If you don't know what your residents think, there is a chance they could be apathetic about your community, and they are the people you should worry about! If you are a vendor in the multifamily space - these same principles apply to you, and that's what got me thinking about this. Our clients who complain - we fix the issues and move forward. Our clients who say nothing - sometimes they pack up and leave in the middle of the night and we're left wondering what happened. We as property managers and vendors need to have personal relationships with decision-makers, in which they are comfortable complaining to you.

But let's talk more about the apathetic resident/customer.

Apathetic residents often don't voice their concerns or dissatisfaction, making them harder to identify. Unlike vocal residents (when you see them out the window on the sidewalk, you climb under the desk) who express their issues openly, loudly, and repeatedly, apathetic residents may seem indifferent or content. This silence can be misleading, as it masks underlying issues that could eventually lead to their departure. To prevent this, properties need to proactively seek feedback through surveys, follow-ups, and regular check-ins to uncover and address hidden dissatisfaction. In our industry, preventative maintenance and inspections are crucial for bringing issues to light. I don't mean, you discover your residents have cats and charge them pet rent, I mean you have the opportunity to discover that they have unresolved issues that you can fix and improve their lives. Reframing inspections as opportunities to make resident experiences better - I'm here for it! I would be interested in this philosophical change and its effect on turnover.

A note on those complain-y folks - they know what they need to be happy and they tell you about it. Now, I know there are some that are just unreasonable but that's less than 20% of your resident population. Listen to what they tell you. Take action!

Engaged residents are more likely to stay loyal because they feel a connection to the brand, and your property is a brand (Stacey Feeny writes about this over here at Zipcode Creative). Apathetic residents show little to no engagement with the brand, its offerings, or your community. This disengagement is a red flag that they do not see enough value in the relationship. Properties should track engagement metrics and create targeted strategies to re-engage these customers through meaningful interactions and by highlighting the unique benefits of their services and the property. Maybe I'm thinking about this wrong, and you certainly can disagree, but I think our industry hides lackadaisical service behind Fair Housing concerns. Don't get me wrong, I'm passionate about the EQUAL HOUSING OPPORTUNITY FOR ALL, but I don't think that means we can't offer exceptional service. Instead of extraordinary service and treating our residents like the people they are with unique needs and unique opportunities to improve their lives within the scope of our abilities, we say, "if I do it for one, I have to do it for all," and point to the lease and the rules. We should change this.

Apathetic residents are more likely to leave without warning, catching properties off guard. Since they don't voice their complaints or show signs of dissatisfaction, their exit can seem sudden and unexpected. At no other time in my career have we had such a pool of renters who aren't buying houses, which means we lose our residents to other properties (or rental houses). Recognizing the signs of apathy early and taking steps to convert these customers into engaged, loyal clients can prevent unexpected turnover. If you aren't trying to renew people, that's one thing (because you are renovating or re-aligning your property, or the resident had "issues"), but to most properties, the renewal is the most valuable lease. Yet we only reach out to them 90-120 days before their lease ends with a cursory renewal offer (if that).

Heck, I'd even go so far as to apply this whole thing to employees. As a leader you may be annoyed by the one who complains all the time, but maybe they are the canary in the coal mine, and letting you know what people are thinking about your company culture. It's the ones who say nothing and make a surprising exit that can really affect your bottom line.