Skip to main content
The Apartment Nerd Leasing Show

The Apartment Nerd Leasing Show

By Mark Juleen

Principles, strategies, and ideas to help you lease more apartments.

We have 5 Marketing Principles that are the foundation for our marketing and leasing strategies at J.C. Hart Company. Discovery, Story, Clarity, Buoyancy, and Courtesy all touch marketing, service, and sales as each of these areas need to work together for property management success.

The Leasing Show focuses on sales/leasing and the principles that impact those 5 Marketing spaces.

Thank you multifamily friends for listening, commenting, and sharing.

Music Credit - Ryan Little - www.soundcloud.com/iamryanlittle
Available on
Apple Podcasts Logo
Castbox Logo
Google Podcasts Logo
Overcast Logo
Pocket Casts Logo
RadioPublic Logo
Spotify Logo
Currently playing episode

Episode 105 - Comps are running specials, now what?

The Apartment Nerd Leasing ShowJul 26, 2018

00:00
05:36
Episode 112 - Build rapport or just go for the appointment?

Episode 112 - Build rapport or just go for the appointment?

Today's data suggests building rapport may not be what you do at first with the customer.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Aug 06, 201805:09
Episode 111 - Will automated systems take over leasing?

Episode 111 - Will automated systems take over leasing?

Some tasks we do today can be automated. The thing to think about is how you can create additional value with the extra time you have?

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Aug 03, 201805:04
Episode 110 - How can I deal with the no?

Episode 110 - How can I deal with the no?

It's tough to get the no from a customer. You need to spin that into a positive.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Aug 02, 201803:56
Episode 109 - What if I think we're expensive?

Episode 109 - What if I think we're expensive?

Price means something different to everyone. You have to remove your mindset on price to help the customer see the value.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Aug 01, 201804:41
Episode 108 - How can I sell without being salesy?

Episode 108 - How can I sell without being salesy?

Typically, normally, and usually, social proof can be a great way to enhance something a prospects thinks is important.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 31, 201803:51
Episode 107 - Why is spilling candy so bad?

Episode 107 - Why is spilling candy so bad?

Stop making it about you, and start making about them.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 30, 201804:11
Episode 106 - Is it time to lower prices?

Episode 106 - Is it time to lower prices?

"You shut your mouth when you're talking to me." Extra points if you know that movie. Lowering price is ok, but it's not a gut decision. Bring your data!

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 27, 201804:40
Episode 105 - Comps are running specials, now what?

Episode 105 - Comps are running specials, now what?

If you take anything away from this episode just know that you NEVER have to match your competition to be competitive.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 26, 201805:36
Episode 104 - Traffic is down, now what?

Episode 104 - Traffic is down, now what?

Data and technology today can help give you a shot in the arm. Make sure you set things up so that you can easily turn the needle as needed.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 25, 201805:36
Episode 103 - What should I look at first?

Episode 103 - What should I look at first?

So occupancy is trending down...now what? Let's not jump to price like your less talented competition might.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 24, 201804:33
Episode 102 - What if we think we're too expensive?

Episode 102 - What if we think we're too expensive?

It's easy to get caught up on pricing as a leasing tactic. I think that's 3rd on the list though.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 23, 201804:27
Episode 101 - What's the best way to ask for an application?

Episode 101 - What's the best way to ask for an application?

You shouldn't have to suggest the application. They should know what happens next at the end of the tour.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 20, 201803:18
Episode 100 - What's the hardest part about changing?

Episode 100 - What's the hardest part about changing?

Fear of being less like yourself is something that holds people back. That said, the better you know yourself the better you can understand others.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 19, 201806:13
Episode 99 - What's the best way to learn?

Episode 99 - What's the best way to learn?

Execution is the game...period.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 18, 201804:09
Episode 98 - Washing Hands and Pillows

Episode 98 - Washing Hands and Pillows

Thanks to Tim Roberts our Sandler Training Pro for this great story about the British Cycling team and how the little things add up to make huge gains.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 17, 201804:52
Episode 97 - Value is created by you.

Episode 97 - Value is created by you.

Last week I talked a lot about customer service and the leasing experience. Not only does that help you get the lease, but it also helps you build more value over time for your property.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 16, 201804:21
Episode 96 - Have listing sites commoditized apartments?

Episode 96 - Have listing sites commoditized apartments?

We've allowed it to happen. The questions is what are you doing to differentiate and stand out beyond price and photos.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 13, 201805:58
Episode 95 - How important are online ratings?

Episode 95 - How important are online ratings?

Unless you are content with being average they are very important. Your call.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 12, 201805:14
Episode 94 - What do I do if I don't have any amenities?

Episode 94 - What do I do if I don't have any amenities?

The biggest amenity you need to highlight is you. Fancy fitness centers or pools are small compared to the value you bring to the living and leasing experience.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 11, 201804:00
Episode 93 - Should I use a call center?

Episode 93 - Should I use a call center?

We can't answer everything, but don't be convinced that a call center can do a better job than you setting appointments.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 10, 201804:13
Episode 92 - Do you accept pets?

Episode 92 - Do you accept pets?

It's easy to just answer people's questions, but I suggest you ask a question in return. Especially with the pet topic.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 09, 201804:34
Episode 91 - Should I do follow up?

Episode 91 - Should I do follow up?

There are plenty of strategies out there for this, but the main thing you shouldn't be doing is chasing the customer.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 03, 201803:27
Episode 90 - What's one thing you can do this week?

Episode 90 - What's one thing you can do this week?

Sometimes we just need a spark to capture that extra lease. What's that spark going to be for you this week?

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jul 02, 201803:10
Episode 89 - What if they are really pushing for price?

Episode 89 - What if they are really pushing for price?

Don't cave in too quickly. A good UFC and a few question might right the ship. If it has to happen at least you set an expectation of how it usually works vs. the way they are insisting to get info. BTW, this isn't that many people, so don't assume it's everyone.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 29, 201806:03
Episode 88 - Should I use email templates?

Episode 88 - Should I use email templates?

Do you like getting canned responses from companies? There's your answer.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 28, 201803:40
Episode 87 - How do I break old phone habits?

Episode 87 - How do I break old phone habits?

Stop vomiting features and benefits and ask more open ended questions. Or skip that all together and just ask when they can come out for a tour. It's why they really called.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 27, 201803:36
Episode 86 - What happens when someone is a difficult read?

Episode 86 - What happens when someone is a difficult read?

Ask more questions and lean on your strengths, and be patient.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 26, 201804:01
Episode 85 - What do I do when the customer is in a hurry?

Episode 85 - What do I do when the customer is in a hurry?

It's easy to let the customer dictate how much time is needed for a tour. I think you should push back a bit though as it's your job to build trust and provide them an experience.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 25, 201803:24
Episode 84 - What to do when they want to check out comps?

Episode 84 - What to do when they want to check out comps?

Two things here. Ask more questions and get an agreement of what follow up looks like and when a decision will be made.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 22, 201803:16
Episode 83 - Why won't some people lease from me?
Jun 21, 201804:02
Episode 82 - Should I track my closing ratio?

Episode 82 - Should I track my closing ratio?

I certainly don't give a $h!# about your closing ratio, but it's a great way for you to honestly track your improvement. Do it for yourself though, and not for your boss.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 20, 201804:02
Episode 81 - What's something new you will try this week?

Episode 81 - What's something new you will try this week?

You have to try something new or revisit something that didn't work for you to grow and improve. What will that be this week?

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 19, 201803:24
Episode 80 - What's my role in leasing?

Episode 80 - What's my role in leasing?

A musician, writer, or any kind of artist is always learning and trying to get better at their craft. Leasing is no different.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 18, 201803:24
Episode 79 - Is pricing the same for apartments and hotels?

Episode 79 - Is pricing the same for apartments and hotels?

Hotels and airlines have had revenue management systems in place longer than apartments. I believe the current pricing system options for multifamily is trying too hard to be like them.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 15, 201804:03
Episode 78 - What's the real goal in leasing?

Episode 78 - What's the real goal in leasing?

Sure, we'd love for everyone to put down a deposit, but is that realistic? Something this is realistic is getting a "yes" or a "no".

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 14, 201803:26
Episode 77 - Are you getting an agreement with your UFC?

Episode 77 - Are you getting an agreement with your UFC?

It's likely the first "yes" response you will get in the leasing process, and it sets the tone for decision making in the future.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 13, 201803:12
Episode 76 - How do I get excited about so many floor plans?

Episode 76 - How do I get excited about so many floor plans?

Many new developments have 20+ floor plans. You need social proof if you're going to help people make a decision.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 12, 201803:52
Episode 75 - Are you afraid of getting a no?

Episode 75 - Are you afraid of getting a no?

Telling the customer that "no" is an acceptable decision that won't hurt your feelings leads to more leases.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 11, 201804:03
Episode 74 - What should I look for at the NAA Conference?

Episode 74 - What should I look for at the NAA Conference?

There are plenty of networking opportunities and fun to be had at an Apartment Conference. If I were going here's what I would look for.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 08, 201805:56
Episode 73 - Does it matter what I wear to work?

Episode 73 - Does it matter what I wear to work?

Check out this article about GM's dress code. work.qz.com/1242801/gms-dress-code-is-only-two-words/

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 07, 201804:13
Episode 72 - How do I compete with a new property?

Episode 72 - How do I compete with a new property?

The new property down the street has more disadvantages than you might think.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 06, 201805:04
Episode 71 - What happens when I screw up?

Episode 71 - What happens when I screw up?

We're always learning. The greatest teacher, failure is.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 05, 201804:50
Episode 70 - Are you prepared for the excuses?

Episode 70 - Are you prepared for the excuses?

Sometimes people don't want to say no to your face or maybe they throw a curve ball at you with how they plan to make a decision. Either way, make sure you ask more questions and have a mutual understanding of the next step in the decision part of the process.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 04, 201803:18
Episode 69 - How important is your brochure?

Episode 69 - How important is your brochure?

A bit of a marketing topic today, but a part of selling that I think is overrated.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
Jun 01, 201804:30
Episode 68 - What if we are more expensive?

Episode 68 - What if we are more expensive?

We focus on comp surveys too much. You dictate your value based on the experience you deliver. Don't let the C-Suite convince you that a comp study every week is that important.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 31, 201804:31
Episode 67 - Why do people call?

Episode 67 - Why do people call?

People may ask about price or specials at the beginning of a call, but that's just because they don't know what else to ask.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 30, 201805:30
Episode 66 - Is the devil really in the details?

Episode 66 - Is the devil really in the details?

Yes and no. The details are important, but maybe not to everyone.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 25, 201805:38
Episode 65 - How can I sell on Instagram?

Episode 65 - How can I sell on Instagram?

The best way to sell in Instagram is to not sell on Instagram.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 24, 201804:31
Episode 64 - Do I really need to change?

Episode 64 - Do I really need to change?

I get it. You've been doing this awhile. That doesn't mean you can't learn.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 23, 201805:17
Episode 63 - Do sales gimmicks work?

Episode 63 - Do sales gimmicks work?

Tactics and gimmicks are only part of the process. You don't build trust with a few gimmicks.

Thanks for listening. Please subscribe in Apple Podcasts (https://goo.gl/87NKxo) or Google Play (https://goo.gl/7k7Bx1).
May 22, 201803:42