Humans Help Us Matter: The Real Power of Mystery Shops in the AI Age

I get asked all the time about the value of mystery shops. A lot of people look at them as just another budget line, something to cut when expenses get tight. But here’s the truth: mystery shops aren’t a line item, they’re a mirror. They show us what it actually feels like to interact with our teams, our brand, and our communities.

Then comes the inevitable question: “Do we really need human shoppers when AI can do so much?”
Yes. We do. A thousand times yes.

Before I get up on my soap box about mystery shops, let’s start with a simple mindset shift. Can we please retire the words mystery shop and secret shop? Those phrases make it sound like we’re setting traps for our teams. And honestly, that’s what some companies have turned it into a “gotcha” moment. That’s not leadership. That’s surveillance.

To me, a shop is an experience evaluation. It’s how we measure what it feels like to be our customer. Every phone call, every tour, every email that’s all a shop. Every single interaction is a data point about how we show up.

And let’s tackle one of my favorite myths: “Our team can spot a shopper a mile away.” Maybe they can. But if that’s true, it’s time to rethink your shop, not dismiss the value of it. The point isn’t to trick your team, it’s to understand your customer experience.

Here’s something simple that works: change the questions. I remove the dead giveaways like the obvious fair housing or safety ones and replace them with something like, “Did the leasing professional do or say anything that could be perceived as discriminatory or that guaranteed your safety?” That subtle shift changes everything. It allows the shop to stay real.

And let’s be honest, today’s renters don’t ask those questions anymore anyway. They’ve already Googled the neighborhood, checked crime maps, and read twenty reviews before ever picking up the phone. The role of the leasing professional today isn’t to provide information, it’s to create connection.

If you’ve listened to my podcast, you know I share what really happens out in the field: the good, the awkward, and the revealing. And here’s the thing: if a team member thinks I’m a shopper and still doesn’t bring their A-game, that’s not a shop issue. That’s a culture issue.

Now, let’s talk about AI. You already know I’m a fan. AI can do amazing things. It can score calls, analyze emails, and spot trends that help us see the bigger picture. That’s powerful data. But AI doesn’t feel. It can tell you sentiment, but not sincerity. It can read a tone, but not a truth. It can count words, but it can’t capture warmth.

And it definitely can’t notice the friction points in a customer’s journey. AI won’t see that your guest card never reached the property, or that your listings on four different sites say four different things. It won’t feel the frustration of a prospect stuck in a chatbot loop just trying to get one simple answer.

That’s where humans come in. Our business has always been human to human. We don’t lease apartments. We build trust. We create belonging. And that can’t be automated.

A human shopper can tell you what AI never will: how it felt to experience your brand. The energy when they walked through the door. The tone in a greeting. The way someone paused to listen or didn’t. That’s the stuff that makes or breaks a leasing experience.

And that’s the real secret to great leasing. People may forget what we said, but they always remember how we made them feel.

Here’s where we need to evolve: stop rewarding only the “perfect” shop. Celebrate great performance, yes, but let’s stop teaching people to chase a score. Perfection often kills authenticity. The best tours are the ones where the prospect leaves excited and connected, not just impressed by a script.

When we use shops for coaching instead of correction, we unlock real potential. They become a way to inspire, not intimidate. They create stronger teams, better customer experiences, and ultimately, better results. That’s where the ROI really lives.

So yes, mystery shops still matter. But only when we use them as a tool for growth, not fear. AI can measure, but humans make meaning.

You have to spend money to make money, sure. But when that investment helps elevate your people, your customer experience, and your bottom line, it’s not an expense. It’s strategy.