Summer leasing time! Time to hire leasing professionals, and that means a choice when looking for skill sets… Sales-First or Service-First? 

There’s no right answer…so, who ya got?

Based on what we are seeing from industry leaders such as UDR, we might be seeing a shift in the industry as a whole. In the past, a leasing professional’s role was to be both sales based and service based. However, many operators are switching to centralized sales with the goal of the onsite team's focus being relationship building and retention. 

After working at Greystar and talking to [100s] of leasing professionals, here’s a simple grid that may help with pros and cons.

Sales

Service

While a sales-based approach can be effective at certain properties in highly competitive markets, a service based approach can lead to more sustainable and long term success by prioritizing resident satisfaction and retention. 

How is the multifamily industry training their teams to be focused on both approaches? What incentives are you giving your team members to eb and flow with the resident lifecycle?