Property Relations Committee
Working Together to Win
The role of the Property Relations Committee
In the fast-paced world of apartment leasing, it’s easy to overlook how much apartment locators and property managers truly have in common. At the heart of it, we’re all working toward the same goal: helping people find a great apartment they can call home. Moving is one of the most stressful life events—even for renters who’ve done it a dozen times. So much is out of their control, from credit checks to application approvals. But when locators and property managers work together, they create a more supportive, seamless experience for renters. Through clear communication and a shared sense of purpose, we can offer calm, confidence, and guidance exactly when renters need it most.
That’s exactly why the National Association of Apartment Locators (NAAL) created the Property Relations Committee—to create tools that facilitate clear communication and strengthen the partnership between onsite leasing professionals and licensed apartment locators so we can work together to help renters.
Taking the time to understand each other's challenges
One of the most overlooked opportunities in our industry is simply taking the time to understand each other’s roles. Apartment locators and property managers are both vital players in the leasing process, yet we often operate in separate lanes without fully grasping the challenges the other faces. While many experienced locators have a general understanding of what it’s like to work on-site, unless they’ve actually held a position as a property manager or leasing consultant, they may underestimate just how demanding and time-consuming that role can be. From juggling maintenance issues and renewals to handling resident concerns and corporate expectations, the job is non-stop and requires a tremendous amount of multitasking and patience.
On the flip side, property managers and leasing agents aren’t required to hold a real estate license, and many don’t realize that apartment locators are licensed real estate professionals who must complete ongoing education and pass a rigorous background check every two years. Locators are legally bound to uphold fiduciary duties to their clients and follow state real estate law with every transaction or they could lose their license. The responsibilities are significant—and so is the pressure to get things right for the renter.
A key part of long-term collaboration is not just doing business together but educating one another. When we take time to learn about the requirements and challenges each role entails, we build trust, reduce friction, and develop tools and systems that benefit everyone involved. The result? Stronger partnerships, more efficient processes, and smoother, more successful lease transactions for the renters we’re all working to serve.
Low Risk - High Reward Relationship
One of the most compelling advantages of working with apartment locators is the performance-based marketing model they offer. Unlike traditional marketing channels, apartment locators take on the full upfront cost of lead generation and only receive compensation if a deal closes. This “paid upon performance” approach significantly reduces financial risk for property managers and owners, as you only pay a referral fee after a renter signs a lease and moves in—yet you still gain the benefit of a qualified, motivated tenant and 12 months of rent revenue.
What often goes unnoticed is just how much financial investment apartment locators make to generate those leads. Locators cover the cost of digital marketing campaigns, SEO, ILS listings, website management, email and text follow-ups, and CRM tools to stay connected with potential renters. On top of all that, statistically only 15% to 20% of leads actually convert into signed leases. That means locators are investing time, technology, and dollars into about 80% of leads that won’t result in any commission.
And even when a deal does close, apartment locators do not receive the full commission. According to real estate law, all commissions must be paid to the locator’s sponsoring broker—not directly to the locator. The broker then pays the locator a split, which is commonly around 50%. So the locator, who has incurred 100% of the upfront marketing expense, typically receives only half of the total commission once the lease is finalized. That’s why working with locators is not only a low-risk strategy for apartment communities but also an opportunity to support hardworking professionals who are investing their own resources into bringing you qualified tenants.
Apartment locators often have long-standing relationships with their rental clients, many of whom use the same locator multiple times over the years. That loyalty stems from a locator’s local expertise, professionalism, and consistency. When you work with a locator, you’re tapping into a trusted resource that renters already know and rely on. So not only do locators cover the cost of client acquisition, but they also maintain the relationship over time—often for years. It’s more than lead generation—it’s lead nurturing, and it can be a powerful long-term asset for multifamily communities looking to maintain high occupancy with quality residents.
Centralized Commission Database
One of the biggest challenges in the apartment locating industry is the lack of a centralized system for sharing and updating locator commission policies. Navigating the constantly changing policies at each property—especially when there’s turnover in management or ownership—creates confusion and delays in the referral process. Residential and commercial real estate transactions have a centralized system for commissions that is maintained by property managers and real estate agents, but it’s never caught on for apartment lease transactions.
Without a centralized system, apartment locators face significant challenges when it comes to getting paid for their work. Although real estate law requires apartment locators to put the renter’s needs first—and they do—locating is still a profession, and commissions are how these licensed agents earn their livelihood. When commission agreements are handled informally or verbally, it creates a gray area that makes it difficult for both parties to verify the commission that was agreed upon. The result is that apartment locators often spend an extraordinary amount of time following up with properties, clarifying terms, and trying to collect on invoices—time that could be better spent serving clients. It’s not about seeking the highest payout—it’s about needing clear, reliable systems that respect everyone’s time and effort.
Locators fully understand that property managers are extremely busy and updating third-party systems may not be a top priority. While a centralized commission database would bring transparency and efficiency to everyone involved, past efforts to rely on property managers to regularly log in and update their commissions have not been successful. The Property Relations Committee is committed to working with property managers to better understand these challenges and develop a practical, collaborative solution. Our goal is not to add to the workload—but to create a process that simplifies invoice collection, improves trust, reduces follow up emails and time-consuming phone calls, and ultimately allows both apartment locators and leasing professionals to help more renters. NAAL wants to make the property management job easier and help onsite staff close leases faster—with qualified renters who are ready to move.
Working Together, Everyone Wins
The benefit of property managers collaborating with our Property Relations Committee isn’t just about filling a unit—it’s about doing it with less friction and more transparency. At the end of the day, locators and leasing professionals are on the same team. When we work together, everyone wins. If you’re a property manager or leasing agent who’s ready to simplify the process and build stronger relationships with your local locators, reach out to the Property Relations Committee. We’re ready to help—and best of all, it doesn’t cost you a thing.