Modern-day property managers understand that having a good resident retention rate impacts the overall financial stability of their company. But what exactly constitutes a “good” resident retention rate for property management companies? In this article, we’ll explore this question and shed light on the importance of resident retention, resident satisfaction, and property owner retention in achieving optimal performance.
According to a blog published by Second Nature, a leading industry partner that focuses on improving the resident experience, a 70% renewal rate for residents is considered a huge success in the industry.
According to studies in 2022, the national rental retention rate was 54.8%. Today, property management companies should aim to stay above 50% resident retention.
Understanding Resident Retention:
Resident retention refers to the ability of property management companies to retain existing residents and encourage them to renew their leases. It is a key performance indicator that reflects the effectiveness of a property management company in meeting residents’ needs, fostering satisfaction, and building long-term relationships.
The Significance of Resident Satisfaction:
Resident satisfaction is closely linked to resident retention. Satisfied residents are more likely to renew their leases, recommend the property to others, and speak positively about their living experience. Conversely, dissatisfied residents are more inclined to seek alternative housing options, leading to higher turnover rates and increased vacancy costs.
The Impact on Property Owner Retention:
Property owner retention is equally important for property management companies. Property owners entrust management companies with the responsibility of maximizing their investment returns and maintaining the value of their properties. A strong track record of resident retention and satisfaction enhances property owner confidence and loyalty, leading to long-term partnerships and repeat business.
Determining a “Good” Resident Retention Rate:
While there is no one-size-fits-all answer to what constitutes a “good” resident retention rate, industry benchmarks and best practices can provide valuable insights. Generally, a resident retention rate above 70% is considered favorable for property management companies. However, factors such as property type, location, market dynamics, and renter demographics can influence the target retention rate.
To calculate your retention rate, first find out how many expiring leases you have and then determine out of those, which residents are renewing. Let’s say this month you have 100 expiring leases, and 70 residents decided to renew their leases.
Retention Rate = (Number of Lease Renewals / Total Number of Expiring Leases) Retention Rate = (70 / 100) * 100 = 70%
Factors Influencing Resident Retention:
Several factors contribute to resident retention and influence the overall satisfaction of residents:
1. Quality of Service:
Prompt response to maintenance requests, clear communication, and professional property management services are essential for resident satisfaction and retention.
2. Amenities and Facilities:
Access to amenities such as fitness centers, swimming pools, community spaces, and security features enhances the overall living experience and contributes to resident satisfaction.
3. Lease Terms and Policies:
Flexible lease terms, fair rent prices, and transparent policies create a positive rental experience and encourage residents to renew their leases.
4. Community Engagement:
Creating a sense of community through social events, resident activities, and engagement initiatives fosters a feeling of belonging and encourages residents to stay.
5. Quality of Living Environment:
Well-maintained properties, clean and safe surroundings, and attractive landscaping contribute to a positive living environment that residents are proud to call home.
Strategies for Improving Resident Retention:
To improve resident retention rates and enhance resident satisfaction, property management companies can implement the following strategies:
1. Regular Feedback and Communication:
Soliciting feedback from residents and addressing their concerns in a timely manner demonstrates a commitment to resident satisfaction and fosters trust and loyalty.
2. Investment in Property Upkeep:
Prioritizing preventive maintenance, property upgrades, and landscaping improvements enhances the overall appeal of the property and contributes to resident satisfaction.
3. Personalized Services:
Tailoring services to meet the individual needs and preferences of residents creates a personalized experience that strengthens resident relationships and encourages loyalty.
4. An Emphasis on Maintenance:
Second only to rent increases, maintenance issues are the most common reason a resident chooses to leave a property. Investing in a dedicated maintenance solution like Property Meld can help ensure your providing residents a best-in-class maintenance experience.
A good resident retention rate is essential for property management companies seeking to achieve long-term success and profitability. By prioritizing resident satisfaction, fostering strong relationships, and implementing effective retention strategies, property management companies can enhance resident retention rates, improve property owner retention, and solidify their position in the market. Ultimately, investing in resident retention is an investment in the sustainability and growth of the property management business.
