AIM 2025: Criticism to Credibility

Criticism to Credibility: Building Renter Trust Through Transparency 

What do Disneyland pumpkins, hidden fees, and resident trust have in common? For Carla Alisea and Laurel Zacher, they’re all connected by one thing: expectations. In a frank and fast-moving session, the two leaders peeled back the layers on how multifamily operators can either build—or destroy—credibility depending on how transparently they communicate fees, policies, and promises to renters. The takeaway was clear: trust isn’t about being perfect—it’s about being honest.

The conversation opened with a relatable anecdote: a social media purchase that didn’t live up to its five-star reviews. That story set the stage for a deeper dive into the renter mindset, revealing how misaligned expectations around pricing and fees can breed deep mistrust. Today’s renters don’t just want clarity on rent—they want a clear picture of total cost of living before they apply, tour, or sign.

Alisea shared data from the SatisFacts biennial renter study, highlighting that 81% of renters want more transparency around fees—a higher percentage than those who want clarity on application processes or pricing models. Transparency isn’t just nice to have; it’s the top driver of trust. Unfortunately, the current leasing journey rarely delivers. In focus groups, only 10% of renters learned about all mandatory fees before applying, while nearly one-third didn’t find out until lease signing or later.

The average hidden cost reported was $169, with some participants citing as much as $450 in additional fees. But more surprising than the amount was the insight that timing matters more than dollars. When fees are disclosed early and clearly, renters are far more accepting—even if the total is high. When they’re revealed late, even small charges spark frustration and erode trust.

The presenters introduced three renter personas to illustrate this point:

• Abandoners, who fell in love with an apartment but walked away when hit with unexpected fees.

• Reluctant Renters, who signed despite the fees but planned an early exit.

• Confident Closers, who were given transparent, upfront information and moved in feeling informed and empowered.

Operators, the speakers argued, should be designing leasing journeys that create more confident closers. That means rethinking how, when, and where information is shared. Waiting until the tour or application to discuss fees is too late. Prospective residents want a shopping experience that mirrors the clarity of online retail—where the full cost is visible in the cart before checkout.

They also warned against the temptation to sanitize online reviews or pursue only five-star ratings. Today’s renters are smart. They expect a few bad reviews—and they read them. What matters more is how companies respond. Authentic, timely, human replies to complaints build trust, while silence or overly scripted responses do the opposite. A mix of reviews, with thoughtful company engagement, shows prospective residents that the team is listening and willing to improve.

Credibility, they emphasized, is earned through alignment between marketing and reality. If a website promises white-glove service and move-in-ready apartments, but residents encounter unresponsive staff and surprise charges, the result is reputational decay. Teams need to communicate not just marketing messages but real-world practices. Fee calculators, PDF breakdowns, and website FAQ sections are simple but powerful tools that can prevent misunderstanding—and lawsuits.

The regulatory climate was also addressed. With fee transparency legislation gaining traction across multiple states, operators who lead with openness won’t just earn trust—they’ll stay ahead of compliance risks. Instead of reacting to future regulation, companies should proactively audit all fees across systems and centralize that data in a way that’s easy for both staff and prospects to access.

Ultimately, the session made it clear that trust is built through consistency and context. Residents aren’t asking for perfection—they’re asking for predictability. They want to know what they’re paying for, when they’re paying for it, and why. When teams deliver that, residents feel respected. And respect is the foundation for long-term retention, positive reviews, and brand advocacy.

The speakers closed with a challenge: treat transparency not as a legal checkbox, but as a competitive advantage. By bringing marketing, operations, and compliance together, companies can close the gap between criticism and credibility—one honest interaction at a time.