Leveraging Resident Insights for Peak Leasing Season

The days grow longer, the weather gets hotter, and we dive into another important chapter for property managers: leasing season. 

More leases are signed between Memorial Day and Labor Day than at any other time in the year. 

This bustling period offers both challenges and opportunities for your community. First impressions are everything, and how you engage with potential residents can make or break your chances of securing a signed lease and staying effective at SMB-level or corporate reputation management.

As we find ourselves in the heart of leasing season – July and August—now is the perfect moment to act on what residents are currently feeling and saying.

Review Volume Spikes During Leasing Season 

Analyzing 400,000 Google reviews across 20,611 properties revealed a surge in monthly review volume during the leasing season–specifically during July and August–hovering around 2.2 reviews per month with a peak in August at 2.7 reviews per month. 

The average reviews per month for the multifamily industry is 1.59. 

Residents leave more reviews during the leasing season because they are more engaged with communities when choosing a prospective place to live. Leasing season also corresponds with two major (and reviewable) stages of the resident lifecycle: tour and move-in.

Top 4 Resident Experience Topics During Tour and Move-In

1. People are the Difference Maker

Your team is your greatest asset for creating a positive impression of your property. During the tour stage, 73% of positive reviews mention onsite teams—that's 13% higher than the industry benchmark, which is ​​calculated by averaging the entire dataset across all lifecycle stages.
Interestingly, onsite teams are the only factor that significantly drives both positive and negative sentiment during tours. While they’re mentioned in 73% of positive reviews, onsite teams also appear in 36% of negative tour reviews, making them the top topic for both types of feedback.
Your people are your differentiator. Invest in them, support them, and their positive impact will reflect in your reviews.

2. Scheduling is Impactful

Scheduling appointments is the first step in welcoming residents into your community. As such, it can make or break their experience. There’s an 844% increase in negative mentions of appointment scheduling issues during the tour lifecycle stage. The way you handle scheduling will significantly impact your reputation. This 844% spike is the highest we saw by any topic during any lifecycle stage within our study.

The tour stage is when prospects are most excited about the possibility of calling your community home. They’re engaged, eager, and ready to explore what you have to offer. If service disappoints, that enthusiasm can quickly turn to frustration. By providing reliable scheduling and equally enthusiastic support during the tour and move-in stages, you can enhance these positive experiences. 

3. Aesthetics Impress

When potential residents step onto your property for a tour, the first thing they notice is how it looks and feels. A well-maintained property is often a game changer in a resident’s decision-making process. 

Unsurprisingly, mentions of aesthetics jump 60% in positive tour reviews. During the leasing season, the emphasis on aesthetics is especially pronounced. 

Key trends:

• Unit Condition: Mentions of unit condition increased by 39% during the leasing season. With more people looking to move, there are more people touring. Presenting units that are in top shape is essential to generating positive reviews.
• Amenities: Positive reviews mentioning pools increase by 38% during leasing season. Amenities are highly valued and can be a major selling point, as long as they are well-maintained and sustainable throughout the entirety of the resident lifecycle.

4. Communication is Key

Clear, timely, and empathetic communication is key during lifecycle stages like move-in and maintenance. The move-in stage is exciting for new residents, but it can also be overwhelming. Communication is mentioned in 58% more positive move-in reviews and 35% more negative reviews compared to the industry benchmarks. 

When the excitement of moving into a new community fades, residents still want to feel valued and cared for. Maintenance issues are bound to arise. How you communicate through them will determine whether residents renew their leases or recommend your community to friends and family.

Topics that Spike in Resident Mentions During the Peak Leasing Season

Leasing season is the ideal time to get a glimpse of what new and prospective residents notice when touring and moving into units. By understanding what matters most to residents during this peak time, you can refine your approach to attract and retain residents throughout the year.

Popular Topics:

• Pools: Mentioned 38% more often in positive reviews during leasing season, indicating that residents appreciate this type of luxury offering.
• Amenities: Mentioned 24% above the industry benchmark in positive tour stage reviews. When prospective residents are looking to choose a new community, the state of your amenities can be the deciding factor.
• Appliances and Unit Condition: There was a 61.42% increase in mentions of appliances and a 39.35% increase in mentions of unit condition during the leasing season compared to what we see during the rest of the year. The move in appliances is notable, but its also on a small base, mentioned in less than 1% of positive reviews.

As leasing season comes to a close, it's essential to recognize the unique opportunities this time presents for connecting with potential residents. 

First impressions matter, and how you engage with prospects can significantly influence their decision to choose your community over others. 

This season brings a noticeable increase in resident reviews, highlighting what matters most during tours and move-ins. By focusing on these areas, you can enhance resident experiences, boost your community's reputation, and turn more tours into signed leases.