Two things I have found amazingly effective in sales is building rapport and making the client laugh and chuckle. The rental process is an anxiety filled process for clients. They are under pressure and need to make a major decision that will impact where they will live for one or two years. Therefore it is imperative that we lighten the mood a little. I will give you an example of what I mean.

In the reception area of the landlord I work with are six framed pictures. These are pictures of various building amenities. They are pictures of: 1. Concierge Service, 2. Children’s Playroom, 3. Movie room 4. Lounge Area, 5. Study Room and the 6. Gym.

I’ve seen countless agents take their clients to the pictures frames as part of their presentation and say this while pointing to the pictures;

Concierge: “The building has a concierge room that will hold your packages and even deliver them to your room. You can also buy discounted movie and theater tickets.”
Then they point to the Children’s Playroom and say: “We have a playroom for kids.”
Movie Room: “We have a 45 person movie theater for our residents which has two daily shows.”
Lounge Area: We have a very big lounge area with a 60 inch flat screen TV and a billiards room.”
The Study: “We have a library full of books, daily newspapers and free Internet in our Study room for tenants.”
Gym: “You’d be happy to know that we have an on premise full service gym that includes many different daily exercise classes.”

Nothing wrong with the above. The agent is giving an accurate descriptions of the amenities. However, this is were Champion Agents separate themselves from the Average Agents. Renting is an emotional decision. People rent EMOTIONALLY and then justify their decision logically. You might be saying, “OK Gary, where are you going with this?”

When you make clients laugh and build rapport with them over and over, selling becomes an easy process. Client feels comfortable.

Here is how I describe those amenities to my clients. I have different scripts for couples, girls renting together or guys renting together. Let me share with you what I would say to young girls in their early twenties. Once I bring them to those pictures here is what I say:

Concierge Service Picture: “OK guys, we have a full service concierge room. When you receive those packages from Louis Vuitton, Channel and Prada, the concierge will hold it for you. (at this point they usually laugh – because they know that they can’t afford those expensive brands) and by the way, if you choose to be lazy, you know how we feel after a long day’s work, they will even deliver it to your apartment.”
Children’s Playroom: “Guys, no mistakes allowed, I don’t want you to end up in the children’s playroom under any circumstances!” (They almost always laugh at this)
Movie Room: “After paying your rent, this may be your cheapest source of entertainment left (They always like that)
Lounge Area: This is where the hot guys hang out and if you have a boyfriend, please, please be discreet (This is where you get the most laughter)
The Study: “Guys, I know shares, you’ll have days when you want to kill your roommate, this is where you come to chill!” (This is where they smile)
Gym: “This looks like a gym, well looking at my stomach, it’s obvious I’ve never been to one (I start rubbing my stomach – Once again they always laugh or smile).

A gym is a gym. I don’t need to tell them something they already know. But making an emotional connection and making them laugh is what Champion call the Art of Selling. Now this is just one example where you’re building rapport and making the client comfortable and putting them at ease. Laughter is a universal language. Use it. When you’re whole presentation is laced with fun, happiness, rapport building questions and jokes clients like you subconsciously. It makes things a lot easier.

I’m so far removed from being a comedian and jokes don’t come easily to me. I could not say one to save my life. So how do I make it interesting. I hire comedians. On Friday I will be taking Luke, who is a famous comedian and has done gigs in many of Manhattan’s top comedy clubs around to shadow me for two appointments and then he will prepare material I could use with clients. I’m certain that he will charge an arm and a leg. I wish more agents would outside of their profession and see how others can impact our business positively.

How do you think I got to become the absolute top rental agent in America? There is not a single agent who makes more money at rentals and does more deals per month than I do. If I told you that I submitted three applications today and one client is coming back to submit an application tomorrow morning at 10 AM, you might find it hard to believe. However that is more than $13250 in business in a 24 hour period. The only way that happens is if you understand very carefully that selling is an emotional business. It’s a human business. It’s not a rational and logical business. Any car will get you from point A to B. Then why do guys spend over $100000 to buy a S550 Mercedes or a $250000 Ferrari? It’s all emotional. Does a girl really need a $25000 fur coat to keep her warm or $7000 hand bag to carry her personal items or a $1200 pair of shoes make her look three inches taller?

Why would I invest close to $2500 on a comedian to teach me jokes? Because emotions, fun, happiness and laughter sells. Ever wonder why “Friends, Seinfeld and Two and a Half Men are so successful? It’s emotions that they impact.

Make it lively, happy and full of laughter – then watch how clients put application after application. Selling is a form of ART. Be an artist.