust.A great follow-up doesthree things:Reinforces value: Itreminds prospects whyyour property is theperfect fit.Creates urgency: Ithighlights availability orspecials withoutpressuring.Builds a connection: Itshows prospects you’reinvested in their needs.Without a thoughtful follow-up strategy, even the besttour can fade into thebackground.First 24 Hours: Send athank-you message whilethe tour is still fresh.Highlight a specific featurethey loved and makeyourself available forquestions.48–72 Hours: FriendlyReminderCheck in with a helpfulupdate, like availability orcurrent specials. This keepsyour property top of mindwhile adding value.One Week: Add a PersonalTouchIf they haven’t decided,send a final follow-up with amore personal tone toencourage action.The Follow-Up TimelinePersonalization is Key:Make each follow-up uniqueby referencing details fromtheir tour. Did they mentionloving the pool? Highlight it.Personal touches showyou’re listening andinvested in their needs.Mix It Up: Don’t stick to onecommunication channel.Use emails for detailedfollow-ups, texts for quickupdates, and evenhandwritten notes for amemorable touch.Close with Confidence:When the time feels right,invite them to take the nextstep. A well-timed, friendlynudge can seal the deal:“I’d love to help youmake [CommunityName] your new home!Let me know if you’d liketo start the applicationprocess or revisit theunit.”Best Practices for EffectiveFollow-UpsThe Follow-Up FormulaClosing Tip:Follow-ups aren’t about being pushy—th e y’re about being helpful. Bystaying responsive, showing genuine i n terest, and creating thoughtfultouchpoints, you’ll turn hesitations i nto happy residents.For more resources to simplify your f o llow-ups, visitAptEdgeMarketing.com. Let’s turn those “maybes” into “yeses” together!WWW.APTEDGEMARKETING.COM @APTEDGEMARKETING
- STEPHANIE ZAVALAClosing the deal is the culmination of your leasing efforts, where curiosity transforms intocommitment. It’s not about pressure; it’s about trust, clarity, and excitement.Every interaction leading up to this point should reinforce your prospect’s confidence inchoosing your community. Highlight the features they loved—whether it’s the spacious floorplan perfect for entertaining or the pet-friendly amenities ideal for their furry friend. Revisitthese priorities to help them picture life in their new home.It’s natural for prospects to hesitate, but addressing concerns head-on builds trust.Questions like, “Does this space feel like a good fit for your lifestyle?” invite honestconversations and allow you to provide solutions tailored to their needs.Sometimes, prospects just need a little encouragement. Mentioning specials or limitedavailability can nudge them without feeling pushy. For example, “This is our last unit with abalcony view, and it’s been a popular choice—let me know if you’d like me to hold it for you.”When they’re ready, make the next steps effortless. Walk them through the application,answer any final questions, and celebrate their decision with a warm, “Congratulations!We’re thrilled to welcome you to our community.”Closing a lease is about more than securing a signature; it’s about creating excitement andconfidence. And because organization is key, we’ve included a bonus daily checklist at theend of this eBook to help you stay on track and make every day a win.By mastering these techniques, you’ll not only meet your leasing goals but also createlasting impressions. Every signed lease is someone finding their perfect home—and youmade it happen.CONCLUSIONClosing the Deal: GuidingProspects to Their NewHomeWWW.APTEDGEMARKETING . C O M @APTEDGEMARKETING
Daily Routine Checklist forLeasing SuccessMiddayMorningWrap-UpAfternoonPrepare the office (clean, organized, stocked). Walk the tour path (inspect and report issues). Respond to inquiries and confirm appointments.Lead property tours tailored to prospects. Post on social media and engage with followers.Check text, emails and voicemails.Follow up with prospects from todays tours. Update leasing metrics and share progress with the team.Plan for tomorrowevents, tours, and materials.Review the days accomplishments and reset for tomorrow. Closemodels and check amenity spaces. Leave the office clean and inviting.BONUS MATERIALREPEAT!WWW.APTEDGEMARKETING.COM @APTEDGEMARKETING