Luxury Leasing with Styrofoam Cups? We Need to Talk
This September, I added a brand-new city and state to my mystery shop list and let me tell you, it was a wild ride. Five very different apartment communities. Five very different stories. Some were wins, some were misses, and a few left me scratching my head. But every single one revealed something important about where leasing stands today.
The Power of First Contact
At my first stop, the leasing process started strong. Within minutes of submitting my guest card, I received an automated email, a phone call from a real human, and even a text message. Three touchpoints within thirty minutes? Chef’s kiss. Unfortunately, that strong start didn’t carry through to the tour itself.
When I arrived, the leasing professional never introduced herself or asked my name. The conversation quickly turned into a transactional checklist of fees and floor plans. I left feeling like a number instead of a potential neighbor.
Here’s the kicker: the property had a resident rewards program, something I only discovered on a sign as I was walking out. Imagine how much stronger that connection could have been if they had led with a benefit like that.
When “Luxury” Feels Like Styrofoam
My second tour took place in a downpour. I was impressed to see umbrellas waiting by the door and an espresso machine that looked like it belonged in a boutique café. But then I was handed… a plain white styrofoam cup. Tiny detail, big disconnect. If you’re selling luxury, everything, from your leasing presentation to your coffee cups, needs to match that experience.
The tour itself? A little chaotic. No introductions, no clear structure, and a second leasing agent who swooped in mid-conversation. Confidence and clarity go hand in hand, and both were missing that day.
Tell the Story, Don’t Just Show the Space
The third property was housed in a converted factory—an architectural gem with real character. But the leasing agent never mentioned its history or used the story to sell the lifestyle. That’s a missed opportunity.
Worse, one of the units she showed was still occupied. As someone who’s toured over 160 properties, that was a first for me. It’s never a good idea to surprise a prospect with someone else’s furniture or dirty dishes.
When “Too Good to Be True” Hurts Credibility
At property four, I finally met someone who nailed the basics. She greeted me by name, smiled, and used my dog’s name (Snoopy) throughout our conversation. But then things took a turn into “wait, what?” territory. She offered to waive pet rent for Snoopy and claimed I could just “say whoever I work for” to get a preferred employer discount.
Charm is great. But credibility is better. Sometimes, honesty and transparency sell far more effectively than an off-the-cuff deal.
The One That Never Showed
The fifth property? A complete no-show. I confirmed my appointment in every channel—email, text, even voice AI—but when I arrived, no one was there. I waited ten minutes, wandered the mailroom, and finally left. Twenty minutes later, I received an email saying the agent was “on her way.” In leasing, timing is everything. And an email isn’t the right way to say, “I’m running late.”
What the Data Says
Across the third quarter, I shopped sixteen properties in three states, representing fifteen different management companies. Out of those sixteen:
Only three asked questions beyond move-in date, price range, and apartment size.
Only one asked me to apply.
Nine followed up within 24 hours.
The average tour lasted twenty-two minutes and included just over two apartments. It’s clear that while automation is improving, the human side of leasing still needs a major tune-up.
My Takeaway
Leasing isn’t about showing apartments, it’s about showing what it feels like to live there. People want to be seen, heard, and helped. That means using names, asking meaningful questions, and being consistent from first contact to follow-up.
Ask for the close. Offer real value. And please, if you’re serving coffee in a “luxury” community, invest in better cups.
Until next time, happy leasing.