If your leasing team doesn’t know what they’re selling, they won’t know how to sell it.
By Zandie Shields, Director of Learning and Development
One of the most effective—yet often overlooked—questions to ask in any leasing training program is:
“Are we leasing a value property or a lifestyle property?”
This simple question opens the door to a deeper understanding of your asset, your ideal renter, and the entire strategy your leasing staff needs to follow in order to lease successfully.
At Sales Inc., we train teams across the country to use this question as a foundational tool in every leasing conversation. Here’s how—and why—you should add it to your staff training immediately.
Step 1: Teach the Definitions Clearly
Start by breaking down the difference between the two property types in training sessions. Use real examples from your portfolio to make it stick:
Value Properties
●Focused on affordability and functionality
● Attract a broad resident demographic—from students to families
● Offer essential amenities over luxury (e.g., parking, laundry, location)
Lifestyle Properties
●Built around experience and exclusivity
● Target higher-income, lifestyle-driven renters
● Feature luxury amenities like rooftop lounges, fitness centers, concierge services
According to NMHC/Kingsley’s 2023 study, renters in luxury communities list amenities and lifestyle perks as top leasing decision factors—while renters in value communities prioritize cost, location, and basic functionality. (Source)
🚨 Bonus Step: Recognize Specialized Purpose Properties
Not all communities fit cleanly into “value” or “lifestyle.” Many properties serve mission-driven or niche resident populations, which require a completely different leasing mindset. These are called Specialized Purpose Properties—and they deserve their category in your training.
Specialized Purpose Properties Include:
| Type | Description | Leasing Focus |
| Affordable / Tax Credit Housing | Income-qualified communities are designed for long-term housing stability | Emphasize empathy, eligibility guidance, and access, not just price. |
| Senior Living / 55+ Communities | Age-restricted housing offering peace of mind and simplicity | Focus on accessibility, quiet enjoyment, community, and safety. |
| Student Housing | Furnished, short-term units near colleges/universities | Address convenience, safety, lease flexibility, and academic lifestyle. |
| Workforce Housing | Designed for middle-income earners (nurses, teachers, public servants) | Highlight community pride, cost predictability, and respectful housing. |
Training Tip:
Encourage your leasing team to ask “value or lifestyle” and “Are we serving a mission?” This mindset shift reframes their role: they’re not just salespeople but housing advocates.
Language Matters Here Too:
Just like value and lifestyle properties, these communities require tailored messaging.
- Affordable: “Income-qualified housing designed to support working families.”
- Senior Living: “Low-maintenance homes designed for comfort and connection.”
- Student Housing: “Walk to class. Study in peace. Live with ease.”
- Workforce: “Stability and quality, designed for those who serve our community.”
👥 Role Play Tip:
During training, introduce a third role-play path:
“How would you approach a tour if the prospect is a senior on a fixed income, or a single mom qualifying for a tax-credit apartment? What matters to them? What’s your message?”
Adding this perspective ensures your team understands how to adjust their tone, tour, and follow-up—not just for what you’re leasing, but who you’re leasing to.
Step 2: Use the Question in Role-Play and Scenarios
During training, ask your team:
“Based on this property, are you selling value or lifestyle?”
This simple question should guide:
● The tone of their tour
● The features they highlight
● The way they close the lease
Example:
● A value property tour might focus on affordability, proximity to transit, and flexible leasing options.
● A lifestyle property tour might focus on concierge perks, exclusive resident events, and upscale finishes.
Pro tip: Encourage your team to craft two versions of their tour opening script—one for value, one for lifestyle. Then have them practice both.
Step 3: Align Marketing & Language
Train your leasing agents to speak the language of the property they represent.
For Value Properties:
●“Convenient and cost-effective”
● “Save on commute time and cost”
● “Flexible lease terms”
For Lifestyle Properties:
● “Luxury redefined”
● “Curated experiences for elevated living”
● “Exclusive amenities for refined tastes”
AppFolio’s industry research confirms that tailored marketing language improves conversion—when your leasing team speaks your renter’s language, they lease faster. (Source https://www.appfolio.com/blog/property-level-branding-positioning/)
Step 4: Reinforce in Weekly Huddles and One-on-Ones
Make the “value vs. lifestyle” question a standing part of:
● Weekly leasing meetings
● Pre-tour strategy talks
● Post-tour reviews or coaching check-ins
Ask:
● “What’s the message we’re selling today?”
● “Did we highlight the right features for our target demographic?”
● “Are we talking to renters about what matters most?”
These check-ins build habitual awareness and help your staff adjust their style when supporting different properties.
Conclusion: Better Training Starts with Better Questions
If your leasing agents don’t know what type of property they’re representing, they can’t effectively tailor their conversations, tours, or closing strategies.
Start every training with this simple but powerful question:
“Are we leasing a value property, a lifestyle property, or a specialized purpose property?”
From there, your team can craft messages that connect, conversations that convert, and tours that close.
Zandie Shields serves as the Director of Learning and Development at Sales Inc.
She trains both new and established Leasing Experts as well as on-site teams in effective leasing techniques.
