March 2026 Residence

IN THIS ISSUE

2027 Directory and Buyer’s Guide------------------------------------------------32 SAAA New Members-------------------------------------------------------------------33

ExecutiveDirector

KyleWard|executivedirector@saaaonlineorg Finance&Accounting

RosaPeraltaDeLeon|rosa@saaaonline.org Communications&Marketing

StacyGlover|stacy@saaaonlineorg Events&Education

KennethaBanks|kbanks@saaaonlineorg Membership/PACFundraising

ClementeSanchez|csanchez@saaaonlineorg GovernmentRelations

MelissaCabelloHavrda|melissa@saaaonlineorg

SarahTaylor|sarah@saaaonline.org ExecutiveAdministrativeAssistant/OfficeManager

ElizabethGarza|egarza@saaaonlineorg

San Antonio Apartment Association

7525 Babcock Road, San Antonio, TX 78249 OFFICE 210.692.7797 or 877.306.4108 Fax 210.692.7277 or 877 316 1984 www.saaaonline.org

Celebrating maintenance professionals at the Maintenance Appreciation event.

Mission: The San Antonio Apartment Association educates, communicates and advocates for professionals in the rental housing industry.

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Allrightsreserved Materialsmaynotbereproducedortranslatedwithoutpermission Entirecontentsarethe©Copyright2022oftheSanAntonioApartmentAssociation Inc ADAComplianceStatement: TheSanAntonioApartmentAssociation,Inc ( SAAA ),iscommittedtoupholdingthestandardsof,andstrictlycomplyingwith,theAmericanswith DisabilitiesAct(the ADA ) ItisthepolicyofSAAAtoallowServiceDogsandServiceMiniatureHorsestoaccompanythepersonforwhomtheanimalisprovidingaserviceinthe areasofpublicaccommodationattheofficeofSAAAandatSAAAevents,programsandclasses From the Executive Director-----------------------------------------------------------4

MARCH 2026 | WWW SAAAONLINE ORG

2026 SAAA EXECUTIVE COMMITTEE

DIRECTORS AT LARGE

Director: Alexis Gomez, Trace Property Management

Director: Arleen Garza, REEP Management

Director: Quincy Jones, Belfor Property Restoration

Director: Rocio Marquez, NRP Management, LLC

Director: Jessica Kelly, Embrey Management Services

Director: Alexie Loriente, SMART Apartment Data

Director: Christina Marquez, ResProp Management

Director: Natalie Bennett, Apartment Solutions, Inc

Director: Patrick Hurley, Highland Commercial Properties, Inc.

Director: Randall Baker, Greystar

Director: Rogelio Granado, Prospera Property Mgmt

Director: Tomas Lopez, Heritage Landscapes

Director: Victoria Febus, Opportunity Home San Antonio

LEGAL COUNSEL

David Fritsche 210.227.2726 | david@lawordf.com

President - Mike Rust, CAMT, CAPS

President-Elect - Matt Jones

Treasurer - Cayce Coon, CAM, CAPS

Secretary - Christy Rodriguez

TAAEF President - Richard Whatcott

Delegates - Alan Ross, Kara Morkovsky, Lyssette Perez, Maddie Patrick, Tabatha Blunt, Emery Johnson, Ryan

Baldwin

SAN ANTONIO SUPPLIER COUNCIL

President: Emery Johnson, The Phoenix Recovery Group

President-Elect: Lyssette Perez, Apartments.com

Vice President: Quincy Jones, Belfor Property Restoration

Secretary: Tracy Hungate, DrainWorks Inc.

PastPresident: Steffany Esnaola, MRI Software

LIFETIME BOARD MEMBERS

Barbara MacManus, CAM, CAPS, CPM

Bob Ross, Bob Ross Realty

Marc Ross, Bob Ross Realty

Chair - Chris Burns, CAM, CAPS

Chair-Elect - Jeannette Cox

Vice-Chair - Brian Chase

Treasurer - Mark Hurley

Secretary - Bonnie Smetzer

Immediate Past Chair: Alan King, CPM

Delegates - Alan Ross, Maddie Patrick, Ryan Baldwin, Debbie Wiatrek

The first quarter of 2026 has come and gone. SAAA does a lot of work (and fun) in 90 days. We kicked off the year with our annual installation, welcoming volunteers to new roles, along with several brand-new members to the Board of Directors Then on to our first REDBOOK Symposium which was so successful that a second one is scheduled for April 22 (https://www.saaaonline.org/events/2026-april---redbook-symposium). And you don’t want to miss our Fair Housing Symposium on the books for April 28 (https://www.saaaonline.org/events/2026-april--fair-housing-symposium). Our first of two Business Exchanges garnered very positive feedback from those attending. Don’t forget there will be a second in August!

Our first Member Mixer at Elsewhere Too and Maintenance Appreciation Food Truck (Sponsor Sherwin Williams) event were both smashing successes reaching approximately 400 members combined (record attendance). SAAA Education courses are off to a wonderful start with our Professional Development Center and office parking lot full on most days Thanks to both our wonderful instructors and members who keep our educational efforts thriving. And let us not forget all the committee work that is in progress with Next Gen turning out about 50 volunteers at each meeting.

Advocacy continues to be a foundation of our work with the SAAA delegation just returning from Washington, D.C. We met with the offices of four congressmen and one congresswoman, and hosted San Antonio City Councilman Marc Whyte (District 10) for dinner while in DC. Councilman Whyte was in town for the annual SA to DC which our Chief Government Relations Director Melissa Cabello Havrda attended as well. SAAA advocacy was at full capacity for several days in the chilly, but beautiful cherry blossom city.

Spring house cleaning is in full force at SAAA Thanks to our incredible suppliers and their generous donations, D-Kam Construction, Sherwin Williams and Rasa Floors, the Barbara McManus Professional Development Center and building exterior have undergone major work. This is at no cost to SAAA, and we cannot thank these supplier members enough for their incredible generosity.

As we look forward to the second quarter of 2026, I encourage you to stay or get involved with all the great things happening at SAAA. Stay informed at https://www.saaaonline.org/events/?CalendarView=1.

PLATINUM PLATINUMmembers

Alan Ross

Bob Ross Realty

Allyson McKay Embrey Management Services

Debbie Wiatrek

Summit PM

Emery Johnson

Kara Morkovsky Portico Property Management

Leo L’Homme

Fresh Meadows REI

Marc Ross

Bob Ross Realty

Mike Rust Highland Commercial Property

Natalie Bennett

Apartment Solutions Inc.

Renetta Quintana Capstone Management

Ryan Baldwin

Franklin Apt. Mngt.

Scott Milgrom

Image 360

Steffany Esnaola

MRI Software

Steve Colella

MDP Management

Steve Ross

Bob Ross Realty

Sunny Davila

Kairoi Residential

Timothy Lippard

Splash Branding

Victoria Keeler

Churchill Forge Properties

SILVER SILVER members

Jennifer Morales

GOLD GOLD members

AlexisGomez TraceProperties

ClaraSeelhammer 2-SDConstruction

GaryGreene FSIConstruction

JenniferBain HomeDepot JessicaKelly Embrey LoriSomerville ChadwellSupply

LyssettePerez Apartments.com

MaddiePatrick ForesightAssetManagement

NinaSegundo PorticoPropertyManagement

OmarRodriguez TheLibertyGroupStaffing

TravisKamp D-KamConstruction

Alexie Loriente

Corrina Gutierrez

Emily Wiatrek

Jennifer Kimball

Leslie Herrera

Rocio Marquez

Tabatha Blunt

Congratulations to the SAAA endorsed candidates who declared victory on March 3!

State Rep 117: Phillip Cortez

State Rep 119: Elizabeth “Liz” Campos

State Rep 120: Barbara Gervin Hawkins

State Rep 121: Mark Dorazio

We are grateful for their leadership and commitment to our community!

CONGRATULATIONS TO OUR SAAA ENDORSED CANDIDATES!

Honoring the Heart of Our Communities: Maintenance Appreciation Day at Eisenhower Park

The San Antonio Apartment Association recently hosted a successful Maintenance Appreciation event at Eisenhower Park, bringing together nearly 200 maintenance professionals for a welldeserved day of recognition and community.

Set against the scenic backdrop of one of San Antonio’s favorite outdoor spaces, the event celebrated the hardworking individuals who keep apartment communities running smoothly each day. Attendees enjoyed a relaxed afternoon filled with great food, including barbecue and wings, while connecting with peers across the industry.

The association extended special thanks to event sponsor Sherwin-Williams for supporting the celebration and helping make the day possible. Their partnership played a key role in honoring the dedication and contributions of maintenance teams throughout the region.

SAAA just completed renovation to the Board of Directors recognition wall located in the front entrance of our office. Work included accent paint, permanent shelving for photos, and new headshots of our 2026 board members. Special thanks to supplier members Sherwin Williams, Apartment Pro & More (Rodrigo Pineda) and Natalie Marie Photography (Natalie Bennett) for helping us make our lobby more inviting while recognizing our volunteer leaders in a first-class way.

CAREER CENTER

The Texas Apartment Association Education Foundation's Room to Grow campaign is driving job seekers of all experience levels straight to the TAA Career Center—and now is the perfect time to post your open positions. As an SAAA member, you have access to an exclusive 50% discount on Basic and Enhanced job posting packages at careers.taa.org using promo code SAAA50.

Whether you’re hiring onsite team members, maintenance professionals, or corporate staff, the Career Center connects you with candidates who are actively exploring career pathways in our industry. Don’t miss the chance to find your next great hire at a significant discount.

How to Use Your SAAA Discount:

1.Visit careers.taa.org and sign in.

2.Select your membership status and log in.

3.Click Post a Job and choose San Antonio from the dropdown.

4.Select your posting package and click Buy.

5.(Discount valid on Basic or Enhanced packages.)

6.Enter promo code SAAA50 in the “Have a promo code?” field and click Apply.

7.Review your total and click Complete Order.

PROMO CODE SAAA50

Your next amazing team member could be just one post away— take advantage of your member discount and start recruiting today!

H I L L

o n t h e

S A A A

SAAA was represented for several days in Washington, D.C., including SA to DC and NAA Advocate SAAA’s Chief Government Relations Director Melissa Cabello Havrda represented the association at SA to DC which is an annual three-day advocacy "fly-in" organized by the Greater San Antonio Chamber of Commerce that brings together local business, civic, military, and education leaders to Washington, D.C. It serves as a San Antonio Chamber of Commerce 50-year-old tradition to meet face-to-face with federal officials and Congress members to promote San Antonio's economic priorities

NAA Advocate is the National Apartment Association’s annual conference and premier lobbying event in Washington, D.C., bringing together rental housing professionals to influence federal policy. It empowers members to connect with Congress, network, and prevent adverse regulations on the apartment industry This year’s lobby day set a record with more than 300 congressional visits.

SAAA Delegates Alan Ross (President), Maddie Patrick (Government Affairs Chair & Treasurer), Ryan Baldwin (SAAA Past President), and Debbie Wiatrek (SAAA Past President) served as key stakeholders for the association alongside Executive Director Kyle Ward and Cabello Havrda. This year SAAA funded scholarships for four individuals to learn more about the multifamily housing industry from both a national and local affiliate legislative scope. Scholarship recipients included SAAA Board Members Patrick Hurley and Tomas Lopez, and Urban Kotzur (Greystar) and Amanda Estrada (Resprop)

SAAA visited the offices of Congressman Joaquin Castro, Congressman Greg Casar, Congressman Tony Gonzales, Congressman Henry Cuellar, and Congresswoman Monica De La Cruz. The most significant SAAA-ask for lawmakers focused on The Respect State Housing Laws Act which strikes the temporary, federal notice language from the CARES Act, and eliminates any ambiguity about the requirement’s expiration in 2020. Senate offices were urged to cosponsor S. 470, the Respect State Housing Laws Act, urging Chairman Scott and Ranking Member Warren on the Banking Committee to mark up this legislation as soon as possible. Additionally Congressional offices were asked to vote in favor of H R 1078, the Respect State Housing Laws Act, when it comes to the floor of the House.

How supply, technology and renter preferences are shaping leasing trends and habits this spring. Spring 2026 leasing opens in a recalibrating market. Housing providers report lingering supply pockets, elevated operating costs and renters who expect speed, clarity and convenience. The through line this season is a more precise focus on operations, technology-supported workflows and resident experiences that drive renewals, with onsite teams still decisive at critical moments. “Renters are asking for a simpler, more transparent experience and faster communication,” says Jeremy Brown, Vice President of Marketing, ZRS Management. “They want fewer steps, less confusion and a clear understanding of what they’re getting, with the convenience to schedule and tour in ways that fit their lives.”

From year to year, elements of the leasing cycle and playbook change, resulting in new ideas, collaboration and technological advancements. “Apartment leasing is constantly evolving and adapting to new challenges,” says Michelle Jenson, Chief Property Officer and Designated Broker for P.B. Bell. “Today, the primary challenges derive from the supply surge that has impacted multifamily for the past three years and the significant advances in AI and its application in this industry.”

Concessions and the number of units delivered are directly related. “In high-delivery markets, we are seeing higher concessions (e.g., one to two months),” says Gozen Hartman, Chief Executive Officer for Fairlawn. “Properties in lease-up are leading with concessions, price cuts or both, putting significant pressure on stabilized properties in the area.”

New deliveries heat up competition, but they’re not the only factor affecting leasing strategies. “At the same time, rising operating costs such as insurance, payroll and turn expenses continue to compress NOI,” says Lesa LaRocca, Division President, Avenue5 Residential. “To adapt to this pressure, we are sharpening our focus on resident retention, deploying AIpowered leasing tools that deliver faster and more precise lead responses and applying concessions strategically by floor plan and leasing term.”

Technology helps leasing and onsite teams by automating workflows and removing simple tasks that can now be completed by programs or other software applications. “AI-driven leasing assistants can now handle inquiries and scheduling. Integrated property management systems are centralizing lead tracking, applications, e-signatures and payments, reducing silos,” says Cindy Clare, Chief Operating Officer at Bell Partners. “Meanwhile, virtual tour tools and self-guided showings are improving convenience, and predictive analytics solutions are helping forecast demand and renewals. Together, these technologies accelerate leasing cycles, cut costs and boost occupancy in competitive markets.”

It is important to have a recurring process in place to review strategies and data related to rents and concessions when certain challenges arise or a solution is needed. “Like many operators, we have experienced high-supply markets,” says Angie Atkins, Senior VP of Community Management, Thompson Thrift. “This environment can impact the lease-up pace and create a challenge to maintain strong occupancy at our stabilized properties without offering concessions. A wellthought-out leasing and renewal strategy for each asset is key.”

Inventory Considerations: Precision Over Volume

Markets demand unit-level discipline, targeted concessions and faster execution. The edge lies in being competitive in the market and removing the friction from the lead-to-lease journey. “Balancing affordability pressures with the need to sustain revenue growth in a higher cost operating environment remains a challenge,” Hartman says. “Renters are more price sensitive while owners are facing the realities of rapidly increasing expenses across all major expense categories.” That cost and revenue squeeze is magnified in high-delivery markets, prompting housing providers to combine incentives with operational speed and customer care as differentiators. Quality of service and the speed of it have become nonnegotiable, especially in high-supply markets. “Operators need to go the extra mile to ensure their end-to-end customer experience is a great one,” Hartman says. “Further, it is imperative that the leasing process is fast and easy. All known friction points need to be removed or you automatically lose the lead.”

Among the other factors impacting leasing are operating costs, labor shortages, fragmented technology stacks, adjustments in renter expectations, amenity spaces and the need for flexible common areas. “Regulatory pressures like rent control and fee transparency are adding complexity, while aging assets increase maintenance demands,” Clare says. Bell Partners uses AI tools to automate certain operations of the leasing process, centralizing operations as well as unifying technology and workflows. Predictive analysis is being used for renter retention and for maintenance costs, ultimately enhancing resident satisfaction, efficiency, compliance and the overall community.

On the ground, teams and onsite staff are navigating high supply, limited rent growth and rapid policy shifts with tighter renewal planning and data cadence. “High-supply markets, limited rent growth and high concession offerings have been challenging,” says Atkins. “In addition, with changes happening so quickly on the legislative side, it’s important to keep your team in the loop and ready to adjust when needed.”

In oversupplied submarkets, unit-level decision-making and carefully timed offers can help maintain velocity without over-discounting. “In higher-supply environments, operators are getting more precise and more consistent,” says Brown. “Markets like Austin, Texas, and Jacksonville, Fla., are good examples of places where added inventory can make renters more selective and extend decision timelines. In those conditions, success is less about ‘doing more’ and more about doing the fundamentals exceptionally well: Making it easy to tour, being responsive, presenting units clearly and guiding prospects confidently through next steps.”

Across portfolios, the NOI squeeze from deliveries and expenses is encouraging a more surgical application of incentives and expansion of flexible payment tools.

“We are also capitalizing on the growing popularity of alternative deposit options and flexible payment programs, which expand the renter pool without sacrificing revenue,” says LaRocca.

Technology & Efficiency: AI as Infrastructure

Leasing cycle timelines are being compressed by automation, while unified systems and centralization improve responsiveness. Housing providers stress that technology enables, and teams are still the ones converting.

“Timely responses and follow-up are more important than ever before, and with AI there are literally no excuses,” says Hartman. “Yesterday, having the best process was what’s important. Today, it’s how you use technology to power and even automate that process.”

It’s important to use AI and other technology to free onsite staff from simple, repetitive tasks so they focus on the individuals and residents in need of assistance. It’s not a matter of where technology is located but more along the lines of what is this tech accomplishing for the rental housing provider, the community and the people living there or looking for a new place to call home. “Tools such as AI chatbots, self-scheduling appointments and automated follow-ups help streamline leasing and renewal processes, saving onsite teams valuable time each day,” says Jennifer Murphy, Chief Operating Officer, Chestnut Hill Realty. This gives staff the time needed to focus on residents and prospective residents during one-on-one interactions like tours or personal outreach.

“While centralization and automation are becoming more common, we remain focused on maintaining the right balance. Technology should enhance, not replace, the human touch,” Murphy says. The company uses an AI chatbot named CHRIS, CHR for the company (Chestnut Hill Realty) and IS for Informational Services. “CHRIS’s role is to give our teams more time to create memorable experiences for residents and prospects alike. It sets up the handoff for a personal connection, whether leasing, maintenance or management.”

AI is being used for after-hours coverage as well as fighting fraud and community access. “To extend our help beyond our typical hours, we use AI for 65% of our inbound after-hours traffic, allowing prospects to book appointments and tour the property when the leasing office is closed,” says Jenson. “We have also implemented AI to conduct identification and fraud screening. Not only are these important for resident safety, but they allow us to streamline our processes and ensure accuracy.” In-unit, residents have packages that include keyless entry locks, smart thermostats and leak detection systems.

At the same time, standard digital conveniences free onsite teams to focus on relationship building. “Online tour scheduling, self-guided tours and digital lease signing are all ways to make the process more convenient,” says Atkins. “This also allows our onsite teams more time to build relationships and focus on areas that impact occupancy.”

Ease of leasing and compressed time periods allow onsite teams to reallocate attention to highervalue touchpoints. “We use AI to power end-to-end digital applications and one-click leasing, which reduces paperwork for our onsite teams and drives a higher volume of completed leases,” says LaRocca. “We also apply AI to automate applicant screening and fraud detection, which tightens controls while accelerating decision-making. The end result is a leasing process that scales efficiently, enhances the customer journey and gives our onsite teams more time to focus on connecting with future residents through in-person tours and other personalized experiences.”

Marketing & Demand: High-Intent Leads Win

Teams are prioritizing different avenues—SEO, websites and local profiles—paired with consistent content and swift follow-up to convert well-informed prospects into renters.

“Leads sourced from our websites convert at over 2.5x the rate of leads from other sources, so we are putting more focus on targeted campaigns to drive more website traffic,” says Hartman. “Regardless of the marketing channel used, our goal is to get these prospects to our website where they can remain focused on our availability and finding the information they need.”

For new developments and communities building name recognition, SEO and other marketing processes remain just as important. “Search engine optimization efforts have produced the highest volume of leads and leases in 2025. This includes well-managed and frequently updated local listings and social media pages, as well as websites built with researched keyword strategies,” says Nikki Crosby, VP of Marketing, Thompson Thrift. “For new development communities that have yet to achieve name recognition on search engines, we achieve the best results when utilizing featured listings on internet listing sites partnered with search engine and social media PPC ads that include retargeting campaigns.”

Multi-channel visibility, trusted referral partners and preparedness for AI-driven search summaries are shaping content strategy. “We leverage ILS listings, paid search, SEO, geotargeting, social media and email campaigns to reach prospective renters across multiple touchpoints,” says Murphy. “Beyond digital channels, programs such as preferred broker and employer partnerships play a critical role in driving highly qualified traffic and improving conversion rates by reaching renters through trusted referrals and clear intent.”

Reputation, quality and speed, and the combination of the three through personalized follow-up, remain core to converting prospects. “The most important marketing strategy is to have a good reputation,” says Jenson. “We have found the most effective marketing tools are hyper targeted digital marketing paired with strong local SEO and Google Search, which consistently attract high intent prospects actively looking to lease. Equally important, happy residents play a major role through positive reviews and referrals, which deliver some of the most qualified leads and strongest lease conversions.”

Finally, alignment between digital and onsite experience is central to conversion quality. It’s not enough to have technology, tools and AI, these products must be used in a way to help personalize the living and renting experience of the residents. “The most effective marketing strategies focus on strengthening the resident journey through digital and in-person alignment,” says LaRocca. “It’s important that our onsite teams, technology platforms, marketing campaigns and customer experiences work in concert to engage our future residents.”

Renter Preferences & Renewals: Experience Drives Loyalty

Renters prioritize value, transparency and convenience, alongside community and an atmosphere that aligns with their lifestyle. Renewals are moving earlier and becoming a core component of leasing strategy.

“As a result, we are rethinking pricing and marketing strategies for both [one-bedroom and multibedroom units]. In addition, markets with oversaturation or increased cost consciousness are also seeing a growing expectation from renters to receive some form of discount or other offer upon signing,” says Hartman. Rent, location and community and neighborhood amenities are still a baseline, but prospective residents are still searching for a good deal.

Programming and spaces that support hybrid work and connection remain important to engagement and referrals. Flexibility is becoming even more important for communities. “More than ever, residents want to feel part of a community,” says Atkins. “We are putting more focus on engagement. Hosting events and creating shared spaces. We offer focus rooms that residents can enjoy a quiet, private spot to work, study or just get things done without distraction—just steps from home.”

Flexibility in terms, transfers, living options and tech-enabled living continues to shape offering design. “Today’s renters expect flexibility, convenience and lifestyle alignment, which can lead to offering shorter lease terms, furnished options and easy transfer policies,” says Clare. “Techenabled living, including smart locks, app-based services and high-speed connectivity, is now standard, while sustainability features like energy-efficient appliances and EV charging appeal to eco-conscious residents.

“Operationally, managers are adopting centralized leasing platforms, predictive analytics for personalized renewals and AI-driven communication tools to deliver faster, more tailored service. These shifts reflect a move toward tech-driven, amenity-rich and environmentally responsible living environments that match the evolving expectations of our current and future residents,” says Clare. Technology is viewed as a foundational item in the rental housing experience, and has been for some time; however, the differentiator is how it amplifies human service. Earlier, structured renewal outreach is becoming standard as are other simple tasks that can be completed by AI.

“Mobile-first, AI-enabled tools for touring, applying, screening, lease signing, rent payments and maintenance requests play a critical role in attracting and retaining residents while also driving operational efficiency,” says LaRocca. “Although our industry continues to shift toward technologydriven processes, it is clear that residents still value personal connection and in-person service. Technology does not replace onsite teams; it amplifies their impact by freeing them to focus on relationship-building and service activities that automation cannot replicate.” This approach allows for long-term trust and a rewarding relationship that promotes resident retention and engagement.

Some providers are explicitly positioning renewals as a core leasing strategy supported by sentiment and service monitoring. “With higher operating costs and limited rent growth it will be important to invest in renewal programs and keep those residents satisfied,” says Atkins. “In my mind, this becomes an additional leasing strategy. We are prioritizing resident satisfaction through technology enabled oversight, using digital tools to monitor engagement, service performance and sentiment across communities.”

The renewal process is also extending as housing providers move to secure renewals earlier to protect occupancy and stabilize revenue.

“In 2026, leasing success will hinge on how well operators align with renters who expect speed, transparency, convenience and choice,” says LaRocca. “They also value having a choice of in-person, self-guided and virtual tour experiences that help them visualize life in the community. They want rapid follow-up, frictionless applications and a leasing journey that feels personalized and effortless from the first click.

“Renewals will play an even more critical role in 2026. While retention has always been important, operators will need to secure renewals earlier in the lease cycle to protect occupancy and stabilize revenue. By starting outreach earlier, clearly communicating the benefits of renewing leases and implementing resident loyalty and rewards programs, we have successfully secured renewals several weeks earlier on average. We expect weeks to become months in 2026,” says LaRocca.

Economic & Policy Outlook: A Year of Rebalancing

Marcoeconomic conditions and policy debates are shaping leasing strategy unevenly by region. Housing providers expect rentership to remain durable where homeownership costs are high, while oversupplied submarkets continue using targeted incentives.

“One of the most significant challenges facing the multifamily industry today is the growing push for rent control. While often well intentioned, these policies discourage new development, limit reinvestment and reduce housing supply,” says Murphy. “Over time, this negatively impacts affordability, housing quality and the long-term economic stability of an area. Sustainable solutions require policies that encourage development. Producing housing at all income levels is the only proven way to bring down housing costs and reduce the pressure that leads to rent increases.”

Financial management and process improvements are also being paired for a continued emphasis on service quality. “While we are paying close attention to expense management, we believe the overall customer experience is even more important in a competitive environment. We believe both efficiency and service can coexist,” says Atkins.

Interest rates are in the higher-for-longer category, resulting in housing providers strategically focusing on cash flow optimization through earlier renewals and calibrated incentives. “Although interest rates have been elevated for several years, there are signs of stabilization and potential easing into 2026,” says LaRocca. “Because refinancing is expensive, our role as operators is to optimize properties’ existing cash flow by increasing renewal rates, reducing turnover cost, maintaining occupancy and tailoring concessions according to unit type, location and other elements.”

Outlooks vary by region, with coastal constraints easing incentives and oversupplied Sun Belt markets keeping targeted concessions in play. Economic uncertainty will be a key factor in shaping leasing strategies. “High prices and interest rates continue to keep homeownership less affordable, sustaining renter demand. At the same time, expectations for continued slower job growth that began in the second half of 2025 are keeping management firms focused on retention and valueadded amenities,” says Clare. “Supply constraints in some coastal markets will allow managers to reduce concessions where implemented, while oversupplied markets, particularly in the Sun Belt, will continue to rely on targeted incentives to maintain occupancy.”

Housing providers are laying the foundation of a spring leasing playbook that emphasizes speed, precision and service. They are leveraging AI to reduce friction and refine the resident and prospective renter experience while relying on consistent onsite execution and community engagement to earn renewals. As markets normalize unevenly and policy debates continue, the best-positioned teams will be the ones that act quickly, communicate clearly and make the experience of renting—and staying—feel straightforward and valuable.

“As emerging technologies continue to reshape how prospects search for and evaluate apartments, visibility in AI driven and generative search results will become increasingly important,” says Murphy. “Looking ahead to 2026, success will depend on providing clear, detailed and prospect focused content across all online channels, content that answers questions, builds confidence and accelerates decision making.”

Michael Miller is NAA’s Senior Managing Editor. Republished from the National Apartment Association, February 2026 https://naahq.org/2026-spring-leasing-preview

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Published digitally every month, any new ad submissions for annual advertisers can be updated quarterly, the deadline is the 15 of every month. th Files can be sent in pdf or jpeg format and will have an active link to your website! Page size: 8 5” wide x 11” high Page size: 8.5” wide x 5.5” high

Full page ad: 9-12 issues = $249 per month

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Half page ad: 9-12 issues = $199 per month

5-8 issues = $249 per month

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Quarter page ad: 9-12 issues = $149 per month

5-8 issues = $199 per month 1-4 issues = $249 per month