Analyzing Calls is Village Green’s Secret Sauce to Closing Leases

Learn how Village Green outperforms the industry by making call performance a priority.
November 16, 2021
People

Call Performance is Key to Closing Leases

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

How Village Green Measures Call Performance

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.

Here’s how it works:

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.”

Creates Opportunities for Training and Recognition

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.

You Can't Improve What You Don't Measure

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 2022, 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.

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