Ready for this? 90% of residents would choose a property with a rewards program over one without. NINETY PERCENT. And we're still out here competing mainly on countertops and dog parks.

Here's what else jumped out:
On finding apartments: 42% start their search on listing sites, but nearly a quarter find their place through word-of-mouth. Your current residents are your best marketing team. Are we treating them like it?

On paying rent: One in three residents who pay late simply forgot. They didn't lack the money. They forgot. Another 13% had issues with the payment platform. These are fixable problems, not financial crises.

On loyalty: 48% of residents would renew their lease if offered rewards to do so. We spend thousands on turnover. What if we spent a fraction of that on keeping people?

On behavior change: 67% would pay rent early if incentivized. More than half would switch from paper checks to digital payments for rewards. We're not talking about massive concessions here. We're talking about points and recognition that cost us almost nothing but mean something to them.

The whole report is worth reading if you're in multifamily. It covers everything from why paper payments are still hanging around to what's coming in 2026 with Gen Z renters and rising insurance costs.

The biggest takeaway for me?
Most of what frustrates us about resident behavior isn't about money or bad intentions. It's about friction, forgetfulness, and a lack of incentives to do the right thing.

We can fix that. We just have to decide it's worth fixing.

Link to the full report : https://bit.ly/4r40PIY 

Would love to hear what stands out to you.