Course Description
Review of the leasing strategies that contribute to the overall success and profitability of the residential property asset. Introduction to relevant topics such as strategic planning, budgeting, demographics, media mix, resident retention, and customer satisfaction.
Additional Requirements for Graduate Students:
Students will be required to investigate specified research
topics within the subject matter of the course. This will entail
a thorough review of literature, analysis of major questions to
be answered, and identification of specific research topics
worthy of pursuit. This will be reported in a written research
paper. The results of this work will also be presented in class
and graded for content, analytical acuity, and presentation quality.
Athena Title
LEASING STRATG RPM
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
1. Understand fundamentals of professional ethics in leasing and resident retention. 2. Identify factors that contribute to customer satisfaction in the residential property management field. 3. Understand the importance of a customer driven strategy, and identify core concepts in this approach. 4. Understand the major trends and forces that are changing the residential property management leasing landscape. 5. Understand how companies identify profitable residential property segments and develop related strategy. 6. Define the methods for establishing a leasing promotion budget and techniques that measure its effectiveness. 7. Develop strategies for delivering an effective leasing presentation. 8. Learn how body language, professional appearance and communication skills affect the leasing presentation. 9. Develop a leasing presentation about a subject property. 10. Understand how fair housing laws affect sales and promotion
Topical Outline
INTRODUCTION TO LEASING STRATEGIES Promoting to Increase Demand The Marketing Process DEVELOPING A STRATEGY Analyzing Demand Demographic & Psychographic Trends Technology & the Digital Age POSITIONING FOR COMPETITIVE ADVANTAGE Residential Property Product Line Decisions Residential Property Product Mix & Promotional Strategy Branding in Residential Property Management Customer Relations in Residential Property Management Lease Pricing Strategy LEASING PROMOTION BUDGET Development & Evaluations Factors Affecting Overall Success Resident Activities SUCCESSFUL LEASING STRATEGIES Professional Image Effective Communications & Human Relations Fair Housing Practices and the Law Professional Ethics RESIDENT AND PROSPECT SERVICE Handling Resident Requests Resident Relations Effective Management Techniques PUBLIC RELATIONS IN RESIDENTIAL PROPERTY MANAGEMENT Industry & Trade Associations Community Service Programs Investor / Owner Relations
Syllabus