The RealService Performance Leasing Programme
In office leasing, the ability to connect with prospective occupiers on an emotional level is crucial. Yet, many leasing agents fall into the habit of selling features—like air-cooling or on-site amenities—rather than focusing on the benefits and emotional impact these features can deliver. This habit, deeply ingrained over years of practice, becomes automatic but not necessarily effective.
RealService is working with a major investment management client to help their asset managers and leasing agents think and act differently. Our Performance Leasing programme has been described by them as “enjoyable, insightful, innovative and thought provoking” and it’s delivering lettings too!
So why does this habit persist, and how can agents shift towards more successful strategies?
Leasing agents often highlight tangible features because they are easy to quantify and communicate. However, while features are important, they don’t create the emotional connection that influences decision-making. The true appeal lies in the benefits these features provide. For instance, an on-site café isn’t just a convenience; it’s a space where teams can bond and spark creativity. Similarly, a rooftop garden isn’t just a feature; it’s a quiet space for relaxation, enhancing employee well-being and productivity.
Changing this ingrained habit is challenging because it requires a fundamental shift in approach. Like muscle memory, where actions become automatic through repetition, leasing agents default to listing features because it feels comfortable and familiar.
How does the RealService Performance Leasing Programme help?
The RealService Performance Leasing programme is designed to help leasing agents break the cycle of selling features over benefits. This comprehensive skills programme offers tailored training and tools that equip agents with the skills and mindset necessary to focus on the benefits and emotional impacts that resonate with prospective occupiers.
1. Training in Emotional Selling: Agents learn to identify and articulate the benefits of office features in a way that aligns with the needs and desires of prospective occupiers.
2. Practical Exercises: The programme incorporates practical exercises, helping agents to convert feature-based pitches into benefit-oriented conversations. This real-world practice builds confidence in their ability to connect emotionally with prospective occupiers.
3. Support and Feedback: Changing deeply ingrained habits requires continuing support, and the programme provides just that. Agents receive coaching to reinforce their new skills, ensuring that the transition from selling features to benefits becomes second nature.
4. One Team approach: The programme can also work by bringing the asset management client, leasing agent, property manager, facilities manager and front of house team together to create an environment which supports this new approach.
Are you ready to try Performance Leasing?
Whether you’re an asset manager wanting to increase your prospect of leasing space or a leasing agent looking to gain an edge on your peers, Performance Leasing provides a practical way to improve your skills and break free from old habits.
Ultimately, the long-term rewards—higher occupier satisfaction, increased lease signings, and stronger client relationships—make it a worthwhile investment.
For more information contact Howard Morgan at Howard.Morgan@real-service.co.uk
