Empathy, transparency and consistent communication can calm renters’ anxiety about their new homes and turn potential conflicts into loyalty, according to panelists at the Apartmentalize conference in New Orleans last week.
From pre-leasing and construction delays to move-in day confusion and everyday complaints, they said on-site teams that listen first and respond quickly build trust that pays off in resident satisfaction and retention.
Meeting Conflict With Empathy
When conflicts occur, the leasing team must first acknowledge the resident’s feelings, said panelist Jamie Gorski, founder and president of apartment consulting firm Catchpoint Collective.
“Tell them you understand, and that you’re going to fix it, and then follow up once you do,” Gorski said. “This way, you create a loyalist out of a potential conflict, not a megaphone.”
Uneasiness often starts well before move-in, especially during the construction and lease-up phases, Gorski said. Renters frequently pre-lease their new apartment a year in advance, which creates a mix of excitement and worry as construction timelines shift. Gorski said apartment communities can ease those nerves by regularly updating residents on delivery progress and offering hard-hat tours during construction.
“If you only give them a one-month’s warning that there’s going to be a delay, that’s not a good way to gain their trust early on,” she said. Instead, Gorski said that adding an extra buffer of about a month to the construction timeline can help prevent last-minute stress when delays occur.
While AI-driven automation of the operations process is increasing, it has limits. Brian Miller, director of partner experience and engagement at Zillow, said that when the entire tour process—from scheduling to execution—is automated, tour no-show rates tend to rise because prospects miss the human touch. “It’s important to be renter-focused, not process-focused,” Miller said.
Setting Expectations At Move-In
The move-in process is another key moment when you can build or undermine trust. Sarah Perry, director of brand, marketing, and customer experience at Hills Properties, said the lease review is an ideal opportunity to educate residents and dispel misconceptions about fees and services in their new homes.
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