In the increasingly complex world of property management, leasing isn’t just about filling vacancies anymore – it’s a nuanced blend of art, science, and strategy. The rental market has evolved significantly over the past few years, bringing both opportunities and challenges for property owners and managers. From combating rental fraud to staying competitive in markets saturated with new inventory, effective leasing is more critical than ever.
This guide explores key insights shared by Brett Dreau, a seasoned leasing expert, during a detailed discussion about modern leasing challenges and strategies. Whether you own one property or manage hundreds, understanding the dynamics of leasing can significantly impact your profitability and peace of mind.
The Shifting Landscape of Leasing: More Than Just a Sign in the Yard
Gone are the days when leasing meant sticking a "For Rent" sign in the yard, putting up a listing, and watching tenants flock to you. According to Brett, leasing has become increasingly competitive and technology-driven, with renters now evaluating landlords and property managers as rigorously as they are being evaluated themselves.
Challenges in Leasing Today
- Increased Supply: Many markets, particularly in the Sunbelt and Mid-Atlantic regions, are seeing an influx of new build-to-rent properties. These homes are often larger, more modern, and come with enticing concessions, such as one or two months of free rent. For older properties, competing with this new inventory can be tough.
- Evolving Renter Expectations: Renters today demand more than just a roof over their heads. They’re looking for responsive management, secure neighborhoods, and sometimes even smart home technology. A poor leasing experience or delayed communication can lead to skepticism about how a landlord might handle maintenance or other issues.
- Economic Pressures: With renters more rent-burdened than ever, price becomes a critical sticking point. While concessions can help, they often eat into property owners’ margins.
- Rental Fraud: Alarmingly, fraud has become a significant issue, with 7–12% of applications in some markets being outright fraudulent. This includes fake IDs, falsified income documents, and other deceptive practices that make thorough screening essential.
The Role of Technology in Modern Leasing
Technology plays a pivotal role in navigating these challenges. Platforms like ID verification tools, applications that flag fraudulent submissions, and leasing CRMs have become integral to protecting properties and ensuring smooth leasing operations. However, as Brett emphasizes, technology should enhance human judgment, not replace it.
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Key Strategies to Master Leasing in 2025
To succeed in today’s leasing landscape, property owners and managers must adopt a strategic and empathetic approach. These strategies can help:
1. Win Tenant Trust Quickly
- Renters are evaluating you as much as you’re vetting them. From the first interaction, demonstrate responsiveness and professionalism. Picking up the phone promptly and addressing concerns with empathy can set the right tone.
- A common renter concern is property management responsiveness. Slow application processes or poor communication during leasing can create doubt about how maintenance or disputes might be handled later.
2. Master the Art of Overcoming Objections
- Price, neighborhood safety, and property features are often sticking points for renters. Leasing teams must be equipped to address these concerns effectively, whether it’s by explaining the value of the home, highlighting community benefits, or offering concessions.
- Understanding the local market is critical. For example, if a home is in a gentrifying neighborhood or next to boarded-up properties, having honest yet optimistic conversations about the area can help renters see potential.
3. Leverage Data and Pricing Expertise
- Pricing a rental property correctly is both an art and a science. Tools that rely on algorithms, like Zillow’s Zestimate, often miss key nuances such as home type, square footage, and unique property features. A 4,000-square-foot home sounds appealing but could be overwhelming for potential tenants worried about furnishing or cleaning such a large space.
- Utilize detailed market research to guide pricing decisions. Consider lead volume and local demand trends. For example, Brett highlighted a market in Alabama where properties averaged only three leads per month. In such cases, drastic measures like rent reductions or offering concessions might be necessary to avoid prolonged vacancies.
4. Adopt a Proactive Fraud Prevention Strategy
- Fraudulent rental applications are a growing concern, especially in high-risk markets like Atlanta and Memphis. Property managers must use advanced screening tools, such as ID verification and income checks, to spot fraud before it creates problems.
- Even with technology, staying vigilant is crucial. Train leasing teams to recognize red flags like inconsistent documents or unverifiable references.
5. Enhance the Resident Experience
- Property managers should focus on creating a seamless move-in experience. Introducing roles like move-in coordinators, who guide renters through initial steps, can ensure tenants feel supported and informed.
- Additionally, maintaining clear communication about responsibilities, payments, and property features can prevent misunderstandings later.
6. Prepare for Market Cycles
- Demand fluctuates seasonally, with peak leasing periods typically running from early spring to late summer. Owners should aim to list properties before markets slow down in mid-November.
- As Brett noted, recent years have seen more pronounced slow seasons, requiring property managers to be even more strategic during low-demand months.
The Future of Leasing Technology: What’s Next?
While technology has revolutionized leasing, there’s still room for growth. Potential developments include:
- Better Smart Home Integration: Renters are increasingly drawn to properties with smart home features like thermostats, automated sprinklers, and security systems. However, challenges like device reliability and battery life must be addressed before widespread adoption becomes practical.
- Enhanced Fraud Detection: As fraudsters grow more sophisticated, so must screening tools. Future systems may leverage AI to analyze application patterns or flag suspicious activity.
- Reduced Friction in Access Control: Tools like Bluetooth-enabled lockboxes and digital keys make showings more efficient but can create barriers for legitimate renters. Finding the right balance between security and convenience will be key.
Key Takeaways
- Leasing is both art and science – technology and human judgment must work together to provide an excellent tenant experience.
- Rental fraud is a significant risk, with 7–12% of applications in some markets being fraudulent. Advanced screening tools are essential.
- Pricing requires deep market knowledge, as automated tools often overlook important details like home type and unique features.
- Empathy and responsiveness build trust with tenants, setting the stage for a positive landlord-tenant relationship.
- Neighborhood perception matters – leasing teams should be prepared to address renter concerns about safety and amenities.
- Smart home features are increasingly desirable, but technological reliability remains a hurdle.
- Seasonal trends affect demand, so owners should strategize listings around peak leasing months to avoid prolonged vacancies.
Conclusion
For property managers and owners, successful leasing means more than just finding a tenant – it’s about finding the right tenant while protecting the property and maximizing profitability. By combining technology, rigorous screening processes, and an empathetic approach to renter concerns, landlords can navigate even the most challenging markets.
As Brett Dreau aptly put it, leasing is not just a transactional process but a strategic endeavor that requires both data-driven decisions and human insight. With the right tools and mindset, landlords can not only survive but thrive in today’s rental housing market.
Source: "Leasing and Fraud: Everything Property Owners Need to Know | Brett Drevlow" – Property Manager GROW, YouTube, Sep 16, 2025 – https://www.youtube.com/watch?v=wnOhIXkLXrM