Apartment Leasing Performance: 7 Ways Call Scoring Improves Your Team

Author: Drew C Brucker


If you’ve come across this article, you’re likely one of the many multifamily professionals trying to find better, faster ways to get new potential renters through your door - muting occupancy and exposures concerns in the process.

Call scoring is the one definite solution.

This forward-thinking feature gives multifamily organizations a consistent, monitored pulse on leasing performance while using qualifying questions to advance the sales process. By incorporating a lead management platform that includes call scoring, you are solving more problems than just your occupancy woes. You’re developing your people, your brand, and your customer service efforts.

Read our introductory guide to call scoring (what, why, and how it works for your multifamily organization)

If you are a multifamily professional who is on the fence about whether or not to include call scoring and call monitoring in your property management sales process, this blog is for you. In this article, we discuss the seven advantages of using call monitoring and lead scoring in your leasing offices.


1. Improves customer service and satisfaction

Customer service and satisfaction can often times be the deciding factor between two choices that are otherwise equal. With accountability and sales process standards at the forefront, leasing teams are put in the best possible position to win over renters considering other communities. 


2. Pinpoints leasing performance strengths and weaknesses 

Call quality data can easily identify how well your team is interacting with every incoming prospect on a rated scale - transforming the way property and portfolio managers are now looking at leasing analytics.

Key qualifying questions (such as asking: the prospect’s name, move-in date, floor plan preference, and appointment) are identified and recorded with each prospect interaction.

  • Is Leasing Agent #1 asking for the move-in date with each prospect call?
  • Could Leasing Agent #2 be more consistent when asking for an appointment over the phone with prospective renters?

This clearly identifies strengths or weaknesses in your team’s leasing performance by looking at the consistency in your leasing consultant’s sales approach.


3. Allows for individual/team coaching and feedback

Because call scoring allows you to gauge your employees’ performance more clearly, you can easily identify areas in their sales approach that aren’t up to par and begin to coach them up. Real-time feedback can be an invaluable thing for community and regional managers. Rather than waiting on the infrequent phone or appointment shopper reports, you can be much more proactive with your approach. 

Utilizing a platform such as this provides unique learning opportunities for your sales individual and leasing teams. Providing real-time, hands-on feedback is quite the luxury.


4. Facilitates leasing team goals and benchmarks

Setting individual and team leasing benchmarks become much easier when you have a system in place for accountability. When you’re able to clearly communicate and target goals, standards, and procedures with your team, your system as a whole becomes much more productive and efficient.

Tracking call quality intuitively solves this common problem by transparently displaying key information to all team members. In turn, targeted benchmarks will become more visible and accounted for.


5. Tracks leasing performance on a granular level

It’s relatively easy to look at a property’s leasing performance report and believe you’ve got the answers. However, the real answers lie in the day-to-day activities and sales process of your leasing team members.

Looking at weekly or monthly leasing reports won't necessarily call-out immediate issues. Believe it or not, numbers can be greatly skewed based on inaccurate data input. If you take away the capability to be blinded by that, you then possess an accurate picture of individual performance and are able to address inconsistencies immediately.


6. Expedites leasing skill building, training and development

It’s hard to identify every deficiency in your leasing team. Sometimes it can take weeks, even months before we recognize who, what and why someone is struggling.

Were your employees not trained properly? Efficiently?

Are they having a tough time setting appointments with prospects over the phone?

Relying on corporate trainers and other team members to create a clear and consistent sales approach with employees is extremely difficult. Expecting every employee that goes through a corporate training session to lease in a way that’s consistent with organizational standards is far too much.


7. Promotes a learning and progression-focused environment

Especially for multifamily training directors, a lead-to-lease platform is a gift from above. Gone are the days of hoping that monthly training class at corporate resonated with every leasing employee in the room.

With an intuitive, daily tool on-site with the leasing teams, it essentially provides a trainer in the room with your employees.

Coaching and training opportunities will present themselves in a more organic way, allowing for managers to instantly capitalize on voids in their leasing process.

Finally, you can measure how well you are truly fulfilling your customer's needs.

Additionally, you’ll know what to look for when you are hiring new employees moving forward.




Have you ever wondered how your team is performing at every stage of the leasing process? Let us show you how lead management is changing forever. 



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