AI and automation scale service, but you still need humans to scale a better renter experience.
Multifamily is in an era of change. After more than 60 years of the traditional operating model, AI and centralization have operators rethinking everything from staffing, to systems, to service. For an industry that was traditionally hesitant to adopt new technologies, the trend in 2025 is more, more, more when it comes to AI and automation.
And the world of broader customer experience and expectations agrees. AI is embedded in nearly every part of our daily lives. Our Netflix queues, social media feeds, and even when we should reorder dog food are all based on algorithms that sometimes feel like they know us better than we know ourselves.
But just because AI can power everything, doesn’t always mean it should.
In the rush to automate, operators are learning that too much AI can make the renter (and employee) experience feel disconnected. And when you’re asking someone to invest thousands of dollars to live in your community, that kind of experience doesn’t cut it.
The most successful operators are striking that balance—using AI-powered workflows to drive efficiency and boost conversion rates, while still delivering the kind of personal customer experiences that strengthen retention and build long-term loyalty.
“When you’re in the middle of a hype cycle, you know it,” said Funnel CEO Tyler Christiansen on an episode of The Report, a special segment of the Multifamily Unpacked podcast. “The reality is that the change [driven by AI and automation] displaces value from automation to high-quality interactions, and customer service is no different.”
Watch the video below and continue reading to learn how operators are blending AI into their workflows for a better renter and employee experience.
Renters want convenience and connection
It’s a difficult line to walk, as renters like Gen Z—the fastest-growing renter demographic in the U.S.— craves tech-first convenience: 24/7 AI chat, mobile-friendly applications, online rent payments, and transparent digital communication.
But renters also value community and meaningful connections. Creating a memorable (and human) experience for residents—in addition to providing them the self-service tools to help them pace their own leasing experience—is what sets operators apart in 2025.
“There are two things that consumers have in their expectations today: immediacy and instant gratification. And depending on which source you consult, anywhere from 74-90% of buyers make a purchase decision based on experience,” said BH Chief Marketing Officer Kelly Kutach on a Forum panel about generative AI.
Sarah Allwardt, Director of Marketing and Resident Experience at Kane Realty Corporation echoed Kutach’s statement:
“I truly believe that the resident experience is the last true differentiator between what sets our communities apart from the ones down the street,” Allwardt, said.
Kane Realty is focused on driving prospect engagement and scaling resident experiences using AI-powered communication and feedback loops across its 6,000-unit portfolio split evenly between owner-owned and third-party assets.
“AI is great at answering questions, but it also understands the next best question to ask to really keep that conversation going and nudge the customer towards the action we want them to take,” Allwardt said.
Integrating technology and automated touchpoints into the leasing journey is critical, no doubt, but leasing teams must not also forget their customer service roots.
Teams want more meaningful work
While renters crave connection and convenience, leasing teams crave purpose.
When you over-automate, it’s not just the customer experience that suffers, your employee experience can too.
It’s a great marketing line to say AI and technology will handle 100% of tasks, but what does that look like in practice?
“The reality that we are seeing is when you take an overly hyperbolic approach to AI and say, ‘it can do everything,’ then humans become incredibly disengaged,” Christiansen said. “You get to the set-it-and-forget-it stage where you are burning the food on the stove because you are not engaged in that cooking process.”
Especially in an industry where turnover is already 10% higher than the national average, keeping employees engaged is crucial. That means giving associates more meaningful work and more impactful responsibilities—putting them back in front of people, instead of stuck behind a desk.
At Kane, associates are finding ways to integrate AI into their day-to-day workflows that supports—not replaces—their voice. In the first quarter of 2025, 10% of all messages sent by Kane associates used Funnel’s GenAI co-pilot message suggestions. The AI helps draft responses quickly, saving time and boosting confidence, while giving team members full control to monitor tone, adjust for nuance, or add their own personality.
“We have some big personalities at some of our sites that like to put their little flavor into things, so that’s great to have,” Allwardt said.
Weaving small human touches into automated workflows can elevate the leasing journey for both prospects and teams. By using AI to create clear, intentional handoffs between automation and associate responsibilities, operators give renters the best of both worlds: instant answers when they want speed, and real connection when it matters most. At the same time, teams get the breathing room to focus on higher-value tasks, while workflows become standardized across the portfolio.
“We see that the best outcomes for renters is when [the technology] clearly identifies what use cases, what workflows, what tasks the AI will complete, and then clearly identify the handoff where the human is expected to be,” Christiansen said.
Get the best of both worlds with AI Workflows
That’s where Funnel’s AI Workflows come in: automating the repetitive, routing the routine, and ensuring the human touch shows up at the right moments, every time.
With seamless handoffs, task management, and endless customization options, AI Workflows ensures that every renter gets a thoughtful, timely experience, and every associate knows exactly what is expected.
And your best rep’s playbook? It becomes the blueprint, not the exception.
Instead of having standout teams here and there, AI workflows let you scale what works—across your entire portfolio.
That consistency is essential for operators like BH, who have coined the “Mint Experience” as their guiding star for all things resident and employee satisfaction.
AI Workflows play a foundational role in creating consistency in that Mint Experience across BH’s 107,000 units of third-party managed assets.
“What I love about marketing automation (now AI Workflows) is that it always follows the rules, it’s easy to set up, it’s easy to control your message, and you know exactly what’s going out. [It helps make] sure when a lead comes in, we have a smooth handoff from the BH contact center, and where to enable the automation,” Kutach said. “I’m also a very, very big believer that with however many leads you have coming in the door, maybe 10% of them might convert to a lease. That’s where [AI Workflows] can really play a big role as it nurtures those campaigns.”
Your CRM is the brain behind the automation
In order to be truly effective, AI needs more than just a script—it needs context.
Without access to rich, real-time data, AI can’t personalize interactions, anticipate needs, or support your team in meaningful ways. That’s where CRM-native workflows make all the difference.
CRM-native workflows improve the prospect experience by unlocking more details across the individual renter’s journey. For example, with a centralized guest card, associates aren’t starting from scratch every time a renter visits a new property. If a prospect has already toured three sister communities and nothing has hit their wish list, your team doesn’t need to ask the same questions all over again. Instead, they can acknowledge past interactions, adapt the conversation, and help the renter find the perfect fit—delivering a white-glove experience at scale.
When workflows live inside your CRM, they’re not only more efficient—they’re more renter-centric®. Associates are equipped with the information they need to build trust and close leases, and AI can trigger the right action at the right time, with less guesswork and fewer manual steps.
Keep showing up after the lease is signed
Renters are making a big investment to live in your community, and in order to turn them into long-term customers, you can’t stop delivering great service after move-in.
Kane Realty, for example, leverages a resident satisfaction text platform that gives residents an easy way to rate their experience by sending an emoji.
“In addition to all of these one-on-one conversations that the AI is having with the residents, it’s collecting all of the insights and the data and providing them to our teams,” Allwardt said. “It’s really easy for our teams to get bogged down by the loudest voices in the room. So this allows us to spend our time working towards improvements that impact the larger resident experience.”
Using AI to trigger proactive check-ins, escalate unresolved issues, or automatically generate task lists gives teams the structure they need to respond faster—and residents the confidence that their feedback isn’t just heard, it’s acted on. That kind of trust builds loyalty, drives renewals, and turns renters into long-term advocates for your community.
AI + humans is the only way to scale experience
AI handles the repetition and the scale: the follow-ups, the scheduling, the check-ins that keep momentum going. Your team brings the empathy, nuance, and personal connection that turn touchpoints into trust.
The most successful operators aren’t replacing people with technology. They’re building systems where people and technology each do what they do best—and do it together.
“I don’t think you can think of a single example today where AI has taken 100% of a job and it has gotten better,” Christiansen said. “Where you find those examples is where the AI has made humans better at their jobs—and I think in leasing that is absolutely the case.”
