Leasing Manager of Real Estate Persona

Role of The Leasing Manager

Job Title(s): Leasing Manager, Leasing Consultant, Property Manager
Department: Leasing
Reporting Structure: Reports to the Director of Operations or Property Management Director
Responsibilities:

• Managing the leasing process for residential or commercial properties.
• Conducting property tours and showcasing available units to potential tenants.
• Negotiating lease terms and conditions with prospective tenants.
• Screening and processing tenant applications, including background and credit checks.
• Maintaining relationships with current tenants and addressing their concerns.
• Collaborating with marketing teams to promote available properties.
• Ensuring compliance with local, state, and federal housing regulations.
  Key Performance Indicators:
• Occupancy rates of managed properties.
• Time taken to lease properties (lease-up period).
• Tenant retention rates and lease renewals.
• Average lease terms negotiated.
• Customer satisfaction scores from tenant feedback.

Additional Persona Notes: Focused on improving tenant experience and operational efficiency. Interested in property management software and CRM tools to enhance leasing processes.

Goals of A Leasing Manager

Primary Goals:

• Maximize occupancy rates of properties managed.
• Negotiate and finalize lease agreements effectively.
• Enhance tenant satisfaction and retention rates.

Secondary Goals:

• Reduce vacancy periods between leases.
• Implement efficient lease management processes.
• Develop strong relationships with local businesses and community organizations.

Success Metrics:

• Achieve 95% or higher occupancy rates across managed properties.
• Increase tenant retention rates by 15% year-over-year.
• Reduce average vacancy period to less than 30 days.
• Improve tenant satisfaction scores by 20% based on surveys.
• Finalize lease agreements with an average of 10% increase in rental income.

Primary Challenges:

• High vacancy rates leading to revenue loss.
• Managing tenant expectations and maintaining satisfaction.
• Navigating complex lease agreements and regulations.

Secondary Challenges:

• Staying updated with market trends and rental pricing.
• Coordinating with property management to address maintenance issues.
• Training and retaining staff in a competitive job market.

Pain Points:

• Time-consuming manual processes for lease management.
• Difficulty in effective communication with tenants.
• Pressure to minimize operational costs while maximizing occupancy.

Primary Motivations:

• Maximizing occupancy rates of properties.
• Building strong relationships with tenants.
• Negotiating favorable lease terms for both landlords and tenants.

Secondary Motivations:

• Enhancing the reputation of the property management team.
• Staying ahead of market trends and competition.
• Implementing efficient leasing processes and tools.

Drivers:

• Desire for professional growth and career advancement.
• Commitment to providing excellent customer service.
• Interest in utilizing technology to streamline leasing operations.

Primary Objections:

• High vacancy rates affecting revenue.
• Concerns about tenant creditworthiness.
• Lengthy lease negotiation processes.

Secondary Objections:

• Uncertainty about market trends and demand.
• Resistance from property owners regarding lease terms.
• Concerns over the effectiveness of marketing strategies.

Concerns:

• Maintaining positive tenant relationships.
• Balancing competitive pricing with profitability.
• Staying compliant with local leasing regulations.

Preferred Communication Channels:

• Email for formal communication and documentation.
• Phone calls for urgent discussions and negotiations.
• In-person meetings for building relationships with clients and stakeholders.
• Social media platforms like LinkedIn for networking and industry updates.
• Messaging apps for quick communication with team members.

Information Sources:

• Real estate industry publications and journals.
• Online forums and communities for leasing professionals.
• Webinars and online training sessions on leasing trends and technologies.
• Market research reports and real estate analytics platforms.
• Networking events and industry conferences.

Influencers:

• Industry leaders and successful leasing managers.
• Real estate consultants and market analysts.
• Technology providers specializing in lease management software.
• Local real estate associations and boards.
• Social media influencers focused on real estate trends and best practices.

Key Messages:

• Maximize occupancy rates through strategic leasing practices.
• Enhance tenant satisfaction with proactive communication and support.
• Utilize data-driven insights to streamline lease management processes.
• Build long-term relationships with tenants to foster community engagement.
• Stay ahead of market trends to offer competitive leasing options.

Tone:

• Professional and knowledgeable.
• Approachable and friendly.
• Proactive and solution-oriented.

Style:

• Clear and straightforward.
• Engaging with a focus on tenant needs.
• Detail-oriented and organized.

Online Sources:

• Zillow
• Realtor.com
• ApartmentFinder.com
• LoopNet
• CoStar

Offline Sources:

• Local real estate investment meetings
• Networking events and industry conferences
• Real estate trade publications
• Brokerage office meetings
• Community planning and zoning board meetings

Industry Sources:

• National Apartment Association (NAA)
• Institute of Real Estate Management (IREM)
• Real Estate Board of New York (REBNY)
• Commercial Real Estate Development Association (NAIOP)
• Real Estate Investment Trusts (REITs)