Each month, we approach this newsletter with a simple goal: to examine the data and rationale behind today’s business decisions, especially those shaping the single-family rental (SFR) industry. We look beyond headlines to understand why certain approaches work, where the risks lie, and what the numbers are really telling us. By pairing external market data and research with the real-world insights we gain through daily operations, we aim to connect broader trends to practical, on‑the‑ground learnings that make a difference.
This month, what drew our attention was the idea that talking directly with our residents drives better overall satisfaction for them and for us, supported by research on customer satisfaction. Last year, we piloted a new concept — structured opportunities for open dialogue through in-person forums that convene a small group of residents with their local market team to provide feedback and recommendations, as well as to build trust, transparency, and long-term relationships. We call them Resident Advisory Panels, and our first one for 2026 happened in Dallas last week.
These panels facilitate direct engagement among up to 20 residents and our local market team. Conversations generally center around maintenance and communication flow.
We’ve already seen the value of these meetings, and we’re working to expand the effort, with eight RAPs scheduled in 2026 and plans to annually conduct one in each of our 16 core markets starting next year.
Direct engagement is not only about gathering feedback but also about building trust and strengthening relationships. We believe residents who feel heard – and who see direct action as a result – are more likely to remain satisfied, renew their leases, and contribute to a stronger sense of community. The research below bears out this belief.
Supporting Data
Seventy-three percent of customers cite experience as an important factor in their purchasing decisions, behind price and product quality. Forty-two percent of customers would pay more for a friendly, welcoming experience, and 65% find a positive experience with a brand to be more influential than advertising.
Companies that actively solicit feedback see a 10-15% increase in customer retention.
Lack of communication remains a major issue specific to renting, with 53% of renters listing poor communication as a top concern.
From Insight to Action
In the SFR industry, consistent engagement and clear communication are key pillars of ensuring a superior resident experience. The ability to capture, understand, and act on feedback is becoming increasingly essential for SFR companies as the industry matures.
Resident surveys and digital feedback provide valuable baseline data, but there is no substitute for direct engagement. One-on-one engagement is one of the most effective ways for delivering the depth and context needed to drive meaningful improvements.
Typical online survey response rates range from 10% to 30% , according to Survey Monkey data. Additionally, survey responses can skew toward more extreme opinions, distorting the full picture of customer experiences.
Face-to-face interactions with customers can provide nuanced insights that may not be captured virtually and offer opportunities for real-time questions and clarification.
The Value of Direct Customer Engagement
The advantages of direct resident engagement are twofold: they enable SFR companies to improve the quality of the feedback they receive and enhance the resident experience. Research has shown that customers who feel a strong personal connection to a company report significantly higher satisfaction levels and are more likely to continue the relationship. In housing, where the product is deeply personal, this connection becomes even more important.
Seventy-seven percent of consumers view brands more favorably if they seek out and apply customer feedback.
Companies that foster an emotional connection with customers outperform competitors' sales growth by 85%.
While digital surveys and feedback tools allow us to collect data at scale, in-person conversations create connection and help us to build relationships between residents and our associates. By prioritizing meaningful, face-to-face engagement, we can continue to enhance the resident experience, which we believe will improve retention and drive long-term performance.
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