This question/conversation has been going on since the late 70s/early 80s. Terminology changes with the times, examples; 
Stewardess - flight attendant
Waitress/waiter- food server
Postman - letter carrier
Maintenance Man - Service Tech
We sought more neutral gender, more professional words.
Landlord is dated...like leasing agent.  Owner/housing provider just has a more positive.
Not unit but apartment or apartment home.  I could go on and on!
 

When someone calls me "Landlord" I want to ask them "do you see me riding around here on a horse, with a basket, collecting your gold shillings?" 


 

I definitely don't like being called a rent lady. I do correct that. I work to hard for my communities and rent lady is like all I want to do is collect rent. I just had to get the respect and now they call me Property Manager

All our documentation states "agent for owner". Landlord has a seriously negative connotation for renters, especially in California.

I don’t see it is a negative word but as times have changed I think Property Manager, housing provider sounds much better and more professional.

I personally do not like the word for the negative references always made in the press and politicians. I use Lessor, Agent, property owner as needed. I’ve taken the word out of the leases.
I dont use word lease either. I use contract and or agreement. And or lease agreement as much as possible. I emphasize agreement when we sign leases. Yep im going to get beat up on this. But yes we still sign lease agreements in person