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In a world where consumers expect curated playlists and same-day delivery, personalization isn’t a luxury—it’s an expectation. That expectation now extends to where and how people live. In multifamily communities, the challenge is clear: how do you provide a personal touch when managing hundreds or even thousands of units?
The answer lies in smart technology. With the right tools, personalization at scale is not only possible—it’s a powerful differentiator that can increase resident satisfaction, improve retention and simplify operations. This article explores how multifamily operators can deliver custom, resident-centric experiences.
Residents expect personalized experiences
Consumer brands like Amazon, Netflix and Spotify have trained users to expect technology that adapts to them. Multifamily renters bring those expectations with them. They want their homes to know them: preferred lighting and temperature settings, communication preferences and amenity reservations that align with their habits.
Delivering this level of customization improves comfort, reduces frustration and creates a deeper emotional connection between residents and their living spaces. Unlike retail or entertainment, personalization in housing requires a blend of physical infrastructure and smart software integrations.
The challenge of scale
According to the National Multifamily Housing Council (NMHC), 51% of property managers have observed an increase in resident expectations for better community technology.
While personalization might seem easy in a boutique property with 20 units, it becomes far more complex across a 5,000-unit portfolio. Manual processes, one-off customizations and scattered systems simply don’t scale. Operators need solutions that personalize resident experiences without overloading their teams.
Modern platforms are built with scalability in mind. From initial onboarding through daily living, these systems automate personalization through resident profiles, device integrations and platform settings. This allows property managers to standardize the setup while still giving residents control over their individual experience.
Smart home controls as personalization tools
Examples of smart home personalization residents appreciate:
Creating custom "morning" or "evening" modes
Adjusting temperature and lighting remotely
Automating door locks and security settings
Reducing energy waste during extended absences
Smart home devices are a tangible way to deliver personalization. Residents want to control their environment—and with smart thermostats, lighting, locks and appliances, they can. Technology-enabled devices allow residents to adjust their home settings on demand or automate routines that match their lifestyle. Whether it’s creating a "morning" mode with pre-heated coffee and opened blinds or a "vacation" mode that locks doors and minimizes energy use, the system adapts to the resident’s schedule.
These smart controls not only boost resident satisfaction but also promote energy efficiency and operational oversight. For example, default settings can be applied during vacancies to reduce energy waste, and maintenance teams can use device diagnostics to spot issues before they become resident complaints.
AI and automation for intelligent personalization
Personalization doesn’t always have to be resident-initiated. With AI and automation, intelligent defaults and dynamic interactions can anticipate resident needs.
Think automated welcome messages that adjust based on unit type or move-in date, or maintenance reminders that factor in unit age and historical data. AI can also power features like personalized energy-saving tips or suggested amenity usage based on prior patterns. Small, intelligent touches add up to a more thoughtful living experience.
For on-site teams, automation means less time spent managing one-off requests and more time delivering high-value, personal service. Property managers can create trigger-based communications, automate follow-ups, and even tailor community announcements based on resident demographics or preferences.
Personalization drives loyalty
Personalized living experiences are more than a nice-to-have—they directly impact a property’s bottom line. Residents who feel understood and valued are more likely to renew their leases and recommend the community to others.
Smart technology adds a layer of convenience and comfort that transforms an average unit into a premium experience. When residents can control their homes from their phones, receive timely updates and enjoy seamless service, they’re more likely to stay.
At scale, resident loyalty translates into reduced turnover, lower vacancy rates and stronger NOI. It also positions your property as a modern, tech-forward choice in a competitive market.
Enabling personalization at scale
Smart technology solutions like SmartRent are designed to solve the scalability puzzle. By integrating smart devices, centralized controls and resident-friendly interfaces, SmartRent helps multifamily operators create personalized, high-quality experiences without overloading their staff.
Whether it’s automating the resident onboarding journey, enabling self-guided tours with customized access or delivering maintenance updates via a resident’s preferred communication channel, SmartRent brings consistency and personalization together.
Personalization doesn’t have to mean more work. With the right technology partner, it means smarter work—and happier residents.
Make personalization your competitive edge
As renter expectations continue to evolve, personalization is no longer a differentiator reserved for luxury properties—it’s becoming a baseline expectation across the industry. Operators who embrace this shift and invest in scalable tech solutions will not only meet expectations—they’ll exceed them.
SmartRent makes it possible to deliver tailored experiences without increasing complexity. Let us help you create homes that feel custom, communities that feel connected and operations that feel effortless.
Ready to see how SmartRent can help you personalize at scale? Book a demo today to learn more.