I recently stayed at the Fairfield Inn by Marriott in Cincinnati’s Uptown/University Area. Even though it’s a basic, no-frills hotel, it punched above its weight by offering me an exceptional service experience because every single interaction was amazing from the moment I walked in until I left.
For starters, the front desk person was warm and efficient. Later that night, I ran into a housekeeping staff member working late in the elevator. It was hot out and we began to talk about the weather. She made me feel like interacting with me was her biggest priority. I wished her well and was happy to learn her shift was almost over. The next morning, I took advantage of the free breakfast. The woman managing the breakfast area was cheerful and purposeful. When I asked her where to bus my stuff, she interrupted what she was doing to take it from me and wished me a great day.
All of these things were small interactions which, on their own, were just passing moments of human connection, but together, they made me feel a sense of hospitality which elevated the guest experience of a well-designed and modern but otherwise basic hotel, and made me think how significant the multifamily customer experience is, too.
In Multifamily, Every Interaction Builds or Erodes Your Brand
This stay reminded me of something that applies to those of us leasing and managing apartment homes, as well as those of us who support this process. Your brand is more than your name, logo, and color palette. Your brand is what you promise to do, and this must be infused into how your team interacts with your residents at every single touch point, from your AI leasing assistants helping schedule tours, to the maintenance tech fixing a bathroom faucet, to the onsite person handling lease renewals. Each interaction can either elevate the multifamily customer experience and trust or erode it.
Think about your communities. A prospect might feel great after a tour, but how do her feelings change if her follow-up email goes unanswered? That’s what she’ll remember. A resident might love his apartment, but if it takes three work orders before the AC gets fixed and the tech is surly, how likely is he to renew if you are pushing rents?
What Marriott Gets Right—and What Multifamily Can Learn
Marriott’s strength is its intentionality. They’ve created a culture where each employee who touches the customer, at every level, understands the role they play in the guest experience. That clarity and commitment to consistency showed up at every step of my stay.
With this in mind, here’s how multifamily operators and owners can apply the same mindset.
How to Maximize the Multifamily Customer Experience
1. Train for Moments, Not Just Tasks
Your team isn’t just fixing toilets or answering phones. They’re shaping your residents’ perception. Train them to see those moments as opportunities to create positive memories.
2. Empower Every Role
Make sure your leasing staff and maintenance team know they’re part of the brand experience. Give them the tools, training, and recognition they need to feel the ownership they need to execute.
3. Follow Through on the Small Stuff
Quick responses to email, check-ins that happen “just because,” and consistently maintained common areas can build loyalty, even more important than your amazing amenities.
4. Solicit Feedback and Act on It
Regularly ask residents about their experience and show them you’re listening by actually making improvements.
5. Celebrate Cross-Team Wins
The best experiences happen when leasing, maintenance, and the corporate office work together. Highlight stories where collaboration made a difference to reinforce teamwork.
At the end of the day, what makes someone choose to lease or renew isn’t just about price, square footage, and amenities. How they feel about living impacts leasing decisions. Just like my hotel stay, those feelings are built over time, moment by moment, and interaction by interaction.
If Marriott can make a late-night hallway chat with housekeeping feel like a bright spot in my day, we can do the same for our residents. All it takes is seeing each touchpoint as a chance to make a connection and make another human feel seen and heard.
From the desk of Ellen Thompson, Co-founder and CEO of Respage >> Since its founding, Respage has helped over 10,000 communities attract, engage, and retain residents. Its platform assists properties in generating leads, automating leasing, and managing reputation and social media. Thompson is also the Founder of Results Repeat, a digital marketing agency that has helped hundreds of companies create a digital presence and use SEO and paid marketing to generate more business online.
