Tenant Recruitment Playbook

Executive Summary

This playbook provides actionable tactics for recruiting tenants across all four acquisition tiers. The goal is to achieve 35% occupancy (6-7 suites) at opening, ramping to 65% by month 3 and 85% by month 12.

Key Principle: Personal, authentic outreach builds trust in the tight-knit beauty community. High-pressure tactics damage reputation and reduce long-term success.

Target Mix:

• 4-6 tenants from Tier 1-2 (competitor waitlists, price-sensitive)
• 2-3 tenants from Tier 3 (booth renters)
• 0-1 tenants from Tier 4 (new professionals)

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1. Outreach Scripts by Tier

Tier 1: Competitor Waitlist Outreach

Target Audience: Professionals on Sola Chantilly or Phenix Ashburn waitlists Estimated Pool: 10-30 candidates Expected Conversion: 30-50% Priority: HIGHEST

Initial Contact Script (Social Media DM / Text)

Opening (Instagram/Facebook DM):

Hi [Name],

I hope this isn't too forward - I noticed you're a [stylist/esthetician/etc.] in the South Riding area and I wanted to reach out. I'm opening a new salon suite facility in South Riding this [month/season] and thought you might be interested.

I know Sola has had a waitlist for a while, and I wanted to let you know there's another option coming. We're offering private suites starting at $285/week, with premium finishes and owner-operated service.

Would you be interested in learning more or scheduling a tour once we're closer to opening?

Best, [Owner Name] Luxa Salon Suites

Opening (Cold Call/Text):

Hi [Name], this is [Owner Name] from Luxa Salon Suites. I'm opening a new salon suite facility in South Riding and I heard you might be looking for a private space. Do you have a few minutes to chat about what we're building?

Key Talking Points:

• "I'm the owner - you'll be dealing directly with me, not a franchise manager"
• "We're the second salon suite option in South Riding proper"
• "Premium finishes at competitive rates - $285-$385/week depending on size"
• "Pre-lease incentives for early commitments"

Follow-Up Sequence (3-Touch Minimum)

Touch 1 (Day 0): Initial outreach (above)

Touch 2 (Day 5-7): If no response

Hi [Name], just following up on my message from last week. I know you're busy with clients! If you're still looking for a suite in South Riding, I'd love to show you what we're building. No pressure - just want to make sure you know about us before we fill up. Let me know if you'd like to chat.

Touch 3 (Day 14): If still no response

Hey [Name], last note from me - I don't want to be a pest! We're getting close to opening and the early bird spots are filling up. If timing isn't right now, I totally understand. Feel free to reach out whenever you're ready. Wishing you the best with your business!

Touch 4 (Month 3-6): Long-term nurture

Hi [Name], I reached out a few months ago about Luxa Salon Suites in South Riding. Wanted to let you know we're now open and have a few suites available. If your situation has changed, I'd love to give you a tour. Hope your business is thriving!

Objection Handling for Tier 1

"I'm on the Sola waitlist and expect to get in soon"

I totally understand - Sola has a great reputation. The thing is, their waitlist can take months or even longer, and there's no guarantee on timing. What I can offer is certainty - we're opening on [date] and I can lock in your spot now with our Founding Member pricing. That's a free first week plus 5% off for six months. Even if Sola comes through, you'd have options. Would you at least like to tour and compare?

"What makes you different from Sola?"

Great question. A few things: First, I'm the owner and I'll be here - not a corporate franchise. You'll have my cell phone, not an 800 number. Second, we're building with higher-end finishes because I have contractor relationships that let me invest more in quality. Third, we're competitively priced - same or less than Sola with more included. Would you like to see for yourself?

"I'm not sure I want to leave the waitlist"

I get it - you've already invested time waiting. Here's what I'd suggest: come tour our space, see what we're offering, and then decide. You don't have to commit right away. If Sola calls first, great. But at least you'll know what your options are. Can I schedule you for a quick tour?

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Tier 2: Price-Sensitive Prospect Outreach

Target Audience: Blue Salon Suites Sterling prospects priced out ($379/week), Sola/Phenix tenants seeking value Estimated Pool: 15-30 candidates Expected Conversion: 20-30% Priority: HIGH

Value Proposition Lead Script

Opening (for known prospects):

Hi [Name],

I'm [Owner Name], opening a new salon suite facility in South Riding called Luxa Salon Suites. I heard you were looking at options in the area and wanted to share what makes us different.

We're offering premium-quality suites starting at $285/week - that's $75-100 less than some competitors, with the same professional environment. If value is important to you, I'd love to show you what we're building.

Interested in a tour?

Savings Calculation Talking Points

For Blue Salon Suites Sterling Comparison:

"Blue Salon Suites Sterling is a great facility, but at $379/week, that's $94 more than our Standard suite. Over a year, that's nearly $5,000 in your pocket instead of theirs. Our finishes are comparable, and you get more personal attention from an owner-operated facility."

Breakdown to share:

• Blue Salon Suites Sterling: $379/week = $1,516/month = $18,192/year
• Luxa Standard: $285/week = $1,140/month = $13,680/year
• Annual Savings: $4,512

For Sola/Phenix Comparison (seeking value):

"Our rates are right in line with Sola and Phenix, but here's the difference: you're getting upgraded finishes and working directly with the owner. Same price, better experience, more attention. Plus, we're right here in South Riding - no driving to Chantilly or Ashburn."

Follow-Up Sequence

Touch 1: Initial outreach Touch 2 (Day 5):

Quick follow-up - I mentioned the savings compared to [competitor]. I actually ran the numbers: at $285/week vs. their $[competitor price], you'd save $[amount] over a year. That's real money you could invest in your business or take home. Would love to show you the space. Free any day this week?

Touch 3 (Day 12):

Last note for now - our Founding Member spots are almost gone, and that includes a free first week plus 5% discount for six months. After those fill, pricing goes to standard. Let me know if you'd like to squeeze in a tour before they're taken.

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Tier 3: Booth Renter Conversion Outreach

Target Audience: Booth renters at South Riding, Ashburn, and Centreville salons Estimated Pool: 50-90 candidates Expected Conversion: 10-15% Priority: MEDIUM

Independence Pitch Script

Opening (Social Media DM):

Hi [Name],

I love your work - just saw your posts on [Instagram/Facebook]! I'm opening a salon suite facility in South Riding and thought your style would be perfect for your own private space.

Have you ever thought about having your own suite? Your own branding, your own hours, your own rules. Many stylists make the switch from booth rental once they realize the numbers work out - and they get so much more freedom.

Would you be interested in learning more?

Key Independence Talking Points:

• "Your space, your brand, your rules - no more salon politics"
• "Set your own hours - the suite is yours 24/7"
• "Keep 100% of what you earn - no commissions, no product kickbacks"
• "Your clients will love the private, professional environment"
• "Build equity in your personal brand, not someone else's salon"

Total Cost Comparison Framework

Present this comparison to booth renters:

Script for comparison:

"Most booth renters I talk to are paying around $250-$300 in rent, plus $50-$100 in fees and commissions. Add it all up, and you're often paying the same as - or more than - a private suite. But in a booth, you're sharing space, dealing with salon drama, and building someone else's brand. For the same money, you could have your own private suite, keep everything you earn, and work on your schedule. Want me to walk through the numbers with you?"

Transition Assistance Offer

"I know making the switch feels like a big step. Here's what I offer to help: I'll work with you on move-in timing so you can give proper notice at your current salon. I'll also connect you with other stylists who've made the transition - they can tell you what it's really like. And our suites are move-in ready, so you're not starting from scratch."

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Tier 4: New Professional Outreach

Target Audience: Recent cosmetology graduates, career changers Estimated Pool: 60-120 candidates annually Expected Conversion: 2-5% Priority: LOW (but important for community building)

"First Suite" Program Pitch

Opening (for new graduates):

Hi [Name],

Congratulations on completing your cosmetology program! Starting your career is exciting, and I wanted to share an option you might not have considered.

Most new stylists start behind a chair in someone else's salon, but some are ready to be independent from day one. I'm opening a salon suite facility in South Riding and have a few suites perfect for professionals just starting out.

If you have a solid client base building (from school, family, friends) and the drive to be your own boss, I'd love to talk about how we can help you launch your independent career.

Interested?

Key Talking Points:

• "Some of the most successful independent stylists started in their own suite right away"
• "You'll learn to run a business while building your career - invaluable experience"
• "We have a supportive community of experienced professionals who are happy to share advice"
• "Start building your personal brand from day one, not after years behind someone else's chair"

Mentorship/Community Angle

"One thing that sets us apart is our community. We're not just suites in a hallway - our tenants know each other, help each other, and refer clients to each other. For someone new to the industry, being around experienced professionals is incredibly valuable. You'll have neighbors who've been doing this for 10, 15, 20 years. That kind of informal mentorship is hard to find."

Reduced Barrier Entry Discussion

For qualified candidates who need flexibility:

"I understand that starting out means cash flow can be tight. Here's what I can offer: if you can demonstrate a solid client base or business plan, we can discuss reduced deposit options or a short-term trial period. I want to set you up for success, not set you up to fail. Let's talk about what makes sense for your situation."

Important Note: Only offer reduced barriers to candidates who demonstrate:

• 50+ potential clients (from school, personal network, etc.)
• Realistic business plan or financial cushion
• Professional maturity and commitment
• References from cosmetology instructors

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2. Referral Program Structure

Program Overview

The referral program incentivizes current tenants and professional contacts to recommend Luxa Salon Suites to qualified candidates.

Total Program Value: $300 per successful referral

Terms and Conditions

1. Eligibility:

   • Referrer must be current tenant in good standing OR documented professional contact
   • Referee must be new to Luxa (never previously signed a lease)
   • Referee must complete full application and sign minimum 6-month lease

2. Credit Timing:

   • Credits applied after referee completes 90 days of tenancy
   • Credits applied as rent reduction, not cash
   • Credits applied to next month's rent after milestone

3. Limitations:

   • One referral credit per new tenant (no double-dipping if multiple people refer same person)
   • Credits cannot be stacked with other promotions
   • Credits are non-transferable
   • Limit of 3 referral credits per tenant per calendar year

4. Documentation:

   • Referral must be documented at time of referee's application
   • Referrer name required on application form
   • Both parties notified when credit is earned

Promotion Strategy

To Current Tenants:

• Announce program during move-in orientation
• Include in welcome packet
• Quarterly email reminders
• Social media posts celebrating successful referrals (with permission)
• Referral cards tenants can give to colleagues

Referral Card Copy:

Know someone looking for a suite?

Refer them to Luxa Salon Suites and you'll both earn rent credits!

You get $200 off your rent. They get $100 off theirs.

Just have them mention your name when they apply.

Contact: [Owner Name] | [Phone] | [Email]

Referral Tracking Spreadsheet

Columns:

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3. Tour Protocol

Pre-Tour Preparation Checklist

24 Hours Before Tour:

• Confirm tour date/time with prospect via text or call
• Review prospect notes (tier, source, stated needs, suite preference)
• Ensure facility is clean and show-ready
• Check that demo suite is prepared (lights on, temperature comfortable)
• Have rate cards and suite info sheets ready
• Have application forms ready (physical and/or digital)
• Know current availability by suite type
• Know current incentive tier (Founding, Pre-Opening, Opening Month)

Day of Tour:

• Arrive 15 minutes early
• Turn on all lights in common areas
• Check restrooms for cleanliness
• Ensure sample suite is pristine
• Silence phone (except for prospect contact)
• Have business card ready

Tour Route and Script

Total Tour Time: 20-30 minutes

Stop 1: Entrance and First Impression (2-3 minutes)

What to Say:

"Welcome to Luxa Salon Suites! I'm [Owner Name], the owner. Thanks for taking the time to come see us. Before we walk through, tell me a bit about what you're looking for in a space."

Purpose: Build rapport, gather intel on their priorities

Questions to Ask:

• "What's your current work situation?"
• "What matters most to you in a suite - size, price, location, something else?"
• "When are you hoping to move in?"

Stop 2: Common Areas (3-5 minutes)

Reception/Waiting Area:

"This is our shared reception area. Clients can wait here comfortably if they arrive early. We have [seating, magazines, wifi] for their convenience."

Break Room/Kitchenette:

"Here's the break room - fridge, microwave, coffee. It's a nice spot to take a break between clients or grab lunch."

Laundry Facility:

"We have a shared laundry room with [number] washers and dryers. Towel service is included in your rent - you just grab fresh towels here."

Restrooms:

"Clean, well-maintained restrooms for you and your clients. We have a cleaning service that maintains all common areas."

Stop 3: Suite Presentation (10-15 minutes)

Show suites in order based on prospect's expressed interest. If unsure, start with Plus suite (most popular).

Standard Suite ($285/week, 100 sq ft):

"This is our Standard suite - 100 square feet. Perfect for solo practitioners who want efficient, professional space. You have your styling station, storage, and room for one client. All utilities included - electric, water, wifi, HVAC."

Plus Suite ($315/week, 130 sq ft):

"This is our Plus suite - 130 square feet. Our most popular size. A bit more room to spread out, which clients appreciate. Same all-inclusive pricing, just $30 more per week."

Large Suite ($345/week, 160 sq ft):

"This is our Large suite - 160 square feet. Great if you're established and need room for additional equipment, or if you're thinking about bringing in an assistant down the road. Some of our estheticians prefer this size for treatment tables."

Executive Suite ($385/week, 200 sq ft):

"This is our Executive suite - 200 square feet. Our premium option. Perfect for high-volume professionals or those offering multiple services. Room for two stations if you want to bring in an assistant. This is where I see our most successful tenants landing once they grow into it."

For Each Suite, Highlight:

• Natural/professional lighting
• Quality finishes (flooring, paint, fixtures)
• Lockable door (your private space)
• Climate control
• Electrical outlets
• Sink with running water
• Mirror and styling station
• Storage/cabinetry

Stop 4: Suite-Specific Features by Tenant Type

For Hairstylists:

"The lighting here is designed for color work - we know how important that is. You have [number] outlets for dryers, irons, whatever equipment you need."

For Estheticians:

"This suite has dimmable lighting, which is perfect for creating that spa atmosphere. The water access here allows for facial and treatment services."

For Nail Technicians:

"We've invested in enhanced ventilation for nail services. Good airflow makes a huge difference for you and your clients."

For Massage Therapists:

"This suite is in our quieter section of the building - ideal for the relaxing environment your clients expect."

Closing the Tour

Next Steps Discussion (5-7 minutes):

"So, what do you think? Based on what you've told me, I'd suggest the [Suite Type] would be the best fit for you. Do you have any questions I can answer?"

Handle Questions/Objections (see Section 5)

Trial Close:

"If you're ready to move forward, I have an application here. We can get you scheduled for move-in as early as [date]. If you need time to think, I completely understand - but I want to be upfront that our [Founding Member / Pre-Opening] incentives won't last forever."

If Ready to Apply:

• Provide application
• Explain next steps (verification, approval, lease signing)
• Collect any initial information
• Schedule follow-up call for 24-48 hours

If Not Ready:

• "No problem at all. When would be a good time for me to follow up?"
• Collect their preferred follow-up date/method
• Leave them with rate card, suite info sheet, and your contact info

Post-Tour Follow-Up Sequence

Same Day (Within 4 Hours):

Hi [Name], it was great meeting you today! Thanks for touring Luxa. As we discussed, the [Suite Type] at $[rate]/week would be a great fit for your [specialty]. I've attached the rate card for reference. Let me know if you have any questions - I'm here to help. Looking forward to potentially having you as part of our community!

Day 3 (If No Response):

Hi [Name], just checking in after your tour on [day]. Have you had a chance to think it over? Happy to answer any questions that came up. Also wanted to remind you about our [current incentive] - let me know if you'd like to lock that in.

Day 7 (If Still No Response):

Hey [Name], one more follow-up from me. I know making a decision like this takes time. If you have questions or want to see the space again, I'm available. Just let me know. Wishing you the best either way!

Day 14 (Final Touch):

[Name], I'll stop bugging you after this! Just wanted to say the door is always open. If your situation changes or you want to revisit, reach out anytime. Take care!

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4. Lead Tracking System

Lead Source Categories

Lead Status Stages

Pipeline Tracking

Key Metrics to Track:

• Total leads by tier
• Conversion rate by stage
• Days in each stage
• Average time from inquiry to move-in
• Source effectiveness (which sources produce signed leases?)

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5. Objection Handling Guide

Objection 1: "I'm on the Sola waitlist"

Response:

"I completely understand - Sola has a solid reputation. The challenge with waitlists is the uncertainty. You don't know when a spot will open, and even when it does, it might not be the right suite for you.

What I can offer is certainty: I have availability, I can tell you exactly when you can move in, and you can choose the suite that fits your needs. Plus, our Founding Member pricing won't last - that's a free first week and 5% off for six months.

Why not tour both, compare, and then decide? At minimum, you'll know what your options are."

Objection 2: "Your price is higher than Phenix Ashburn"

Response:

"You're right that JC's base rate is a bit lower - they're about $279/week for their standard. But here's what to consider: JC is in Ashburn, which is 2 miles and a few minutes of drive time from South Riding. For your clients who live and work in South Riding, that's less convenient.

For the extra $6-35/week, you're getting a South Riding location, premium build quality, and an owner-operated facility where I'm the one answering your calls - not a manager. Many professionals find that trade-off worth it. Would you like to see the space and compare the quality yourself?"

Objection 3: "I've never rented a suite before - I don't know if I'm ready"

Response:

"That's a fair concern, and I hear it from a lot of stylists who are used to booth rental. Here's the thing: if you already have a solid book of clients - say 40-50 regulars - you have what you need to succeed in a suite. You're already running your own business; you're just doing it in someone else's space.

A suite gives you more control, more privacy for your clients, and often works out to the same or less cost once you add up all the booth fees and commissions. Plus, you'll be around other professionals who've made the same transition and can share their experience.

Would it help to talk to one of our current tenants who made the switch from booth rental?"

Objection 4: "I need to think about it"

Response:

"Absolutely - this is a big decision, and I want you to be confident in it. Take the time you need.

A few things to keep in mind while you're thinking: our [Founding Member / Pre-Opening] spots are limited and filling up. Once they're gone, you'd be at standard pricing. I'm not saying you have to decide today, but I'd hate for you to miss out on [free first week / deposit reduction / rate lock] because you waited too long.

When would be a good time for me to check back in? And is there anything specific you're weighing that I could help address?"

Objection 5: "What if I don't get enough clients to afford the rent?"

Response:

"That's the number one fear for anyone considering a suite, and it's smart to think about it. Here's how I'd look at it:

If you're doing around 15-20 clients a week right now, you can cover rent with just your current volume. Most booth renters I talk to are already at or above that level.

The other thing is: when you have your own private suite, clients tend to stay longer and refer more. The experience is better, so they're more loyal. Most of our tenants actually grow their book after moving in, not shrink it.

That said, I'd never encourage someone to take on a suite before they're ready. If you're not at 40-50 clients yet, it might make sense to wait. But if you're there, the math usually works in your favor. Want me to walk through the numbers with you?"

Objection 6: "I'm locked into a lease/contract at my current location"

Response:

"I understand - you have to honor your commitments. When does your current agreement end?

What we can do is get you on our priority list so you have first dibs on availability when your lease is up. I can also lock in today's rates for you if you sign a future-dated lease. That way, you're not stuck paying higher rent just because you had to wait out your current contract.

Would you like me to set that up?"

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6. Pre-Lease Incentive Application

Incentive Tiers (Reference)

How to Present Incentives

Founding Members (First 6):

"As one of our first six tenants, you'd be a Founding Member. That comes with some significant benefits: your first week is free, you get 5% off your rent for the first six months, and your security deposit is cut in half. It's our way of thanking you for believing in us early.

We have [X] of those spots left. Once they're filled, the next tier is good but not as good. Want me to reserve one for you?"

Pre-Opening (Tenants 7-12):

"We're past our Founding Member spots, but you'd still qualify for Pre-Opening pricing. That includes a $100 credit on your first month and a rate lock for six months - so if we increase rates, you're protected.

Once we open, even that goes away. This is the last chance for any incentive before standard pricing kicks in."

Opening Month:

"Our early incentives are wrapped up, but since we just opened, I can offer you a $50 credit on your first month as a welcome bonus. It's not as much as our pre-opening folks got, but it's something. Want to get started?"

Urgency Creation Without Pressure

Do:

• State facts about limited availability: "We have 3 Founding spots left"
• Mention specific deadlines: "Pre-Opening pricing ends when we open on [date]"
• Be honest about what happens after: "Standard pricing is $X/week - still competitive, but the incentive is gone"
• Let them make the decision: "I want you to feel good about this, so take your time - but I wanted you to know the timeline"

Don't:

• Lie about availability: "This is the last suite!" (if it isn't)
• Create fake urgency: "Someone else is looking at this suite right now"
• Pressure or manipulate: "You'd be crazy not to take this deal"
• Make them feel bad: "Most people decide on the spot"

Documenting Incentives in Lease

All incentive terms must be written into the lease agreement:

Example clause:

Pre-Lease Incentive: Founding Member

As a Founding Member, Tenant is entitled to the following:

1. First week of tenancy waived (value: $[weekly rate])
2. 5% discount on weekly rent for first 6 months of tenancy (standard: $[rate], discounted: $[rate minus 5%])
3. Security deposit reduced to one week's rent (value: $[weekly rate] instead of standard $[weekly rate x 2])

These incentives are non-transferable and apply only to the initial lease term. Standard rates apply upon renewal unless otherwise agreed in writing.

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7. Networking and Partnership Outreach

Beauty Supply Store Partnerships

Target Stores:

• Sally Beauty (South Riding)
• Local beauty distributors
• Cosmetology supply shops

Partnership Pitch:

"Hi, I'm [Owner Name], opening a new salon suite facility in South Riding called Luxa Salon Suites. I wanted to introduce myself because I know you see a lot of beauty professionals come through here.

I'm looking for ways to connect with stylists and estheticians who might be interested in having their own private space. Would you be open to having some of my flyers at your counter? In exchange, I'd be happy to recommend your store to all our tenants.

Also, if any of your regulars mention looking for a suite, I'd appreciate the referral - and I have a program that thanks referrers with a [gift card / credit]."

What to Provide:

• 50 flyers for counter display
• 25 business cards
• Referral program information (for store staff)

Cosmetology School Partnerships

Target Schools:

• Blades School of Hair Design
• Empire Beauty School
• Other local cosmetology programs

Partnership Structure:

Pitch to School:

"I'm opening a salon suite facility in South Riding and want to partner with your school. Many graduates are interested in being independent from day one, and I can help make that possible.

I'd love to do a career day presentation for your students about suite entrepreneurship. I can also offer special terms for your graduates - like reduced deposits or mentorship connections with established professionals.

Would you be open to exploring a partnership?"

Professional Association Relationships

Target Organizations:

• Virginia DPOR Board for Barbers and Cosmetology (industry events)
• Loudoun County professional networking groups
• Local SCORE chapter (small business mentoring)
• Women in Business groups

Approach:

• Attend networking events as participant, not salesperson
• Build genuine relationships before pitching
• Offer to host events at facility once open
• Share expertise on independent beauty business

Local Chamber of Commerce

Loudoun County Chamber of Commerce:

Membership Consideration:

• Cost: ~$300-$500/year
• Benefits: Networking events, ribbon cutting, directory listing, credibility

Ribbon Cutting Request:

"I'm opening a new small business in South Riding - Luxa Salon Suites, a salon suite facility for independent beauty professionals. I'd like to request a ribbon cutting ceremony for our grand opening on [date].

We'll have [50+] attendees including local beauty professionals, and we'd love to have the Chamber represented. This is the second salon suite operator in South Riding and represents a significant investment in the local business community."

Pitch to Chamber:

• New small business, locally owned
• Creating opportunities for other small business owners (tenants)
• Serving underserved niche in South Riding market
• Community-focused approach

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8. Lead Tracking Spreadsheet Template

Spreadsheet Structure Overview

The lead tracking system uses a simple Google Sheets or Excel workbook with four tabs:

1. Active Leads - Current prospects in pipeline
2. Converted - Successfully signed tenants
3. Lost - Prospects who did not convert
4. Referrals - Referral program tracking

Tab 1: Active Leads

Column Definitions:

Source Dropdown Values:

• Competitor Waitlist
• Competitor Tenant
• Price Inquiry
• Booth Renter
• New Graduate
• Career Changer
• Referral
• Social Media
• Website/Google
• Walk-In
• Other

Status Dropdown Values:

• Inquiry
• Scheduled
• Toured
• Applied
• Verified
• Approved
• Signed
• Moved-In

Formulas:

Column M - Days in Stage:

=IF(I2="Moved-In", "", DATEDIF(MAX(B2,K2,L2), TODAY(), "D"))

Column N - Days in Pipeline:

=IF(I2="Moved-In", "", DATEDIF(B2, TODAY(), "D"))

Column R - Overdue Flag:

=IF(Q2<TODAY(), "YES", "")

Conditional Formatting Rules:

Tab 2: Converted (Archive)

Columns: Same as Active Leads, plus:

Formula for Column Z - Conversion Days:

=DATEDIF(B2, T2, "D")

Tab 3: Lost (Archive)

Columns: Same as Active Leads, plus:

Lost Reason Dropdown Values:

• Chose competitor (Sola)
• Chose competitor (JC)
• Chose competitor (Other)
• Price too high
• Location not convenient
• Not ready for suite
• Staying at current location
• Personal reasons
• Unresponsive
• Did not qualify
• Other

Tab 4: Referrals

Columns: (As defined in Section 2 Referral Tracking)

Dashboard Metrics (Optional Summary Tab)

Key Metrics to Display:

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9. Conversion Funnel Benchmarks

Industry Benchmarks for Salon Suite Leasing

Based on industry data for salon suite facilities in suburban markets:

Luxa Target Metrics by Stage

Tier 1 (Competitor Waitlists):

Tier 2 (Price-Sensitive):

Tier 3 (Booth Renters):

Tier 4 (New Professionals):

Warning Indicators for Pipeline Health

Red Flags (Immediate Action Required):

Yellow Flags (Monitor Closely):

Green Flags (Healthy Pipeline):

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10. Pre-Opening Milestone Targets

Monthly Milestones (Working Backward from Opening)

Month 5 Before Opening (M-5): Foundation

Month 4 Before Opening (M-4): Soft Launch

Month 3 Before Opening (M-3): Active Pre-Leasing

Month 2 Before Opening (M-2): Urgency Phase

Month 1 Before Opening (M-1): Final Push

Opening Month (M0): Launch

Cumulative Milestone Summary

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11. Weekly Review Checklist

Weekly Pipeline Review (30 minutes, every Monday)

Part 1: Pipeline Health Check (10 minutes)

• Review total leads in Active Leads tab
• Count leads by status stage
• Identify leads that have been in stage > 7 days
• Flag any overdue follow-ups (Column R = YES)
• Note leads with no activity in past 7 days

Part 2: Immediate Action Items (10 minutes)

• Clear all overdue follow-ups (contact today)
• Schedule follow-ups for leads in "Toured" status > 3 days
• Confirm all scheduled tours for this week
• Review pending applications - any awaiting verification?
• Check if any approved applications need lease signing push

Part 3: Outreach Activity Planning (10 minutes)

• Set weekly outreach targets by tier:
  • Tier 1: __ new contacts this week
  • Tier 2: __ new contacts this week
  • Tier 3: __ new contacts this week
  • Tier 4: __ new contacts this week
• Identify specific prospects to contact
• Plan any social media outreach
• Schedule time blocks for outreach calls

Weekly Outreach Activity Targets

Pre-Opening Phase (Months 4-1):

Post-Opening Phase (Ongoing):

Conversion Analysis Questions

Weekly Review Questions:

1. What's working?

   • Which source is producing the most tours?
   • Which tier is converting best?
   • What objections are we overcoming well?

2. What's not working?

   • Where are leads dropping off?
   • Which sources are underperforming?
   • What objections are we losing to?

3. Adjustment triggers - when to pivot:

   • If inquiry-to-tour < 30% for 2 weeks: Review initial outreach messaging
   • If tour-to-application < 40% for 2 weeks: Review tour script, improve closing
   • If Tier 1-2 leads dry up: Expand Tier 3 outreach, increase ad spend
   • If no signed leases in 2 weeks (pre-opening): Intensify incentive promotion

Monthly Deep Dive (1 hour, first Monday of month)

• Review prior month's metrics vs. targets
• Calculate conversion rates by tier and source
• Analyze lost leads - identify patterns
• Update competitive intelligence (what are we hearing about competitors?)
• Adjust outreach scripts based on learnings
• Set next month's targets based on current pace
• Report key metrics to stakeholders (if applicable)

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12. Quick Reference Card

Daily Reminders

Response Time:

• Inquiries: Respond within 2 hours
• Tour requests: Confirm within same business day
• Post-tour: Follow up within 4 hours

Key Numbers:

• Standard Suite: $285/week
• Plus Suite: $315/week
• Large Suite: $345/week
• Executive Suite: $385/week

Current Incentive Tier: [Founding / Pre-Opening / Opening Month / Standard]

Suites Available: [Update weekly]

Elevator Pitch (30 seconds)

"Luxa Salon Suites is South Riding's newest private suite facility for beauty professionals. We offer premium spaces from $285-$385 per week, all-inclusive. What makes us different? I'm the owner - you work directly with me, not a corporate franchise. We're competitive with Sola and JC on price, but with higher-end finishes and more personal attention. If you're looking for your own space, I'd love to give you a tour."

Objection Quick Responses

Contact Information

Owner: [Name] Phone: [Number] Email: [Email] Instagram: @LuxaSalonSuites Website: trivalsalonsuites.com

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Tenant Recruitment Playbook Complete Phase 13: Marketing & Pre-Leasing - Plan 02 Complete