Steps operators can take to ensure they’re moving the needle in the right direction rather than remaining stuck in neutral in 2026 as prospects want transparency, control and consistent touchpoints.
By Paul Willis
For many rental-housing operators, the goal in 2026 is to remain steady. It is a reasonable objective considering the hints of uncertainty surrounding the sector. Occupancy rates are a bit soft in some markets, and overall investor activity hasn’t returned to its peak form.
But for those a bit more ambitious, the intention is to grow in ‘26.
According to the recently released Entrata report The 2026 Playbook for Multifamily Growth, potential for advancement remains prevalent despite some mild headwinds facing the industry.
The report outlines steps operators can take to ensure they’re moving the needle in the right direction rather than remaining stuck in neutral.
Control, clarity and consistency
According to the report, the three factors most important to renters are equally crucial for operators: control, clarity and consistency. Control refers to renters’ ability to move at their own pace by using self-serve options when they desire and talking to a live agent when it matters—without having to repeat steps. The report shows a hefty 58% of Gen Z renters—the fastest emerging contingent of renters in the industry—completed the application process nearly exclusively online, and 35% of the generation’s renters indicated they’d prefer a fully self-service leasing process.
Clarity refers to advertised pricing that reflects the true monthly cost, an all-in price including rent, fees and other services that contains no surprises. A convincing 82% of renters indicated that they want more fee transparency within the rental process (put another way, only 18% of respondents believe operators are currently doing enough when disclosing fees and all-in costs).
Consistency refers to the notion that every touchpoint shares the same context, so prospects never have to repeat steps or start the process over. Whether the touchpoint is generated online, by text, by phone or in-person, the messaging should never waver.
Automated leasing journey
Much like putting together an amazing workplace culture or a perfect game plan in football, there is much talk of a fully automated leasing journey—but what does it look like in actual practice?
According to the report, the ideal automated journey consists of these steps:
- A prospect searches for a rental home online and clicks a property listing.
- An AI assistant greets them on the website, answers questions about pricing, availability and amenities, and then recommends floor plans based on their preferences.
- The prospect takes a virtual tour, selects a home and schedules a visit for an in-person tour through the assistant, which automatically confirms and sends reminders.
- The prospect then completes an online application after the tour process is complete. The system verifies their information, runs instant screenings, generates a digital lease and collects signatures and payments—all entirely digital and bereft of human involvement, unless the prospect requests the support of a live agent.
This enables prospects to have a seamless online experience with high-touch support when needed. Property teams, meanwhile, have full visibility into the journey and can pinpoint the progress of the prospect in real time. This enables teams to identify which leads might need a direct follow-up, a nudge forward or continued nurturing.
A personalized offer
In the age of convenience, a personalized offer that incorporates a prospect’s preferences serves as an ultra-modern way to secure a lease.
An example of this, according to the report, is a prospect who views a property online and receives a follow-up message with a home tailored to their interests. This includes a floor plan similar to the one they toured and additional preferences, such as a home near the amenity spaces, with a mountain view or in proximity to the parking area. The personalized offer can include a limited-time incentive, such as a discounted first month’s rent or waived application fee, if the prospect applies within a certain time period.
The offer can be delivered automatically through email or text, personalized with the prospect’s preferred move-in date and home type, which creates a sense of urgency and an efficient way to move forward with the process. Offering multiple home choices within the personalized offer is another way operators can provide control for renters, who might not be fully enamored with the initial choice provided.
Entrata research shows that Gen Z renters are more focused on satisfaction and convenience than cost when deciding whether to renew a lease, meaning the same “personalized offer” concept can be equally beneficial in the renewal process.
Primary takeaways
The report’s overriding message is that, while growing in 2026 is certainly plausible, it will take more than a singular action. The heart of the effort should include a mix of message clarity, features designed for prospects and residents to take control, and the right amount of assistance from AI and automation.
While the initiative must be multitiered, the report recommended four immediate steps operators can take to ignite the process:
- Enhance fee transparency by publishing all-in pricing across your website and listings, with a simple cost estimator.
- Enable 24/7 coverage through AI and chatbots for web, text and voice, with seamless human handoffs. Little is more frustrating to a prospect than talking to an agent who doesn’t have knowledge of the steps they have already completed.
- Offer flexible choices—tour types, lease terms, deposit options and payment cadence—and track how often they are utilized.
- Launch or refine a resident-rewards program linked to on-time payments, renewals, referrals, reviews and compliance.
While taking these steps, operators should constantly monitor how they are performing in actual practice, the report says. Tracking metrics such as time to first reply, percentage of listings with all-in pricing, rewards enrollment and hours saved for onsite teams can provide a snapshot of the effectiveness of the initiative.
Operators that constantly measure and adjust accordingly, the report says, will generate a competitive edge and reap the results in the form of increased demand. They might surpass the ambition of simply remaining steady in 2026, as well.
About the author:
Paul Willis is a content director for LinnellTaylor Marketing.
