AIM 2025: Don't Fumble the Handoff

Don't Fumble the Handoff: Creating a Smooth Move-In Process

Move-in day isn't just about keys and checklists—it's the pivotal first impression that can define a resident's entire experience. That’s why Becca Nevarez, Kelly Weems, and Heidi Turner came together to explore how operational strategy, branding, and communication intersect to make that handoff seamless—and powerful.

The conversation opened with a reminder that residents decide within seconds whether they feel welcomed in a new home. This puts pressure on multifamily teams to build a strong brand that carries through every touchpoint—from the website to the front door. Real-world examples from two different communities helped bring this point to life. One was a farmhouse-inspired development in Georgia; the other, a high-rise in downtown Seattle with hotel amenities and a large tech worker population. Each one was designed with branding cues that translate directly into how residents feel upon arrival.

Panelists emphasized that consistent branding is more than just a design element—it’s a lifestyle expectation. From reclaimed wood in clubhouses to floorplans named after local landmarks, these details create emotional alignment with residents. However, it takes more than architecture. It takes cross-functional alignment between marketing, operations, and on-site teams to execute on the promise.

One critical theme that emerged was the importance of leadership in ensuring brand continuity. When teams understand the “why” behind the brand—why the floorplans look the way they do, why the palette was chosen, why events are locally focused—they carry it with confidence. But when leaders are overwhelmed or misaligned, the entire brand promise falters. One property’s turnaround story was a testament to how a leadership change resulted in increased occupancy, improved morale, and a stronger community culture.

Communication—both internal and resident-facing—was another cornerstone of the conversation. Teams must be trained not just to use tools but to deliver brand-consistent messaging across multiple platforms: SMS, email, in-person, and video. The panel noted that seven touchpoints before move-in is a strong benchmark, especially in communities with complex logistics like loading docks and shared hotel spaces. Leveraging AI to send reminders and updates made the process smoother, but success depended on crafting messaging that sounded human and stayed true to brand tone.

Internally, communication was framed as a team sport. Panelists advocated for “reply all” culture when appropriate and stressed the importance of looping everyone into decisions from day one. This kind of transparency allowed every team member to feel ownership over success and minimized dropped balls during transitions. When marketing, ops, and leasing act as one unified team, move-ins become a moment of delight rather than chaos.

Panelists also dug into the idea of “pre-conditioning” residents through the tour experience. Instead of waiting until lease signing or move-in day, successful teams start introducing amenity access, tech tools like smart thermostats or locks, and resident responsibilities during the initial tour. This prevents surprises later on and sets realistic expectations about what services are and aren’t included—especially in BTR environments where maintenance roles and utility handling can differ from traditional apartments.

Training and personalization were also key. Communities that offered one-pagers, welcome packets, and training videos for residents (e.g., how to reset a breaker, garbage disposal tips) saw fewer repetitive maintenance requests. Teams also tailored communication methods—SMS, email, or video—based on resident response behavior. Understanding generational preferences helped improve delivery. For instance, under-30 residents responded better to video, while most residents across age groups preferred SMS over email.

The panelists stressed that AI is a tool, not a replacement. The goal is to reduce mundane tasks so teams can focus on what matters most: building relationships. A great example shared was a resident who asked to meet the AI bot in person—proof that the digital handoff had been done so well, it felt human. But panelists warned against over-reliance on automation, noting that only humans can create lasting impressions and build trust during in-person interactions.

From a change management perspective, successful tech adoption depended on involving staff early in pilots and feedback loops. By engaging the people who work the floor every day, companies were able to refine tools, set appropriate service expectations, and stay authentic to brand values while scaling. Heidi Turner shared that Blanton Turner reduced human intervention in AI messaging from 32% to just 9% over a year, thanks to tone refinements and strategic input.

The discussion wrapped with a strong message: personalization and self-service aren’t mutually exclusive. Concierge service in today’s terms means helping people get what they want—whether it’s face-to-face support or the ability to handle everything themselves. Listening to what residents want, and delivering it consistently, is the essence of branding today. The real win is when technology empowers humans to be more human—and residents feel that on day one.