One Chart, Three Roles: Why Marketing, Leasing, and Training Deserve Their Own Boxes

As I search for my next opportunity to make a meaningful impact in the multifamily space, I’ve noticed a trend that keeps popping up. It’s subtle at first, but once you see it, you can’t unsee it: marketing is becoming the catch-all department in our industry. Over the last several years, roles that were once distinct: leasing, training, operations, are slowly folding under the marketing umbrella. And while some overlap is natural and even beneficial, this shift raises a few important questions. Mainly: Are we losing sight of what makes each function truly effective?

It’s not unusual to see leasing and marketing bundled together these days. In fact, it mirrors what we often see in other industries where sales and marketing work closely. That part makes sense. But here’s where it starts to veer off course; marketing teams are now housing training departments too. That’s a lot of hats on one rack. I understand the desire to streamline, reduce overhead, and create leaner organizations. But are we actually solving problems, or just blurring the lines until everything becomes everyone’s job?

Let me be clear: I love leasing. I love everything about it. I love coaching teams on how to lease. I love connecting the dots between customer behavior and closing ratios. I love reading the story hidden in the data and then turning that insight into strategy. But that doesn’t mean I’m a marketing expert. I’m not a brand strategist or a website designer. I don’t speak fluent SEO or dabble in geo-fencing. Sure, I understand how marketing helps drive leads to the top of the funnel, but my true strength lies in helping teams convert those leads once they arrive.

And I know I’m not alone.

There are so many leasing professionals out there who are highly skilled at nurturing relationships, closing leases, and understanding the operational levers that impact NOI. Yet when I look around, I see titles like Director of Marketing, Marketing Manager, Digital Marketing Specialist… but where are the Directors of Leasing? Where are the voices at the table who know how to take a hundred leads and turn them into real results?

In a strong organization, marketing and leasing are partners—not one hidden inside the other. A dedicated leasing leader brings a deep understanding of conversion metrics, occupancy strategy, and the customer journey. They know how to ask the hard questions, like: What happened to the 60 leads who never toured? Why aren’t we converting the way we used to? Are we training people to ask the right questions, or just hoping they figure it out?

Leasing leaders serve as a critical bridge between marketing and operations. When occupancy drops, operations wants more leads. Marketing says the leads are there, look at the numbers. And then the ping-pong match begins. But what’s often missing in that conversation is someone who can connect both sides. Someone who understands the nuances of lead quality, leasing performance, and customer decision-making. That someone is your Director of Leasing.

Now let’s talk about training.

When training is housed within marketing, it often feels like style wins over substance. A beautiful LMS interface doesn’t mean the content is effective. A great-looking slide deck doesn’t guarantee behavior change. Training is not just about branding. It’s about building people.

Effective training takes more than design skills. It takes emotional intelligence, adaptability, storytelling, and the ability to make people care. A great trainer can read a room in real time. They can spark engagement, challenge thinking, and tailor delivery to the moment. That’s not something you tack on to a marketing role. That’s a craft and it deserves its own lane.

Sure, there are unicorns out there who can do it all, but they’re rare. And when we ask one person or department to juggle too much, something inevitably drops. Often, it’s the people, our teams, who suffer most.

We shouldn’t have to choose between good marketing and strong training. We shouldn’t have to compromise leasing expertise in order to boost brand aesthetics. There’s a better way. Let the experts do what they do best. Let marketing lead demand generation. Let leasing drive conversions. Let training develop the people who make it all happen.

Because when we stop forcing functions together and start investing in specialized leadership, we don’t just save money, we build stronger teams, better experiences, and more sustainable success.

How to Fix the AI to Human Handoff in Leasing

Let’s be real. Today’s renter arrives at your leasing office more prepared, more informed, and much more tech-savvy than ever before. They have scoured your website, chatted with bots, filled out guest cards, and maybe even taken a virtual tour all before stepping foot on your property.

That is not just convenient. That is power in their hands.

Here is the kicker. We are investing big dollars in technology but the human experience, the very thing that seals the deal, is getting left behind. I see it every time I shop and visit properties. Incredible technology, yes, but teams are often unprepared. It is like buying a high-end espresso machine and only using it to heat water.

What is going wrong?

We stopped training. Or worse, we are training the wrong way. Somewhere along the line, we bought into the myth that smart systems mean we do not need smart people anymore. That mindset is costing us leases.

Onsite teams are drowning in a flood of platforms, apps, dashboards, and digital tools, all designed to make life easier but instead creating a second full-time job just to keep up.

Add to that the fear creeping into their minds, "If the bots can do everything, why am I even here?"

They were handed keys to powerful systems, but no one showed them how to drive. Technology was rolled out without context, strategy, or any guidance for when things go sideways.

Meanwhile, while we pat ourselves on the back for having the latest technology stack, the customer experience quietly crumbles. Renters show up excited and leave frustrated not because your property is not great but because the follow-through is missing.

Let us walk through it.

A prospect visits your website.
They interact with your chatbot, answer qualifying questions, maybe book a tour.
Your AI captures it all: move-in date, apartment size, pets, and more.
They are serious. They are ready. They have done their homework.

Then they walk into your leasing office.

And we are not ready for them.

No one greets them by name.
No one has reviewed their guest card.
No one knows they even had an appointment.

The leasing consultant scrambles, clicks through tabs, asks questions already answered. The prospect, once energized and ready to sign, feels like just another number. That spark is gone.

They are asked the same questions twice.
They watch the leasing agent fumble through the system like it is their first day on the job.
They wonder, "If this is how they treat me before I move in, what is it going to be like after?"

And just like that, momentum stalls.

This is not a technology failure.
It is a leadership and training failure and we need to fix it now.

Here is the wake-up call

Technology will not close leases or build relationships by itself. It is a tool and without skilled hands and sharp minds guiding it, it is just noise.

If we want to win, we need to bridge the gap between AI and human connection. We need teams who do not just use technology—they own it. Teams who turn guest cards into conversation starters and tours into memorable experiences.

Here is the truth. Investing in technology without investing in training is like buying a racecar and never learning how to drive. You might have the fastest car but you will not cross the finish line first.

So how do we change the game? How do we give onsite teams the skills, confidence, and playbook to not just survive but thrive with technology? Let us dive in.

How to Stop Fumbling the Tech Handoff and Start Winning More Leases

1. Train for the Handoff Like a Pro
Your guest card is more than data. It is a story waiting to be told. Teach your teams to use it like a script. Instead of repeating questions, confirm and connect.
Try this: "I saw you are moving in next month and have a golden retriever named Max. What is Max’s favorite toy?" Instant rapport. Instant trust. Instant lease momentum.

2. Test Your Tech Like a Mystery Shopper
Do not wait for the system to fail on a big day. Run weekly tests by sending mystery leads through your own website and chatbot.
Did the appointment hit the calendar? Did the guest card arrive where it should? If not, troubleshoot fast and train your team on backup plans. Confidence comes from knowing the playbook.

3. Build a Confidence Playbook
Create a quick-reference guide your team can lean on when things get tricky. Include:

• How to read and interpret guest cards

• What to do when an appointment is not on the schedule

• How to confirm info without sounding like a broken record

This simple tool turns anxiety into authority and helps your team feel calm, in control, and ready to lead.

The bottom line

When teams know their tools and trust their training, technology stops feeling like a threat and starts feeling like a teammate. Your renters see the difference. They do not just see a chatbot or a guest card—they see someone who knows them, values them, and is ready to help.

The future of leasing is not AI versus humans. It is AI plus humans. When we get this right, leases get signed faster, prospects stay excited, and onsite teams actually want to come to work.

It all starts with training. If you want help building that training playbook and empowering your teams, I am just a message away.

Leasing Like Spielberg: Direct Every Tour Like a Blockbuster

Picture this: the lights dim, the screen flickers, and for the next two hours, you're captivated. Not by explosions or wild CGI, but by a story. A deliberate, intentional, well-crafted story. Every word. Every look. Every outfit. On purpose.

Now imagine your leasing tour delivering that same experience.

No, I’m not saying pass out popcorn (although… not the worst idea). I’m saying that from the first click on your website to the final follow-up, your leasing journey should feel like a feature film. Every moment should be designed with intention. It should have rhythm. Character. Chemistry. And if you're doing it right, it should leave the prospect wanting an encore.

So grab your director’s chair, because today we’re talking about leasing like it’s your summer blockbuster.

Step One: Lights, Camera, Table Read

Before filming begins, there’s a table read. That’s the first interaction with your prospect. Whether it’s an online inquiry or a call, this is the moment you feel each other out. Like actors meeting for the first time, you’re looking for tone, pace, energy. Does this feel like a rom-com or a drama?

The key? Listening. Not waiting for your turn to talk. Not jumping into sales mode. Listening. Because they’ve already done the research. They’ve already watched the “trailer” your marketing team put together. Now they’re trying to figure out if the full feature is worth the watch.

And spoiler alert: if your response time is 48 hours, you’ve already been recast.

Step Two: Storyboard the Journey

Every film has a storyboard. A scene-by-scene breakdown of how things should go. And if you’re winging it on tours, you’re missing the mark. Your customer journey should be just as mapped out as a Pixar plot. First impression, tour flow, follow-up. Planned. Practiced. Polished.

You should know exactly where the prospect is in their journey. And if something changes mid-tour, you pivot like a pro. Swap scenes. Flip the order. Show the gym first instead of the model. The goal is a cohesive story with a consistent tone. Not one character in marketing, another on the tour, and a robotic AI doing your follow-up.

That’s three different movies. And none of them are winning Oscars.

Step Three: Shoot the Film (AKA, Nail the Tour)

Now it’s time to film. This is the heart of your leasing journey. You’ve done the prep. You’ve mapped the story. Now bring it to life.

But remember: you’re not the star. The prospect is. You are the trusty sidekick. The wise guide. Maybe even comic relief. Your role is to help them feel like the main character. Let them imagine their life in your community. Give them a sense of connection. Discover what matters to them. Hit the emotional high. Then close it with clarity.

The best movies don’t end in confusion. Neither should your tour.

Bonus Scenes and Alternate Endings

Great films always have deleted scenes, extra footage, alternate endings. So should your tour.

Overprepare. Have backup apartments to show. Know what your comps are doing. Be ready with thoughtful objections and even more thoughtful solutions. Maybe you don’t use every tool in your bag that day, but the fact that it’s there sets you apart.

Like that time I toured a prospect in Charlotte. They said they wanted to check out the place next door. I pulled up their competitor’s website for them, gave them all the info, and even offered to help them book a tour. Five minutes after they walked out, they came right back in and leased on the spot. Why? Because I overprepared and trusted the story I was telling.

Final Scene: The Credits Roll

Let’s talk about endings. Because the end of the movie is what sticks. You could have 95 minutes of magic, but if the ending flops, that’s what people remember.

Same goes for tours. End strong. Ask for the lease. Set the follow-up plan. Confirm the next steps. Create a moment that feels personal and unforgettable. That could be a handwritten note, a small token, or just an incredible level of service. Make it so good they’re telling their friends. Even if they don’t lease with you, make them wish they had.

Roll the Tape

So here’s your challenge. Take 30 minutes this week and storyboard your tour. Really map it out. Where are the dead scenes? Where can you add emotion or energy? What moments could use a little more sparkle?

And don’t worry about perfection. Even the best films do reshoots. Maybe your fitness center walk-through is a snooze fest. Rework it. Highlight that rock wall or the 24-hour access or the water rower nobody else has.

You’re not just leasing apartments. You’re directing the show.

So let me ask you: are you leasing with intention, or are you just letting the credits roll?

Multifamily Companies Need A Rewards Program

Take a moment and look at your phone. Examine all your apps. I would venture to say that a lot of the apps are rewards based. People love a loyalty program. 

This past weekend, I was talking with my husband about Starbucks. I had a star dash to buy any latte and I got 25 stars. The problem was that I gave up caffeine for Lent this year. So I told him that he had to get a latte. This is why I completed the star dash. I also looked on my Fetch app to scan the receipt and I was awarded with 1350 points. 

I choose where I eat, who I fly, where I stay, and other activities based on the opportunity to earn status with them. This is part of the Starbucks appeal. I can choose locations all over the country and get the rewards. I am not confined to one location. I can then turn these rewards into items. Such as a free drink or merchandise. 

Early in my travel career, I would pick flights on different airlines. This lead me to hop around to different airlines based on departure times, etc. However, I wasn’t getting anything out of this method. I decided I wanted to choose one airline and stick to them. I was lucky in the fact that I could use my own credit card so I got points there. I settled on Delta as my primary work airline. I used my Southwest credit card to pay for this.  Southwest credit card won out in the end because I was able to achieve the companion pass so when I traveled for fun my husband could fly for free. It was a win- win for me. 

This leads me to the question — why haven’t multifamily companies adopted the same philosophy? I am aware of 3rd party companies that offer something similar. And I think larger companies can benefit greatly from this type of program.

A rewards program builds loyalty. People have a hard time walking away from status. There are travel bloggers who are dedicated to help you achieve the status and get the most benefits out of your status. 

So you are probably asking yourself how this would work in a multifamily. I have some ideas. Consider offering different tiers because people are always chasing status. Residents could earn reward points for different activities. These rewards points could be transferred into different prizes or achievements. 

By offering this type of program, you create incentive-based initiatives that benefit the consumer and fit your business model. The longer you stay, the more points you get, and the higher the status earned. Want to push resident events? Assign points for participation. When people come and check in, they earn points. Want to score higher participation on surveys? Assign rewards points for completion. You can assign points to everything. You could even use this to surprise and delight residents. Are they celebrating a birthday or a special occasion? They get a surprise point boost. 

The possibilities are endless in this system. I think that we need to figure this out sooner rather than later. In the next couple of years, this type of program is going to be expected. All the big companies are doing it in other industries, why haven’t we caught up?

Sandwiches, Sticky Notes, and Silence: A Leasing Love Story Gone Wrong

Five properties. Five chances to shine. Most of them? Dimmer than a dollar store flashlight.

This past month, I hit the road and visited five apartment communities across three states. And what I experienced was a masterclass in missed opportunities. Don’t get me wrong, there were moments of brilliance, but they were few and far between.

Let’s break it down. Here’s what worked, what flopped, and how leasing teams can stop fumbling the bag.

Property 1: Silence, Sandwiches, and Zero Spark

I walked in and was greeted by a leasing agent who knew my name, knew my appointment time, and still decided it was the right moment to finish breakfast. The vibe? “I hope you cancel.” The rest of the tour followed that same energy.

No name introduction. No real engagement. She didn’t ask about my budget, my dog (and you know Snoopy is always part of the package), or even confirm who would be living with me. I got shown two-bedroom apartments even though I asked for a one-bedroom. When I brought up closet space, which I had already told her was a priority.  She just stared at the walls like they might answer for her.

She didn’t follow up for a week, and when she did, it was the leasing version of a dial tone.

Where it missed:

• No personal connection

• Ignored key details I gave her

• Gave the impression she wanted to wrap the tour faster than I could blink

• Zero close and a “meh” follow-up
  
  

Property 2: Sticky Notes Are Not a CRM

I got an email telling me I could schedule online. I clicked the link. Nothing. Tried on mobile, then on desktop. Still nothing. So I showed up in person  which, let's be honest, most prospects won’t bother doing.

I was greeted by maintenance. The leasing agent showed up a few minutes later, clearly unprepared. She rattled off fees like she was reading a warranty policy, while maintenance vacuumed so loud we had to shout. She couldn’t tour me, but told me she’d email photos. Then handed me a sticky note and said to write down my contact info. Yes, in 2025.

Five hours later, the photos came. No call. No text. No follow-up. Nothing.

Where it missed:

• Website and communication were completely out of sync

• Sticky notes are not a lead management strategy

• Zero urgency or recovery effort

• No personalization, no connection
  
  

Property 3: Scripted, Scented, and Slightly Confused

This one started strong. I was greeted, given pricing, handed floor plans. Great. But it quickly turned robotic. She forgot things I said earlier, like the fact that I had lived in the city before. She showed me a unit with a strong smell, then casually mentioned it had been vacant for a while.

The one bright spot? She described a patio as having a “treehouse feel”  and weirdly, I could see it. It was the one moment where she painted a picture instead of pointing at walls.

She ended the tour by saying she’d be out next week and to “call the office if I had questions.” There was no real handoff, no sense of team support. I left with a stapled brochure and a feeling that the follow-up wasn’t coming.

Where it missed:

• Great start, but she didn’t stay engaged

• Forgot details and showed a unit that needed an ozone machine

• No real attempt to close

• Made it clear that no one else would be following up while she was gone
  
  

Property 4: Finally, a Leasing Pro Who Came to Play

This was the standout.

I was greeted with energy. She asked good questions. She repeated things back to me. She walked me through the options, explained the revenue management system, and told me how I could still lock in the best deal if I adjusted my move-in date by just a couple days.

We laughed, we talked dogs, we talked neighborhood noise. She even brought a current resident into the conversation when I asked about concert traffic nearby. I got follow-up texts, personalized emails, and a clear next step.

And best of all — she looked me in the eye and said, “Want to go ahead and apply for the apartment now so you don’t have to worry about it?” Yes. Yes, I do.

Where it hit:

• Confidence without pressure

• Personalized, warm, and clear communication

• She connected, educated, and closed

• Gave me options, not obstacles
  
  

Property 5: The Disappearing Act

I showed up three minutes early. Waited eight minutes total. No one came out. I heard voices in the back. Maintenance walked past me and said nothing. The leasing agent who confirmed my tour never showed, never followed up, never acknowledged the miss.

This property is offering two months free. And now I know why.

Where it missed:

• Missed appointment

• No recovery

• No contact afterward

• Left me wondering if they even want new residents
  
  

The Bigger Picture: What This Tells Us

After 33 apartment shops across 11 cities and six states, only four communities asked meaningful qualifying questions. Just two asked me to apply. That is not just a missed opportunity — that is a broken process.

The average tour time is just over 24 minutes. Which means you’ve got less than half an hour to make someone feel welcome, heard, and ready to say yes. If your leasing experience isn’t intentional, it’s forgettable.

So here’s what we need to fix — now.

What Leasing Teams Can Start Doing Today

1. Match your AI’s energy
Your automated responses are warm, helpful, and responsive. Then I show up and get cold silence and confusion. That disconnect loses leads. Your tech is setting the stage. Your people have to carry the momentum.

2. Show up like you mean it
Use my name. Tell me yours. If I’ve filled out a guest card or scheduled online, confirm that info and ask something deeper. Let me feel like I matter more than your checklist.

3. Ask smarter questions
Move past “When are you looking to move?” and “What size apartment?” That’s the surface level stuff. Ask about my lifestyle, my pet, where I’m coming from, what I love about home. Those are the answers that help you connect.

4. Don’t just show the apartment, sell the experience
You’re not leasing square footage. You’re selling a lifestyle, a sense of home, a feeling. Help me see myself there. Use descriptions. Build imagery. Make me want to say yes before we even step inside.

5. Always ask for the lease
You don’t need a pushy pitch. You just need the confidence to say, “Would you like to apply today?” That small moment can be the difference between a maybe and a lease.

6. Follow up with purpose
“Let us know if you have questions” is a cop-out. Be specific. Be human. Reference something we talked about. Follow up like you care whether I choose your community or not. Because I can tell.

This industry is moving fast. AI is getting better, systems are getting smarter, but people still lease apartments. And people want to feel seen, heard, and welcomed.

If you’re reading this and thinking, “Oof. That sounds familiar,” take a breath. You’re not alone. And you’re not stuck. Every single tour is a fresh chance to get it right.

So let’s raise the bar. Let’s put the human back in the process. Let’s make leasing feel less like a transaction and more like a relationship.

Want me to Mystery Shop your team? Or maybe you’ve got a leasing horror story to share? Head to roomswithronald.com and let’s raise the bar together. Because good leasing isn’t just about showing a unit. It’s about showing up.

Until next time, happy leasing.

Confidence, Charisma, and Connection: The Leasing Trifecta

So… What’s It Gonna Take?
A micro-sized pep talk with mega impact

Have you ever been hit with a question that completely stops you in your tracks? That happened to me recently. I had just wrapped training with a new leasing agent when he looked me straight in the eye and asked:

“So what’s it gonna take for me to be successful at leasing?”

No fluff. Just straight to it.

It caught me off guard, but it also lit me up. Because deep down, I knew the answer. And now I want to share it with you.

1. Be Your Own Energizer

If you rely on your environment to motivate you, you’ll get tossed around by every slow day, stressful coworker, or personal distraction. Your energy has to come from within.

Leasing energizes me. It fuels me. That doesn’t happen by accident. You’ve got to find your spark and bring it with you every day. When you do that, people feel it. And trust me, energy is contagious.

2. Ask Better Questions

Too many leasing pros ask questions that feel like a checklist. Sure, you get the info you need, but there’s no connection. The best questions are curious, human, and real.

Just like that agent’s question to me—what’s it gonna take?

That kind of question builds trust. It shows you’re present. It invites conversation instead of just collecting data. The more intentional your questions, the more powerful your conversations become.

3. The Big Three

Here’s what I believe makes someone successful in leasing:

Confidence without cockiness
Know your product. Know your competition. Know your value. Believe in what you offer without turning it into a brag session. Confident leasing professionals make people feel good. They use eye contact, warm body language, and a voice that says “I’ve got you.”

Consistency with charisma
Show up the same way every time. Be personable, be prepared, and follow through. Don’t rely on charm alone—back it up with action. Charisma is great, but consistency earns trust.

Connection is the currency
If you want to seal the deal, connect with people. Genuinely. Listen. Be present. Make them feel like they matter. Because they do. When someone feels seen and understood, the ask becomes easy. That’s why I get leases—I care, and people can feel that.

You Don’t Have to Be a Born Closer

I wasn’t. In fact, I didn’t love closing in my early career. But once I realized leasing was all about relationships, the close got easier.

Once I’ve made a real connection with someone, it feels natural to say, “Want to head back to the office and start the application?” or “Let’s pull it up right here.” It doesn’t feel pushy because it isn’t.

You don’t need to know everything about sales psychology. But you do need to be able to read people and respond in the moment. That part matters more than any script.

One Word: Intentional

That’s my word of the year.

Be intentional with your calls. Be intentional with your tours. Be intentional with your follow-up. Don’t go through the motions. Practice, improve, and find what works for you.

When you show up with intention, confidence follows. And when confidence shows up, so does your best work.

Your Challenge

Think back to a tour you gave this week and ask yourself:

• Did I show confidence?

• Was I consistent?

• Did I make a real connection I could reference in a follow-up?
  

Audit yourself. Be honest. And if there’s room to improve, own it and adjust. That’s how growth works.

The Recap

If you’re still wondering what it takes to be successful at leasing, here it is:

• Confidence without cockiness

• Consistency with charisma

• Connection is the currency
  
  

You’ve got it in you. Now go out there and lease like you mean it.

Happy leasing.

Leasing is on Life Support. Here’s How to Revive It!

Everywhere I go, I’m hearing the same thing.
“We need more traffic.”
“Our occupancy is dropping.”
“We’re offering two months free and still nothing’s moving.”
“We’ve added automation, a chatbot, boosted our ILS spend—why aren’t we leasing?”

Then comes the question:
“Ronald, can you wave your magic wand and fix it?”

Spoiler alert: there’s no magic wand. But there is something better: a strategy.

Let me tell you a story.

I recently mystery shopped a community that was screaming from the rooftops about their amazing offer: two months free! I thought, “Great. Let me check it out.”
I went to the website ready to book—but there was no online scheduler. Instead, I had to fill out a guest card and wait. A templated email showed up 20 minutes later. Points for speed. But to book the tour, I had to reply and go back and forth. In total, it took four hours to confirm the appointment. Most prospects? They’d have moved on after the first email.

And it doesn’t stop there.

I show up for the tour—waited five minutes—no one greeted me. No “hello,” no “we’ll be right with you,” just... silence. So I left.

Two days later, I got a follow-up email saying, “Hope I answered all your questions during the tour!”

What tour?

There’s a serious disconnect.

Here’s what I’m seeing out there in the wild:

1.     The higher you go, the less you see.

On paper, everything looks fine.

You’ve increased your ILS spend. The leads are coming in. Tours are being logged. Your reports show activity, and the dashboards look promising. But here’s the kicker, your occupancy still isn’t moving.

Why? Because what’s on the page and what’s happening on the ground are two very different stories.

I’ve visited communities where the numbers said “we’re in great shape,” but the experience told a whole different tale. Half the tours are no-shows. Guest cards sit unanswered. The phones ring and ring. The model isn’t ready. The team is scrambling. And somewhere, a frustrated prospect is walking out after waiting too long to be greeted.

The report might tell you you had 87 leads last week, but it doesn’t show you that most of them never got a call back. It doesn’t capture the long delay in scheduling. It doesn’t show you that the AI response was generic, or that the first human interaction was rushed and impersonal.

Yes, data matters. But if you’re only looking at the numbers, you’re only seeing the surface. The real story lives in the customer experience, and that part doesn’t show up on a spreadsheet.

2. AI isn’t the villain. Boring AI is.

I am a fan of AI. I use it every day and it makes my job easier. I used it to help craft this blog, however I still gave it the Ronald touch. But let’s be honest. Most AI on property websites today is like a robot that’s seen one too many training videos and forgot how to be interesting.

You click that little chat bubble hoping for help and instead get the same cookie-cutter responses you’ve seen on ten other sites that day. It’s polite. It’s technically accurate. But it’s also forgettable.

If your AI sounds like a tired call center script from 2006, it’s not connecting with anyone. Renters don’t want to feel like they’re being filtered through a machine. They want to feel seen. The problem isn’t that AI is involved. The problem is that we’ve let it do all the talking and stopped checking if it’s saying anything worth listening to.

3. We hired bodies. But we forgot to build salespeople.

Leasing is sales. Let me say that again. Leasing. Is. Sales.

But somewhere along the way, we started treating leasing like it was just entry-level admin work. We bring people in, sit them in a chair, show them how to open the CRM, give them a script or two, and then hope they “figure it out.”

Meanwhile, we’re asking them to wear twenty different hats. One minute they’re a therapist. Then next, they’re resolving complaints. Then they’re cleaning the coffee bar. Then they’re expected to close the lease like a seasoned sales pro.

This is not a plug-and-play role. It takes confidence, empathy, consistency, and skill. If you haven’t trained your team to sell, you’ve handed them the car keys without ever teaching them to drive.

4. When leasing isn’t a priority, everyone feels it.

You can walk onto a property and tell in five minutes if leasing is the focus. The phones are ringing. The team is energized. Everyone knows who’s coming in today and what stage they’re in. They’ve followed up. They’ve called back. They’re prepared.

Now flip that. Walk onto a property where leasing is an afterthought. It’s quiet. The guest cards are untouched. There’s no urgency, no energy, and no connection with the prospects who are coming through the door.

Leasing isn’t just a task to squeeze in between packages and maintenance requests. It’s the heartbeat of your business. And when the heartbeat slows, occupancy flatlines.

And then we wonder why they crash.

So what do you do?

Here’s how we fix it, together.

This isn't a mystery that needs solving. It's a series of clear steps that need executing. If your occupancy needle isn’t moving, it’s time to stop guessing and start taking action. Here’s what to do, and how I can help you do it:

1. Shop your own community like a prospect.
Click through your website like it’s your first time. Try to schedule a tour. Call the number. Submit a guest card. Then ask yourself: Would you lease here based on that experience?
Don’t have time? That’s where I come in. I do this for a living. I know where to look, what to test, and what to flag. I’ll find the leaks in your leasing funnel so we can patch them fast.

2. Use AI as a tool, not a crutch.
AI should be your leasing team’s assistant, not the one running the show. If a human has made contact with a lead, that human should own that lead. That’s how trust is built.
I train teams on how to balance automation with personalization so renters don’t just get fast responses, they get the right ones.

3. Train your people like they’re your revenue drivers, because they are.
Leasing is a skill. It needs training, coaching, and reinforcement. You wouldn’t hand someone the keys to a jet and say “figure it out.” So why are we doing that with the people responsible for generating your income?
I don’t just train. I partner with your teams on-site to build confidence, boost performance, and turn talk tracks into signed leases.

4. Make leasing the priority it’s supposed to be.
If leasing isn’t the focus, occupancy won’t move. I help communities shift into action mode with real accountability. Follow-ups get done. Phones get answered. Tours get booked, and leases get signed.
Need energy? I bring it. Need structure? I’ll build it. Need results? Let’s talk.

Want to turn these pain points into performance? Let’s talk.
📩 roomswithronald@gmail.com
🌐 www.roomswithronald.com

Whether you need training, strategy, or a leasing revival, I’m ready to help you bring it back to life.

Let’s fix this. Together.

What I Learned From 5 Apartment Tours in May (Besides How Not to Do A Virtual Tour)

What I Learned From 5 Apartment Tours in May (Besides How Not to Do a Virtual Tour)
By Ronald Harrington

Have you ever shown up for a leasing tour and wondered if you were accidentally crashing a staff meeting or about to be recruited for a reality show? Welcome to my May mystery shop recap.

In May, I toured 5 apartment communities across the country. From the West Coast to the East Coast and everywhere in between, I encountered the full leasing spectrum. There were wins, facepalms, awkward moments, unexpected joys, and more than one whiff of mystery odors.

Here’s what stood out—and what your team might want to avoid.

The Booking Struggle is Real

Let’s start with scheduling. It should not take a full escape room challenge to book a tour. I had to copy and paste links, fight with CRMs that didn’t allow tours for several days out, and in some cases, never received confirmation emails. If I were a real prospect, I’d be long gone. No one should have to work that hard to give you their money.

Smells Like Missed Opportunity

At one property, I was greeted by the unmistakable scent of dog urine. Not ideal. The leasing agent casually brushed it off by saying, “We’re just very pet friendly.” I love pets. I do not love the lingering aroma of their bathroom habits greeting me at the door.

The tour itself lacked energy. No questions about what mattered to me. No connection. No ask to apply. Just “Do you have any questions?” followed by a wave toward the exit. A perfect example of a tour that technically happened but didn’t stick the landing.

The Case of the Missing Bedrooms

Another community advertised one-, two-, and three-bedroom apartments. The leasing agent informed me on-site, “We don’t have three-bedrooms here.” Cue confusion. Do you not have them at all, or just not right now? She also stood in the kitchen scrolling her phone while I explored. I wanted to talk about my dog, my Starbucks mug collection, and the closet space—things that matter to prospects. That moment of connection? It never came.

But here’s the kicker: she was the only agent in May who actually asked me to apply. Points for confidence.

The Selfie Wall That Never Was

Yes, a leasing agent mentioned their selfie wall like it was a throwaway comment. I perked up, intrigued, and asked more about it. Instead of leaning in and letting me experience the feature, we just kept walking. No “Let’s take a photo.” No tie-in to community pride. Just another missed chance to create a moment.

Also, I was introduced to a new fee: the “porter fee.” The explanation was that it helps cover payroll for groundskeeping. If you’re going to charge for upkeep, reframe the story. Make it about keeping the space beautiful, functional, and photo-worthy. Otherwise, it feels like a cover charge just to use the grill.

East Coast Adventures (or Lack Thereof)

I booked virtual tours in the East. One agent never showed. One canceled last minute. One required an application before the tour. Safe to say, virtual leasing still has some bugs to iron out.

Small Wins with Big Impact

A standout moment came from a leasing agent who asked to see a photo of my dog. That single question changed the whole energy. We talked about floorplans with dogs in mind. We discussed where my travel mug might go. She made it about me, and it mattered.

Another tour ended with a district manager who was upbeat, engaged, and even tried to recruit me to multifamily. She built connection quickly and showed off the space with confidence. But like so many others, she dropped the ball after the tour with a generic follow-up that didn’t reflect anything personal we discussed.

Final Thoughts

May’s shops taught me this: The magic isn’t in the script. It’s in the moment. Ask real questions. React to the answers. Personalize the follow-up. And for the love of leasing, show off that selfie wall like it’s the hottest spot in town.

We’re at 27 shops so far this year and counting. I’m excited to share with you what June had in store. If you take one thing from this recap, let it be this—don’t be the tour that fades into the background. Be the one that makes a prospect say, “This feels like home.”

Want more leasing lessons and mystery shop insights? Tune in to the Rooms With Ronald podcast, where we spill the leasing tea weekly.

#LeasingExperience #Multifamily #RoomsWithRonald #ApartmentTours #MysteryShops #PropertyManagement #RWRConsulting #MMN

Apartmentalize 2025: Rebels, Ducks, and a Whole Lot of Heart

What a week at Apartmentalize. I’m still riding the high from all of the energy, connections, and conversations that filled every hallway and stage. I had the absolute privilege of speaking alongside some incredible people and, spoiler alert, the crowd did not disappoint.

First up was Unapologetic Innovators: Wild Ideas for Rebels, Dreamers, and Early Adopters with Jenny Schoellhorn, Christy Rodriguez, and yours truly. We weren’t afraid to go off-script—literally and figuratively. We dove into big ideas like subscription-based leasing models and the importance of failing forward. One of my favorite moments was encouraging the room to go back to their teams and invite people from different departments to shake things up. Diversity of thought is where innovation really begins.

Then came Empowering Property Management Teams: Inclusive, Engaging, and Effective Training Strategies in a Birds of a Feather format. The roundtable format sparked so much great discussion. We talked about everything from integrating virtual teams into meetings to removing the pressure from learners to disclose neurodiversity. I shared how I approach training by looking at scores and behavioral data to truly understand each learner. We challenged the norm of traditional skills tests and proposed using application-based scenarios instead. Because honestly, when was the last time a judge asked you what year Fair Housing became law? Exactly. They care about how you apply it in real-life situations.

Megan Oresar and Drew Hudson brought the energy and then some. Megan even handed out ducks to every table, each one carrying a message: Don’t Use Conversation Killers. It was quirky, memorable, and exactly what you’d hope for from a session like that.

To wrap it all up, Paul Rhodes and I turned the tradeshow floor into our personal stage with Soft Skills in Maintenance: A Competitive Edge. We gave each other a hard time (as expected) but landed a powerful message with Paul’s “5 P’s” of maintenance: Person, Pleasant, Present, Personal, and Provide. It was heartfelt and hilarious, just the way we like it.

And if that wasn’t enough excitement, I made a literal leap off the side of the Strat for Move For Hunger. We raised over $2,800 toward my campaign, and the greater group pulled in $35,000 total. That’s 140,000 meals going to people who need them. Talk about impact.

Apartmentalize gave me everything I needed: great people, bold conversations, and a chance to make a difference. Until next year, keep flipping the script and passing out ducks. You never know where the next wild idea will come from.

The State of Apartment Leasing: Is “Mediocre” the New Standard?

The State of Apartment Leasing: Is "Mediocre" the New Standard?

By Ronald Harrington

Can you believe we’ve already zipped through May? January dragged on like a lease audit in Excel, but spring hit the gas pedal and here we are. I’ve recently released the podcast that sums up my mystery shops for April and let me tell you, the experiences ranged from “that was...fine” to “did they even want my business?” And in between, a glimmer of magic (laryngitis and all).

Let’s break it down.

22 Shops in, Zero Mic Drop Moments

That’s right. As of April 30th, I’ve done 22 shops this year and not one leasing professional has made me say, “Wow, I want to live here and I want to invite them to brunch.” I’ve had more delightful customer service ordering a venti cold foam cold brew. At least the barista remembers my name. Meanwhile, in multifamily? I’m still waiting on someone, anyone, to make me feel like more than a line item on their occupancy report.

Digital Leasing: The Good, the Bot, and the Boring

April gave me a buffet of online experiences. Some communities were refreshingly bot-free (a rare breed in 2025), but those sites often lacked ease, efficiency, and, let’s be honest, logic. One required an Olympic-level number of clicks just to submit a guest card.

One standout moment? A property sent me a “lifestyle video” in their automated response. Real residents. Real dogs. Real moments. It was modern leasing gold. The kind of thing you move to a homepage and let autoplay like it’s your headliner at Coachella. But alas, it was buried three tabs deep under “Virtual Tours.” That’s like hiding Beyoncé in the back row.

Leasing Agents: From Laryngitis to Legendary

One tour stood out, not because of glitz, but because of genuine connection. The leasing agent had laryngitis (a leasing professional’s worst nightmare), but handled it like a champ. She ushered me to a comfy seat, asked thoughtful questions, including the best of all time: “What’s your story?”

That was the first time someone treated me like a whole human, not just a prospective rent check. She made the tour feel like a conversation with a friend. Until the end when she didn’t ask me to apply. Missed it by that much.

The Others? A Whole Lotta “Meh”

Let’s just say if leasing were a dating app, I’d be swiping left. A lot. One agent tossed six floor plans at me before asking what I was even looking for. Another never used my name again after “Are you Ronald?” (Spoiler: I still am.) One wore AirPods during the entire tour. Not a vibe. And nearly all failed the follow-up. No personalization. No memorable touches. No “Hey, Ronald, here’s that floor plan with the closet space you loved!”

The most exciting part of one shop? A “Choose Your Own Adventure” lease special. Want AirPods? A Visa card? Parking? That’s the spirit. Incentives should be memorable. Like your apartment tour should be.

The Final Tally

Out of five April tours:

• Only one person asked about me — what I’m looking for, who I am.

• Zero asked me to apply.

• Most follow-ups felt templated, rushed, or like they were typed while waiting in line for coffee.

I’m not asking for fireworks and a red carpet. I just want leasing experiences to match the $1,500 a month we’re asking prospects to commit to. Shouldn’t we aim for hospitality that rivals a boutique hotel or at the very least, your local Starbucks?

Am I Asking Too Much?

Maybe. Or maybe we’ve just let the standard fall. But here’s the good news. It’s fixable. With the right mindset, training, and a little bit of Ronald sass, your leasing team can absolutely stand out.

If you’re reading this and thinking, “We need help,” well, hi. I’m Ronald. And I’ve launched RWR Consulting to elevate the leasing game. Visit www.roomswithronald.com, email me at roomswithronald@gmail.com, or just slide into my DMs. Let’s talk about making your communities memorable for all the right reasons.

Until next time, keep it classy, keep it personal, and above all, happy leasing.

March Leasing Mystery Shops Recap: Where Service Stumbled and One Shined

March brought another round of multifamily mystery shops, and the results were equal parts revealing and frustrating. I toured five properties in one city:  a mix of digital inquiries, self-guided experiences, and in-person appointments, and the big takeaway was this: we are leaning too heavily on automation and losing the human touch that makes leasing feel personal.

This wasn’t my first rodeo. I’ve committed to shopping five properties each month, and by the end of Q1, I had already visited 17 across four major markets: Sacramento, Atlanta, Houston, and DC. March’s shops were in DC, and the variety of approaches I encountered highlighted a concerning trend.

Let’s start with the digital experiences. One property had a great website, but submitting a guest card felt like trying to unlock a safe. Chatbots dominated, and I couldn’t provide basic information without being pushed to schedule a tour. When I finally managed to submit the form, the response was fast: a text, then an email, both pushing a time-sensitive special I didn’t qualify for. Despite clearly stating my move-in timeline, no one acknowledged it. No personalization. Just promo overload.

Another property stood out with a simple but powerful detail: a big “Text Us” banner right on the homepage. Texting is my preferred way to communicate, and it’s the top choice for Gen Z prospects too. This property made it easy to connect. Their follow-up email used a subject line I hadn’t seen before:  “Your future home awaits.” It was a small thing, but it sparked interest. Most others stuck with “Thank you for your interest” or “Apartment inquiry,” which doesn’t exactly scream excitement.

On to the tours. One self-guided experience gave me full access to everything (elevator, amenities, apartments) with zero identity verification. I could’ve been anyone. The website guided me through the tour, which helped, but the order was confusing. I went from rooftop lounge (locked, by the way) to apartments scattered across floors with no logical flow. Some units had no lights on, no descriptions, and no context. I had to piece together what was what. At one point, I found myself creeping into apartments unsure if they were vacant or not, not exactly the ideal first impression.

Another tour had me greeted by a concierge who didn’t acknowledge my presence until I introduced myself. The leasing agent wore an AirPod the entire time and seemed more invested in whatever was happening on the other end than in showing the space. She highlighted that they provided toilet paper and paper towels on move-in day with the enthusiasm of someone giving away luxury watches. It was... something.

Then there was the high-end, boutique property with all the trappings of luxury and none of the service to match. I was greeted politely and handed a paper guest card, which I filled out,  and which was never collected. The leasing agent rushed through the tour like she had a plane to catch, barely asked me anything, and stood in one spot the entire time. I left without a single follow-up message. The rent? Close to $6,000 a month. The service? Less than zero.

Thankfully, not every experience missed the mark. One agent delivered a standout tour. She was warm, engaging, and actually got to know me. We talked about my dog, my job, my relocation plans — and it felt natural. She walked me through the apartment, highlighted features based on what she’d learned about me, and sent personalized follow-up materials. Oddly enough, she never asked me to apply either, but the overall experience was head and shoulders above the rest.

Let’s break down the Q1 data:

• 17 total properties shopped
  
  

• 0 asked me to apply or commit financially
  
  

• 14 followed up, but only 1 personalized the communication
  
  

• 2 phone calls were received, and both were delayed
  
  

• Average in-person tour time: 26 minutes
  
  

• Average self-guided tour time: 30 minutes
  
  

• Average number of apartments shown: 2 (increased from prior studies)
  
  

• Most communication was via AI-generated emails with little variation
  
  

There’s a clear trend: leasing professionals are defaulting to scripts, checklists, and automation  and it shows. Prospects are being met with closed-ended questions, generic responses, and little effort to build real connection.

Even more telling, the property that provided the best service didn’t offer any specials. They didn’t have to. They sold the value of their community, their team, and the resident experience. Meanwhile, others were giving away one or two months free before even meeting me, signaling that the price is negotiable because the experience isn’t selling itself.

As the market shifts and concessions increase, service has to level up too. Otherwise, we’re just offering discounted rent in exchange for discounted engagement.

If your team needs support refining the leasing experience, I can help. From mystery shops and performance coaching to custom training and process audits, I offer solutions that drive results. Prospects want more than a floor plan. They want to be heard, understood, and welcomed. Let’s help your team deliver on that.

Want to talk about how to elevate your leasing strategy? Let’s connect.

Stop Calling Leasing Entry-Level: It’s a Sales Role and It’s Time We Treat It Like One

I saw a post on LinkedIn recently that stopped me mid-scroll. It asked why we treat leasing agents like entry-level employees when what they’re really doing is sales. Hard sales. It struck a chord because I’ve seen this disconnect time and time again in our industry.

Here’s the typical onboarding story. We hire a brand-new leasing agent—often someone with little or no experience. We sit them in front of a computer to complete “training,” which sometimes includes a few basic leasing or sales modules if we’re lucky. Once that’s done, we hand them the phone and wish them the best.

They start taking calls without fully understanding the property. Maybe someone gives them a quick tour and says, “Watch how I do it,” then they’re off shadowing on day one and solo by week two. I recently visited a property where the new leasing agent was already out with prospects on her first day. It felt rushed and awkward, and I couldn’t help but wonder how that was helping anyone—especially the prospect.

Here’s the truth: leasing agents are the front line of our business. They drive the revenue. Without them, there are no renewals, no leases, and frankly, no jobs. So why do we continue to treat the position like it’s less than?

You wouldn’t onboard a manager by handing them a laptop and a to-do list. But for leasing? We just cross our fingers and hope they figure it out. That’s not just unfair, it’s setting them up to fail.

Leasing is not easy. It never has been.

Leasing professionals are managing more than just tours and follow-ups. They’re juggling expectations from their managers, handling resident complaints, and fielding prospect questions—all while being the face of the property. They deal with people at their most stressed: moving is emotional, and leasing agents are often the buffer between that stress and the solution.

On any given day, they have to read body language, build trust with strangers, tailor their approach to different personalities, and still make the ask for the lease. And when that ask is met with a “no,” they have to regroup and go again. All of this happens before the real follow-up work even begins.

So why aren’t we teaching them how to do all that?

I was fortunate to work for a company that gave me the freedom to build a leasing onboarding program that actually worked. I didn’t stop at the computer modules. I had managers take an active role. By the third week, I was on-site working with new hires directly.

We’d shadow each other. I’d demonstrate live calls and tours. I’d give feedback in the moment, and then watch them apply it. We’d build confidence together. That time spent building a foundation paid off in better performance and stronger engagement. The agents felt supported. They felt like the company had invested in them—and it had.

And guess what? When you treat leasing like the sales role it is, people rise to the occasion.

It’s time we stop calling leasing entry-level. Take a look at sales roles in multifamily PropTech. Many require five or more years of experience. Yet, we still act like anyone can walk in and lease an apartment with no training, no mentorship, and no guidance.

We can do better. We have to.

If we want to elevate the performance of our leasing teams, we need to start by elevating the way we think about their role. This is sales. Let’s start treating it that way.

Ready to rethink your leasing onboarding program? Not sure how to build a training experience that actually sets your team up for success? Let RWR Consulting help you turn your leasing strategy into a competitive advantage. Reach out today and let’s build something better, together.

Bread Crumbs, AI, and the Disappearing Leasing Desk

Can you believe it’s already May 2025? I know—I blinked and somehow we skipped spring altogether. But before we get too deep into summer lease-up season, I wanted to take a quick trip back to the beginning of the year. The leasing landscape came out swinging. Buckle up—this ride gets bumpy.

Mission: Shop ‘Til I Drop

This year, I’m doing things differently. The goal is five properties a month—some in-person, some digital, and some over the phone. Because let’s be honest, I don’t have the time (or budget) to cross the country like Carmen Sandiego anymore. So instead, I’m taking the prospect journey like any real renter would: website, guest card, maybe a chatbot flirtation, and if I’m lucky, an actual tour.

Digital Déjà Vu

I started with digital shops. Seven websites. One of them? Completely broken. Like, 404-error-meets-abandoned-mall broken. Just an “Applicant Login” and “Resident Login” staring back at me like the ghost of customer service past.

The other six? All used AI to respond to my inquiries. Love that for them… sort of. Because when you blast out six guest cards in ten minutes (like any normal, semi-committed prospect does), you get six eerily similar replies back-to-back.

They all went a little something like this:

“Thanks for your interest in [Insert Property Here]. Our community features Wi-Fi, quartz countertops, and thrilling proximity to a strip mall.”

It was like playing Mad Libs with leasing bots. And don’t get me started on the typos. One message kicked off with, “you please let me know…” Lowercase ‘y’ and everything. The AI forgot we were capitalizing things in 2025. Cute.

The Grand (Un)Tour

Then came the in-person adventures. I narrowed it down to five properties and booked appointments—well, kind of. One place was literally closed on Mondays (who knew we were doing European business hours now?), and another greeted me with a locked door and a sign that said, “Closed Until 2 PM.” My appointment? 1:30 PM. I Ubered across town for that, y’all.

I tried to rebook while standing outside the building, and the chatbot told me I already had an appointment. The gaslighting was real.

When I finally got inside, the leasing agent didn’t acknowledge me. Just sat there while someone filled out paperwork. Not a “Hi,” not a “Be right with you,” not even a nod. So I left. And spoiler alert: no one ever followed up to say, “Hey, sorry we missed you.” But they did send six emails about even better specials, each one more desperate than the last. If concessions could talk, they’d be screaming.

Self-Guided to Self-Doubt

At another brand-new lease-up, I was handed a key fob and a laminated map and told to “follow the breadcrumbs.” That was the literal instruction. No name, no ID check, no information about which apartments to view. Just me and my laminated treasure map. It felt less like an apartment tour and more like a very low-stakes episode of Survivor.

The apartments had cutesy signs like “King Bed Fits Here,” but the signs were crooked. And all I could think was: what if my king bed doesn’t fit and I have no one to ask? Also, what if I was a shady person with a master key fob and a grudge?

Human Interaction: A Relic?

Out of the five tours, not a single leasing professional asked me to apply for an apartment. Most didn’t learn—or use—my name. One didn’t tell me his name at all. One showed me the exact same floorplan three different times like I was collecting them in a Pokémon game. And one gave me a business card with his name… only to follow up with an email from someone else entirely. It’s giving identity crisis.

The one highlight? A guy actually walked me through how to apply online, screen-share style. He was the only one who treated the leasing process like something I might actually do—and didn’t just assume I’d “think about it” and wander off into the void.

The Takeaway

Look, I get it. Leasing is hard. AI is helpful. And sometimes you just want to eat lunch in peace without a surprise shopper ruining your vibe. But if you can’t:

• Greet prospects by name,

• Know your own specials,

• Provide a working link to book a tour,

• Or offer a reason to fall in love with your community...

Then no amount of concessions is going to close the deal.

These were all easy wins, folks. And they were missed.

Until next time… Happy Leasing 

Houston, We Have a Leasing Problem (And a Few Success Stories)

Last year, I hit the ground running in Houston—literally. Five apartment tours in a single day. Yes, you read that right. Five. In. One. Day. And while I might need a nap just thinking about it, the real takeaway is this: touring like a true prospect can teach you a whole lot about what’s working (and what’s wildly missing) in today’s leasing experience.

Let’s dive in, shall we?

The Booking Breakdown

First things first: Why can’t I book a tour online in today's age? Two of the communities I tried to schedule didn’t offer online booking—both run by a large management company. Not being able to secure a time slot digitally meant they lost the prospect I had already filled up my day by the time they emailed me back hours later. Let me say this louder for the teams in the back: if I can’t book it online, I’m booking it somewhere else.

From Valet Confusion to Voicemail Joy

My first tour had promise. A voicemail confirmation, a text with thoughtful questions: moving date, price range, must-haves. I thought, “Okay, we’re off to a strong start.” But then… crickets. When I arrived, the team hadn’t read the guest card. The questions I had already answered via text were asked all over again. And while the valet service was a fun surprise, not knowing whether I should tip (or even how) left me in a spiral of Venmo-panic. Communication is key, y’all.

The Amenity Avalanche

Another property tried to wow me with technology—key fobs, hydro massage beds( I introduced this amenity to a property in 2015), resort-style everything. I appreciated the tour, but where was the connection? No one asked me to apply. No one really dug into my needs. And when I raised an eyebrow at a hefty fee, I got a printed sheet instead of a real explanation. Transparency matters. So does conversation.

Paint Smudges and Pet Perks

One leasing professional was incredibly knowledgeable—but also had paint on his hands mid-tour. Another asked about my dog but never the name, the breed, or any of the fun details that show genuine interest (My dog is the cutest dog of them all). (Pro tip: Knowing a pup’s name is leasing gold.) But here’s something they got right: a local hotspot QR code with 100+ places to eat, sip, and shop. Huge win! I just wish it had been printed on something a bit more polished than what looked like a faded school flyer.

When the Special Becomes the Crutch

At one community, I waited 20 minutes past my appointment time. Once we got going, the leasing agent showed me a dark apartment. When I voiced concern, remember, I work from home, her solution was, “That’s why we’re offering six weeks free.” Not a tip about light bulbs or layout suggestions. Just the discount. Specials shouldn’t be your only selling point. Use your creativity and your training.

And Then There Was… The One

My final tour of the day was, hands down, one of the best I’ve had in years. The leasing professional knew who I was, had read my guest card, laughed with me, listened, and even asked about my prized collection of Starbucks mugs (because yes, they matter). She asked me to apply. She followed up with intention. She connected.

No, she wasn’t perfect. But she cared. And I felt it.

Key Takeaways for Leasing Teams

1. Stand Out on Purpose: If you have valet, Bluetooth speakers, or a hydro bed—own it. Lean in. Make it memorable

2. Stop Making Prospects Work: I’m not here to fill out guest cards twice or flip through floorplans with zero context.

3. Read the Room—Literally: That guest card you got? Read it. Know me before I walk in.

4. Follow Up Like You Mean It: Personalize your message. Ditch the templates.

5. Ask for the Sale: Eleven tours. One ask. Don’t be afraid to invite me to take the next step.
   

Until next time, happy leasing.
—Ronald

“But I’m Just a Leasing Agent…”

(Said no superhero ever.)

Let’s get one thing straight:
You are not just anything.

If you've ever found yourself saying, “I’m just a leasing agent,” let us stop you right there. That sentence is like saying Beyoncé is just a singer, or that coffee is just hot bean water. Technically true—but wildly underwhelming.

You’re the Vibe Curator

You don’t walk into the office—you enter the scene. You’re the one rolling out the metaphorical red carpet for every prospect and resident. You’re part concierge, part therapist, part mind-reader, part magician (because yes, you do somehow find a 2-bedroom under budget with a skyline view and a walk-in closet).

First Impressions? You Eat Those for Breakfast.

You’re the face of the community, the keeper of keys, and the wielder of “Let me see what I can do.” When someone’s looking for a home, you’re not just showing square footage—you’re helping them picture birthdays in the dining room, cozy nights on the couch, and dramatic conversations in the hallway (we’ve all seen the shows).

You Wear Many Hats—and Look Great in All of Them

Some days, you’re a sales pro. Other days, a tour guide, DJ (for that lobby playlist), counselor, calendar wizard, or detective (where did that noise come from?). And through it all, you stay calm, cool, and collected—even when the printer jams, the phones ring non-stop, and a prospect shows up 20 minutes early… with three dogs.

Let’s Retire “Just”

There’s no just in your title.

You are:

• A life-change facilitator

• A home-matchmaker

• A walking, talking welcome mat (but way more stylish)

• The spark that keeps your community lit—literally and metaphorically
  

Say This Instead

So, next time someone asks what you do, skip the “just” and try:

• “I help people find home—and I do it with heart.”

• “I’m in the business of first impressions, happy residents, and closing leases like a boss.”

• “I’m basically a real estate rockstar with better hours.”

Because you are the heart of the community. The first impression. The glue. The magic.

And if anyone still doesn’t get it?
Just smile and say, “Let me show you around.”

How Improv Helped My Selling Skills (and Possibly My Sanity)

Have you ever had a conversation at work that started with, “So, the residents found a raccoon in the pool again…” and ended with you planning a wildlife-themed community event? No? Just me? Cool.

Point is, working in multifamily housing means anything can happen—and often does. That’s why I signed up for an “Upskill with Improv” workshop. Not because I dream of Broadway (although my shower concerts are legendary), but because I needed help thinking on my feet without sounding like I just short-circuited.

Turns out, improv isn’t just for aspiring comedians and that one guy from accounting who thinks he’s hilarious at holiday parties. It’s for everyone. Especially us—those juggling residents, vendors, maintenance emergencies, and the occasional emotional support ferret.

Here’s what I learned from improv theme episode with my friend Stephanie Oehler of Savvy Leasing that’s actually helped me at work:

1. “Yes, And…” is a lifestyle.

In improv, you never shut someone down with a hard “no.” You build on what they said. At work, that might look like:

Resident: “I think my dishwasher is haunted.”
You (smiling): “Yes, and let’s have maintenance check it out—unless it starts doing the dishes well, in which case we’ll just name it Casper.”

2. Confidence is faking it until you nail it.

Improv teaches you to go with your gut. There are no scripts—just guts, instincts, and maybe a little panic sweat. That’s also how I felt the first time I led a tour for a prospective resident while a leaf blower raged outside and the fire alarm chirped every 47 seconds. I committed. I sold the ambiance as “urban jungle chic.” They signed the lease. Improv works.

3. Mistakes? We don’t know her.

In improv, if you mess up, you just roll with it. In real life, when I called a resident by their cat’s name during a community event, I just played it off like a joke: “Don’t worry, Whiskers—you still get a raffle ticket.” Everyone laughed. I survived. The cat glared at me.

4. Listening is your superpower.

Improv isn’t about being the funniest person in the room—it’s about listening so well you can build something amazing with others. At work, that means hearing what a resident really needs when they say, “This isn’t what I expected.” Sometimes it’s about fixing the issue. Sometimes it’s about showing them they’ve been heard. Sometimes it’s about snacks. (Snacks are never a bad idea.)

Bottom line?
Whether you're on stage, in the leasing office, or knee-deep in a surprise plumbing incident, improv skills help you stay flexible, responsive, and (bonus!) way more fun.

So go ahead, say “yes, and…” to that workshop. You might not become a comedian, but you will become the office MVP. And maybe, just maybe, you’ll finally be ready for that raccoon in the pool.

Leasing Tune-Up: Secrets to Leasing Success from the Pros

In the fast-paced world of multifamily housing, staying sharp on leasing fundamentals isn’t just helpful—it’s essential. That’s exactly what Ronald and the leasing all-stars tackled in an episode of Rooms with Ronald, where they delivered a dynamic Leasing Tune-Up session designed to elevate the leasing experience across the board.

Back to Basics—with a Twist

Everyone needs a reminder of the importance of consistently revisiting the leasing fundamentals. Even seasoned professionals benefit from a refresh. Why? Because the best in the business never stop refining their craft.

Let me show you how to approach leasing with intentionality and care. Leasing isn’t just about checking boxes, it’s about creating meaningful, personalized experiences for prospects. Whether you’re new to the field or a seasoned leasing consultant, the goal remains the same: make people feel heard, welcomed, and at home.

Leasing Is Like Hosting a Party

One standout analogy I like to use is the comparison of leasing to hosting a party. Think about it—when you throw a party, you don’t just fling open your door and hope people figure things out. You welcome them warmly, offer them a drink, introduce them around, and ensure they’re having a good time.

Leasing should feel the same way. It’s all about anticipating needs, guiding the experience, and making sure prospects feel taken care of from the moment they walk through the door (or start a virtual tour).

Key Takeaways from the Leasing All-Stars

Here are some pointer from powerhouse leasing pros who shared their practical tips and golden nuggets of wisdom:

• Make a memorable first impression. From your tone of voice to your body language, prospects should immediately feel your enthusiasm and confidence.

• Ask the right questions. Don’t rush into showing an apartment without understanding what the customer really needs. Listen closely—it’s not just about filling a vacancy; it’s about finding their future home.

• Follow a process—but make it your own. The best leasing professionals follow a proven structure while adding their own unique flair and warmth to every interaction.

• Overcome objections with empathy. When concerns come up, lean in with curiosity and compassion. Understanding a prospect’s hesitation can turn a “maybe” into a “yes.”

The Leasing Mindset

Throughout the tune-up, one message rang loud and clear: leasing is a mindset. It’s about showing up with energy, curiosity, and commitment every single day. The most successful leasing agents aren’t just selling apartments—they’re building trust and delivering hospitality.

I challenge all leasing professionals to ask themselves, “Would I lease from me?” A powerful reflection that underscores the importance of consistency, personalization, and passion in every tour and touchpoint.

Ready for Your Tune-Up?

Whether you're feeling like a leasing rockstar or in need of a little spark, check out  this episode of Rooms with Ronald was the perfect tune-up. It was a reminder that leasing is more than a transaction—it's a powerful opportunity to create unforgettable customer experiences.

So, next time you pick up the phone, respond to an email, or greet a prospect at the door, remember: you’re not just leasing a unit. You’re inviting someone into their next chapter. Make it memorable.