Affordable Housing Training Series

 This three part series is specifically designed for Affordable Housing professionals who want to improve their leasing and marketing skills and meet the ever-increasing demand of competing with Market Rate communities. Each three-hour program addresses:
  • Perception vs. Reality - De-Mything Stigmas and Stereotypes of Affordable Renters, Communities and Market Environments
  • How to lease or market a community with multiple programs and mixed target markets - Senior, Family, Affordable & Market Rate
  • How to compete with a market rate community when your rents are the same but amenities are less
  • How to make a “conscious shift” from ”It’s low income and needs driven so we don’t need to market or lease” to “We need excellent marketing  and leasing skills to compete.”
  • How to lease or market without the “fear” of Compliance
  • Have you ever thought or heard? - “I need a concession” or “It’s the market” - How to identify the real obstacles
  • How to identify differences and commonalities between market mate and affordable Housing for leasing, marketing, services and amenities

 BASIC LEASING SKILLS

THE PREP
“What am I leasing today?”
Know your competitive advantages and product knowledge
How to lease with a waiting list
TELEPHONE SKILLS
To disclose or to not disclose income requirements
Finding your pirouette
GREETING AND QUALIFYING
How to make a positive and lasting impression
Qualifying – It is not about the income
PRODUCT DEMONSTRATION
How to best showcase the apartments, amenities, and services
Selling features and benefits that match your prospects needs
CLOSING & OBJECTIONS
How to get and keep a commitment by using closing techniques and overcoming objections
How to speed up the approval process time
FOLLOW UP
Who, what, when and why?
Mail, email, phone, or text – Which works best?
 

MARKETING FOR RESULTS

WHERE DO I START?
How to identify your target market
MARKET SURVEY
How and why to identify the competition
When and how to update the survey
MARKETING ON THE SKINNY
Resident Referrals
Curb Appeal
Social Media
Ratings Websites
Model vs. Vacant vs. “I’m full!”
OUTREACH MARKETING
Outreach vs. Cold Call
How to build relationships with Agencies and Non-Profit Organizations
Referrals vs. Collaborations
How to create an Outreach Marketing Plan
TRACKING RESULTS
Tools to track and why important
Print and Internet – Resources that work
 

EXCEPTIONAL CUSTOMER SERVICE = RESIDENT RETENTION = INCOME OPTIMIZATION

WHY PRACTICE EXCEPTIONAL CUSTOMER SERVICE?
How to calculate the true cost of poor customer service
MOMENTS OF TRUTH – MOMENTS OF OPPORTUNITY
How to make a positive impression every time we encounter a resident
SERVICES, AMENITIES AND ALTERNATIVES
True or False – Services and Amenities in Affordable Housing are needs driven
How to Build Value and give residents a reason to stay
How to create Services and Amenities with little or no budget
COMMUNICATION
My own personal curb appeal
How to best communicate to different generations
How to “accentuate the positive and eliminate the negative”
How to manage difficult residents
INCOME OPTIMIZATION
Stabilized occupancy = rent increases
How to get maximum rents and minimize turnover
 
 
 
 

Register now for these  upcoming sessions

 
BASIC LEASING SKILLS
 
 
MARKETING FOR RESULTS
 
 
 EXCEPTIONAL CUSTOMER SERVICE =
RESIDENT RETENTION=
INCOME OPTIMIZATION
 
 
 
   RECENT LEASE UP! SUCCESS
 
              MIDTOWN PLACE
             120 Tax Credit Units
                     Detroit, MI
                 September 2010
  • Six week marketing and leasing project at a community located in the Midtown District of Detroit 
  • Repositioned property from a C+ to a B Grade community with a new identity, improved curb appeal, and targeted resident services
  • Implemented an aggressive outreach marketing plan targeting income qualified applicants in a market with a historically high applicant denial rate
  • Generated 136 new prospects and leased 51 apartments
  • Increased occupancy from 72% to 90% with sustained momentum of 100% occupancy with a waiting list