With national vacancy rates hovering around 7%, property managers are under pressure to differentiate, retain residents, and operate more efficiently—all at the same time. The first 30 days of a lease are where those pressures converge. When move-in goes well, it builds trust, reduces friction, and sets the foundation for a productive resident relationship. When it doesn’t, the costs compound quickly.
Satisfied residents are 71% more likely to renew their lease and five times more likely to recommend their property manager. Yet despite the stakes, move-in remains one of the most fragmented and failure-prone moments in the resident lifecycle. Seventy-five percent of residents report challenges during move-in, from setting up utilities to paying deposits to coordinating logistics.
These aren’t minor inconveniences. They’re early signals to residents about how a property manager operates. And for property managers, they translate directly into higher support volume, strained teams, preventable turnover, and lost referrals.
The opportunity is clear: property managers who treat move-in as a strategic opportunity—not just a checklist—can materially improve performance across retention, efficiency, and growth. Here are three ways technology is reshaping the first 30 days into a performance advantage.
1. Close the technology expectation gap
There is a growing disconnect between what renters expect during move-in and what many property managers are equipped to deliver. While 60% of renters say digital move-in tools are important, only 38% actually have access to them. When those tools are available, the impact is clear: 81% of renters who used digital move-in services found them helpful.
For property managers, this gap is about more than resident satisfaction alone. It’s about signaling operational maturity. Modern renters expect onboarding to feel as seamless as banking, retail, or travel. When move-in is disjointed, manual, or confusing, it undermines confidence in the manager’s ability to deliver over the life of the lease.
Well-designed digital move-in experiences do more than modernize the resident journey. They standardize processes, reduce errors, and pull work out of inboxes and spreadsheets. Over time, that consistency compounds: residents engage more with portals, adopt online payments faster, and require less hands-on support. This frees property management teams to focus on higher-value work.
2. Personalize move-in and onboarding
Move-in is also the moment when personalization matters most, because residents are navigating stress, time pressure, and uncertainty. When property managers remove friction at this stage, they are being helpful while also establishing credibility.
One of the most impactful ways to do this is by coordinating essential services before residents arrive. Lease-attached services like utilities and internet are important to 71% of renters. Yet only 22% of property managers currently offer a Resident Benefits Package (RBP) during onboarding. These packages bundle services like utilities and maintenance support to reduce move-in friction. Every unresolved setup task creates unnecessary back-and-forth for property teams and frustration for residents.
Personalization can also extend to communication and resources. Tailoring onboarding information—whether it’s local schools, pet services, or community amenities—shows residents that the property manager understands their needs and is invested in their experience.
For property managers, this early momentum matters. Residents who feel supported during move-in are more cooperative, more engaged, and more likely to view their manager as a partner rather than an obstacle. That trust pays dividends over the entire lease term.
3. Build financial wellness into the move-in journey
Move-in is a critical window to introduce financial services that address real resident pain points while strengthening property manager economics.
The demand is already there. Seventy-two percent of renters say rewards programs are important, but only 34% have access. Sixty-five percent value security deposit alternatives, yet just 29% of property managers provide them And while 73% of renters care about rent reporting, only 53% have access today.
These services aren’t perks. They solve tangible problems. Deposit alternatives reduce the upfront cost of moving. Rent reporting helps residents build credit through on-time payments. Rewards programs reinforce ongoing value and loyalty.
When offered thoughtfully during onboarding, these services do more than differentiate a property. They create new revenue streams for property managers, reduce financial friction for residents, and strengthen long-term retention. That alignment—resident value delivered through property manager performance—is where sustainable growth comes from.
Making move-in a performance advantage
The hidden cost of move-in friction goes beyond resident frustration. It compounds into preventable inefficiency, avoidable turnover, and missed referrals that quietly erode performance over time.
In a market where every unit, renewal, and reputation signal matters, property managers can no longer afford to treat the first 30 days as a transactional hurdle. Move-in is a key moment that determines how residents perceive the property manager’s competence, reliability, and professionalism.
Closing the gap between resident expectations and operational reality requires a shift from task-based execution to performance-based thinking. That’s the essence of Real Estate Performance Management: focusing not just on getting work done, but on delivering outcomes that drive retention, efficiency, and growth.
Property managers who make move-in matter lay the foundation for stronger relationships, smoother operations, and long-term performance well beyond the first 30 days.
Adam Feinstein is the VP of Product for AppFolio.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: [email protected].
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