Improving Customer Experience & Cash Flow

Features May 5, 2025| | jorenstein

Coverage from Connect Phoenix Multifamily, SFR & BTR 2025

Improving Customer Experience & Cash Flow

Featuring:

Eric Keosky-Smith
Director Program Manager
U-Haul International
Moderator

John Carlson
CEO
Mark-Taylor Residential

Rachael Kish
SVP of Operations
Asset Living

Adam Pittenger
CEO
Moved

Sam Shoen
EVP
U-Haul Holding Company

 

Intro

Are real estate teams prepared to meet the under-35 renter’s demand for speed, convenience, and personalization?

The talk “Improving Customer Experience & Cash Flow” brought together key industry leaders to discuss strategies for enhancing customer experience and boosting revenue in real estate. The discussion focused on understanding market trends, capital flow, and leveraging technology to meet evolving consumer expectations. In addition to the central themes, panelists addressed critical gaps in responsiveness, the over-saturation of proptech, and the need to balance automation with authentic human connection.

This Playbook captures the essential insights and strategies shared during the panel. It covers how real estate professionals can enhance customer experience, leverage technology for revenue generation, and adapt to market trends. The Playbook provides actionable takeaways to help stakeholders in the real estate industry navigate current challenges and capitalize on emerging opportunities. Readers will also gain perspective on how AI, centralized service models, and integrated service delivery platforms are reshaping the customer journey.

Enhancing Customer Experience in Real Estate

The evolving expectations of consumers, particularly those under 35, demand a focus on convenience, personalization, and seamless service. John Carlson, CEO at Mark-Taylor Residential, emphasized the importance of understanding the resident journey and eliminating friction points, while Rachael Kish, SVP of Operations at Asset Living, highlighted the need for personal connection in an increasingly digital world. The discussion underscored that companies must adapt to consumer preferences for omnichannel communication and high-touch service.

Panelists also flagged a major opportunity in improving basic service metrics. Secret shopper research revealed that over 50% of multifamily inquiries were never returned—highlighting a service gap that undermines trust and revenue. By contrast, companies like U-Haul handle massive volume with consistent follow-through—proving that high-touch service is scalable when executed well. In fact, U-Haul serves 14 million customers annually, including 669,000 in January alone, and returns 70% of calls within 90 seconds.

“If I’m about to spend $24,000 a year with you, I should be getting GoldGlove service.”
— Eric Keosky-Smith, Director Program Manager, U-Haul International

Takeaways

• Implement omnichannel communication strategies to meet diverse consumer expectations.
• Focus on enhancing personal connections with residents to differentiate in a competitive market.
• Continuously gather feedback to refine and improve customer experience.

Leveraging Technology for Revenue Generation

Technology plays a crucial role in unlocking new revenue streams and improving operational efficiency. Adam Pittenger, CEO at Moved, discussed the integration of tech solutions to manage resident move-ins and move-outs, highlighting the potential for data-driven insights and additional revenue through ancillary services. The panel emphasized that technology should enhance, not replace, human interaction and focus on relevant, personalized service offerings. However, a recurring pain point emerged: operators are overwhelmed by too many uncoordinated tools and vendor pitches. Rachael Kish at Asset Living and Adam Pittenger at Moved warned of “tech fatigue” among teams. Technology must be both integrated and contextually intelligent—presented to residents at the right moment, not as a barrage of promotions.

“Automate the routine. Humanize the exception.”
— Fred Smith (quoted by John Carlson, CEO at Mark-Taylor Residential).

Takeaways

• Use data analytics to offer personalized services and unlock new revenue streams.
• Integrate technology seamlessly into existing systems for a cohesive service delivery.
• Be selective with vendors—vet technology for true value, scalability, and relevance to the resident journey.

Addressing Market Trends and Consumer Expectations

The panel highlighted the importance of understanding and adapting to market trends such as demographic shifts and technological advancements. Sam Shoen, EVP at U-Haul, discussed U-Haul’s response to changing consumer needs with products like U-Box and moving labor services. The discussion also touched on the significance of integrating services and maintaining flexibility to meet diverse consumer demands.

The under-35 demographic expects 24/7, mobile-first convenience—mirroring experiences with Netflix, DoorDash, and Airbnb. Operators must be “always-on” and context-aware. John Carlson, CEO at Mark-Taylor Residential, noted that maintaining a 32% call answer rate isn’t sustainable; centralization and technology must deliver better. Additionally, renters move every 2 years on average—compared to every 7 years for homeowners—making renter segments more dynamic and service-sensitive.

“Our growth is coming from products that flip our traditional model on its head—like U-Box and moving help. People don’t want DIY; they want done-for-you. Especially younger customers.”
— Sam Shoen, EVP at U-Haul

Takeaways

• Consider mobile-first, always-on service models to match the expectations of under-35 renters.
• Explore centralized communication hubs to improve follow-up speed and consistency.
• Tailor offerings based on move context and lifestyle data to drive adoption and satisfaction.

Conclusion

The insights from this event underscore the critical need for real estate professionals to enhance customer experience and adapt to changing market dynamics. By leveraging technology, focusing on personalization, and understanding consumer expectations, companies can improve both customer satisfaction and revenue. As John Carlson highlighted, listening to customers and acting on feedback is essential for long-term success. As Rachel Kish added, the best solutions don’t just generate revenue—they elevate resident satisfaction while streamlining operations.

Evaluate your current customer experience strategies and explore technology solutions that enhance service delivery. Engage with consumers to gather feedback and refine your offerings.