When it comes to closing leases, people are a property’s most important asset. Village Green knows this at their core. They are one of the nation’s premier apartment companies with a history of over 100 years managing multifamily properties.
Brandon Kowalewski, Sales Trainer for Village Green, believes analyzing leasing teams’ prospect call performance is key to accelerating appointment conversion, closing percent raise, and number of closes. And they handle a lot of them—thousands of them. Year to date, Village Green averaged just under 2,000 first time prospect callers per month scored by LeaseHawk’s team of analysts and maintained an impressive call-to-appointment conversion rate of 61 percent.
He explains, “You can always tell when an on-site team makes their call performance a priority. Their appointment conversion rates skyrocket, and their closing percentages almost always improve.”
“You can always tell when an on-site team makes their call performance a priority. Their appointment conversion rates skyrocket, and their closing percentages almost always improve.” - Brandon Kowalewski, Sales Trainer for Village Green
Village Green champions their leasing teams with the skill sets and knowledge needed for maximum return on every prospect conversation. But with over 160 sites and 800 employees, it would be a major challenge to use in-house resources to listen to every prospect call, analyze and score them, and create reports to track their progress. Instead, they trust LeaseHawk as their preferred vendor for handling all of that for them.
LeaseHawk’s team of expertly trained analysts evaluate leasing agents’ performance on a sample of first-time prospect calls. The calls are scored using a customizable survey of industry best practices to identify strengths and weaknesses that impact leasing success.
LeaseHawk’s quantitative approach to scoring calls gives Village Green an accurate and holistic view of their employees’ performance. Kowalewski says, “LeaseHawk is fantastic as a main solution for analyzing employee performance because you get results almost daily and you can measure performance over time.”
Call scores provided by LeaseHawk break down into four sections: intro and lead, qualifying questions, amenities and benefits, and closing. With insights in these categories, Village Green can see where an employee may be falling short and allows them to identify training that they may need moving forward.
In addition to identifying training opportunities, LeaseHawk standardizes the process of evaluating call performance. This gives Village Green total transparency into the results of individual sites and employees to recognize their top leasing talent. They use scores for quarterly email shoutouts, “Top Hawk” awards at their annual convention, and even require top scores as a prerequisite for promotion.
One of the more surprising results Village Green has seen in their call performance is consistently outperforming the National Average Overall Call Performance Score. The National Average is available in the Industry Report Card, published quarterly by LeaseHawk. It’s an objective report that benchmarks how effectively multifamily professionals handle incoming telephone calls from data pulled from thousands of multifamily properties across the country.
In Q3-2021, the National Average Overall Call Performance Score was 65.78%. Village Green’s performance soared well above that. Kowalewski says, “Seeing the amount of sites year-over-year consistently perform at 80 percent and higher is nice but looking at all our new sites that joined the ‘80 Percent Club’ is surprising. Over the last three years, 16 new sites improved their scores to 80 percent or higher and 14 sites to 90 percent or higher.”
Going into 2023, Village Green plans to continue evolving and strengthening their call performance. They stand by their metric that 60% of first-time interactions with prospects start over the phone. So, they encourage all property management to pay attention to your calls, incentivize your leasing superstars, and put telephone performance as a hot button for your sites.
To learn more about how LeaseHawk measures call performance, visit leasehawk.com/platform/agent-performance.
Fill out this form to learn more.
Leasing offices are bursting with activity from property tours, the phone ringing constantly, and residents coming in with requests. It is nearly impossible to answer every call that comes in. Consider these pros and cons before hiring a call center or answering service to help your properties.
What happens when your leasing team answers a prospect call? Do they ask the right questions? Do they ask to schedule an appointment? Learn how to build a winning strategy for measuring your team's performance on calls, so you can identify trends and areas that need improvement.
Are you guilty of believing these three customer service myths? Learn what they are and how you can overcome them, so your leasing teams can perform at their best.
UDR has seen significant cost savings and increased prospect conversions since implementing ACE™ Virtual Leasing Assistant from LeaseHawk. According to Scott Wesson, UDR’s Chief Digital Officer, “By implementing ACE, UDR is on track to reducing its operating expense for managing calls by 65%.”
The LeaseHawk and Apartments.com partnership includes full integration of ACE™ Virtual Leasing Assistant on listings, so renters can enjoy instant and conversational responses to leasing inquiries. This partnership promises to streamline the rental process and create a lift in prospect conversion.
2023 is going to be a big year for AI in the multifamily industry. And so far, ACE™ Virtual Leasing Assistant powered by LeaseHawk has already released a host of new enhancements—with even more powerful features to come.
Get the latest multifamily news, how-to's, infographics and more delivered right to your inbox.