In the multifamily world, we invest big in lead generation. We obsess over the move-in experience. But what happens after the lease is signed?

Too often, the answer is … not enough.

At a recent AIM roundtable session, industry leaders gathered to explore this overlooked phase of the resident journey—the critical moment of renewal. What emerged was a clear consensus: while acquisition and onboarding are polished and well-funded, the lease renewal process still lags behind in ownership, innovation, and impact. And that's a missed opportunity.

The Engagement Drop-Off: Where We Lose Residents

Operators agreed that engagement tends to fade after move-in. Once the keys are handed over, communication becomes transactional, and residents may go months without meaningful interaction. It’s no surprise, then, that many residents feel disconnected, and they’re less inclined to stay when renewal time rolls around.  

So where are the gaps?

Participants pointed to overlooked moments, such as minor maintenance requests, unit upgrades, resident engagement, and routine communication as untapped opportunities to reinforce value and build better connections with residents. If neglected, these touchpoints become a moment of disengagement. But with the right tools, these same moments can be leveraged to strengthen the resident relationship.

The Missed Investment in Renewals

When asked to compare renewal efforts to lead generation or move-ins, most attendees acknowledged a clear imbalance. Acquisition gets the spotlight—and the budget. Renewals? Often handled manually, owned inconsistently across departments, and treated reactively instead of strategically.

One operator asked, “How does your team currently approach the lease renewal process? What’s working—and what feels outdated?” It sparked a broader discussion on ownership and priorities. Without a clear strategy or system in place, even great teams fall into reactive patterns.

Technology: Automating the Routine, Humanizing the Exception

As the conversation shifted to technology, it became clear that modernization isn’t just about efficiency—it’s about experience. Operators shared how automation has helped them reduce friction in the process. No more chasing down documents, no more static PDFs, and no more last-minute notices.

Instead, technology like Renew helps centralize workflows and provide residents with intuitive, personalized renewal experiences—think e-commerce-like logic, dynamic pricing, and tailored offers. One operator described how surfacing “need something else?” blockers early on helped their team address concerns before they became reasons to move out.

Data: From Insight to Impact

Another core theme? Data. Or rather, the lack of access to actionable data in many PMS systems.

Attendees discussed the kinds of insights they wished they had: Who's at risk? Who hasn’t responded? What triggered a decline in satisfaction? What behaviors predict a likely renewal? Technology platforms that can answer these questions—and automate next steps—are changing the game.

As one participant inquired, “Have you found success using data to influence how and when you approach residents about renewals?” For teams that had, the answer was a resounding yes.

Toward a Resident-Centric Model

Ultimately, the session returned to one powerful idea: renewals aren’t about paperwork—they’re about people.

When operators reframe renewals as part of the customer experience (not just an operational task), retention strategies shift. Leading companies shared examples of success with early outreach, personalized offers, and even offering alternative floorplans or sister properties to keep residents in-network.

The key takeaway? A truly resident-centric renewal process feels proactive, intuitive, and aligned with the resident’s needs—not just the property's calendar.

Final Thought: Renewals as a Strategic Growth Lever

If there's one thing this roundtable made clear, it’s that renewals shouldn’t be a blind spot. They should be a growth strategy.

By investing in the post-move-in experience, leveraging automation to streamline operations, and using data to drive personalization, operators can turn lease renewals into one of their most powerful retention tools.

Let’s stop treating renewals like an afterthought.

Let’s turn them into a moment of value—for both residents and your bottom line.