Shawn Mendes & Real Estate: Catching a Cue From Performers on How to Improve Real Estate Tours
Updated: Sep 21, 2021
Wait…what? What could pop singer Shawn Mendes and the real estate industry possibly have in common? Last week, I watched Mendes in concert --- part of the eleven-day Festival d’ete de Quebec, in its 51th musical year — and realized that the bestselling singer might have a few pointers for those of us giving property tours. Consider these to craft a rock star tour:
Be Right on Time, High Energy. Slated to appear at 9:30 p.m., the lights beamed and notes sounded on time. Mendes’s start — let’s ignore the potential festival requirement of timeliness for a moment — communicated respect for attendees and more importantly, an anticipation that implied he COULDN’T WAIT to start singing. Punctuality shows a consideration for others. Combine it with enthusiasm, and it just might communicate an excitement about both the property and prospective tenant that is compelling. After all, who doesn’t want to be valued?
Lead Big. Mendes opened the show with his high-octane, “There’s Nothing Holdin’ Me Back,” which created a sense of energy. Similarly, it might be worthwhile to start our property tours with the suite we believe will be most appealing to our prospect. For laypeople, the tour can become a jumbled blur as they visit various neighborhoods, properties, and suites. Eyes glazed over, the fatigued prospect becomes listless. So, starting with the best space might energize our tours as well. As a bonus, even if prospective tenants find the initial suite not quite to their liking, its positive attributes may carry over to another space at the same property.
Create a Rapport. In Mendes’s case, his jeans and simple striped button-down shirt (O.K., the buttons were waaay open with a cool black tee below) made him seem like a familiar guest at your backyard barbecue, guitar slung over his shoulder to top off the evening with a fireside song. For leasing professionals, creating a rapport with our own prospective tenants can lead to a quality working relationship. For example, asking the prospective tenant the open-ended, “Tell me about your ideal office space” before giving an overview of the property allows us to hear a tenant’s priorities. This type of dialog also provides a barometer of the tenant's happiness in its current space and helps us target our leasing pitch by emphasizing relevant information.
Of course, other elements go into a memorable tour, but taking some pointers from a performer who fills a stadium may be helpful. What's holding you back?