“Rentgrata has really changed how we share our brand story at Fairfield. We've seen a clear trend—year after year, prospects are relying more on ratings and reviews. Rentgrata has helped us give renters a genuine, authentic look at what life in our communities is really like.”
- Easther Liu, Chief Branding & Marketing Officer, Fairfield
Fairfield, with a track record for delivering exceptional living experiences, manages over 40,000 units across the U.S. Recognized for its transparency and resident-first approach, Fairfield continually invests in innovative tools to redefine how prospects engage with their future home.
“We tell our community teams 'Don't delete reviews, tell the truth, and be transparent. Transparency is so important to us; we’ve always believed the customer journey should include real, authentic insights, and Rentgrata fits perfectly into that philosophy.”
- Easther Liu
The way renters evaluate properties has fundamentally shifted: ratings, reviews, and deep research all play acritical role in shaping a property's reputation.
While management companies can define their brand, it’s the voices of the people who live there that have the most influence on how the brand is perceived and evaluated. Fairfield sees residents as an invaluable resource to:
“Renters are doing more research than ever, and most of that research is done before they even book a tour. Rentgrata gives prospects the transparency they’re looking for, meeting them where they are in their journey. We’ve noticed that prospects who use Rentgrata are higher-intent and more ready to take the next step.”
- Ericka Eismann, Digital Marketing Manager
Rentgrata's platform enabled Fairfield to modernize their reputation management strategy whilestreamlining operations for onsite teams. By connecting prospects with current residents, Rentgrata seamlessly integrated social proof and peer feedback into the customer journey.
WhenFairfield first piloted Rentgrata, they considered a common industry concern:would giving residents a platform to speak directly with prospects lead to negativity? Their experience revealed the opposite—residents became powerful ambassadors for the community.
"Our teams were nervous at first—what would residents say? But it’s been overwhelmingly positive. The program works, and the results speak for themselves," shared Tara Adams, Senior Director of Digital Marketing.
Rentgrata’s thoughtful structure and safeguards ensured residents engaged constructively and positively. "It’s not just about letting residents talk—it’s about how you structure the program. Rentgrata has safeguards in place that made us comfortable from the start," added Ericka.
In 2023, Fairfield unlocked new opportunities to connect with prospects at key moments in their renting journey through Rentgrata’s Neighbor Nurture technology. Neighbor Nurture automates engagement by sending a series of personalized, automated emails to prospects after they submit a guest card, proactively inviting prospects to start conversations with resident ambassadors—all without requiring extra effort from the leasing team.
As a result of rolling out Neighbor Nurture, Rentgrata is now directly impacting nearly 15% of Fairfield move-ins across the active communities.
“Seeing the numbers jump was exciting—it validated everything we believed Rentgrata could do. We appreciated Rentgrata listening and adapting to the market, which is rare in this industry. They’re always looking to add value and truly understand our business.”
- Easther Liu
Even for move-ins not directly using Rentgrata, its presence at Fairfield communities sends a powerful message: Fairfield trusts its residents to share theirexperiences because they're happy with their living experience. This trust instills confidence in prospects and seamlessly integrates social proof into the journey, adding value at every step.
Lease-ups face the challenge of building trust with prospective residents before a property has an established reputation. Rentgrata bridges this gap by connecting prospects with current residents—or early adopters—through authentic, real-time conversations, providing the transparency and confidence needed to drive leasing decisions.
For stabilized properties, Rentgrata strengthens ongoing resident engagement and reinforces community trust, keeping the property competitive and appealing to new prospects.
“Rentgrata provides unique benefits in different scenarios. For lease-ups, it drives quick engagement and helps fill units efficiently. For stabilized properties, it fosters trust and transparency, strengthening the sense of community and keeping residents engaged. And for properties struggling with challenging reviews, resident ambassadors give our communities a better chance at reversing the impact of negative reviews.”
By enabling authentic conversations between residents and prospects, Rentgrata has helped Fairfield revolutionize its approach to reputation management. In an era where renters rely on extensive research, reviews, and peer insights before making decisions, Rentgrata is helping Fairfield confidently meet these evolving demands head-on.
Through seamless integrations and a collaborative partnership, Rentgrata has helped Fairfield strengthen its reputation, increase lease conversions, and build thriving communities—all while staying true to its core values of transparency and trust.
Fairfield is a leading owner, developer, and operator of multifamily communities throughout the U.S. We manage approximately42,400+ units nationwide across luxury new construction, renovated apartment homes, and tax credit affordable housing in urban and suburban neighborhoods.We offer a vertically integrated national multifamily services platform providing development, construction, renovation, asset and property management, and acquisition and disposition services to our investors. Fairfield operates nationwide, with regional offices in Atlanta, Boston, Dallas, Denver, andWashington, D.C. Fairfield Realty Advisors LLC is registered as an investment adviser with the U.S. Securities and Exchange Commission.
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