Well-informed tenants stay longer: Why Sales & Marketing Training is Crucial to Real Estate Operators.
In the competitive world of property, reputation is everything. Building relationships and nurturing leads requires effective communication, negotiation skills and relevant industry-sector knowledge.
From increasing revenue, to building a clear, consistent message, sales and marketing training can help. Here, we explore why it’s so crucial to the real estate sector, and the positive impact it can have on their business.
Why is it important?
You may have heard the analogy that marketing is like an iceberg. The part that the world sees (the final campaign, the new website, the social posts) all sit neatly above the water. But underneath the surface is the strategy, the research, the planning, the set-up, the roll-out, the analysis, the tweaking, the list goes on. But often, training—a crucial element in the water—goes un-noticed.
Sales and marketing training helps to keep the berg afloat, by empowering your teams to confidently weave together all the elements underneath the surface. If you can set this basis up correctly, the tip of the iceberg will flourish.
So, what does effective sales and marketing training look like and what does it deliver?
1. Drive revenue and boost conversions with best practice sales techniques
At its very core, this is what sales and marketing training is all about. Within real estate, every inquiry, tour, open day or web chat, is an opportunity to secure revenue and with effective training, you can turn conversations into conversions.
The beginning of every customer interaction needs a consistent message throughout the sales funnel. Our sales and marketing training will ensure your team presents your property’s USPs effectively, and on-brand.
To provide your team with the right tools to close more sales, in our training we will:
Review your full sales funnel from awareness to action.
Analyse where you may have a ‘leaky bucket’ and could be throwing away leads.
Play memory games to decipher best practice sales tips.
Learn how to overcome objections confidently and politely.
Close sales without being too pushy.
2. Deliver a standout experience centered on your brand
A tenants decision to book accommodation isn't just decided from the cost and location of the property. With a plethora of choices available, what will stand apart is the ‘feeling’ they get when they first engage with your website, or interact with your site teams, and this is down to customer service. Sales and marketing training is the foundation that allows your teams to deliver remarkable customer service and convert it into a sale. Your staff are your brand ambassadors and it’s key that they not only understand, but live, your brand values. Nowadays, the attention that you have to compete for online is only part of the larger sale, so ensuring that every touchpoint from inquiry to move in is cohesive, is crucial.
At TPMS, we review, analyse and improve every customer touchpoint through the lens of your brand; Are your emails clear and concise? Does your website have an efficient user experience? Are your tours informative? Are your socials engaging? Are your staff informative and friendly?
By training staff on your brand values you can ensure there is no disconnect between the online world portrayed to prospects, and the operational aspect that runs day to day, underneath the surface.
To help you deliver remarkable customer service, in our training we will:
Understand how your teams impact your brand and reputation.
Review and explore ways to improve every customer touchpoint.
Research competitor brands to examine how they make us feel.
Explore what the term ‘branding’ really means.
Delve into the importance of your brand values, their origins and reasons for being.
3. Build confident, proactive teams
Your staff are your most important asset—especially in an industry that relies heavily on customer service. A friendly face, professional attitude and crucially, relevant and useful information, can be the difference between a returning tenant and a disappearing one.
At TPMS our sales and marketing training delves into the customer journey to help your team understand the customer’s decision-making process. When staff know what they’re doing and why, they feel more in control and confident in their delivery.
We also teach how to correctly handle enquiries and complaints, including who to liaise with to ensure all feedback, including positive, is followed up effectively or shared internally. Understanding the customer journey is key to delivering great customer service, and for real estate operators, great customer service is no longer a bonus—it’s a business strategy.
To create the best customer journey for your tenants, in our training we will:
Discover how customers find you and where prospect leads come from.
Understand the importance of tone of voice when speaking to different customer cohorts.
Learn how to conduct the best tour or viewing, for your property and brand.
In conclusion
Sales and marketing training isn’t a “nice to have” for real estate operators—it’s a strategic necessity.
In a market where competition is fierce and customer expectations are higher than ever, the ability to stand out, connect authentically, and deliver exceptional service can make or break your success.
By investing in your team through consistent, practical training, you will:
Empower staff with confidence and clarity.
Stay ahead of industry trends and changes.
Enhance consistency and performance across sites.
Our clients consistently report stronger team morale, better booking performance, and a clearer return on their marketing investment, through our sales and marketing training. You can also combine it with our mystery shopping service to measure performance, understand gaps and showcase the impact of training and development.
If you're ready to start investing in your team, get in touch.