From jazz hands to junk food Fridays, the ideas came fast and fun at the 2025 TAA ONE Conference. Apartment All Stars Lisa Trosien, Kate Good, and Virginia Love delivered their signature high-energy session, That’s a Great Idea!, packed with creative, practical tips for marketing, leasing, and elevating the resident experience. Here are some of the standout takeaways from the session—and the exhibit hall—that attendees couldn’t stop talking about.
Leasing & First Impressions
Let’s start at the front door. When greeting prospects, wave, smile, and nod. According to a study of Shark Tank presenters, warm hand gestures help build instant trust, and set the tone for a positive experience.
Tech can help, too. Try using AI tools like ChatGPT to analyze your resident reviews. It can quickly identify recurring themes, helping you spotlight strengths or uncover areas for improvement.
And don’t underestimate the power of a clear promise. Burger Communities’ tagline, “Renting shouldn’t be hard”, isn’t just catchy: It’s a reminder for teams to deliver on that simplicity every day.
Creative Resident Touchpoints
Thoughtful resident experiences don’t have to be expensive to be memorable. A few small, personal touches can create major impact. For example, one community leaves a wrapped gift on a resident’s doorstep each day until everyone has received one throughout the year. It’s a low-cost way to boost surprise and delight.
For families, one clever holiday idea: gift the children’s book Santa’s Magical Chimney. It includes a poster fireplace for apartments without chimneys and creates a special seasonal tradition for young residents.
Pet-friendly properties can take things a step further with a “dog stick library”—a whimsical spot where residents can grab a fresh stick for their pup before heading to the park.
Looking for an easy ongoing perk? Set up a themed self-serve table in your lobby with mini samples or treats—wellness products, beauty items, or healthy snacks—and let residents build their own goodie bag. These simple gestures build connection and turn everyday living into something more meaningful.
Marketing with Personality
Marketing doesn’t have to be flashy to be effective, it just needs purpose. Want your floor plans to stand out online? Pair them with resident testimonials that speak to the real experience of living there. Or take those same quotes and turn them into colorful yard signs near the leasing office.
One idea that sparked buzz: transform the dining space in your model unit into a home gym setup. A treadmill and weights are often more relevant to today’s renters than a formal table.
Also trending: bigger signage with clearer fonts. Simplify your messaging and increase visibility.
If your parking garage or older spaces need a facelift, consider hiring a local graffiti artist to create a bold mural or neighborhood-inspired art. It’s a unique way to transform overlooked areas into memorable spaces. When your marketing is more authentic and resident-focused, it makes a greater, lasting impact.
Leasing Tactics That Convert
Transparency wins when closing a lease. Focusing on clarity, value and trust, prospect clients are more likely to convert residents.Consider “all-in” pricing on your listings to build trust and cut through fee confusion. One All Star put it best: “We’re not used car salesmen—we’re offering professionally managed homes.”
Have a unit that’s hard to lease? Feature it as your “Deal of the Day” to spark urgency and increase interest.
And when it comes to selling value, don’t be shy. If your team has great reviews, low turnover, or decades of experience—say so! These are differentiators renters care about.
Pro tip: deepen your tone when delivering key selling points. “This is the only unit with everything you asked for.” A subtle shift in voice can help emphasize urgency.
And always capture a walk-through video of each unit when it becomes vacant. It’s one of the simplest ways to meet rising demand for transparency and personalization.
Resident Events & Amenities
From pet proms to DIY doormat nights, communities are leaning into unique, interactive events. Offering thoughtful amenities and memorable events give residents a reason to stay. One team even ditched sugary snacks and focused on high-protein options for better resident engagement and energy.
Dinner parties are also trending. One manager hosts 12 residents each month for a community dinner, specifically selecting people who don’t know each other. It’s a meaningful way to build connections beyond the surface.
And yes, pickles are having a moment. From the explosion of pickleball to the rise of pickle-flavored snacks, this quirky trend is showing up in unexpected places.
Quick Stats That Matter
Behind every great idea is a data point that supports it. These fast facts reveal what today’s renters really want:
- 35% of leasing calls go unanswered
- 54% of leads arrive after hours or on weekends
- 80% of renters want to see the exact unit they’ll lease
- 81% want clearer fee transparency
- 95% say staying within budget is their #1 priority
- Resident retention hit 56.3%—its highest since 2015
- 70% of renters have pets, 35% have kids
- Salary increases (15%) are outpacing rent growth in many markets
Keeping these numbers in mind can help teams prioritize what matters most, turning insights into actions.
Final Thoughts
The Apartment All Stars reminded attendees that sometimes, the smallest tweaks can create the biggest impact. From trust-building tours to unexpected events, it’s all about meeting residents where they are—and leaving a lasting impression.