The Future of Leasing: Why AI Is Here to Empower, Not Replace You
Artificial intelligence isn’t just a buzzword anymore—it’s becoming a daily reality in multifamily leasing. In a recent Rooms with Ronald conversation, I sat down with Justin Jones, founder of Multifamily Q Space and widely known as “the multifamily AI guy,” to unpack what AI really means for leasing teams today. Spoiler: it’s less about replacing people and more about empowering them.
Where AI Is Headed
Justin explained that we’re moving from simple automation and chatbots to what he calls agentic AI—technology that doesn’t just wait for prompts but proactively takes action. Imagine an AI co-pilot that schedules follow-ups, reshuffles appointments, or flags a prospect for you before you even think to do it.
A JLL study backs this up: 61% of multifamily organizations plan to invest more in generative AI by the end of 2025, with proactive AI expected to handle nearly half of all initial leasing interactions.
The Big Fear: Job Security
Understandably, leasing professionals worry: If AI is doing the work, what about my job? Justin’s take was reassuring. Leasing is all about human connection—something AI can’t replace. Instead, think of AI as a digital teammate that takes the repetitive tasks off your plate so you can focus on what makes you invaluable: relationships, empathy, and creating community.
His advice? Use AI to handle the noise so you can amplify the human. And if you see technology creeping too far into your lane, raise your hand, upskill, and make yourself irreplaceable.
Practical Ways to Start Using AI
Overwhelm is real in leasing, so Justin broke it down into two buckets:
Institutional tools – The tech stack your company invests in (think virtual leasing assistants, marketing automations, rent reminders, or maintenance request triage). The key is making sure these tools actually solve problems for you. If they don’t, speak up.
Individual tools – The AI in your pocket right now: ChatGPT, Claude, Gemini. Experiment with them. Use them to draft emails, brainstorm events, or even polish your own professional voice. Just remember to keep yourself in the loop—AI is a co-pilot, not the driver.
Training Gaps and Blind Spots
A common fail? Rolling out AI without training leasing teams properly. Deloitte reports that while 64% of leasing professionals use automations daily, only 22% received hands-on AI training last year. To close that gap, training should focus on why a tool matters, not just which buttons to click.
And don’t underestimate AI’s superpower with data. It can instantly spot drop-offs in your leasing funnel—like a pattern of tours not converting—so you can make smarter, data-informed decisions.
The Privacy Piece
Justin kept it simple: don’t put proprietary or personal resident data into public AI models. Vendors should also be upfront about how they handle data. Before you get wowed by a sales pitch, ask the compliance questions first.
The Enablement Champion
If Justin had to give AI a job title in multifamily, he’d call it the Enablement Champion. It’s not just about saving time—it’s about enabling you to do the work that really matters.
Final Word
AI isn’t coming for leasing professionals—it’s coming with them. It’s here to lighten the load, unlock new insights, and help leasing teams shine brighter in what only humans can do: connecting with people and building community.
As Justin put it, “AI is your digital workforce. Let it enable you, not replace you.”