I came across an interesting podcast that had some really good insights I wanted to share. In this podcast, Jason Mercer, Toronto Regional Real Board Chief Market Analyst, sat down with a former undercover police officer, Pamela Barnum, to talk about how important non-verbal body language is. That got me thinking. While the podcast was geared towards realtors who sold homes, a lot of what was discussed in The Body Language That Builds Trust or Exposes Lies can be used to help rental agents close deals, too.
As an expert in non-verbal communication, Burnam stressed the importance of using body language to build trust and empathy. Rental agents, take note: you need to be able to decode your prospect’s body language while also being aware of what your own body language is saying.
Start your appointment off with some small talk. You could ask about the traffic, where they parked, or what the weather is like. If they come in with a child, try to build a bit of a rapport with them, too. The purpose of this small talk is to a) get your prospect comfortable with you and b) get them talking to see how they usually communicate so you can better interpret their responses once you start trying to close your deal. Note their posture across the desk from you, and any keywords they use so you can echo these later on.
Once the pleasantries are out of the way, it’s time to focus on your own non-verbal cues. Burman uses the “SOME” acronym as a reminder of what to pay attention to.
Smile. Greet your prospects with a genuine smile to convey that you’re happy to meet them and are interested in getting to know them. Remember, your prospect will (hopefully!) be spending a big portion of their income on rent, so they need to feel good about doing that with you. If they trust you, it will be easier for you to close the deal.
Open body language. Whether you’re sitting across from your prospect or are standing to show them suite and floor plans, your posture should communicate that you are approachable and receptive to what they have to say. Crossing your arms or legs suggests that you are in defence mode and uninterested. Keep your arms neutral and lean in towards them across the desk to show empathy and build trust.
Mirroring. Repeat any key phrases you noted as you speak to your prospect. Then, start slowly and subtly mirroring your prospects’ movements with a slight delay. If they uncross their legs or shift their bodies do the same. It sends the message that you are in sync with them. You’re building more common ground.
Eye contact. Make sure you look your prospect in the eyes when you speak. If they are a couple, give them equal attention since renting will likely be a joint decision. This communicates honesty.
Throughout your meeting, watch for any shifts in their body language. If your prospect stops smiling, crosses their arms, or angles their body or feet towards the door, you have either lost their interest or run into an objection you will need to overcome. Bring them back by asking them how they feel about what they are hearing so far. Consider what they are saying by imagining yourself in their shoes. What would you want to hear to overcome that same particular stumbling block? Asking questions reduces conflict and shows them you’re interested in finding a solution.
As any seasoned rental agent knows, prospects can sometimes be untruthful. For instance, they may be exaggerating their income, not disclosing that they are unemployed, not divulging how many people will be living in the unit, or that they were evicted from their last rental. When your prospect looks away from you, shifts in their chair, pulls on their ear, or touches their face, they may not be telling you the truth.
While there’s no magic bullet to get your application started, you can do some easy things to boost your closing rate. Watching your body language is one of them. Becoming aware of the messages you’re sending out won’t just help you be better at your job, it can also help you be seen as a more caring and trustworthy person in every interaction you have.
