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.