“YOUR COMPETITION COSTS LESS” This is the objection most likely to strike fear into the hearts of an unprepared leasing consultant. First, be certain that the future resident is really considering value, rather than just comparing price. Guide them through a fair “apples to apples” comparison of features and benefits that shows where you have more to offer and why. Summarize your comparison by proving that your community’s overall value is much greater than the price difference they may perceive. That small difference represents a far greater commitment to quality and resident satisfaction than they’ll find anywhere else. You’re the best, and you’re well worth your rental value!