Multifamily leaders, stop chasing perfection.
“Scruffy hospitality,” coined by Jack King, is something to think about.
It rejects the need for overly polished appearances, focusing instead on authentic connections.
For our industry: residents and team members crave sincerity, not perfection.
How does this apply?
Look beyond curated Instagram moments or scripted interactions.
Residents don’t need meticulously manicured events—they want real engagement.
They want to be ‘seen’ and ‘heard.’
Team members don’t need glossy training materials—they need leaders who show up authentically.
By embracing scruffy hospitality, you’re not lowering standards but elevating trust.
The same applies to your communities.
Residents value genuine efforts over picture-perfect facades.
Celebrate authenticity by fostering spaces where residents feel comfortable being themselves.
Turn service (maintenance) calls into opportunities for personal interaction.
Shift from transactional emails to human-centered conversations.
The takeaway?
Authenticity creates loyalty.
Communities with scruffy hospitality encourage belonging.
Team cultures built on authenticity see higher retention and engagement.
Perfect isn’t relatable.
Authentic is irresistible.
C-suite leaders, challenge the status quo.
Invest in authenticity as your competitive advantage.
Your residents—and your bottom line—will thank you.