Leasing Agent Tips And Tricks: How To Overcome Objections

Learning to overcome objections is a skill all leasing agents must work to develop, and while practice makes perfect, it’s equally important to have a few tips and tricks up your sleeve! 

The reality is that leasing agents’ skills are constantly being tested because objections are a common hurdle in the real estate industry. The needs and preferences of current and potential multifamily residents are often in flux. Add to this a growing “I want what I want” mentality and leasing agents need to be at the top of their game to win prospects and keep current residents satisfied.

However, with the right strategies and techniques, you can effectively navigate through objections and turn them into opportunities. Author and speaker Bo Bennett once said, “An objection is not a rejection; it is simply a request for more information.” 

If you are a leasing agent looking to level up your skills when it comes to overcoming objections, then you’ve landed in the right place. In this blog, we will delve into essential steps for handling any objection, look at commonly encountered objections — with possible solutions, and consider opportunities to further enhance your leasing agent tool kit. 

So, let’s dive in to better understand how to overcome objections.

• 5 Steps for Handling Any Objections
• Top 10 Objections and Potential Solutions
• Leasing Agent Tips: Let “Ideas” Be Your Guide
• Solutions That Keep Residents Satisfied

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5 Steps for Handling Any Objections

No one likes to hear objections. New leasing agents, in particular, can feel discouraged or overwhelmed if they haven’t been adequately trained on how to handle them. But here’s the good news: When a potential resident states an objection, it also lets you know they are interested. 

It’s the “open door” that provides an opportunity to ask probing questions and, ultimately, uncover the real objection. By understanding and mastering these five pivotal steps, you’ll be better equipped to navigate objections with finesse and close deals effectively. 

Step 1: Listen and Empathize

As a leasing agent, handling objections effectively begins with the capacity to listen attentively and empathize genuinely with your clients. By actively listening — paying attention to spoken and unspoken messages — and comprehending the resident or potential resident’s concerns, you demonstrate that you hear, understand, and value their perspective. 

Empathizing helps build rapport and puts the person at ease as you work together to find a resolution. By embracing this critical first step, you can create a positive environment for open and honest communication. Most people simply want to feel heard and understood, so any chance you have in winning or renewing a lease starts here.

Step 2: Ask Questions and Clarify

To effectively overcome an objection, leasing agents must learn to ask insightful questions and seek clarification; both play a pivotal role in uncovering the root cause behind a prospect’s objection. 

The goal is not merely to gather information but to discover the underlying concerns that may not be immediately apparent. By posing thought-provoking questions, you can encourage the prospect to articulate their objections more clearly, providing you with valuable insight into their mindset and preferences. 

These questions should be strategic and catered to elicit detailed responses that shed light on the true nature of the objection. This step creates a platform for meaningful dialogue, enabling you to address objections more effectively and tailor your solutions to resonate with the person’s specific needs and concerns.

Step 3: Rephrase the Objection

As a leasing agent for apartments, “rephrasing the objection” is a crucial step in the objection-handling process. It involves more than merely parroting back the client’s concern — it entails actively listening, interpreting, and reflecting on the objection in a way that showcases your understanding and empathy. By repeating the objection in your own words, you demonstrate that you have grasped the core of their apprehension and desire to address it effectively. 

This step serves multiple purposes. By rephrasing the objection, you: 

• Validate the resident or prospect’s perspective
• Ensure mutual clarity on the issue at hand
• Show your commitment to resolving their concerns. 

Rephrasing the objection acts as a bridge of communication, enhancing the connection between you and the resident by affirming you are on the same page and ready to collaborate on finding a suitable solution. 

Through this process, you reaffirm their trust in your ability to navigate objections skillfully and provide tailored resolutions that align with their needs.

Step 4: Offer Solutions

To offer a solution involves presenting tailored and practical resolutions to effectively address objections, and for leasing agents, this is a pivotal phase in the objection-handling process. 

By leveraging your expertise and understanding of the prospect’s concerns, you can offer personalized solutions demonstrating your commitment to meeting their needs. Whether it involves proposing alternative options, outlining specific benefits, or providing additional information, the aim is to alleviate concerns and showcase your proactive approach to problem-solving. 

This step not only serves to overcome objections but also illustrates your dedication to fostering a positive and collaborative relationship, ultimately paving the way for successful resolution and agreement.

Step 5: Check for Agreement

It can be tempting to stop at Step 4, believing that the hurdle is cleared once you have provided a viable solution. However, a critical concluding step in the objection-handling process is to check for agreement. After presenting a solution, ensuring that the resident genuinely agrees with the proposed resolution is essential. This involves actively seeking feedback and allowing time to express any lingering concerns or reservations. 

You can address any hesitations and refine the solution if needed by engaging in open dialogue and encouraging residents and prospects to voice their thoughts. Additionally, by offering to research and brainstorm with your team, you convey dedication to going the extra mile to find the most suitable resolution. 

This step reinforces the collaborative nature of the resident-agent relationship. It signifies your commitment to ensuring the people who live in your community are not just satisfied, but genuinely enthusiastic about the proposed solution. 

Ultimately, checking for agreement strengthens the sense of partnership and trust, laying the groundwork for a successful outcome and a positive overall experience.

Top 10 Objections and Potential Solutions

Now that we’ve covered the five steps for handling objections, let’s turn to some real-life, common examples and look at a few practical solutions to overcome them. It’s all about practice and improving your leasing agent skills!

Objection #1: “I’m just not sure I can afford the rent.”

Solution: How you respond will differ based on the person or circumstance, but here are some ideas for overcoming this objection with residents and prospects.

• For a prospective resident, you could check for similar apartments, smaller apartments, a longer lease term, etc. Another idea is to refer them to a sister community while also taking that next step to actually call and talk to your colleague at that community while the prospect is there.
• For a current resident, initiate a conversation to fully understand the specific reasons behind the resident’s financial concerns. Are they facing a job loss or other unexpected expenses? Once you have a better understanding, you can tailor your response accordingly. Discuss the cost of moving and the impact of that expense.
  

Objection #2: “There are brand new apartments within a mile, and they are only $60 more per month.”

Solution: If you work at a property in a growing metropolitan area, be prepared to overcome this objection. For instance, Dallas nearly beat New York City for the most new apartments built in 2024; it’s currently the second-highest rate of new construction in the nation. In areas of high growth, you’ll likely face competition with new properties offering sweet promotional deals for new leases. 

So here are a few questions to ask:

• “What is the most important thing about finding an apartment: amenities, location, or having a brand new apartment?”
• “Have you asked, or considered, what rent increases might take effect once it is time to renew?”

The lease-up phase involves reasonable rates to fill a property, but rates typically increase dramatically when the lease is up for renewal. If a resident or prospect really just wants to live in a newly constructed community, consider your sister communities and make the connection on their behalf, if possible.

Objection #3: “There is no washer/dryer in my apartment?” or “The washer/dryer is in the bedroom — seriously?”

Solution: Based on the situation, below are some suggestions. 

No washer/dryer in the apartment:

• Opportunity to bring their own washer and dryer.
• Suggest a rent-to-own option. If this is a common issue for your community, research local rent-to-own stores that offer this so you can provide that information. 
• Negotiate a special rate or arrangement with a local laundromat or laundry delivery service.

Dissatisfied with washer/dryer location:

• Consider the convenience. Having your washer and dryer in your room makes washing and putting away laundry that much easier.
• If this is truly a problem for them, find another floorplan or suggest a sister property.

Objection #4: “I’ve read your reviews online, and quite frankly, I’m a little worried.”

Solution: First and foremost, you should be well aware of any negative comments posted about your property online. More importantly, you should actively address them. If not, then you unfortunately have a reputation management issue, and you need a solution to address it.

In the ever-growing world of social media and online review sites, being proactive with comments and reviews is paramount. And if you’re only hearing about negative reviews from prospective residents, that’s a problem. 

Because managing all the things people put online can be a full-time job, many property management professionals have come to rely on online reputation management (ORM) and survey solutions to stay informed, responsive, and competitive.

With robust solutions in place to help manage your online presence and remain attuned to resident sentiment, handling objections related to reviews will be a piece of cake! However, here are a few leasing agent tips to keep in mind: 

• Be positive and professional: Always remember to respond to negative reviews positively and professionally. This will show your prospects you are attempting to resolve any issues with current residents.
• Acknowledge their concern. Assure them that the leasing staff investigates any situations and will do everything within their power to make it right as customer service is a top priority.
• Invite them to an event: Sometimes seeing is believing, so invite prospective residents to attend your next resident event. 

Objection #5: “These [insert the concern: carpets, appliances, cabinets, etc.] are old and really need to be replaced.”

Solution: Based on the concern, below are some suggestions. 

• Carpet: If there is a plan for carpet replacement, let them know it’s a project on the horizon. Instead of focusing on the carpet, help turn the prospect’s attention to the other positive features of the apartment (e.g., spacious layout, updated kitchen, great location. If possible, show them photos of how others have added throw rugs to improve the look and feel.

• Appliances: This might be an opportunity to highlight your maintenance program, assuring prospective residents that your teams promptly address necessary repairs. Again, play to the positives, whatever those might be. 

• Cabinets: If the cabinets need replacement, do you have options for residents to make improvements? If they can’t be replaced, could you offer to have them painted? Are there rent-friendly hardware options you could suggest? Providing examples and photos is always helpful, if possible. 

Objection #6: “I really need to discuss this with my partner (husband, roommate, etc.).”

Solution: According to a recent study by Harvard’s Joint Center for Housing Studies, “rental prices are unaffordable for a record number of Americans with half of all renters paying more than 30% of their income on rent and utilities.” So it’s important to acknowledge that it is a big decision.

But before they walk out the door, here are some options: 

• Ask them, “If you were the only person deciding on the apartment, would you want to make a deposit?”
• Offer a 24-hour hold for the apartment.

Objection #7: “The living room (or kitchen or bedroom) is just too small. My furniture won’t fit.”

Solution: Your best tool to overcome this simple objection is to have a measuring tape on hand. Make it a habit to keep one with you as you are showing apartments. Beds and sofas tend to take up the most real estate in an apartment layout, so keep in mind the most common size of furniture items: 

• Regular three-seat sofas typically measure about 35 inches deep by 84 inches wide.
• Loveseats often measure 60 inches wide by 35 inches deep
• Apartment-size sofas are usually between 68 and 80 inches wide, with a few inches shaved off to save space in depth. 

Below is a quick reference for bed sizes. 

Based on their furniture, you can use the measuring tape to show them the amount of space a bed or other piece of furniture would take up in any of the rooms. If the space is a hurdle you can’t overcome, refer them to a sister community.

Objection #8: “I’m not really sure about the neighborhood.”

Solution: Know the neighborhood so you can speak truthfully to the area. More importantly, you need to know every positive piece of information about your neighborhood; to do that, you must take some time to explore the area.

Highlight Neighborhood Benefits:

• Positive attributes: Emphasize the neighborhood’s strengths, such as proximity to public transportation, schools, parks, or shopping centers.
• Crime Statistics: If safety is a primary concern, discuss the neighborhood’s crime rate, police presence, and any community watch programs. If available, provide accurate crime statistics for the area to address safety concerns.
• Safety measures: If the property has security features like gated access, surveillance cameras, or onsite staff, highlight these.
• Share your experiences: If you live in the neighborhood or have personal knowledge, share positive experiences.
• Testimonials from current residents: Ask if you can share testimonials from satisfied residents with similar concerns.

Knowledge is power. Be clear about what your community offers, and then back that up with facts you can share. 

Objection #9: “I’m just not ready yet. This is only the first apartment community I’ve toured.”

Solution: In this case, utilize the 24-hour hold. Also, ask the prospect about the other communities they plan to tour; it will give you an idea of your competition if they are willing to share that information.

Objection #10: “[Insert name of your competition] is running a special of no deposit down and one month free. Do you have any specials?”

Solution: This one is a bit trickier to deal with, but it’s equally crucial for you to know your competition. Pay attention to lease specials and promotions to be prepared and proactive in overcoming this hurdle. As you become aware of competitor specials being offered, ask your property manager what you can do to balance this out.

If your community doesn’t have a specific first-time lease special, offer alternative incentives that might appeal to prospective residents. This could include:

• Concessions: Rent credits, waived fees, or discounted utilities.
• Upgrades: Offering upgrades like upgraded flooring or appliances.
• Special promotions: For example, a “refer a friend” program or a loyalty program.
• Focus on the overall value: Emphasize that your community offers long-term value beyond short-term promotions. Discuss factors like property management, community events, and the overall living experience.
• Avoid focusing solely on price: While price is important, show how your community’s value proposition extends beyond the initial rental cost.

By acknowledging the competition, offering alternative incentives, emphasizing long-term value, and providing a personalized experience, you can effectively overcome the “lease specials” objection and increase your chances of securing a lease.

Leasing Agent Tips: Let “Ideas” Be Your Guide

An acrostic mnemonic is a sentence or poem where each part of the text’s first letter (or letters) represents something you’re trying to memorize. It’s a valuable tool to help remember things. 

While you likely are familiar with some familiar mnemonics — colors of the rainbow: ROY G BIV or the order of operations in math: Please Excuse My Dear Aunt Sally — here’s one to help leasing agents for apartments.

“IDEAS” is a common acrostic used in the real estate industry, particularly in apartment leasing, and it’s a helpful tool for identifying and addressing objections from prospective residents.

Here’s a breakdown of each letter:

• I: Identify the Real Objection
  Understanding the underlying reason for the objection is crucial for providing a relevant and effective response.

• D: Discover Your Competition
  Knowing what other properties offer can help you position your community more competitively.

• E: Explore Your Sister Communities
  If applicable, consider leveraging the strengths of other properties within your management company or portfolio.

• A: Analyze Your Brand Advantages
  Highlight the unique features and benefits that set your community apart from the competition.

• S: Suggest Solutions
  Offer tailored solutions that address prospective residents’ concerns and meet their needs.

This acrostic provides a structured approach to handling objections and increasing the likelihood of securing a lease.

Solutions That Keep Residents Satisfied

Once you address a prospect’s objections and secure them as a resident, these Grace Hill solutions can help keep them satisfied while also improving your property’s performance.

Reputation Management

According to the 2024 Renter Preferences Survey Report, 71% of renters searching for a new apartment won’t visit a property if the reviews aren’t stellar. As a property manager, you know blind spots in your online reputation are dangerous. However, managing feedback scattered across the web is time-consuming, and generic solutions lack industry-specific features.

Grace Hill’s enhanced Online Reputation Management (ORM) solution offers a consolidated view of your reviews, listings, and social sites, along with key metrics to help you understand overall performance and can help you attract prospects and retain residents!

Read more on Reputation Management: How To Skyrocket Your Leasing Success Using Reputation Management

Surveys

With Grace Hill’s KingsleySurveys you can turn insight into action! The link between satisfaction and renewals is undeniable, but gathering accurate data for your properties can be challenging. KingsleySurveys offers comprehensive survey tools and trusted industry benchmarks that have proven to increase property performance and NOI for multifamily and commercial real estate organizations.

Read more on Surveys: 5 Proven Ways To Boost Resident Survey Response Rates

Training

Training is necessary for developing a team of leasing agents with the required skills to improve resident satisfaction and increase sales. With changing regulations and high employee turnover, it’s harder than ever to support your team and make them successful.

Did you know that 76% of employees say they are more likely to stay at a company that offers continuous training?

More than 2,300 companies trust Grace Hill, so you can be confident you’ll have what you need to educate employees and reduce risk in your organization. Plus, our award-winning training content is comprehensive, and our Learning Management System (LMS) is easy to administer, so you can focus on what matters most – satisfying residents!

Read more on Training: Learning to Earning: How Training Results in Greater ROI

In the dynamic world of apartment leasing, the ability to effectively handle objections is a vital leasing agent skill to possess. By understanding the underlying reasons behind objections, listening attentively, offering tailored solutions, and checking for agreement, you can turn potential roadblocks into opportunities for building solid relationships and securing leases.

Remember, objections are not rejections but rather requests for more information. By mastering these techniques and staying informed about your competition and market trends, you’ll be well-equipped to navigate the challenges and triumphs of the leasing industry.