Sprout Guide: Renewals

Welcome to your go-to guide for making renewal conversations easier, more confident, and more effective—whether this is your first renewal season or your fifteenth.

If you’re onsite, you’re busy. Some days, you're unclogging toilets, calming upset residents, and answering 14 emails while juggling an event setup. Then the renewal notices are due, and the rents have gone up again. Now what?

This guide is here to give you real-world strategies that actually work—ones that sound like you, work with your schedule, and lead with empathy, not pressure. Whether you're brand new to property management or have been leasing apartments since Craigslist days, this is for you.

💡 What Makes a Renewal Work?

Let’s get one thing straight: renewals aren’t won during the lease renewal notice period—they’re won throughout the lease.

Every friendly "Good morning," every service request that gets done quickly, every community event that feels like home—it all builds equity. The more of that you give, the less you have to sell when renewal time comes around.

That said, even with all that, rent increases are hard. And residents are feeling the pinch. So your job isn’t to defend the increase—it’s to help the resident make an informed, supported decision.

🧠 Real Talk Moment: Think about it. Your resident comes home from a long day, steps over Legos or walks in carrying groceries, and finds a renewal letter with a $125 rent increase. That letter better come with context—and ideally, a human connection.

🧭 The Renewal Readiness Framework

This isn’t just theory. These are the exact steps I used when I was onsite and what we now teach Sprout members to do in our trainings.

Step 1: Know Your Numbers, Know Your Narrative

  • Ask your team: "Why is rent increasing here?" If no one knows, start there.

  • Review your comps—not to match pricing, but to understand value positioning.

  • Write out 3 specific things that improved in your community this year (new pool furniture? parking lot repaved? faster Wi-Fi?).

NOTE: Residents don’t care about generic improvements. They care about their experience. Make it personal.

Step 2: Prep Your People (Even If It’s Just You!)

  • If you have a team: roleplay. If you're solo: record yourself practicing out loud.

  • Do you stumble when they ask, "Why is rent going up $200?" Practice that line. Say it in the mirror.

  • Prepare simple one-liners that feel true to you. You’ll see examples below.

Example: Instead of: "That’s just what corporate set." Say: "I know it’s a jump, and I want to walk through it with you. I pulled together some numbers and options so you can make the decision that’s best for you."

Step 3: Personalize the Delivery

Let’s talk about the delivery. A renewal letter stuffed in the door with a bolded rent increase might check the task off your list—but it’s not going to feel good to your resident.

Sprout gives you tools to make it personal without it taking forever. In the SEARCH, you’ll find customizable renewal flyers with seasonal themes, incentives, friendly messaging, and space to add personal notes. Use them to fit your vibe—fun, professional, warm, or all of the above.

Here’s how to elevate your delivery and make it feel like a gesture, not just a notice:

  • Choose a flyer from the Sprout dashboard and personalize it.

  • Print and hand-deliver it with a small goodie—think a wrapped cookie, tea bag, or mini candy bag.

  • Make the delivery feel intentional. A smile or a quick, “I just wanted to drop this off and say how much we appreciate you” goes a long way.

💡 Pro Tip: These small human moments create a ripple effect. Your delivery sets the tone for the whole renewal conversation.

Step 4: Sweeten the Deal (Strategically)

Sometimes, even when the numbers make sense, it still feels like a tough sell. That’s where incentives come in.

Not every renewal needs one—but when you know it’s a big jump, or a resident is on the fence, having a few options can tip the scale.

Examples that work:

  • $25–$50 Grubhub or UberEats gift card

  • One-time carpet cleaning

  • Smart home feature or accent wall upgrade

  • Reserved parking or small rent credit

💡 Strategy Tip: Incentives can sweeten the deal, but connection and clarity are what close renewals.

Step 5: Track, Reflect, and Improve

Every renewal conversation is a chance to get better.

After each one, ask yourself:

  • Did they seem surprised or informed?

  • Was I rushed or present?

  • Did I leave them with clarity—or confusion?

  • Did I follow up with a thank-you note or summary?

💡 Reminder: If you’re solo and slammed, even tracking 3 renewals a week can help you notice patterns.

Real-World Renewal Scripts

Let’s get into what to actually say. These aren’t robotic lines—these are real-life responses that give you a confident starting point.

If they say: “This is more than I was expecting.”

"I hear you. Would it be okay if I walk you through what’s behind the increase? I also pulled together a comparison of what it would cost to move, so you have everything you need to make the best decision for yourself."

If they say: “I saw a lower price online for new residents.”

"That’s such a fair question. Similar to flights or hotels, pricing changes with demand and availability. Renewal rates are about long-term value and stability—not promotional pricing. Let’s look at what staying gets you versus starting over."

If they say: “We’re not sure we want to commit to another year.”

"Totally get that. Flexibility matters. We do have shorter-term options or even month-to-month options if that helps give you some breathing room."

🧠 The Psychology of Staying

Here’s what we forget: most people don’t want to move.

They’re tired. They’re busy. And they’re often worried that leaving will be just as hard as staying.

Your role is to be the calm in that moment.

  • Remind them what they’re keeping: community, comfort, and convenience.

  • Help them visualize the disruption moving would cause.

  • Validate their concerns—don’t bulldoze them with facts.

Your Sprout Renewal Toolkit

These are your quick-grab resources. Use them to prep, respond, reflect, and improve:

  • 📄 Personalized Renewal Letter Template

  • 💬 Renewal Objection Cheat Sheet

  • 📉 Cost of Moving Worksheet

  • 🗓️ 12-Month Resident Touchpoint Planner

  • 🎥 Friendly Renewal Conversations Q&A Video

❤️ Final Word from Barbara

This work is personal. You're walking with people through decisions about their home—and that’s never just about dollars.

You don’t have to be perfect.

You just have to:

  • Show up prepared.

  • Lead with heart.

  • Help people feel seen and supported.

You’re not just renewing leases—you’re renewing trust.

And that, my friend, is what makes all the difference.

— Barbara 🌱