In apartment property management, converting your prospects into residents can easily be considered as both an art and a science, if you really think about it.

While closing the deal is essential (of course), applying too much pressure can easily deter a potential resident. That's where soft close techniques come into play. They are a subtle yet powerful way to guide those prospects toward a decision without making them feel pushed.

What Is a Soft Close?

Unlike a traditional hard sell, a soft close focuses on gentle nudges and not direct demands. It's about helping prospects feel comfortable and confident in their decision-making by emphasizing their needs and preferences. As an apartment manager, this means you need to actively listen, address any concerns thoughtfully, and offer options and not ultimatums.

Why Should You Use the Soft Close Over Hard Close Techniques?

  • Build trust and rapport: A soft close prioritizes relationship building. When your prospects feel seen and heard, they're more likely to trust you and seriously consider your community.
  • Reduce prospect resistance: High-pressure tactics often trigger objections and can cause prospects to run in the other direction. A soft close encourages open dialogue and decreases pushback.
  • Encourage positive decision making: When you clearly present benefits and choices, your prospects can envision themselves actually living in your community, which can help make their decision feel more natural and personalized.

How to Master the Soft Close as an Apartment Property Manager

Ask open-ended questions: Instead of asking if they're ready to sign the lease, ask them what features appealed to them the most. This can get them to open up and uncover what really matters to them.

  • Summarize the benefits: Reinforce your key selling points related to their needs. Maybe they are looking for a quiet community, for example.
  • Gently create a sense of urgency: You can mention availability without any pressure. For example, let them know that the unit they are looking at has had a lot of interest this month. Then ask if they would like to schedule a follow-up tour to see it again.
  • Offer your assistance: Make their next steps easy. Let them know that if they have any questions or need help with the application, you are there to assist at any time.

Final Thoughts

Remember, the soft close is all about respect, patience, and empathy. You are guiding prospects toward a decision that feels right to them. This leads to higher satisfaction and longer-term residency. You can turn those prospects into happy residents without ever making them feel pressured.

Contact Occupancy Solutions, LLC today for more proven techniques to help boost occupancy, build trust, and improve resident satisfaction.