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“What’s the point of doing all this work if they’re just going to get denied anyway?”

“What’s the point of doing all this work if they’re just going to get denied anyway?”

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"What's the point of doing all this work if they're just going to get denied anyway?"

Sound familiar?

That's what people are actually saying right now. After the third tour of the day… the third "we love it"… and the third denial. And it's not just frustrating, it takes so much of the energy out of you!

Because it feels like all that work was for ... nothing. So now you've gotten very familiar with these nagging thoughts in the back of your mind:

"Is this even worth it? It it just going to be another denial???"

Maybe you've been talked to about your leasing velocity, or rising exposure and decreasing occupancy, and you're thinking to yourself, "I'm leasing the apartments!! They're just not qualifying! What am I supposed to do??"

Friends, the denials aren't going anywhere. So, here is a reframe that I want to suggest to you to help you keep your energy, morale and motivation up, even if your belief in your customers is going down due to denials, denials, denials. 

If your energy is tied only to approvals…you're going to feel like you're losing most days. And feeling that way, day after day, is hard, and not sustainable. 

When I work with leasing teams feeling the tension of denial overload, here are some things I've shared with them to help them maintain their energy and focus:

1. Stop Expecting That Denials Shouldn't Happen: Start Expecting Them

So much of the energy leasing pros expend is believing that denials shouldn't be a part of the equation. So their emotions get escalated when the (inevitable) denial shows up on the screen ... again. Instead when the denial shows up,  do whatever you can do to "accept" that this is just part of the deal, release the frustration, let it go, and refocus your attention on the next client you can help. 

It's an old cliche, but sales is truly a numbers game. You have to go through the numbers to make your numbers. 

2. Engage But Don't Attach

When I began my speaking business I would get SO EXCITED when I got an inquiry from a potential client. I was already celebrating the "win" of closing the sale, and earning some income, before I even got into the nuts and bolts conversation. Then, when that lead didn't convert to a booking, I'd emotionally crash. 

Today, when I get inquiries I am still glad they show up, but I know that the inquiry is just step one of a journey that may or may not lead to a sale. Don't get me wrong, I'm still disappointed when a prospect doesn't think I'm the best speaker (or consultant) ever and want to work with me (= ... but because I know that this is part of the deal, the disappointment doesn't sap my energy and morale. 

3. Redefine Wins

If the only win is an approval, this industry will wear you down fast! I'm suggesting you also track different wins:

  • Did I build trust?
  • Did I uncover what really matters?
  • Did I make their day a little better?
  • Did I move them forward, even a little?
  • Did I learn something that can help me in the future?

And leaders—this is where it gets tricky right???

Because you can feel it on your team. They're working hard, but the denials are starting to weigh them down. They're not moving as urgently, they seem more skeptical, maybe even cynical. 

And you're trying to figure out:

Do I push them?
Do I give them grace?
Is this even fixable right now?

Here's the deal, and where YOU come in. 

If they don't have a way to make sense of what's happening, they'll default to, "I'm doing all this work and it's not paying off."

And once that belief settles in, performance drops whether they mean it to or not. You know that denials are part of the game right now. Your goal as a leader is to help your team NOT let those denials change the energy and focus they bring to leasing. 

So, perhaps they need your help to...

  • Not take it personally
  • Not get ahead of the process
  • And not let one more denial impact the next conversation

Dealing with denials isn't fun. And what everyone could use is simply a better way to handle this version of the job without burning out while doing it.

It can be done! It won't always be easy. It will be worth it.


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About the author

Rommel Anacan

Rommel Anacan

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Rommel Anacan (Roe-mell Ana-kin) is a powerful speaker, trainer, and fractional executive who has helped thousands of apartment professionals lead better, lease better, communicate better and use their voice to make a powerful impact. With over 20 years in the industry (from onsite to corporate), he brings real-world experience, charismatic energy, powerful content and a relatable approach that moves people to action. It’s the reason thousands have looked to him for easy to use strategies that instantly excite, equip and empower them to achieve extraordinary results. Connect with him at www.RommelAnacan.com or on Instagram @rommelanacan
 

Comments 1

Ureka Gordon
Ureka Gordon on Wednesday, 08 April 2026 14:01

Great article Rommel!

This hit home for me. I learned this mindset in the restaurant industry. I stopped worrying about who would tip and who wouldn’t, and focused on turning tables, giving great service, and keeping things moving. The law of averages always worked itself out.

Multifamily isn’t much different. When we stop trying to predict which leads will convert and instead focus on consistency, communication, and experience...we win more, period.

The agents who win aren’t guessing, they’re executing. The more time we spend judging outcomes, the less time we spend doing the work that creates them.

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Great article Rommel! This hit home for me. I learned this mindset in the restaurant industry. I stopped worrying about who would tip and who wouldn’t, and focused on turning tables, giving great service, and keeping things moving. The law of averages always worked itself out. Multifamily isn’t much different. When we stop trying to predict which leads will convert and instead focus on consistency, communication, and experience...we win more, period. The agents who win aren’t guessing, they’re executing. The more time we spend judging outcomes, the less time we spend doing the work that creates them.
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Tuesday, 14 April 2026

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