The multifamily housing industry faces a major challenge. Property managers need to centralize leasing data and streamline operations. At the same time, they must preserve the personalized service renters expect. Traditional property-based leasing models are inefficient and drain resources. New innovative approaches show that centralization can actually improve personalized service rather than diminish it.

From Property-Centric to Customer-Centric Leasing Models

Traditional leasing treats each property as an independent unit, similar to separate car dealerships. Leasing agents handle many tasks on-site, from inquiries to lease renewals, often while juggling other duties (Rogers, Jack, GlobeSt, 2023).

In contrast, a centralized, customer-centric model views the entire portfolio as a unified brand. Renters interact with one centralized platform that services multiple properties, offering a seamless experience across locations. This model aligns with successful practices in other industries, such as Tesla’s centralized customer approach (Rogers, Jack, GlobeSt, 2023).

Why shift to a customer-centric model?

How AI Centralization Boosts Personalized Interaction

There is a common concern that centralization reduces personal touch. However, AI-powered centralized platforms enhance personalization and responsiveness.

Centralization also enables “lead specialists” focused solely on leasing for the entire portfolio. These experts provide faster, knowledgeable service compared to generalist agents managing several responsibilities on-site.

Benefits of AI-centralized leasing:

  1. Faster response times
  2. Higher accuracy in handling inquiries
  3. More expert human assistance when necessary

Ensuring Security and Privacy in Centralized Leasing Platforms

Centralizing sensitive leasing data raises security concerns. Leading platforms mitigate risks with strict safeguards.

SOC 2 Type 1 certification is a key benchmark. It requires:

These practices offer stronger protection than decentralized systems where security varies by site. Privacy notices clearly disclose how personal data is collected, used, and protected, ensuring transparency for renters and property managers (Funnel Leasing, Privacy Policy, 2024).

Why does security matter?

Operational Benefits Demonstrated by Centralized Leasing Data

Centralized leasing reveals insights hidden in separate property systems. For example, Cortland Apartments found that 20% of renters toured multiple properties in their portfolio—a fact invisible when data was siloed (Rogers, Jack, GlobeSt, 2023).

This knowledge helped them optimize marketing efforts and reduce customer acquisition costs. By tracking renters across locations, leasing specialists can guide prospects to the most suitable properties, enhancing personalization.

Key outcomes include:

Preserving the Human Element with Centralization

Centralization does not diminish human service; it improves it. AI handles routine tasks, allowing leasing agents to focus on complex customer needs and relationships.

These “superhero” agents supported by AI “sidekicks” deliver:

This setup increases agent productivity and income while improving service quality.

Conclusion: Centralization Enhances Both Efficiency and Personalization

Centralizing leasing data need not sacrifice personalized service. When combined with AI and robust security, it boosts operational efficiency and renter engagement.

The key steps are:

This approach meets property managers’ needs and renters’ expectations in today’s competitive housing market.

References

  1. (Rogers, Jack, GlobeSt. — Centralized multifamily leasing AI cures staff shortages, 2023) – https://funnelleasing.com/globest-how-centralized-multifamily-leasing-with-ai-cures-staff-shortages/
  2. (Funnel Leasing, Funnel Completes SOC 2 Type 1 Certification, 2021) – https://funnelleasing.com/funnel-completes-soc-2-type-1-certification/
  3. (Funnel Leasing, Privacy Policy – Your privacy rights on the Funnel website, 2024) – https://funnelleasing.com/privacy-notice/