Fewer Leads, Better Leases? Rethinking Fee Transparency in Multifamily

Fee transparency isn't a niche compliance headache anymore. It's changing how multifamily teams build trust, qualify leads, and close faster.

In this episode of Optimized!, Janet Rosseth sits down with Jocelyn Quall, VP of Marketing at Engrain, to talk about why the old "hide it and hope it goes away" fee playbook is done, and what smart teams are doing instead. Jocelyn brings nearly 20 years of real estate and proptech experience, from Archstone and senior housing to building marketing at a startup.

How the Industry Got Here

Regulation is part of the story, but so is how quickly renters gained access to data. Prospects expect to see the real cost upfront, and marketers are carrying much of the burden of making that happen.

Transparency Pays Off

Upfront pricing doesn't scare off good leads. It filters for them. Jocelyn shares adoption trends and what teams are seeing in lead quality and conversions once fees are out in the open.

It Starts With Culture

Technology and integrations make transparency easier, but the real shift is organizational. Getting leasing teams, operators, and stakeholders aligned around trust as a core value is what makes it stick.

Listen to the full episode with Jocelyn Quall for insights on fee transparency, lead quality, team alignment, and building a more trustworthy leasing experience.

🎧 Hear the full conversation between Janet and Jocelyn on YouTube, Spotify and Apple Podcasts.

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