The rental market can be highly competitive, which is why it's essential to find ways to gain an edge. Since knowledge is power, consider secret shopping your competitors. It doesn't matter if you're trying to boost occupancy, improve customer service, or refine your marketing strategies; visiting other communities as a prospect allows you to uncover valuable insights.

What Is Secret Shopping in Property Management?

To secret shop as a property manager, you simply pose as a potential resident and tour a competitor's property. You will want to interact with their team and observe their leasing process firsthand. Why, you ask? This is a great way to provide a much more realistic view of what each prospect experiences, beyond just brochures and online listings.

Why This Strategy Works

Secret shopping is a great way for you to identify strengths and weaknesses on both sides. For example, you might notice that this other community offers upgraded amenities or promotions you haven't even considered. Or you might find that their team lacks follow-up, which gives you an opening to outshine them with better customer care.

What to Look For

During your community visit or call, make sure to take note of the following:

  • How friendly and knowledgeable is the leasing team?
  • How do they handle objections and questions?
  • How clean is the property, and does it have great curb appeal?
  • What do pricing, specials, and availability look like?
  • What kind of tour flow and selling techniques do they use?
  • What does their online presence look like compared to the in-person experience?

Turn Those Insights Into Action

Now that you have gathered all of this valuable information, use it to your advantage. If the competition highlights flexible lease terms, consider doing the same. Secret shopping isn't about copying. Rather, it's about staying informed using data that can help you provide more value to your own prospects.

Train and Inspire Your Team

Consider conducting internal role-plays with your team based on your findings. Compare the competitor's scripts to what you use and teach your team how to be more confident countering objections, emphasizing your community's unique benefits, and creating standout experiences that actually convert.

At Occupancy Solutions, LLC, we offer expert tools to help property managers outperform the competition. Let's work together to turn every tour into a lease.