Creating an environment that residents love and want to keep living in isn’t about giveaways or cookies in the leasing office — it’s about nurturing relationships throughout the year and creating a positive, accommodating space residents enjoy coming home to.

Resident retention is an ongoing endeavor that needs to be prioritized. Marketing for renewal starts at the initial lease-signing and continues through the completion of the renewal papers.

Try these seven tips throughout the year to keep residents happy and eager to renew.

1. Build a community on-site

Residents who feel a sense of belonging in their community tend to stay long term. More than 1 in 4 (28%) multifamily renters say shared amenities such as pet areas, a business center or conference room are very or extremely important.* And you can use these spaces in many ways to nurture connections throughout the year:

• Host monthly events to bring residents together, face to face.
• Hold holiday gatherings and parties (make sure to be inclusive).
• Celebrate small-scale, quirky holidays that will make your residents smile, such as Popcorn Lovers Day and National Pet Day.
• Invite residents’ friends and family members to join community activities.

2. Build a community online

Your community’s social media sites are key to retaining the residents you value the most. They are also key to attracting new residents to your community.

Facebook®, Instagram® and Twitter® help you authentically engage with residents. You can invite them to upcoming events at the property and tell them about great new restaurants and shops nearby. Hold a social media contest — how about an Instagram photo competition? — that can cost little more than the prize you choose. As always, replying back to your residents’ tweets and posts is a great way to engage with them while giving potential renters a glimpse of what your property has to offer.

3. Maintain year-round quality of life

Your renters chose your community because you provide the quality of life and living environment they feel is best for them. So, strive to exceed their expectations all year long.

When winter comes, keep walkways and parking areas free of snow and ice. In the summer, maintain the lawns and blooming flower beds that your residents can enjoy while spending more time outside.

Most importantly, respond quickly and compassionately to all maintenance requests. Your residents will feel appreciated and well cared for.

4. Tailor amenities to your renters’ needs

Depending on your community’s location, demographics and culture, you might consider including niche amenities such as dog grooming stations, fire pits, a bike share or storage areas. Nearly half (46%) of all multifamily renters live with a pet,* so common areas where pet owners can care for and enjoy their pets can be a big draw. 

5. Create space for the greater good

Even if renovations aren’t in your community’s budget, there are more cost-friendly services and activities you can offer your renters. Consider implementing a community project such as a garden or the chance to volunteer with a local charity.

6. Ask for feedback consistently

Schedule regular opportunities to touch base with your residents throughout the year starting shortly after they move in. After all, if you’re only now discovering that a resident has been unhappy with their living situation, the likelihood of changing their mind in time for renewal is slim.

Don’t overlook reviews. Asking for them on a regular basis — not just at move in or move out — can help you keep tabs on everything residents love about living in your community and what they would like to see improved.

7. Keep communication fresh

Communication with residents requires your A-game. Long gone are the days of handwritten notes taped to residents’ doors. Going digital offers fast, efficient and even fun ways for you to communicate with your residents. Consider the following methods:

Email

• Use short, compelling subject lines to grab your residents’ attention and let them know what’s inside. Make sure to also comply with applicable law.
• Always personalize your emails with residents’ names and content they care about. If you can, use a real person as the sender instead of a generic property alias; for example, Adam Jones versus Mauve Mountain Apartments. And make sure your signature links back to your website.
• Try to sync the timing of your email with the content. For example, if you’re letting them know about that new tapas bar, early afternoon would be ideal timing to email them. 

Text

• Make sure you have residents' permission to text them and that you comply with applicable law.
• Keep your message short — only text when you’re offering something of value.
• Personalize messages with their names, unit numbers, etc. so it’s relevant to each resident.

Online platforms

• Online surveys let you collect feedback from community members and demonstrate your interest in their opinions. You can find online survey tools that are free or low-cost and easy to use.
• A resident portal on your property website can be a repository for comments and other feedback that helps you stay aware of resident sentiment.

Renewal may be an annual event for many residents, but by keeping it top of mind throughout the year and taking measures to retain your renters, you’ll reduce the number of costly vacancies. And when residents do have to leave for reasons beyond your control, they’ll have good things to say and wonderful stories to share.

 

*Zillow Group Consumer Housing Trends Report 2019 survey data