Sales performance in property management isn’t just about stronger scripts or more leads. It’s about understanding how different people make decisions.
That’s why VPM Solutions has brought “Selling to Personality Types,” a sales training course led by Jeremy Pound, CEO of RentScale, into the VPM Academy. The course is designed to help property management professionals improve close rates by learning how to recognize different personality styles and adapt their communication approach accordingly.
Available to both property management companies and virtual assistants on the VPM platform, the training provides a practical framework for identifying how prospects prefer to communicate — and how to adjust in real time.
Because when you speak to prospects in the way they naturally process information, trust builds faster. And conversations move forward with less friction.
Here, we’re going to walk through what the course covers and how you can start implementing these strategies in your own sales conversations.
The Hidden Reason Sales Conversations Break Down
If you’ve ever walked off a call thinking, “That conversation felt off,” you’re not alone.
You delivered the same pitch you’ve used dozens of times. You explained your value. You covered your process. You answered questions.
And still, the prospect hesitated. Why?
In property management, sales conversations don’t usually fail because of bad pricing or weak services. They stall because of misalignment. The way you’re communicating doesn’t match how the prospect makes decisions — and this is a common place for many teams to get stuck.
Most teams don’t realize they’re relying on consistency where adaptability is required.
Scripts feel productive. They make sure nothing gets missed. They create confidence and structure. But scripts assume every prospect evaluates information the same way — and they don’t.
Sales conversations start to break down when:
- You overwhelm a big-picture thinker with too much data.
- You spend too much time building rapport with someone who wants quick, decisive answers.
- You lead with urgency when the prospect needs reassurance and stability.
- You default to your own communication style instead of adjusting to theirs.
In these cases, the disconnect isn’t the offer itself, but how it was communicated — because different people respond to different triggers, priorities, and ways of processing information.
How the “Selling to Personality Types” Course Can Help
The “Selling to Personality Types” course by RentScale provides property management professionals with a practical framework for understanding how different prospects think, decide, and communicate. Using two key dimensions — assertiveness and responsiveness — the course teaches you how to identify and adapt to four primary personality types in real time.
It starts with a self-assessment to help you understand your own default communication style. From there, you learn a clear framework for identifying a prospect’s personality type in conversation, along with specific strategies to adjust your approach accordingly.
Not scripts — but intentional shifts in pacing, detail, and delivery. The result is a more natural, aligned sales conversation that builds trust faster and increases the likelihood of moving forward.
The Four Personality Types — and What They Value
While every prospect is different, most sales conversations tend to follow recognizable patterns. The course breaks these into four core personality types, each with distinct priorities and decision-making styles.
Analytical
Analytical prospects are data-driven and detail-oriented. They move carefully, ask thoughtful questions, and want to minimize risk before making a decision. They value ROI, metrics, documentation, and case studies. Clarity, structure, and proof build their confidence.
Driver
Drivers are results-focused and decisive. They are often time-sensitive and want to understand the impact quickly. They care about outcomes, efficiency, and bottom-line performance. The faster they can see the strategic advantage, the faster they move.
Amiable
Amiable personalities are relationship-oriented and steady. They value trust, harmony, and long-term stability. They care about how decisions affect people — owners, residents, team members — and need reassurance that they are making a safe, reliable choice.
Expressive
Expressives are big-picture thinkers who are energized by growth and innovation. They respond to vision, opportunity, and forward momentum. They connect with stories, possibilities, and future-focused outcomes more than spreadsheets and process details.
Practical Application in Property Management
This framework goes beyond simply defining personality types. It teaches you how to apply it in real conversations. You’ll learn how to:
- Ask the right cornerstone question early in the call
- Listen for personality “tells” that reveal how a prospect prefers to decide
- Mirror pace and communication style naturally
- Avoid common missteps with each personality type
- Follow up strategically to reinforce trust rather than create pressure
When you intentionally adapt your communication style, friction decreases and conversations move forward more naturally. Decision timelines shorten because concerns are addressed in ways that align with how the prospect processes information.
The goal isn’t to label prospects or change who you are. It’s about understanding your default communication style, recognizing patterns quickly, and adjusting with intention. That adaptability is what separates average salespeople from high performers — especially in property management, where trust drives long-term success.
Ready to Strengthen Your Sales Conversations?
“Selling to Personality Types,” led by Jeremy Pound, CEO of RentScale, is now available through the VPM Academy for property management professionals seeking a more intentional sales approach.
This is a practical, immediately applicable framework you can use on your next owner acquisition call, investor conversation, or leasing discussion. When your team understands how to recognize personality styles and adjust accordingly, communication improves — and so do close rates.
If you’re ready to strengthen how your team sells, you can enroll in the course through VPM Academy and begin putting the framework into practice right away.
