For PMC Owners: Hiring the Perfect Salesperson

As a national property management firm with over fifteen years of experience, we’ve had the unique opportunity to delve deep into what makes a salesperson truly exceptional in the property management industry.

In fact, Evernest’s Director of Marketing, Spencer Sutton, recently sat down to record an entire podcast on this very topic! If you own a growing property management company (PMC), you won’t want to miss this. Check it out here.

In this blog post, we’ll share some of those insights and experiences, which have shaped our understanding of successful sales strategies and the qualities that set apart the best business development managers (BDMs) or salespeople in our field.

Let’s dive in!

Table of Contents

The Drive to Succeed: Hiring Self-Starters

In the world of sales, nothing is more critical than the drive to succeed. While Spencer was managing the sales department at Evernest, he quickly learned that the most effective salespeople are those who are self-starters.

These individuals don’t wait for opportunities to come to them; they go out and create their own. They are motivated by the potential for financial reward and possess an innate drive and autonomy that propels them forward.

“If they are not self-starters and driven, and maybe even a little money motivated, then you need to forget about it. It’s not going to work,” says Spencer.

This high energy level is a key trait we look for during the hiring process, often using personality profiling to identify the right candidates.

Culture is Key: Aligning with Company Values

When it comes to PMCs, a great salesperson needs more than just drive; they need to be a cultural fit. It’s essential that their values and work ethic align with the company’s culture to ensure they can thrive in their role.

At Evernest, we’ve found that successful BDMs often share a combination of drive (our “embrace the grind” core value), extroversion (our “own the outcome” core value), and a focus on winning (our “win together” core value). These traits are integral to their success in sales and in meshing well with our team and our company’s ethos.

The Hustler’s Edge: Going the Extra Mile

You might think that the ideal salesperson is a seasoned professional with years of experience. But we’ve actually found that the qualities of a hustler, a person who may not have a long resume but has an eagerness to produce results and a willingness to go the extra mile to win, are a better predictor of success.

These individuals are proactive in generating leads and take the initiative in the sales process, which is invaluable in the fast-paced property management industry.

As Spencer says, “You need a hustler. You do not need a polished salesperson who’s been in it for 30 years; you need a hustler.”

Speed to Lead: The Importance of Quick Response

In sales, timing can be everything. Being fast to the phone and quick to respond to leads and prospects can significantly impact your close percentage.

We track response times and coach our BDMs to ensure they are prompt in their communication with potential clients. This not only improves the chances of securing a deal but also sets the tone for the kind of service clients can expect from our company.

“We’re correlating how fast they get back to leads with their close percentage, because we know it directly impacts it,” Spencer says.

The Fortune is in the Follow-Up

Persistence is a virtue in sales, and the fortune truly is in the follow-up. A tenacious follow-up strategy, which includes a defined sales funnel for calls, texts, and emails, is crucial for nurturing leads and prospects. It’s about maintaining consistent communication and actively nurturing relationships with potential clients. This approach ensures that we’re top of mind when they’re ready to make a decision.

Uncovering Pain Points: The Key to Effective Sales Strategies

A successful salesperson is not just a talker but a keen listener who can uncover the pain points of property owners and investors.

Understanding their concerns allows us to tailor our sales strategies effectively and address their specific needs. This level of empathy and insight can make all the difference in converting prospects into clients.

According to Spencer, “Finding pain allows you to get to a decision a lot faster, so I think great salespeople do that very well.”

Staying Organized: The Role of Tools and Technology

Organization is paramount in ensuring seamless transitions and continuity in client interactions. In our experience, tools like LeadSimple have been instrumental in effective note-taking and the recording of important conversations. These resources not only benefit individual salespeople but also enhance the overall efficiency and effectiveness of our organization.

Cultivating Success: Aligning Personalities with Organizational Goals

Spencer understands, on a personal level, the importance of aligning the personalities and traits of salespeople with the culture and requirements of the organization.

A strong cultural and personality fit is essential for the success of sales professionals within the property management industry. It’s about finding individuals who not only have the right skills but also the right mindset to contribute positively to our team.

“Remember, they have to be a fit from a culture standpoint,” he says. “And they have to be a fit from a personality standpoint to do a great sales job.”

Conclusion: Building a Winning Sales Team

The journey to building a successful sales team in property management is multifaceted. It requires prioritizing qualities like hustle, speed to lead, tenacity in the follow-up, ability to uncover pain points, and top-tier organization. These attributes are the building blocks of a sales force that can drive growth and deliver exceptional service.

We can’t promise it will be easy, but it sure will be worth it!

Ready for More?

We know what it’s like to grow a property management business from 30 doors to more than 16,000. The journey was anything but easy, and we learned tons of lessons along the way. Our desire to share that knowledge with you motivated us to start the Evernest Property Management Show podcast, a weekly newsletter, and our monthly webinar series for property managers.

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