What Every Renter is Saying Nowadays
“We need to look around some more”
If your prospects keep telling you they are ‘still looking’ when you follow up with them, you’re not alone.
My inbox is full of the same question right now:
“Why are renters cross-shopping more than ever…and how do we stop it?”
Short answer:
- Apartments feel interchangeable.
- Same pricing structure.
- Same features.
- Same amenities.
- Same availability windows.
- Same ‘deals’.
- And sadly, same old generic leasing presentation for the most part.
So people tour, say thanks, and keep looking.
Cross-shopping isn’t the real issue. What happens DURING and AFTER the visit is.
If clarity doesn’t happen during the tour and get reinforced after, renters default to comparison.
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Here’s how clarity actually gets created
- Narrate the decision while you’re touring.
- Don’t just SHOW. Explain why someone would choose this option over others. Say the reasoning OUT LOUD.
- Call out meaningful differences early.
- Waiting until the end is too late. If something truly separates you, anchor it during the visit, not after. It can be as simple as how great your staff is. How amazing the management company is. Are you “selling the invisible?”
- Acknowledge tradeoffs with confidence
- Clarity increases when you name what this choice does and doesn’t do. It reduces the urge to keep “checking one more place.”
Reinforce the logic with meaningful, personalized follow-up.
The message shouldn’t recap the tour; it should restate why this made sense for them.
If there ever was a case for bagging templated or ineffective AI follow-up, this is it (not all AI follow-up is ineffective, IMHO, but some is).
Cross-shopping slows down when renters understand the decision while they’re standing with you and feel it confirmed afterward. That doesn’t happen by accident.
Source: Multifamily Insiders
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