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Ronald Harrington https://www.linkedin.com/in/ronaldharrington/ and Stephanie Oehler https://www.linkedin.com/in/stephanie-o-0295924/ explore the true meaning of value in leasing and sales, emphasizing the importance of connection over concessions. They discuss how to train leasing teams to create genuine value and build trust with prospects, moving beyond transactional tactics. In this episode: The true meaning of value in leasing and sales How to train leasing teams to create real value The impact of concessions and discounts on perceived value - the McDonald's version Building trust and connection with prospects The role of emotional storytelling in sales The influence of AI on leasing workflows Strategies to shift from transactional to relational sales The importance of understanding prospect priorities Chapters 00:00 Introduction and guest introduction 01:29 The concept of value in leasing and sales 02:23 McDonald's value meal analogy and its limitations 03:13 Redefining value as higher than the asking price 05:29 Selling the value of the neighborhood 06:53 Location as the primary search factor 07:22 Creating value based on prospect priorities 08:39 Impact of transparency and full information 10:09 The connection and emotional value in leasing 11:47 Using points and travel as an example of value 13:14 Relationship vs. transactional sales 14:23 Concessions and shrinkflation in leasing 15:50 The challenge of rising concessions and renewal shock 19:07 The role of AI in leasing workflows 21:27 The importance of closing out leads effectively 22:34 Training teams to create value higher than the asking price 23:28 The impact of industry expectations on discounts 24:23 The dangers of slashing prices and trust erosion 25:09 Using math to demonstrate true value to prospects 27:44 Moving from transactional to relational sales 28:12 The importance of perceived value over price 29:20 AI's role in supporting human interaction 32:33 Effective lead management and closing strategies 33:39 Stephanie's leasing superpower: energy and enthusiasm 35:53 Contact information for Stephanie Oehler 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

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