The State of Apartment Leasing: Is “Mediocre” the New Standard?
The State of Apartment Leasing: Is "Mediocre" the New Standard?
By Ronald Harrington
Can you believe we’ve already zipped through May? January dragged on like a lease audit in Excel, but spring hit the gas pedal and here we are. I’ve recently released the podcast that sums up my mystery shops for April and let me tell you, the experiences ranged from “that was...fine” to “did they even want my business?” And in between, a glimmer of magic (laryngitis and all).
Let’s break it down.
22 Shops in, Zero Mic Drop Moments
That’s right. As of April 30th, I’ve done 22 shops this year and not one leasing professional has made me say, “Wow, I want to live here and I want to invite them to brunch.” I’ve had more delightful customer service ordering a venti cold foam cold brew. At least the barista remembers my name. Meanwhile, in multifamily? I’m still waiting on someone, anyone, to make me feel like more than a line item on their occupancy report.
Digital Leasing: The Good, the Bot, and the Boring
April gave me a buffet of online experiences. Some communities were refreshingly bot-free (a rare breed in 2025), but those sites often lacked ease, efficiency, and, let’s be honest, logic. One required an Olympic-level number of clicks just to submit a guest card.
One standout moment? A property sent me a “lifestyle video” in their automated response. Real residents. Real dogs. Real moments. It was modern leasing gold. The kind of thing you move to a homepage and let autoplay like it’s your headliner at Coachella. But alas, it was buried three tabs deep under “Virtual Tours.” That’s like hiding Beyoncé in the back row.
Leasing Agents: From Laryngitis to Legendary
One tour stood out, not because of glitz, but because of genuine connection. The leasing agent had laryngitis (a leasing professional’s worst nightmare), but handled it like a champ. She ushered me to a comfy seat, asked thoughtful questions, including the best of all time: “What’s your story?”
That was the first time someone treated me like a whole human, not just a prospective rent check. She made the tour feel like a conversation with a friend. Until the end when she didn’t ask me to apply. Missed it by that much.
The Others? A Whole Lotta “Meh”
Let’s just say if leasing were a dating app, I’d be swiping left. A lot. One agent tossed six floor plans at me before asking what I was even looking for. Another never used my name again after “Are you Ronald?” (Spoiler: I still am.) One wore AirPods during the entire tour. Not a vibe. And nearly all failed the follow-up. No personalization. No memorable touches. No “Hey, Ronald, here’s that floor plan with the closet space you loved!”
The most exciting part of one shop? A “Choose Your Own Adventure” lease special. Want AirPods? A Visa card? Parking? That’s the spirit. Incentives should be memorable. Like your apartment tour should be.
The Final Tally
Out of five April tours:
Only one person asked about me — what I’m looking for, who I am.
Zero asked me to apply.
Most follow-ups felt templated, rushed, or like they were typed while waiting in line for coffee.
I’m not asking for fireworks and a red carpet. I just want leasing experiences to match the $1,500 a month we’re asking prospects to commit to. Shouldn’t we aim for hospitality that rivals a boutique hotel or at the very least, your local Starbucks?
Am I Asking Too Much?
Maybe. Or maybe we’ve just let the standard fall. But here’s the good news. It’s fixable. With the right mindset, training, and a little bit of Ronald sass, your leasing team can absolutely stand out.
If you’re reading this and thinking, “We need help,” well, hi. I’m Ronald. And I’ve launched RWR Consulting to elevate the leasing game. Visit www.roomswithronald.com, email me at roomswithronald@gmail.com, or just slide into my DMs. Let’s talk about making your communities memorable for all the right reasons.
Until next time, keep it classy, keep it personal, and above all, happy leasing.