10/27/2026
We sent our Sales Team undercover. The results were… interesting.
As part of their training, we sent three members of our team out to mystery shop 6 apartment buildings. No scripts. No special treatment. Just walk in like a prospective renter and see what happens.
Developers spend hundreds of millions of dollars building beautiful apartments. They invest in design, amenities, finishes and marketing—all with the goal of attracting renters and achieving the best possible rents.
But what happens when the customer actually walks through the door?
We found apartments that weren't spotless. Parking that wasn't clearly marked. And leasing experiences that sometimes felt indifferent. And this is happening at a time when rents are under pressure, concessions are increasing and margins are getting thinner.
There seems to be a disconnect between the investment in the building and what happens at the front line.
We're not criticizing the leasing teams. We're asking a bigger question:
Are we putting as much thought into how we sell apartments as we do into how we build them?
Our Mystery Shoppers learned a lot.
So did we.
