How Multifamily Pros Are Turning Leasing Fatigue Into Focus

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Economic uncertainty and an influx of new multifamily housing supply are creating cautious renters and increased leasing challenges. In response to lower-than-expected occupancy and leasing fatigue, multifamily professionals are intensifying collaboration between marketing and on-site teams. Strategies include offering performance-based bonuses to keep leasing associates motivated, emphasizing data-driven decisions, and staying attuned to renter behaviors like “leasing fatigue” or “search fatigue” where prospects are overwhelmed by choices.

Marketing teams are shifting their focus from promoting just units to selling a lifestyle and experience, especially in competitive markets with similar offerings. By emphasizing value-added aspects like community feedback integration, timely follow-ups, and resident-centric amenities, properties can better differentiate themselves. Experts like Adam Hirsch, AKAM’s Vice President of New Development, Rental and Commercial Management, stress the importance of revisiting market-specific fundamentals like price, product, people, and promotion, especially when market saturation makes 95% occupancy unrealistic.

“At its core, the market dictates velocity — if a unit is priced too high, teams must be willing to adjust and re-strategize, aka find the ‘right price’ for the neighborhood and the building’s offerings and go from there,” says Hirsch.

For specific units that are tougher to lease, marketing teams are shifting their focus from promoting just units to selling a lifestyle and experience, especially in competitive markets with similar offerings.

“In a highly competitive market, pricing is everything and leasers are looking for units and amenities that reflect the price tag. One way to overcome this is to get creative with extra incentives whether that be promoting furnished apartments or staging studios with furniture like Murphy beds to showcase the size and functionality of the unit.

Ultimately, strong customer service, creativity, adaptability, and localized marketing remain essential in converting hesitant prospects into long-term residents.