Top tips for conducting the most effective property tours.

by Michael J. Lipsey, CCIM, CRB, CPM, MCR 

 Many of us look at building tours or site visits as a mere formality; a quick run-through before the prospect signs the lease.   But if that were true, then the ratio between the number of tours you conduct and the number of leases you sign would be 1:1. While you may achieve that ratio on the odd occasion, it is not a standard benchmark.

So, where, exactly, is the disconnect?

The solution could be as simple as looking at building tours in a different way in order to maximize their full potential. There is no overstating the importance of an on-point, customized building tour. Charts and graphs, facts and figures are one-dimensional. A building tour is a living, breathing, three-dimensional visual aid complete with sound, sights, textures, smells, and if you've provided refreshments, even a taste of its own - it' a brief but memorable sample of what it would be like to be a client in that building.

Site visits and building tours are often a prospect’s first experience at the property, and they should have a lasting impression. From the moment the prospect enters the building, the culture of service, quality, and attention to detail must be experienced in order to produce quantum results.

Here are some questions to consider before giving the tour:

When is the best time of day to tour the building? When is traffic the lightest, the light the best, and the ebb and flow of current tenants less likely to affect your tour?

Can prospects safely tour your facility?  For example, are tenants moving in or out -  is there construction under way? Remember, safety is your responsibility, not the prospect’s! ·Is your property clean and in good repair?

Are you prepared to answer probing questions about your best practices, traffic flow, and area resources? Remember, the best building tours speak directly to the unique requirements of the prospect and require thorough preparation, hard work and forethought before a prospect even enters the building.

Will your tour be interactive and engaging? For instance, if there is a new feature such as hands-free water fountains will you simply present the feature by rote, or ask someone to volunteer to test it for you? ·How many people can you comfortably accommodate in a group and still conduct an effective tour? Practice the tour with other staff who will also be leading groups.

Practice the tour program with a person who is not involved in your operation and get their feedback.   Ask  a colleague from another department and ask for specific feedback to ensure the most beneficial results.

Have a dress rehearsal first. Walk your tour before a prospect arrives, perhaps even days before. If time is critical, check off how long it takes to get from Point A to Point B. Make sure all your keys work, the air intake system isn’t too loud, etc. 

Expecting The Unexpected 

No building tour would be complete without the unexpected snafu, but the key to the unexpected is … expecting it. Proper planning and a myriad of back-up contingency plans can delete the word “unexpected” from your tour.

Here are four for starters:

1.  Flexible First.  First and foremost, remember that you are the tour facilitator. A good plan is invaluable; a rigid plan spells disaster. Often, prospects want to linger twice as long in one area than you thought they would in another, or vice versa. Be flexible and cater to the needs of the prospect.

2.  Preparing for Problems. The only certainty about a building tour is that they are, at heart, uncertain. Clients may arrive late, leave early, or only ask one question - usually being the only one you didn’t prepare for. When problems do occur, honesty is always the best policy.  It will be clear to any prospect whether you’ve prepared well for the building tour, so admitting you don’t have the answer to an unanticipated question, or apologizing because a certain floor is inaccessible due to construction, is perfectly acceptable if you follow through by making alternative arrangements to the prospect’s satisfaction.  It’s the next best thing to solving the problem.

3.  Learning from Experience. Every building tour is a valuable one, especially those that don’t quite go as planned. Learning from your mistakes is often the best teacher, but only if the lessons are applied to the next tour or become part of the best practice. 

4.  Accidents and Illness. There is a way to prepare for accidents and/or illness, but the best offense is a good defense. Knowing where the first-aid kit, hazardous spill station, or even local hospital is one way to reduce panic in a stressful situation such as an unexpected accident or surprise illness.

We will look at Best Practices for conducting property tours in the next installment.

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Michael J. Lipsey, President of The Lipsey Company , is nationally and internationally recognized as the leader in training and consulting for the commercial real estate industry.

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