Multifamily real estate is booming. There’s a strong demand for rentals, growing investor interest, and development pipelines running hot in many markets. But, finding and keeping qualified talent is harder than ever.
From on-site leasing teams to maintenance techs to asset managers, the multifamily sector faces a significant talent shortage that threatens performance, growth, and resident satisfaction. So how do companies bridge the gap?
It starts with getting real about the challenges and rethinking how we recruit, train, and retain the people who make these communities run.
What’s Behind the Talent Gap?
Like most industries, multifamily real estate has been impacted by:
- A wave of retirements from seasoned professionals
- Rising competition for workers across industries
- Changing workforce expectations post-COVID
But multifamily has a few unique challenges:
- Many roles (especially on-site ones) are labor-intensive, customer-facing, and require broad skillsets.
- The industry is still battling outdated perceptions, particularly among younger generations who may not see property management or real estate operations as compelling careers.
- The technology transformation in proptech is moving fast, requiring new skill sets that aren’t always available in-house.
According to the National Apartment Association (NAA), the multifamily housing industry needs to fill over 300,000 new positions by 2030 to keep up with demand.¹ That’s a big gap—and a big opportunity.
Strategy 1: Rethink Your Talent Pipeline
Waiting for candidates to come to you? That’s not going to cut it in today’s market, particularly not in the challenging multifamily real estate sector. Leading firms are getting creative with how they source and develop talent:
- Partner with schools (trade schools, community colleges, and universities) to build awareness and offer internships.
- Invest in apprenticeships and training programs that let people “earn while they learn.”
- Recruit from outside the industry, especially in hospitality, retail, and military sectors where service and operations experience translate well.
Firms like Greystar and Bozzuto have successfully built internal programs to train up entry-level staff into leadership roles—a move that improves retention and builds loyalty from day one.
Strategy 2: Make Culture Your Competitive Advantage
In a tight labor market, compensation matters—but culture matters more. Multifamily employees want to feel supported, heard, and given room to grow.
- Create clear career pathways, with development plans and mentorship built in.
- Promote work-life balance—especially for on-site teams who often face long hours and weekend shifts.
- Listen to your people. Employee feedback loops can uncover blind spots before they become retention issues.
According to a recent report from CEL & Associates, turnover in property management is as high as 50% annually, with many employees citing burnout and lack of advancement as reasons for leaving.² Culture isn’t a perk—it’s a retention strategy.
Strategy 3: Tech Up (But Don’t Lose the Human Touch)
Proptech is changing everything from leasing to maintenance, but automation alone isn’t a silver bullet. The goal should be augmenting your people—not replacing them.
Use tech to:
- Reduce administrative burden (e.g., automated leasing, virtual tours)
- Streamline maintenance workflows
- Empower residents through self-service portals
That frees up staff to focus on high-value, relationship-driven tasks—like resident engagement, conflict resolution, and team management.
The Bottom Line
Bridging the talent gap in multifamily real estate isn’t about working harder—it’s about working smarter:
- Cast a wider net for candidates
- Create real growth opportunities
- Build a workplace people actually want to be part of
The firms that invest in talent now aren’t just solving today’s staffing issues—they’re future-proofing their business.
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