A Simple Retention Strategy to Improve Renewal Rates
Try It: Use Resident Appreciation to Build Renewal Trust
This Try It is about using small, intentional moments of appreciation to build that trust all year long. This month, focus on micro-moments of appreciation that quietly reinforce trust. Commit to One Appreciation Touch Per Week.
Not an event. Not a campaign. Just one moment.
Why This Matters
Retention isn’t lost at renewal.
It’s lost quietly, over time.
Long before a rent increase shows up, residents are already deciding how they feel about living at your community.
And those feelings matter.
Because when renewal time comes, residents don’t just evaluate price.
They evaluate trust.
This Try It is about using small, intentional moments of appreciation to build that trust all year long.
What the Research Tells Us
I recently spoke with Priyanka Arwal, a researcher with Jay Turner Research, who has analyzed over a million resident reviews across the industry.
Here’s what her research consistently shows:
Non-renewals are rarely about one single incident
Financial pressure is often the final trigger, not the root cause
Residents carry the memory of every interaction throughout their lease
Those memories resurface when it’s time to decide whether to stay
In other words:
Renewals are emotional before they are financial.
Residents don’t ask, “Was this the cheapest option?”
They ask, “Did I feel respected here? Did I feel supported? Did I feel like I mattered?”
The Most Powerful Insight
One of the most important things Priyanka shared is this:
Residents begin evaluating other options as early as six months into their lease.
That means appreciation can’t wait until renewal season.
You don’t get to “make it up” in the last 60 days.
Trust is built in the everyday moments.
The Try It
This month, focus on micro-moments of appreciation that quietly reinforce trust.
Step 1: Commit to One Appreciation Touch Per Week
Not an event. Not a campaign.
Just one moment.
Examples:
A handwritten note
A kind follow-up email
A quick check-in after a work order
A thank-you for patience
A warm acknowledgment of something personal happening in a resident’s life
Small actions. Done consistently.
Step 2: Use the Spark Appreciation Notes
We’ve created Spark Appreciation Notes to make this easy.
These are short, heartfelt resident love letters you can:
Put in Bright Envelopes
Hand-deliver
Leave at the door
Pair with flowers or a small treat
Or simply give on their own
No budget gymnastics.
No planning meetings.
Just a genuine connection.
Additional Versions
Click to Download
Step 3: Look for “Everyday” Opportunities
The research shows residents remember:
How they were spoken to
Whether follow-ups happened
If they felt heard
If kindness showed up when it wasn’t required
That’s your opportunity.
Every interaction is a chance to show:
We meant what we promised.
Why This Works
Here’s the equation to remember:
Promises made + promises kept = trust
And trust is what residents lean on when:
The rent goes up
The market shifts
They’re weighing their options
Small appreciation moments stack quietly.
Over time, they become the reason a resident stays.
Try It This Month
Use the Spark Appreciation Notes in February
Aim for one intentional appreciation moment per week
View each interaction as a trust deposit
Remember that retention is built long before renewal notices go out
This is customer service at its best.
Not flashy.
Not expensive.
Just human.
And right now, that’s what residents notice most