Helping people find a place to call home is rewarding work. But there are also those “we need to talk” moments with residents about rent increases. Here’s advice on how to have those sometimes-difficult conversations.

1. Be straightforward and honest

Don’t be afraid of giving people news they don’t want to hear. As a property manager, you will always have residents who believe the rent is too high. One approach to take is simple economics: A rent increase is often a supply and demand issue in that there are more people renting apartments than the number of apartments available. If there is another reason that you have approval to discuss, explain it in direct, simple terms.

2. Understand your market and industry

Building your expertise builds your confidence in how to explain rent increases. Dive deep into the data available through your property management firm’s data analysis tools so you can talk to residents with integrity and transparency. Zillow Group also has renter insights available based on an annual consumer survey.

3. Find a mentor

Think of someone with industry experience who you know and trust who can explain why the rent is increasing. Property management veterans love to share their insights. Be sure to take advantage of local associations and networking with other PMs in your area. Chances are the pressures of the market are yielding similar conversations across their communities.

4. Listen with empathy

A lot of times people know you can’t do anything about a rent increase, but they want to be heard. Listen to their concerns and say, “Yes, I hear you.” Explain that the increase isn’t optimal for anyone to give your resident confirmation that they are not alone in this.

5. Remind residents about the value they get

You’re great at explaining the features of your property to prospective renters. Those same benefits are the reasons why your current residents chose your property. Reiterating that value can help a resident understand why they should continue to choose your property as their home.