Village Green Executive Vice President of Operations Matt Guenther chats with MHN’s Denile Doyle about how renewals have evolved since he first started out in the industry and why retention is a year-round effort.

He explains what sets the tone for whether someone stays or leaves and the importance of controlling your controllables.

Here are a few highlights from this episode:

• (2:15) How renewals evolved from simple flat increases to a much more nuanced process
• (4:03) What residents are really weighing when the renewal notice arrives
• (5:54) The move-in experience and the first service request are the two make-or-break moments
• (8:24) Why framing renewals as a "happy anniversary" changes the conversation
• (13:02) The danger of a resident who never tells you they're unhappy
• (14:42) How conservative increases can boost the bottom line