Are your prospects reflecting Canada’s culturally diverse mosaic? Chances are the answer is yes. So, knowing how to navigate those many etiquette “rules” that come from conducting business across cultures is key to your success. As a leasing professional, this can make the difference between closing a deal and getting left with a vacancy.
I recently re-read cultural expert Michael D. Lee’s Selling to Multi-cultural Home Buyers. Though originally published a while back, the principles Lee mentions aren’t just sound, but they’re also timeless and relevant to today’s leasing agents. Here are five key takeaways.
- Treat every prospect as an individual. Any successful leasing agent knows how important it is to establish a good rapport with a potential client. But it can be hard not to misstep when you’re unsure about your prospect’s ethnic background. An easy way to fix this is by asking where your prospect’s ancestors are from and how long they’ve lived in Canada. This will help guide you on the “dos and don’ts” during your appointment. Ask how to say hello in their native language to show you are interested in learning more about their culture. Then, continue building rapport by sharing a bit about yourself and your family’s history in exchange.
- Canadian business traditions don’t translate everywhere. While North American and European business greetings usually begin with a handshake, this may not be appropriate for all cultures. Some cultures may shy away from any kind of female contact, leaving the male to take the lead. In Asian cultures, greetings are sometimes marked with a bow, while Indigenous people usually prefer a hello without physical contact. In some cultures, it is common to stand less than a foot apart when talking. In others, people may shy away from establishing eye contact when speaking. Read the room and let your prospect lead.
- Navigating name pronunciations. Names can be tricky. Not only can they be hard to pronounce, but sometimes it can be challenging to differentiate between first and last names. If you’re unsure how to pronounce your prospect’s name, ask them how to pronounce it and then write it down phonetically somewhere for you to reference. If you are unsure, ask which is their family name.
- Don’t be offended if your prospect tries to negotiate. While we Canadians tend to only pull out our bargaining skills at garage sales and flea markets, in other cultures, negotiating is expected. These prospects can feel cheated if they don’t exercise their opportunity to negotiate. If you find yourself in this situation, think about whether there is anything you can throw in to make your prospect feel like they have gotten a deal. Are there any current promotions at the property you can pass on? Could you throw complimentary painting or an Uber gift card? Then submit the leasing application at your prospect’s requested price. If it is refused, use the “saving face” approach and deliver the rejection in an apologetic tone.
- Do your homework. If your building attracts many tenants from the same country, learn a few words in that language to include in your conversations. You may also want to translate some of your takeaway materials into their language. Is there a current tenant who can help you translate during the appointment? This could be a great way to build a connection for both tenants. Lastly, Google Translate can be a big help if you find information is getting lost in translation.
- Put pet talk on a leash. Different cultures have different views of living with pets. So, refrain from mentioning how your pet-friendly building has a great dog spa and dog run until you know if your prospect has a four-legged pet.
Multiculturalism is only going to keep growing here in Canada. So, if you want to be successful, you’ll need to learn how to adapt and avoid missteps. Take a little time to learn about different cultures. You’ll become a much more interesting person in the process!
