AIM 2025: Your Residents Are Talking—Are You Listening?

Your Residents Are Talking—Are You Listening?

Brad Robbins, Principal Product Evangelist at Flex, kicked off his session with energy, humor, and personal anecdotes that reflected his unique journey from marketing and live entertainment into the multifamily industry. Framing his talk around the idea that residents are consistently signaling what they need—even if not always directly—he emphasized the importance of truly listening and responding with meaningful action.

He began by sharing some wild and unforgettable stories from the industry: from a resident ripping the leasing office doors off with a truck chain, to someone leaving raw chicken in HVAC vents post-eviction, to a literal lion being found in a unit. These anecdotes highlighted the unpredictable and deeply human element of multifamily housing.

Shifting gears, Robbins asked a key question: “What are renters really saying today?” He used Reddit posts to explore public sentiment—especially around rent affordability—and backed up his findings with Flex's own white paper research. According to that data:

• Roughly 65% of Americans live paycheck to paycheck.

• 47% of renters spend over 30% of their income on housing—above the HUD affordability threshold.

• Average rent increases of 5.8% have consistently outpaced wage growth.

This set the stage for Robbins’ core argument: the gap between what residents value and what operators prioritize is too wide. Based on a joint report by Flex and Jay Turner Research, Robbins highlighted three key categories where resident expectations and operator assumptions are misaligned:

1. Customer Service: While 80% of renters say customer service is a top priority, it ranks much lower among operators. Robbins advocated for a proactive, rather than reactive, service model—solving problems before residents even notice them.

2. Lifestyle Technology: Residents want more convenience, especially tech that supports how they live—online portals, smart homes, and flexible rent payments were among the top requests. Yet only one-third of operators are planning to offer flexible payment options, despite over 85% of residents showing strong interest.

3. Resident Experience: Robbins stressed that today’s consumers aren’t comparing their property to the one next door—they’re comparing it to Amazon, Apple, or Delta. Residents expect smooth digital experiences, optionality, and humanized service. “They’ll pay more if they like you and how you make them feel,” he said, quoting Timberland Partners’ Mary Call.

He introduced Flex as a financial wellness amenity that allows residents to split their rent into two payments per month, giving renters more flexibility while ensuring operators receive full rent upfront. Robbins cited staggering growth:

• Flex is now available in 1 in 4 rental communities nationwide.

• In just three months, they processed $3 billion in rent transactions—equal to the total of their first three years.

Importantly, Flex has built safeguards for both residents and operators. Residents who miss a payment can’t use the service again until they’re in good standing, but there’s no interest charged, and landlords aren’t on the hook for missed second payments. He emphasized that timing—not income level—is the main driver of usage, especially among gig workers, seniors, and those living on fixed incomes.

Robbins shared a lighthearted but powerful TikTok from a resident expressing deep gratitude for Flex, noting it saved her from financial strain. He called this kind of unsolicited praise the modern-day brand tattoo—a public display of loyalty and love.

To close, Robbins brought it full circle by reiterating that experience is everything. He argued that every process—whether operational, marketing, or financial—is part of the resident experience. In an “experience era,” those who invest in it not only earn loyalty but also boost asset value. Jay Turner’s research showed that communities offering flexible payment options outperformed state-level AURA scores by 3.6 points, with RealPage data linking each AURA point to a 9.3 basis point increase in asset value.

During the Q&A, audience members praised Flex’s ease of use and effectiveness. Robbins explained that Flex is opt-in, not required monthly, and most users continue because it improves peace of mind. He also clarified that the service is U.S.-only for now but applicable across housing types and demographics.

His final message was clear: operators must stop dictating how residents pay or interact and start adapting to the expectations shaped by the world’s leading brands. Those who do will build loyalty, reduce delinquency, and thrive in a competitive market.