As companies like Netflix and Amazon have continued to set a high bar when it comes to delivering personalized user experiences, consumers are expecting more from the brands they engage with in other areas. For renters, this includes the property they rent from. Especially as rent prices have soared over the past few years, residents are demanding more value for their money. A large part of that comes down to personalization. Properties need to be able to make their residents feel like they are truly part of the community, and communicate with them accordingly.

At our recent Entrata Summit event, Cal Harris, VP of Product at Entrata, along with Amanda Gunn, Regional Manager at Rockwood Property Management, Latoya Anderson, Associate Director of FP&A at the Cardinal Group, and Tarah Tankersley, VP of Multifamily Operations at Hines Living all joined together on a panel to discuss the importance of incorporating personalization into the resident experience in order to meet their rising expectations.

The session focused on the different ways property management companies can leverage technology to streamline their operations, provide more personalized engagements at scale, and improve overall resident satisfaction all in one. The panelists also shared various examples of how they’ve implemented different personalization strategies within their properties.

Key session takeaways:

• Desire for real-time interactions. Driven by the instant gratification of the digital age, residents demand quick responses and personalized service at all times. They want an instant response to everything. Even after normal business hours, emergency maintenance issues must be addressed.
• On-site teams feel the pressure. Increased workloads and the need for efficiency are pushing property managers to find new ways to do more with less. Time and resources have become scarce, and on-site teams are scrambling to adapt.
• Technology can help bridge the gap. By utilizing tools like AI, automated workflows, and self-serve digital features for residents, on-site teams can free up their time to focus on providing residents with the one-on-one service they desire.
• Human interaction is still key. While technology can automate tasks and provide quick information, it can't replace genuine human connection. As emphasized by the panel, technology can help save time in certain areas, but face to face interactions with residents is still a critical piece of the resident experience.
• Finding the right balance is crucial. The panel stressed the importance of choosing the right technology and using it strategically to enhance, not replace, human efforts. Not to mention every community is different, so finding the right balance between automated vs. in-person interactions needs to be decided at the property level.

Looking ahead to the future

It should be no surprise that the group indicated that the future of the industry will likely be driven by new innovations such as AI and automation. They also noted the potential that these technologies have to further improve efficiency and personalization. Properties have all of the necessary tools and information available to them to make data driven decisions and power automations that will streamline their entire operations. It’s up to them to decide how much or how little they want to incorporate these new technological tools into their day-to-day operations, always keeping their residents top of mind.

Actionable advice

The session concluded with a few pieces of advice that properties should consider when looking to implement personalization strategies into their resident experience:

• Start small and build on success. Implement new tools incrementally, focusing on one area at a time. Remember that this is a marathon, not a sprint. You don’t have to adopt every new piece of technology the moment it’s available. Find the tech that works best for your property and your on-site teams.
• Upskill your team. Ensure that all staff have the training and support they need to effectively use new technologies. Maintain stability within your teams and empower them to work efficiently and with the necessary support they need.
• Continuously evaluate and improve. Regularly assess your technology stack and processes to identify areas for optimization. In order to maintain effectiveness, you must continuously adapt your operations to match what your residents are asking for. Residents’ needs will change over time, and therefore so should the ways you engage and interact with them.