From Chaos to Control: Your Game Plan for Peak Leasing Season

Move over winter, spring, summer and fall — in multifamily, the real seasons are budget season and peak leasing season. The latter, spanning from Memorial Day to Labor Day, is a three-month sprint that accounts for 70% of annual moves across the U.S. For operators, it’s a high-stakes window packed with online inquiries, tours, screenings, applications, move-ins and move-outs.

To maximize occupancy and rental income, early preparation is essential — and the time to start is now.

1. Prepare the Property Inside and Out
   Start with preventative maintenance. The quieter winter and early spring months are ideal for addressing plumbing, HVAC servicing, roof inspections and cosmetic upgrades. Walk your property with a prospect’s eye to spot quick improvements that enhance first impressions.
   It’s also the right moment to update model units and physical marketing materials — including flyers, brochures and move-in packets — with accurate pricing, office hours and current photos.
2. Audit Your Digital Presence
   A strong online presence can significantly increase lead volume. Make sure your listings are accurate and up to date across your website and third-party platforms. Use high-quality photos, detailed descriptions and current amenity information. Most importantly, respond to inquiries quickly.
3. Explore Centralization and Managed Services for Operational Relief
   Time is at a premium during peak leasing season. When on-site teams are stretched thin by troubleshooting amenities and fielding resident requests, it pulls focus from high-value tasks like touring and lease conversions.
   That’s why many operators are shifting certain responsibilities to centralized or tech-enabled models. Leveraging self-serve, fully managed solutions for everyday services — like printing or coffee — can reduce or even eliminate the need for staff oversight and minimize disruptions. Similarly, centralized leasing hubs and AI chat tools can handle inquiries and scheduling, allowing on-site teams to stay focused on high-value tasks like welcoming prospects and completing move-ins.
4. Revisit Your Amenities Strategy
   Today’s residents expect amenities to offer both convenience and a positive experience. Take stock of what truly adds value to daily life — like secure package lockers, community printers and reliable coffee service — and what tends to cause frequent headaches or excessive costs.
   In a recent WithMe, Inc. survey, 25% of residents identified the coffee machine as their most valuable amenity, second only to the fitness center. Upgrading or streamlining key amenities can increase satisfaction while reducing operational strain. 
5. Lean Into Technology and Automation
   From online applications to automated screening and virtual tours, technology is key to maintaining speed, accuracy and accessibility during busy months. As more prospects search and sign leases remotely, digital tools help ensure a seamless experience from first inquiry to move-in.
6. Train & Empower Your Team
   Even the best tools and amenities can’t replace a well-prepared team. Use early spring to refresh training on leasing procedures, fair housing compliance and customer experience. A confident, well-equipped team is better positioned to navigate peak leasing season efficiently.

Peak leasing season doesn’t just test your occupancy strategy — it tests your operations. With smart planning, centralized support and the right amenities in place, your team can stay focused, responsive and competitive during the most demanding time of year.