Stop Asking Tenants What They Want, Start Tracking What They Actually Do “73% more likely to renew if they like the manager?” Really? I just read AppFolio’s 2025 Renter Preferences piece. The data is interesting. But before we treat it as truth, here’s the catch: surveys lie. Not on purpose, but because people are messy. Why survey numbers deserve skepticism: People often say what they think you want to hear. That’s social desirability bias or acquiescence bias. What people say they’ll do often doesn’t match what they actually do. That’s the say-do gap. Non-responders, meaning those who didn’t answer the survey, often differ in key ways from those who did. That’s non-response bias. Then there’s survivorship bias. You only get feedback from current renters, not the ones who left. The real insights often come from those who walked away. Here’s how that plays against some of the claims in the AppFolio article: “73% more likely to renew if they like the manager.” Sure, rapport helps. But would they renew if they got transferred across town, or get a $300 rental rate hike, or if neighbors are playing drums every night? The survey hides those trade-offs. "Maintenance satisfaction drives retention." Thanks, Captain Obvious. “Communication is another driver of renter satisfaction". What counts as “good communication”? Phone Calls? Emails? Texts? Do I care if you told me my dog pooped in the hallway, but didn’t ask me to clean it? What about "turn down your music," or I will evict you. "Pay your rent on time" is another communication gem. Are those considered good “communication” by residents? High desire for digital conveniences and rewards, that’s basic. Asking “Would you rather have a rewards program?” and getting 72% “yes” just tells me people like free stuff, not that rewards change behavior. What we can do instead of trusting surveys Track actual behavior, not just opinions. Look at payment history, move-outs, and repair frequency. Gather feedback from people who leave. Exit interviews often reveal what current renters won’t say. Test small changes, such as communication frequency or response times, and see what really shifts renewal rates. My guess? Offer renters a better deal on their rent, and renewal rates will rise, but your net operating income "could" drop right along with it. Incentives work! Never doubt it. Build trust with renters through transparency, consistency, and fair treatment with empathy. People often say they’ll act one way, but outside forces such as job changes, life events, or rent increases can override intentions. A survey can’t capture that. https://lnkd.in/etxXSjat