The ROI of ‘Likeability’ in the Multi-Housing Industry

While it's important to train on product knowledge and technology, in the multi-housing industry, people skills are just as important.

According to Anne Sadovsky, a certified speaking professional and owner of a Dallas based marketing, consulting and seminar firm, the average business spends 75 percent on product, technology and administration and only 25 percent of its training dollars on developing people skills. In the multifamily industry, people skills are vital when dealing with residents as well as new prospects.

Sadovsky held a webinar, “How To Be Likeable in 30 Seconds or Less…And Why You Should,” on August 11th, where she explained why likeability during face-to-face contact is so important, and we talked further about it after the event.

“I actually start the session by asking the audience why they think it’s important to be likeable,” says Sadovsky. “The answers are that people do business with you and the likeable people get the job, the promotion, the boyfriend or girlfriend and they retain friendships, relationships and customers. I don’t know a single person who would put up with someone who’s not likeable.”

After her webinar, Sadovsky received emails and one in particular stood out. “One woman told me that she was concerned about the likeability thing being forced and making it phony and that’s a good point because nobody wants to deal with a phony person,” she says. “People can learn to be more likeable, unless you’ve never been taught to have manners and you’re learning from scratch how to be polite.”

What makes a good salesperson a likeable person? It’s all about showing interest in the other person,” says Sadovsky. “If they think you’re more interested in them than you are yourself, that’s a huge factor. How you make another person feel is huge. You have no second chance at a first impression, but we forget about it.”

A prime example of this is when a potential prospect calls and asks how much a particular unit rents for. “You say $895 and hang up,” she says. “But I’m like Dr. Phil and I’d ask, ‘How’s that working for you?’ I’d ask them if they have a few minutes to spend with me and we talk about what they’re looking for before we even talk price.”

She explains that her way makes the customer feel like someone is listening. The other way? “How many leases did you get on that phone call?” she asks.

Sadovsky offers more than 20 workshops tailored to meet specific objectives. For more information on her events and next webinars, visit annesadovsky.com.