By Kim Young
In multifamily leasing, striking the right balance between automation and human connection isn’t just a technological decision. It’s the difference between signing a lease and losing a prospect forever. According to the 2024 NMHC/Grace Hill Renter Preferences Survey Report, 73 percent of renters expect digital leasing options, yet 67 percent say personal interaction influences their decisions. These numbers tell a compelling story that every operator should heed. As operators, we aren’t merely optimizing workflows. We’re orchestrating living experiences that transform curious browsers into committed residents, then we nurture relationships that endure long after move-in day.
The multifamily landscape stands at a critical crossroads. Operators who embrace technology too wholeheartedly risk alienating prospects seeking an authentic connection. Companies that rely too heavily on a personal touch will miss the efficiency modern renters demand. The stakes extend beyond occupancy rates; they shape the overall resident experience and community connection.
Here’s how savvy multifamily teams can harness the best of both worlds to create leasing experiences that convert, satisfy and ultimately drive net operating income (NOI).
Automate What’s Repetitive, Personalize What Matters
Think of your leasing strategy as a fine dining experience. Automation handles the foundational service: taking reservations, explaining menu options and confirming arrivals. Meanwhile, your leasing professionals are the master chefs and sommeliers who elevate the experience from transactional to transformational. Their expertise isn’t wasted on reciting business hours or pet policies. Instead, it’s reserved for the moments and conversations that influence decisions.
For multifamily owners launching into the automation space, begin with the cornerstone interactions that form the baseline of your leasing funnel. At Fogelman, we’ve implemented automation across multiple touchpoints — from our virtual assistant, Christy, who handles text, email and chat inquiries 24-7, to fraud-prevention tools that streamline screening. Additionally, move-in automation systems guide residents through each step of settling in. These tools work behind the scenes to eliminate repetitive tasks and keep things moving smoothly for both prospects and teams.
The operators who succeed won’t be the ones who automate everything or ignore technology entirely. They’ll be the ones who stay curious, keep listening and build systems that are flexible enough to serve every renter, every time.
Christy alone has proven invaluable, considering that a staggering 74 percent of our leasing interactions now occur after office hours. Automation is merely the first course of the leasing experience. When prospects reach pivotal decision points, such as comparing floor plans, weighing amenity options, or visualizing their future home, our leasing professionals step in with expert guidance that no algorithm can replicate. Technology doesn’t replace these crucial human touchpoints; it creates the breathing room for interactions to flourish, allowing our teams to invest quality time in relationships rather than repetitive tasks.
Know When High Touch Matters
When prospects physically visit your community, they’ve already eliminated dozens of options from consideration. The digital funnel has narrowed their search, and you’ve made the shortlist. Now comes the moment of truth.
They’re not just inspecting square footage, they’re seeking reassurance, connection and the intangible feeling of “home” that only human interaction can validate.
Fogelman’s strategic pivot away from self-guided tours in late 2024 was driven by our recognition of this fundamental truth. The move ran counter to industry trends but aligned with what our prospects desired. We’re seeing that what’s old is indeed new again, much like the resurgence of vinyl records in a streaming world or the return of direct mail in a digital marketing landscape. When prospects make the effort to visit in person, they want expertise over autonomy.
Similarly, phone calls have become increasingly rare in today’s digital world, with most personal interactions shifting to text and other technologies. In the multifamily space, when a prospect picks up the phone to call your office, they’ve made a deliberate choice to connect with a human voice. Recognizing and honoring that choice not only meets their expectations — it strengthens trust and sets your community apart.
The key is giving renters a choice between digital convenience and human connection. Some want an immediate answer and zero friction, while others want expert guidance from a leasing agent. Our goal, as multifamily operators, is to make both options seamless and let our teams pivot between them easily.
Monitor the Metrics and the Morale
So, you’ve automated. Now what? Implementing new technology is just the starting line for communicating with renters. Like other tech implementations, property managers can’t just set it and forget it. Every month, on-site teams and regional managers should assess the resulting impact of automation by tracking average response times, chatbot resolution rates, lead-to-tour conversion percentages and the critical lead-to-lease timeline.
The data tells you whether your tech is speeding things up or putting the brakes on the prospect journey. For example, data can help you catch red flags early, like a spike in AI-to-human handoffs, which signals a breakdown in the automated experience. If too many chats escalate, the system isn’t giving people what they need.
At Fogelman, we saw a 27 percent drop in lead-to-move-in time across several properties within the first quarter after launching our virtual assistant. The correlation was undeniable: prospects were getting answers faster, moving forward with greater confidence and signing sooner.
In just six months, Christy has fielded more than 83,700 questions, 87 percent of which came from prospects. That’s nearly 2,800 hours of leasing agent time handed back to our teams, giving them space to focus on high-value work like touring, connecting, and converting.
Other automation tools have made similar impacts behind the scenes. Our fraud prevention solution now handles key screening steps that used to fall on our leasing teams, saving over 3,500 hours in the first quarter of 2025 alone. Our move-in automation tool delivers timely, step-by-step guidance to residents during a process that can often be overwhelming. In just three months, it has saved more than 6,900 hours of team time and reduced more than 7,300 emails.
The numbers tell only part of the story, however. The moment that really stuck with me was when a leasing professional pulled me aside and said, “Please don’t take Christy away. She’s handling all the routine stuff that used to fill my day. Now I can do the part I love — helping people find their home.” That’s the kind of feedback you can’t put in a spreadsheet, but it’s just as valuable.
While it’s obvious that automation delivers clear results, leadership must address the elephant in the room when introducing new technology to onsite teams. That is, automation is there to empower onsite teams, not replace them. The tools are implemented to help property teams focus on what matters most — residents, relationships and results.
The Future Lives in the Balance
Blending automation with personalization is a commitment to doing better by both renters and onsite teams. When done well, automation gives onsite teams time to focus on what matters most, while personalization turns a transaction into a connection. The operators who succeed won’t be the ones who automate everything or ignore technology entirely. They’ll be the ones who stay curious, keep listening and build systems that are flexible enough to serve every renter, every time.
Kim Young is vice president of shared services at Fogelman Properties, which specializes in multifamily acquisitions, property management, construction management and asset management.