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Analysis of Leasing Challenges (Root Causes)

Based on the portfolio-wide review, the following root causes for leasing challenges were identified:
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  • Leasing staff are being too transparent about availability. Ownership emphasized a specific psychological tactic: telling prospects “This is the last unit at this price” and “I have 2 other appointments today for this unit,” regardless of actual inventory .
  • Staff are accepting “future” move-in dates (Jan/Feb) rather than using the special pricing to force immediate (Nov/Dec) move-ins.

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  • There is an over-reliance on automated system responses (bots/emails). Ownership identified a critical gap where leads sit for hours or days. The directive is a “machine gun” approach: calling, texting, and emailing manually within 1 minute of the lead arriving to catch them while they are still searching.
pricing to force immediate (No

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  2. Lack of Manufactured Urgency:
    • Leasing staff are being too transparent about availability. Ownership emphasized a specific psychological tactic: telling prospects “This is the last unit at this price” and “I have 2 other appointments today for this unit,” regardless of actual inventory .
    • Staff are accepting “future” move-in dates (Jan/Feb) rather than using the special pricing to force immediate (Nov/Dec) move-ins.
  3. Slow Response Time (The “1-Minute” Gap):
    • There is an over-reliance on automated system responses (bots/emails). Ownership identified a critical gap where leads sit for hours or days. The directive is a “machine gun” approach: calling, texting, and emailing manually within 1 minute of the lead arriving to catch them while they are still searching.
  4. Pricing Structure Confusion:
    • Several properties were failing to generate traffic because rents were “on the edge” rather than aggressively low. Ownership clarified the strategy: Drop the price deeply (e.g., $100 drops) to clear vacancy, then raise it later.
    • There was confusion regarding “Double Dipping.” Staff were offering reduced rents plus a free month. Ownership corrected this portfolio-wide: The special is either a deeply reduced net rate or market rate with one month free.
  5. Operational Friction:
    • Fake Applications: At Kings Trail, applicants were applying without financial commitment. The root cause was identified as not requiring the first month’s rent upfront
    PO System Non-Compliance: Multiple managers were ordering work/supplies without approved POs, causing administrative friction and potential budget issues. Unit Readiness: Some properties (e.g., Winter Haven portfolio) have traffic but lack ready units due to maintenance delays or specific repair issues (subfloors), stalling conversions.

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