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.