How Do You Get Them to Respond?

Dr. Seuss’s birthday was March 2 and I am reminded of one of his famous quotes: “Sometimes the questions are complicated but the answers are simple.”

That is exactly the truth when it comes to the #1 question I get from leasing agents around the country! “How do I get retailers to respond to me?!” The following are five tips and one EXTRA CREDIT tip on how I’e been getting retailers to respond to me over the last 20 or so years. The answer is simple – but you have to put the work in…

1. DO YOUR RESEARCH. Make sure their current location is not adjacent or across the street from your site.
2. INCLUDE THE ADDRESS AND CITY OF YOUR SITE.
3. KNOW THE DEMOS THAT ARE MOST IMPORTANT TO THEM; DO NOT INCLUDE GENERAL DEMOS. If you know they like college grads, or % of children, include the demos that pertain to the retailer. Yes, it’s more work, but you want to know how they will respond faster, right? Also, some retailers like Pt Supermarket now want to know the coordinates of the site so they can input the address on their geo system.
4. TELL THEM OF YOUR CREATIVITY. If you are thinking about them relocating or expanding from a nearby store, tell them you KNOW they are adjacent or across the street. Don’t let them think you are being lazy!
5. FOLLOW UP! FOLLOW UP! FOLLOW UP! This is the retailers’ #1 complaint: Leasing agents do not follow up. Timing is everything. Just because they gave you a “NO” three months ago, things change and it could be a yes this time. So FOLLOW UP! Also, Google Alert the retailer so you learn about their latest plans, which may assist you. However, as important as following up is, if they give a valid reason for no interest, and it hasn’t changed, then resending isn’t helpful. Always ask why your site doesn’t work.

EXTRA CREDIT. Map their competitors.

Retailers get approximately 50-100 calls per week. If you send a site and they review it only to find that they have a site across the street, they will less likely look at future sites you send them. You have wasted their time and the retailers have long memories. However, if you do your homework, and even go the extra mile and map their competitors around your site, they will respond much more quickly, and place you in the category of a leasing agent who does NOT waste their time! They will remember that too and respond to you faster in the future. Your reputation grows as your career does. Retailers who represent smaller chains usually grow into larger box stores. The research you do in introducing your sites as well as YOURSELF is an investment in your future in the retail industry. Be Smart! Go the Extra Mile!