So,
you think you’re a salesperson? As a private
landlord, you wear many hats. One day, you’ll
need the skills of an amateur psychologist, the next
you could be a painter and decorator. A good working
knowledge of the law, the tax system and accounting
won’t go amiss either. But you’re also
a salesperson, selling the idea of your property to
potential tenants. It’s not always a responsibility
that landlords relish but it is essential.
As
a salesperson you job is to draw customers in, excite
them and clinch the deal. But why is it that salespeople
in general, and lettings agents in particular, come
in close behind politicians, journalists and even
lawyers in terms of likeability and trustworthiness?
When we think of agents, why does a teenager with
spiky hair in a shiny suit (that looks much less expensive
than it actually was) typify what most people think
of lettings agents? It’s striking that the salesmen
(and yes, they are usually men) that spring to mind
are lovable, but essentially crooked, rogues. Think
Del Boy, Swiss Tony and Arthur Daley.
We
have a little secret. If you’re trying to sell
something good, you don’t have to compromise
your morals. In fact, we think that selling well is
an honest, honourable activity based on developing
a decent commercial relationship and ensuring that
both buyer and seller are satisfied. So don’t
be daunted. Have a go. Up your selling game. Here
are some tips we’ve put together at Upad to
help you become a brilliant, successful salesman.
You
are in charge.
When you are selling, you are leading the process.
So be confident, certain and decisive. Don’t
be bounced or bullied by future tenants into doing
something you don’t want to do. Part of the
selling trick is to come across as a credible person
so setting the tone is essential. Be professional,
polite and competent.
Be
enthusiastic.
You’d surprised at how many landlords showing
a potential and keen tenant around a property are
hopeless and only manage a “This is the bedroom.
This is the lounge” style walk-around. You can’t
expect a tenant to bite of you aren’t enthusiastic
about your property. Setting a positive tone and exciting
prospects is essential when you’re selling.
As they say in showbiz, it’s time for “tits
and teeth.”
Hone
your patter.
Don’t go in cold when you’re selling.
Prepare a list of highlights, benefits and features
that you want to show off. That could be a brand new
boiler or that the kitchen catches the sun in the
morning or the brilliant location close to the pub
and the shops. You’ll get better at this over
time but unless you emphasise the positives, then
you can’t expect tenants to notice them independently.
And yes, have a little list of you need one.
