Kara Rice, VP of Education with Swift Bunny and Virginia Love, Industry Principal with Entrata, took center stage at this year’s TAA ONE Conference, tackling the pressing question: How do we meet rising expectations in an increasingly complex multifamily landscape? The industry is navigating unprecedented challenges, and drawing from the latest data on customer and associate satisfaction, Kara and Virginia offered actionable strategies to enhance interactions and foster satisfaction across the board. A few key concepts stood out:
- Hidden Fees = Broken Trust: Hidden fees are a major turnoff for renters—43% say there are too many, and 36% say they’re unexpected. That expectation gap creates a breach of trust, and consumers are done with it. The old model of attracting leads with teaser rates and tacking on fees later is being replaced by radical transparency. Being upfront—especially when it comes to navigating lease terms—builds trust and aligns with how today’s renters shop.
- Self-Service = Smart Service: Today’s prospects approach apartment hunting much like booking a flight or hotel—on their own terms. The key difference? Housing is a necessity, not a luxury. Yet renters still expect the same seamless, tech-driven experience they’ve grown accustomed to in travel, banking, and everyday purchases. If you’re not showcasing your resident portal or self-service options, you’re already behind. Just look at Berkeley Communities: their motto, “Renting shouldn’t be hard,” became a brand promise backed by easy, accessible self-service features renters could trust.
- Tech = A Support System, Not a Substitute: On the flipside while consumers want smart service, relying on the latest AI and automation as a stand-in for human connection is not a cure-all. Technology should support your role, not replace your judgment. Don’t fall into the trap of letting tech do all the talking—generic emails, chatbot replies, and tone-deaf automation can erode trust instead of building it. Used wisely, tech creates space for what matters most: connecting with residents, supporting your team, and building community. In a people-first business, thoughtful effort always wins. It says: I’m here. I care. You matter.
- Communication = The Real Loyalty Program: There’s a clear disconnect: 84% of property managers believe they communicate effectively—yet only 38% of residents agree. That gap isn’t just awkward—it’s expensive, driving turnover and impacting your bottom line. In today’s market, communication isn’t a courtesy; it’s a cornerstone of retention. Residents expect timely, clear, and thoughtful interactions that mirror the responsiveness they experience in other areas of life. Establishing a consistent communication cadence is key. Use AI to support that rhythm, but never at the expense of authenticity. Renters don’t want to talk to robots—they want real answers, empathy, and effort.
In closing, Kara and Virginia reminded us that while we work to manage and mitigate challenges, the ultimate advantage lies in compassion. They shared a quote that says it all: “Good morning. Eyes up, hearts up, minds sharp, compassion on full blast.”
It’s more than a feel-good mantra—it’s a strategy. In a high-pressure industry, leading with empathy isn’t optional; it’s essential. Whether you’re interacting with residents, prospects, teammates, or partners, compassion creates the kind of meaningful experiences people remember. Satisfaction isn’t a checkbox—it’s a feeling. And it’s one we have the power to deliver, every single day.