Somehow, already, the summer leasing slow down is around the corner. As many of you seasoned salon suite owners know, with the rising temperatures comes a cooling of the salon suite leasing market. Kids are out of school, vacations are being taken, and the extra level of craziness that hit many cosmetologists’ day-to-day routines make it a hard time for many to move. That’s why May, and the first half of June are critical.
How to make the most of the time left.
While the summer comes with a shift in tactics, there are things you can do now to make the summer leasing drought a bit more palatable: 1. Dial in your marketing 2. Lock in those renewing leases. 3. Start creating summer move-in specials.
Let’s dive into each.
Marketing: Dial It In
Have you updated your social media? Are you running ads? How is your website looking? If you’ve been struggling, taking a fresh look at how you are viewed through the eyes of a potential client is critical in making sure there aren’t any barriers to new leads you’re missing. A pro tip: have one of your trusted salon suite pros in your location do this review for you! Afterall, they are part of your target audience!
Don’t forget the power of direct messages (DMs). Start with a compliment and have a conversation. No one likes a hard sell in their social media DMs. Be pleasant, be positive, and if they are engaged, invite them to tour!
Tap into your current contact list with emails. When’s the last time you sent a newsletter to your list of potential leads? Just because they have said no in the past, doesn’t mean it’s a no now. Get in front of those who already know who you are and remind them of how you can make their professional careers more fulfilling!
Lease Renewals: Lock Them In
Now’s the time to chat with your current tenants who are reaching the end of their leases for the next few months about renewing. This will help shore up and stabilize your occupancy over the more dry leasing months. In these conversations, ask them what they need to stay happy and successful in your space! Maybe they have ideas or needs you haven’t thought of that you can address and promote over the summer. A simple conversation could lead to another year with a fantastic cosmo pro!
Summer Specials: Think Ahead
As we move closer to summer, it’s time to think about specials. We all love a good deal, right? Whether it’s a discount for new tenants or a cool promotion for those who renew their leases, specials can make a big difference. What can you offer that’ll make a cosmetologist say, "Yes, I need to be there!" Or “Well that’s too good to pass up, even if I am busy right now!”?
Let’s Make It Happen
So, what’s your first move going to be? A spruced-up Instagram page, a bi-weekly set of newsletter emails to your contact list or maybe sitting down with a stylist to talk about their lease? Whatever you do, remember that acting now can help you thrive even when summer brings the usual slow season.
You’ve got this! Let’s make this summer not just about surviving, but thriving.
The steps to do that start now!
