How AI is reshaping multifamily leasing and what comes next
Cameron Skaff has spent years with a front-row seat to the AI transformation happening in multifamily. As Funnel’s Senior Director of Client Strategy and AI, he works directly with operators to implement centralization, launch AI-powered leasing strategies, and reimagine the role of technology in day-to-day operations.
In this edition of Inside the Funnel, Cameron sat down to discuss where AI is already delivering impact, what’s misunderstood. Keep watching to learn more.
The role of AI in multifamily: what it actually does for leasing teams
AI isn’t just about automation—it’s about elevation. As Cameron explains, the real value of AI is in removing the repetitive, reactive work that bogs down teams, so humans can focus on the high-touch moments that actually build relationships.
“It’s not about replacing humans—it’s about offloading the work that doesn’t require them,” said Skaff.
“It’s not about replacing humans—it’s about offloading the work that doesn’t require them.”
— Cameron Skaff, Senior Director of Client Strategy and AI, Funnel
That’s why Funnel built our AI to act as an assistant, not a replacement. Unlike tools designed to compete with leasing teams, ours is designed to complement them.
That’s why Funnel built our AI to act as an assistant, not a replacement. Our approach helps your existing teams thrive, not sidelines them. Because let’s be real: replacing your leasing teams isn’t feasible today or tomorrow. This hyperbolic all-AI approach will cause your teams to disengage. But when you use an AI + humans approach, and help your teams do their best work now, you’ll both win.
Here’s what that looks like in practice:
- After-hours responsiveness: For many communities, 60–70% of prospect communications happen outside of business hours. AI keeps the conversation going so that leasing teams don’t return to a triple-digit inbox.
- Task offloading: From scheduling tours to answering FAQs to routing leads, AI takes care of the “digital grunt work” that doesn’t need human finesse or empathetic customer service. No team member wants to copy and paste the pet policy a million times, but AI doesn’t mind.
- Renter satisfaction: Renters get faster, more consistent answers—without having to wait on hold or wonder if their message was received.
- Operational consistency: AI doesn’t take lunch breaks, doesn’t get overwhelmed, and doesn’t forget to follow up. It creates a more dependable baseline experience across every property. It also scales you best leasing agent’s playbook across your entire portfolio. Your prospect experience is no longer dependent on what leasing agent responds to the prospective renter or resident, it’s instead scaled to ensure consistent, on-brand follow up portfolio wide.
The goal? Give them a high-performing digital coworker who never drops the ball. As Skaff puts it, “AI isn’t just a tool—it’s a dedicated member of the team.”
AI is not just chat anymore: understanding the agentic future of AI
In the early days, AI in multifamily meant virtual assistants answering simple questions. But the next generation of AI is agentic—that is, it initiates and completes tasks on behalf of humans.
This isn’t a subtle evolution. It’s a seismic shift.
What is agentic AI?
Agentic AI doesn’t just respond to renter inquiries—it acts. It schedules. It negotiates. It completes operational tasks autonomously, with guardrails in place. “Agentic AI is doing work, not just chatting. It’s scheduling, sending offers, negotiating. It’s driving the transaction,” said Skaff.
“Agentic AI is doing work, not just chatting. It’s scheduling, sending offers, negotiating. It’s driving the transaction.”
— Cameron Skaff, Senior Director of Client Strategy and AI, Funnel
Some examples of agentic workflows already live today:
- Booking tours and syncing them across calendars
- Sending renewal offers and managing responses
- Initiating payment collection
- Managing mid-lease changes or notice-to-vacate processes
This is AI with agency—and it’s already outperforming humans in some key areas. In other industries, agentic AI is negotiating insurance renewals and managing subscription upgrades. In multifamily, it’s starting to do the same with lease renewals and resident retention.
The magic lies in the combination of conversational AI and deep CRM integration. That combination lets AI carry out end-to-end workflows—without losing the context or personal touch that renters expect.
Facing the skepticism: what to say to AI doubters
Every meaningful operational shift in multifamily starts with doubt.
Centralization was met with eye rolls five years ago. Digital leasing seemed impossible. Even CRMs were considered risky when they first hit the scene.
AI is no different.
Cameron sees skepticism not as a roadblock, but as a sign that the industry is paying attention. “Every shift starts with skepticism,” he says. “But it ends in extreme impact.”
Three common myths—busted.
#1. “AI will replace people.”
It won’t. And more importantly: it can’t right now. AI isn’t ready to run your leasing operations solo—and if you’re betting on that happening tomorrow, you’re setting your teams up to fail today. AI will augment people. The best operators are using AI to elevate their teams. The goal is to give your leasing teams more time for relationship-building and less time on repetitive tasks.
#2. “My team doesn’t want to use AI.”
That’s why positioning matters. A Funnel client gave their AI a name, personality, and had a cardboard cut out of them at the team conference for human team members to take their photo alongside. When AI feels like a teammate—not another tech tool trying to take your job—buy-in skyrockets.
3. “Our renters won’t want to talk to a robot.”
Renters care about resolution, not who provides it. AI gets answers faster—and passes off to humans when needed. It’s not about replacing human touch; it’s about extending it.
Your AI teammate is already here
The future isn’t five years out—it’s happening right now. Some Funnel clients are already seeing AI:
- Initiate rent collection
- Manage notice-to-vacate processes
- Respond to resident inquiries in real time
The result? Less friction. Lower burnout. Happier teams. Faster service. Better ROI.
AI isn’t coming instead of leasing teams—it’s coming alongside them. And for leaders who embrace it, the payoff will be huge.
Future-ready infrastructure: AI doesn’t sit beside your CRM, it lives inside it
Curious how your peers are doing it? We’re happy to share examples of how enterprise operators are scaling AI across their portfolios. Book time to chat.
