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
Stand Out on Purpose: If you have valet, Bluetooth speakers, or a hydro bed—own it. Lean in. Make it memorable
Stop Making Prospects Work: I’m not here to fill out guest cards twice or flip through floorplans with zero context.
Read the Room—Literally: That guest card you got? Read it. Know me before I walk in.
Follow Up Like You Mean It: Personalize your message. Ditch the templates.
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…”
It all begins with an idea.
(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)
It all begins with an idea.
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
It all begins with an idea.
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.