Do you lose new leases and renewals when renters present sales objections? An objection is anything that runs contrary to your offer. It could be a complaint about price or amenities, or even mere hesitancy to renew a lease. The ability to handle sales objections can make or break your property management business.

This article explores ways to identify, address and handle objections smoothly. The better you are at it, the more likely you are to see two important results:

1. Increase the likelihood of signing or renewing a lease
2. Reduce the overall length of the leasing cycle

Keep in mind, this is not just about closing — it’s about understanding concerns, active listening, building trust and creating value for your current and prospective renters.

Build a framework for success

Objections can be thought of as questions in the mind of a customer that the salesperson has yet to answer.

Handling sales objections is a critical skill for all sales professionals, and this is no different in property management. Whether you’re talking to prospective renters or current tenants, objections often stand between you and a successful transaction.

To help you master objection handling, we’ll break this article into two parts. Part one will establish five foundational rules of objection handling. Part two will explore some of the concepts in those rules in depth.

Our goal is to help you engage with prospects, address their concerns and guide them toward informed decisions.

You will learn to:

• Practice active listening
• Identify hidden concerns
• Create urgency with kindness
• Manage cost concerns
• Confront fear of the unknown
• Avoid objection-handling traps
• Deal with passive-aggressive behavior
• Make sure you’re speaking to the decision maker
• Frame good, better & best outcomes
• Assume the sale

Part 1: 5 useful rules of objection handling in sales

Rule #1: Perception is reality

The first rule of overcoming objections is recognizing that perception is reality. For a prospect, their perception — accurate or not — is their truth. An example might be, “Other tenants are paying less than I am.”

Attempting to dismiss or argue against their view often leads to resistance, making it harder to build trust and move forward. Instead, successful objection handling begins with understanding and reframing their reality.

Here’s how to approach this situation effectively.

Don’t

• Accuse the person of being wrong
• Agree with their incorrect perception to avoid conflict
• Expect their perspective to change immediately

Do

• Ask for more feedback to better understand their perspective:
  • “Help me understand why you think or feel this way”
  • “What is the impact on you (or others) of this?”
  • “What advice would you have for us to do things differently?”
• Explore the basis of their perceptions to uncover the root cause
• Reframe their mind by focusing on the long-term benefits of working together

Rule #2: Every objection is valid

The second rule of objection handling is understanding that every objection is valid. An example might be, “There is not enough guest parking.” Whether the concern seems small or large, acknowledging it is critical to building trust and rapport. Dismissing objections or reacting negatively can shut down communication, making it impossible to move forward.

Here’s how to handle sales objections with respect and professionalism:

Don’t

• Argue with the person
• Say anything negative about your company, staff, property or services
• Let an objection go unanswered

Do

• Actively listen: Pay attention to what the person is saying without interrupting or planning your response prematurely
• Validate their concern to show you’re taking it seriously
  • For example: “I understand why you feel that way. Let’s explore this further”
• Stay positive, confident and calm
• Approach every objection with a solution-oriented mindset

Rule #3: Identify shields & smokescreens in objections

Not all objections are what they seem. Objections may be shields or smokescreens, hiding the prospect’s true concerns. An example might be a prospect saying, “The unit seems small,” when the real concern is that they want to share the space with another person and the unit was advertised as single tenant. Whether they’re hesitant to commit, avoiding confrontation or simply being polite, it’s critical to dig deeper and uncover the real issue.

Here’s how to approach these situations effectively.

Don’t

• React to the objection without fully understanding it
• Get distracted by surface-level concerns
• End the conversation without establishing clear next steps

Do

• Allow the prospect to express their thoughts fully before responding
• Ask clarifying questions that can help uncover hidden concerns
  • For example: “In addition to that, what other challenges do you see?”
• Probe gently, using open-ended questions to identify whether the objection is genuine or masking something deeper

Rule #4: Manage multiple objections with precision

Often, a prospect may present more than one objection during a conversation. It’s important to address all objections before responding to any of them. Overlooking or mismanaging multiple concerns can derail the conversation and leave the prospect feeling unheard. Your goal is to streamline the conversation, making it easier to focus on the bigger picture.

Here’s how to approach multiple objections effectively.

Don’t

• Assume you’ve uncovered all the objections after the first one
• Respond too early without fully understanding the scope of concerns
• Engage blockers or individuals who may not be interested in reaching a resolution

Do

• Confirm all objections are known by asking directly, “Are there any other concerns you’d like to discuss?”
• Group similar objections or concerns together (e.g., timing and resource availability) to make them easier to understand and handle

Rule #5: The one objection you can’t overcome

In sales, there is only one objection that cannot be overcome: when the prospect truly doesn’t need what you are offering. An example might be trying to lease a 2-bedroom unit to a prospect who wants a 1-bedroom unit because the 2-bedroom is the only one you have currently available. Attempting to force the issue in such situations not only wastes time but risks damaging your credibility and relationship with the prospect. Rule #5 emphasizes the importance of recognizing when to pivot to other opportunities.

Here’s how to approach this rare but significant scenario:

Don’t

• Try to force the issue or convince the prospect they’re wrong
• Make absolute statements like “everyone needs this” or “this always works”
• Get stuck on this objection and prolong an unproductive conversation

Do

• Be upfront if your offering genuinely doesn’t align with their needs (e.g., “I understand this might not be the best fit for you right now.”
• Identify areas where your offering may provide value in the future or discuss other offerings that could align with their goals
• Keep the door open: Maintain a positive tone and express willingness to assist them in the future if their needs change
• Recognize that sometimes, the best outcome is knowing when to let go and focus your efforts elsewhere

Part 2: Putting the rules of objection handling into practice

Now that we’ve covered the core rules of handling sales objections, let’s explore specific techniques and real-world strategies to apply them. We’ll refer back to some of the rules that tie back to each skill.

How to be an active listener

Related rules

• Rule #1: Perception is reality — Understanding the other person’s point of view
• Rule #2: Every objection is valid — Validating concerns and listening without judgment
• Rule #3: Identify shields & smokescreens — Listening actively to uncover deeper issues

To effectively address objections, you must fully engage with the prospect or tenant, ensuring they feel heard and understood. Active listening and empathy are the foundation of building trust. They demonstrate that you value the person’s concerns and are committed to finding housing or storage units tailored to their needs.

Never dismiss or diminish an objection

Create an environment where the prospect or tenant feels comfortable sharing. Restate their concerns to confirm your understanding and show you’re paying attention. For example, “What I hear you saying is [restate the objection]. Is that correct?”

Avoid reacting too quickly

Resist the urge to solve the problem immediately. Instead, let the prospect or tenant fully express their concerns before you respond.

Empathize with their perspective

Place yourself in the prospect’s shoes to better understand their motivations and challenges. For example, “I understand why this might feel like a big decision, so let’s talk through it together.”

Employ the “journalistic five”

Ask questions to better understand the prospect or tenant’s needs: who, what, when, where and why. This helps you gain a clearer picture of their concerns and tailor your responses.

Explore the future

Shift the conversation from present challenges to long-term aspirations. Ask, “Where would you like to be in five years, and how can we help you get there?”

When you actively listen and empathize, you position yourself as a trusted advisor rather than just a salesperson. This approach makes it easier to uncover the root of objections and address them in a way that resonates with them.

How to identify hidden concerns

Related Rules:

• Rule #3: Identify shields & smokescreens —Uncovering the true objection beneath the stated one
• Rule #4: Manage multiple objections — Identifying all underlying concerns

Not every sales objection is stated outright. Often, prospects and tenants provide signals that hint at deeper concerns or unspoken reservations. Understanding how to interpret these signals and connect them to specific objections is essential for effectively addressing and overcoming them.

Read between the lines

Listen for statements that reflect challenges or frustrations, even if they aren’t framed as objections. Comments about timing often signal hesitation or readiness concerns.

Use probing questions to handle sales objections to the surface. You might ask, “What would need to change for you to feel confident moving forward?”

Before presenting options, confirm there are no existing issues or delays with previous rental situations that might be clouding their perception. If such issues exist, address them:

“We understand there were challenges in the past. Tell me about them, and I can tell you how we’ll make sure they won’t happen again.”

Once you’ve identified the true concern, you can overcome the objection with targeted answers that address the issue.

1. Provide a clear, step-by-step plan, including critical milestones and responsibilities
2. Offer examples of how your services have alleviated similar issues in the past
3. Highlight support resources (e.g., rental assistance programs)

How to create urgency with kindness

Related Rules:

• Rule #2: Every objection is valid — Acknowledging all concerns respectfully
• Rule #5: The one objection you can’t overcome — Knowing when a prospect simply isn’t ready

It might seem counterintuitive, but a great salesperson knows how to create a sense of urgency without being pushy about it. When prospects claim they’re not ready to move in, you need to find out if this is an objection you can overcome. The underlying concern often stems from uncertainty, timing issues or resistance to change. Overcoming this objection requires creating a sense of urgency while addressing their level of readiness with reassurance and support.

Here’s how to handle this effectively:

1. Acknowledge the most pressing concerns first: “I understand that the timing might feel challenging, especially with everything you have on your plate.”
2. Create urgency with a realistic deadline. Tie the decision to external factors that make acting now more appealing. Be specific: “This is the perfect time to renew, as it will allow you to take advantage of [specific opportunity] before [specific deadline].”
3. Emphasize that they won’t face the transition alone. Describe how you’ll make the process seamless: “We’ll be with you every step of the way with tools and resources to ensure everything goes smoothly.”
4. If the prospect remains hesitant, help them understand the risks of waiting too long or maintaining the status quo: “If you wait another few months, I can’t guarantee [specific benefit], and the challenges you’re facing now could become even harder to resolve.”

How to manage cost concerns without breaking a sweat

Related Rules:

• Rule #1: Perception is reality — Addressing your customer’s perception of value and shifting focus to ROI
• Rule #2: Every objection is valid — Treating budget concerns seriously and respectfully

Cost concerns are among the most common objections raised by prospects and tenants. Whether they mention budget constraints, market uncertainty or a competitor’s lower price, the issue is often a perceived lack of value.

To handle this sales objection, it’s critical to shift the focus from cost to return on investment (ROI) and long-term benefits.

Here’s how to address cost concerns effectively.

1. As always, acknowledge their perspective: “I understand that staying within budget is important, especially given the current market conditions.”
2. Address the cost of inaction: Help them see the risks and inefficiencies of not moving or delaying a renewal.

By reframing cost concerns as opportunities for value and growth, you help prospects and renters see the bigger picture.

How to confront fear of the unknown

Related Rules:

• Rule #1: Perception is reality — Acknowledging how past experiences shape current fear
• Rule #3: Identify shields & smokescreens — Understanding fear may mask the real issue (e.g., past landlord problems)

When prospects express hesitation due to fear of the unknown, their concerns often stem from past negative experiences. This objection requires a delicate balance of empathy and assurance.

Let’s look at some ways any salesperson can help a customer overcome their fears.

1. If the prospect references previous challenges, validate their concerns and explain why you’re different.
   • “I completely understand. Let me share how we’ve learned from those situations to ensure they don’t happen again.”
2. Provide evidence of growth and improvement: Highlight specific actions your company has taken to address similar issues in the past.
3. Connect prospects with current renters who can attest to your current strengths.

By combining transparency, reassurance and real testimonials, you can help prospects move past their fears and feel confident about their decision.

How to avoid objection-handling traps

Related Rules:

• Rule #2: Every objection is valid — Avoiding dismissive behavior
• Rule #3: Identify shields & smokescreens — Not stopping at the first objection
• Rule #4: Manage multiple objections — Avoiding an incomplete resolution

Even when you’ve mastered how to handle sales objections, certain objection traps can undermine your efforts. These pitfalls often arise from emotional reactions or a lack of clarity in the conversation. Avoiding them requires a strategic and composed approach.

Let’s look at common traps and how to navigate them effectively:

1. Trap: Reacting emotionally to sales objections.

Solution: Stay calm and composed, even if the prospect’s objection seems unfair or frustrating. Instead, focus on understanding their perspective and responding constructively.

• Trap: Addressing only surface-level objections.

Solution: Probe deeper to uncover the root cause of the objection by asking clarifying questions. For example: “Can you tell me more about why this is a concern for you?”

• Trap: Assuming you’ve handled all sales objections after handling one.

Solution: Confirm that all concerns have been addressed before moving forward. Ask directly, “Are there any other challenges you’d like us to address?”

• Trap: Engaging with people who aren’t decision makers.

Solution: Identify and involve key stakeholders early in the conversation. For example: “Would it be helpful to include [decision-maker’s name] in our next meeting to ensure we can address their priorities as well?”

By avoiding these common traps and maintaining control of the conversation, you can prevent unnecessary delays and guide every discussion toward a productive resolution.

How to deal with passive-aggressive behavior

Related Rules:

• Rule #3: Identify shields & smokescreens — Identifying hidden issues
• Rule #4: Manage multiple objections — Uncovering more than one concern
• Rule #5: The one objection you can’t overcome — Knowing when to disengage if progress becomes unproductive

When handling sales objections, it’s crucial to recognize the personality traits of the person you’re engaging with. Passive-aggressive behavior can complicate conversations and stall progress if not managed carefully. Identifying these tendencies and responding appropriately can help you maintain control and move the discussion forward.

Here’s how to counter passive-aggressive behavior effectively:

Recognize the signs. Passive-aggressive individuals may:

• Be argumentative or combative during discussions
• Make personal attacks or veiled criticisms
• Disagree frequently without offering constructive feedback

Stay calm and avoid being emotional or defensive.

• “I understand this is an important decision, and I’m here to work through any concerns you may have.”

Redirect the conversation to other decision-makers.

• “It sounds like there are multiple factors to consider. Would it make sense to include [key decision-maker] in our next conversation to get their perspective as well?”

Know when to disengage. In some cases, the behavior may be unproductive or disruptive. If this happens, it’s better to pause the conversation.

• “I want to make sure we’re having a productive discussion. Let’s revisit this when we have a clearer path forward.”
• “Maybe this isn’t the best fit for you. Do you agree?”

How to make sure you’re speaking to the decision maker

Related Rules:

Rule #4: Manage multiple objections — Avoiding miscommunication by ensuring the right person is involved

Rule #5: The one objection you can’t overcome — Recognizing that a person who can’t make a decision is not worth taking much of your time

One of the most common challenges in any sales situation is realizing mid-conversation that you’re not speaking with the decision-maker. This can lead to wasted time and an inability to move the deal forward. Identifying decision-makers early and engaging them effectively is critical to overcoming this objection.

Someone who isn’t a decision-maker may hesitate to commit or provide concrete answers. They will also frequently defer by saying they need to check with someone else.

Early in the conversation, determine if the person has the authority to make decisions by asking:

• “Is there anyone else we should involve in this discussion?”
• “Will anyone else be on the lease?”

How to paint the picture of success

Related Rules:

• Rule #1: Perception is reality — Reshaping how prospects view the future
• Rule #2: Every objection is valid — Taking any concern seriously by showing long-term benefits

A critical part of overcoming sales objections is helping prospects envision a better future. By positioning yourself as a visionary partner, you can shift their focus from current challenges to the long-term benefits and opportunities your property can provide.

Guide prospects to imagine brighter possibilities to inspire confidence and momentum. This approach makes it easier for them to say “yes” and move forward.

How to frame good, better & best outcomes

Related Rules:

• Rule #2: Every objection is valid — Respecting budget or other constraints
• Rule #4: Manage multiple objections — Offering solutions to address various concerns

When addressing sales objections, offering a range of options — good, better and best — can be a highly effective strategy. This approach gives prospects the flexibility to choose an option that aligns with their needs, budget and goals, while keeping the conversation moving toward a decision.

Good: A solution that addresses their immediate needs and offers measurable benefits

Better: Enhanced additional features or services for greater impact

Best: Their dream space, offering the best amenities, value and long-term benefits

Ask for feedback

Engage the prospect in the decision-making process to ensure they feel ownership:

• “Which of these options feels like the best fit for you right now?”

Lead toward the best option: While giving them the flexibility to choose, emphasize the advantages of the best option.

• “The third option will give you everything you need to [specific outcome], with the added benefit of [specific advantage].”

By offering structured options, you make it easier for people to move past objections and make a confident decision. This approach also positions you as a flexible partner who’s focused on meeting their unique needs.

How to assume the sale

Related Rules:

• Rules #1, 2, 3, 4 & 5: Confidence is key — Over time, you will gain confidence in your sales skills, and the rules will become second nature

New salespeople often find assuming the sale to be the most difficult part of the process. It is also one of the most important.

Why?

Because one of the most effective ways to close a conversation after addressing sales objections is to guide the prospective renter toward clear, actionable next steps.

By demonstrating confidence and providing a roadmap for what happens next, you can eliminate ambiguity and keep the momentum moving forward.

Here’s how to make assuming the sale (i.e., assuming the lease) an integral part of your work.

1. Summarize the key outcomes and benefits the prospect will achieve.
   • “With this plan, you’ll be able to [specific benefit], which will help you achieve [specific goal]. Does that sound right?”
2. Provide clear next steps: Lay out a simple, step-by-step process for moving forward.
   • “The next step is to complete an online application and screening process. Do you need any assistance with this?”
3. Eliminate remaining doubts: Check for lingering sales objections and handle them independently.
   • “Is there anything else you’d like to review before we get started?”
4. Set a firm timeline: Avoid vague commitments by proposing specific dates and actions.
   • “I’ll prepare the lease and send it over today for your review. Let’s plan to connect on Thursday to finalize everything.”
5. End with confidence: Close the conversation with optimism and enthusiasm:
   • “This is the best part of my job! I’m really excited for you and can’t wait to get you moved in.”

By assuming the sale and leading with confidence, you not only reinforce the value of your property, but also make it easier for the prospect or tenant to take the next step. This proactive approach minimizes hesitation and ensures the sales cycle continues smoothly.

Disclaimer

We hope you enjoyed this post, which is for general information purposes only. The opinions, analysis and commentary expressed are not and cannot be relied on as legal advice, and do not necessarily reflect the views of Yardi Breeze, Yardi Systems, Inc. or any of its affiliates.