by Morgan Dzak

Modern consumer behaviors are shaped by rapid advancements in online purchasing and the desire for instant gratification. Online shoppers are one click away from finding exactly what they want, researching, evaluating and purchasing faster than ever before. Searching for an apartment – an experience that’s been largely unchanged for more than a decade—is finally beginning to keep pace. But is it fast enough? 

On one side of the transaction, renters are hungry for specific content, flexible touring options and transparency across channels. Meanwhile, operators are strategically determined to compress the leasing and touring process through self-serve touring options and centralized leasing scenarios. This tension is pushing multifamily inevitably to self-selection and optimized buying. 

Read Morgan Dzak’s article in UNITS magazine.