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Why Human-Centered Service Still Matters in a Tech-Driven Rental World

This week’s blog comes to us from our Market Director for Kansas City and Texas, Brandie Mejia.

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The multifamily industry is in a constant state of evolution. Technology, automation, and AI-driven tools have rapidly reshaped how prospective and current residents interact with property management teams. The recent GlobeSt. article, “From Move-In to Renewal: How Experience-Led Operations Keep Residents,” highlights this shift and makes several strong points about the need for transparency, convenience, and connection throughout the resident lifecycle.

And while much of that insight rings true, there’s a critical piece of the conversation that is rarely emphasized: the irreplaceable value of real, human customer service.

Because despite the rise of automation, people still want people.

According to a recent national online survey, 93.4% of people prefer to interact with a live person—not an automated system—when they need help or want information. This isn’t a small statistic. It’s a massive signal that in an increasingly digital world, human connection isn’t just appreciated… it’s expected.

The Customer Service Crisis

Think about the last time you personally had a great customer service experience:

• A time when you were out shopping
• A meal where the service felt exceptional
• A moment when a customer service representative on the phone truly helped you

If you’re like most people, those moments are few and far between.

And that scarcity is exactly what makes authentic, human interaction so valuable today.

In property management—especially in single-family and multifamily rentals—the stakes are even higher. A resident isn’t buying a burger or returning a pair of shoes. They’re trusting you with their home, their family’s safety, and their biggest monthly expense.

Technology can support that relationship, but it cannot replace it.

The First Touchpoint Matters More Than Ever

One of the most important takeaways from the GlobeSt. article is that the “resident experience” doesn’t begin on move-in day—it begins at first contact.

And this is where the industry has drifted too far into automation.

We’ve created self-showing locks, automated follow-ups, chatbot leasing agents, and digital-only move-in experiences. While these tools have value, they must be used to enhance the resident journey—not replace the human component.

Imagine the difference if…

• The resident was greeted in person at move-in
• Or, if distance prevents that, they had a live FaceTime or Teams call with their manager
• Someone walked them through the property, helped them locate utilities, answered questions, and ensured they felt supported from day one

That single interaction sets the tone for the entire tenancy.

It builds trust, reduces move-in issues, and ultimately increases renewal likelihood. Residents who feel personally taken care of are significantly more likely to stay—no automated system can duplicate the warmth and reassurance of real human engagement.

Experience-Led Operations: A Human-First Approach

The article emphasizes how experience-led operations can drive renewals. I agree—but I believe the modern definition of “experience” needs to shift.

It’s not just about smooth online portals or automated reminders.

It’s about personalized, relationship-centered service at every stage:

1. First Contact

A real person responding quickly, answering questions thoroughly, and creating rapport.

2. The Showing

Even if the industry leans on self-showings, we can still insert human moments:

• Live virtual tours
• Welcome calls
• Follow-up texts from a real team member

3. Move-In Support

Meet them onsite—or greet them virtually if distance is a factor.
This is often the step that makes or breaks a resident’s long-term perception.

4. Ongoing Maintenance Communication

Most residents don’t get frustrated by the repairs—they get frustrated by lack of communication.

A phone call instead of an automated message can change everything.

5. Renewal Time

Renewals should never feel transactional. Residents stay where they feel valued.

The Future of Resident Experience: Tech + Humanity

AI and automation should continue to support efficiency. They absolutely have their place.
But the future of exceptional property management belongs to companies who use technology as a tool—not a replacement—for human interaction.

Those who bring back:

• Empathy
• Connection
• Human follow-through
• Personal service

These will be the teams who stand out in 2025, 2026, and beyond.

Because the data is clear — 93.4% of people still prefer a real human.

And in housing, that preference becomes a need.

Final Thought

If we want to elevate the resident experience—from inquiry to renewal—we must lead with human connection first. Technology should enhance the experience, but it should never replace the warmth, care, and accountability that only a person can provide.

In a world where customer service feels increasingly rare, the companies who bring it back will be the ones who win.

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