By Zandie Shields, Director of Learning and Development for Sales Inc.
During the pandemic, leasing teams across the country pulled off a miracle.
Virtual tours, self-guided showings, and online applications—we embraced them overnight. We kept properties filled, leads flowing, and residents safe. The industry moved fast, adapted fast, and thrived in many ways.
But now, in 2025, many leasing teams are feeling the strain. Traffic is steady. Tours are happening. But leases? They are not always following.
So what’s really going on?
Pandemic Tools Gave Us Convenience—But at a Cost
It’s time to face a hard truth: the virtual leasing era—while necessary—left a gap in skill-building.
We leaned into automation. We got used to leads that leased themselves. We trained new hires over Zoom. And now, with in-person tours making a full comeback, many teams are struggling to connect, convert, and close like they used to.
The result? More tours. Fewer leases.
Five Red Flags That Signal Your Leasing Team Needs a Reset
If you’re seeing any of these, it’s not about effort—it’s about evolving:
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Flat or impersonal tours
Agents are walking the model but not the prospect through a story that sells. -
Soft closing skills
“Let me know if you’re interested” is not a close, and prospects feel the difference. -
Inconsistent phone and follow-up quality
During high-volume years, speed mattered. Now, strategy does. -
Objection avoidance
Without the confidence to handle resistance, teams freeze—or flee. -
Over-reliance on tech
Tools like 3D tours and chatbots are still valuable—but they’re not a replacement for presence.
The New Leasing Standard: High-Tech and High-Touch
Leading operators are shifting focus. Here’s how:
1. Rebuilding Core Skills
From rapport-building to closing techniques, training is going “back to basics”—but with today’s renter in mind. That means:
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Asking better questions
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Listening for real needs
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Matching features to lifestyle
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Creating urgency without pressure
2. Investing in Hybrid Training
Modern leasing teams need both on-demand learning for flexibility and in-person coaching for accountability. The most effective programs blend the two, reinforcing skills in real time.
3. Reprioritizing Performance Metrics
Metrics like phone shop scores, tour-to-lease conversions, and follow-up quality are coming back into focus—and with good reason. Properties that measure performance consistently outperform those that don’t.
This Isn’t About Going Back—It’s About Moving Forward Smarter
“Back to basics” doesn’t mean back to 2019. It means building a leasing culture that combines efficiency and empathy. Tech and technique. Data and drive.
Your leasing agents should be able to:
Tour with presence, not just polish Handle objections with confidence, not hesitation Build value that resonates beyond rent specials
And if they can’t? That’s not a failure—it’s a call to reinvest in training.
More Traffic, Fewer Leases? Now You Know Why.
The pandemic gave us powerful tools but also left behind habits that no longer serve us. If your leasing team is stuck, don’t settle. Reset, retrain, and reignite the skills that truly move the needle.
Because in today’s market, leasing isn’t just a transaction—it’s a trust-building moment. And the teams who master that moment? They’re the ones closing.
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.
