In my first article of this series, Can You Talk the Talk? I addressed how systems play a major role when making an owner presentation. Now it’s time to review how to put an effective presentation together. I have included a free form to help you with this endeavor. You’ll find the instructions for downloading the form at the end of this article.
Knowledge is the key to success
Sometimes you can bluff your way through a meeting or telephone call but usually it will catch up with you. You need to know Federal, state, and local legislation, keep up with industry problems, and constantly research area rents and inventory. The more you know, the more it will show when you make your presentation.
The Boy Scouts are right, “be prepared.”
Do you have it together? Do you feel comfortable when you make your pitch? Advance planning is a big key to “presenting the talk.” Begin by having organized documentation ready at all times. You may have plenty of time to prepare for a face-to-face meeting with a property owner or someone may walk into your office for an impromptu meeting in five minutes. You never know and you don’t want to be scrambling for the right materials to present or delay if sending information.
The key word here is “organized” – put packets together to give, mail, or email to an owner. Some items to include are a detailed company brochure, business card, owner letters or emails, management agreement, owner/property information sheet, return envelopes, rental comps for vacancies, and more. Your documentation should be clear, concise, and exhibit brand identity; it should also bring out your company’s strengths, marketing details, and an overview of your monthly operation. Having organized materials will also help you later when making your verbal presentation.
Be professional and extend professional courtesy at all times
You may be meeting the property owner at the property, in your office, or at their residence or business. You don’t have to wear the ultimate power suit to make an impression but you should have a clean, professional look no matter what you are wearing. Even if you are talking by telephone and you are wearing your gym clothes, have the conversation as if you are dressed in business attire; it will help promote the right image. If you do have to meet them in attire that is more casual, you can still be clean and project professionalism.
Whether meeting face-to-face or on the telephone, give the owner your undivided attention – the ultimate in professional courtesy. Think of how annoyed you feel when you are trying to communicate with someone who is taking every cell phone call. If they don’t feel they have your attention, they are going to be less inclined to give you their business.
Another important courtesy is to be on time and if there is a problem, make every effort to notify them or change the appointment. Being late makes a negative statement.
Prepare an organized presentation but don’t be “canned” and avoid the negatives
It is important to organize a verbal presentation because it will help you when you do make your pitch for the account. You want to display your knowledge of the industry, property management law, area vacancies, your company’s assets, etc. Try it out with a family member, a friend, or even your dog. However, if it is too canned, it will backfire, so be flexible when presenting so that you can address what is necessary wherever the conversation leads you.
Beware of the negatives. Avoid being too aggressive and badgering the prospect for their business. Be friendly but not too familiar. Never fall into the pitfall of criticizing your competition – this is a negative action; instead point out the advantages of using your services.
It is just as important to listen as well as talk
If you only talk and do not listen, you will miss important clues on how the prospect perceives your presentation. By listening, you will learn of the owners concerns about you, your company, and of course, the horror stories they have all heard about renting a property. You can’t address them if you don’t hear them.
Step back and review your last presentation
Next month, we will cover “After the Talk, Can You Complete the Walk.”
Jean Storms, MPM® is the founder/author of LandlordSource and has been a NARPM® member since January 1993.
Disclaimer: LandlordSource does not represent the article content in this website as legal advice. It is shared information only and up to the reader to use this information responsibly, seeking legal advice as necessary to their business.