As the rental market evolves, Leasing strategies for today’s market must also adapt. With renters becoming more deliberate, older, and loyal, experts at the Apartment Innovation and Marketing (AIM) Conference agree: the renter journey today requires a more strategic, human-centered approach.
🧠 Renters Are More Intentional—And That’s a Good Thing
“Renters’ decision-making is changing,” said Brent Camp, VP of Leasing at Asset Living, during AIM’s opening panel. Prospects are conducting more in-depth research, asking tougher questions, and taking longer to sign—but those who do are serious.
“Fewer ‘looky-loos’ means higher conversion rates,” added Skylar Olsen, Chief Economist at Zillow. But the extended decision-making process also means marketing teams need to start earlier.
🗓️ Lead-to-lease timelines are stretching:
- NYC: ~45 days
- Miami: ~60 days
“If you need July occupancy, start in May,” advised Arthur Kosmider, Senior Director of Marketing at LeFrak.
🤖 Use AI Strategically—But Keep the Human Touch
While artificial intelligence plays a growing role in streamlining leasing operations, don’t automate the close, Camp warned. “Be that one person doing that.” Human interaction at the right moment still builds the trust required to seal the deal.
Other key takeaways include:
- AI is ideal for lead nurturing, not final decision points
- Reputation management must be a shared responsibility—inconsistent responses to reviews can kill interest fast
💸 Ditch the “Lazy Concessions”
With 39% of rental listings now offering concessions, according to Zillow’s Miller, panelists urged caution: overusing rent discounts can undermine your brand and signal desperation.
“Concessions are skipping the hard part,” said Camp.
✅ Instead, offer “soft concessions” like:
- On-site storage
- Premium amenities (Wi-Fi, concierge perks)
- Free coworking access or flexible leases
👵 Why Renewals Deserve a Bigger Slice of Your Strategy
Today’s renters are not only older—many are also longer-term. The average age of renewals is climbing into the 30s and 40s, and that requires a shift in mindset for leasing professionals.
What these renters care about:
- Family-friendly 2-bedroom units for 5–7 years
- On-site lifestyle perks like restaurants and coworking spaces
- Pet-friendly features (since 70% of renters have pets vs. 35% with kids)
“Reshift your strategy to existing renters,” Kosmider urged. Retention equals stability, and communities that evolve with their tenants are winning.
📊 Macro Trends Drive Strategy. Micro Data Drives Tactics.
“Macro data sets your strategy, micro data sets your tactics,” said Kosmider. In short:
- Use broad trends (pet ownership, amenity preferences) to align your leasing model.
- Use property-specific insights to fine-tune your messaging, pricing, and timing.
🔑 Key Takeaways for Today’s Leasing Teams
✅ Start marketing efforts earlier—target lease-ups at least 45–60 days out
✅ Combine AI automation with human connection—especially at lease-close
✅ Avoid rent discounts as a default—focus on value-added incentives
✅ Cater to older renters with lifestyle-aligned amenities
✅ Leverage both macro housing trends and on-site data to stay relevant
