Published on February 18th, 2025
By AppFolio

In an era where resident expectations are growing — along with operational costs — property management companies are discovering that traditional approaches no longer cut it. To better understand what this year may have in store for the industry, AppFolio surveyed over 2,000 property management professionals to learn more about their sentiments and outlook for the coming year. The data — compiled in our 2025 Property Management Benchmark Report — captures an evolving industry. Artificial intelligence (AI) use is growing rapidly, and companies that have embraced the technology are significantly more optimistic about the year ahead than those who have not.

Here’s a peek at what you’ll find in the full report.

Shifting Industry Economics

Property managers are grappling with escalating operational costs across multiple fronts. Rising insurance costs have emerged as a critical concern, particularly in the southern and western states where natural disasters are more frequent.

Adding to these pressures of climbing operational expenses, rental income remains stagnant — a direct result of cooling rent growth and increasing vacancy rates across many markets. Apartment List data shows that U.S. apartment vacancy rates finished the year 2024 at 6.8%, while year-over-year rent growth ended up at -0.6%.

To offset these increasing costs and lower revenue, property management businesses are actively seeking new revenue streams and operational efficiencies. Notably, there’s been a significant uptick in fee managers offering additional services to residents and bringing maintenance operations in-house, revealing how companies are adapting their business models to improve profitability.

In-house maintenance can offer a competitive advantage and be a significant revenue driver for fee managers — but it has to be properly structured and executed. To learn more, opt in for the full report.

Technology Reshaping Operations

The research reveals a shift in how property management companies approach technology adoption, with a big year-over-year increase in the perceived potential of technology to improve operational efficiency.

The report also reveals a significant increase in AI adoption, with overall usage jumping from 21% to 34% in just one year.

As digital transactions and online resident interactions become the norm, property management companies are facing heightened cybersecurity risks. Some 40% of property managers are more concerned today about online fraud incidents than last year, and 37% are more concerned about data security.

As the real estate industry grapples with the growing threat of data and payment fraud, operators must choose property management software that prioritizes security and has the proper payment and data safeguards in place.

A Bright Outlook for Real Estate Management in 2025

Looking ahead, the majority of respondents expect increases in revenue, NOI, and units under management.

Those who have already incorporated AI into their day-to-day workflows report higher optimism across the board.

Overall, the data suggests that companies adopting new technology and resident-centric services are better positioned for growth in an increasingly competitive market.

For a deep dive into the technologies that are making a big difference, check out the full 2025 Property Management Benchmark Report. The report includes the rest of our survey findings and insights for you to compare your outlook for the year ahead and put trends that you may not have been aware of on your radar.