However, achieving a high  (NPS) is not a mere outcome of the construction process; it involves a nuanced understanding of resident experiences. When customers experience bad or good services, they often tend to share their experiences with friends and social media. Enter mystery shopping, a strategic tool that can significantly influence and elevate the NPS in the build-to-rent sector.

What is Mystery Shopping in Build-to-Rent:

Mystery shopping involves the deployment of undercover evaluators to assess the customer experience within a given environment. In the context of build-to-rent, this translates to understanding the resident journey. These undercover evaluators, often potential tenants, provide invaluable insights into various touchpoints — from the initial inquiry to the move-in process and ongoing residential experiences.

Impact on Net Promoter Score:

1. Enhanced Customer Experience: Mystery shopping acts as a catalyst for improved customer experience by pinpointing areas for refinement. The feedback gathered through this process sheds light on potential pain points and allows build-to-rent operators to proactively address issues, ensuring a seamless and positive resident journey. As customer satisfaction increases, so does the likelihood of a higher NPS.
2. Operational Excellence: The insights gained from mystery shopping empower build-to-rent operators to fine-tune their operational processes. Addressing inefficiencies from leasing procedures to maintenance responsiveness contributes to a more efficient and resident-friendly living environment. This operational excellence directly correlates with increased resident satisfaction, positively impacting NPS.
3. Aligning Services with Expectations: Mystery shopping provides a valuable perspective on whether the services align with resident expectations. Understanding and meeting or exceeding these expectations creates a sense of trust and satisfaction among residents, leading to higher NPS scores.
4. Continuous Improvement: The iterative nature of mystery shopping encourages a culture of constant improvement. By regularly assessing and refining processes based on feedback, build-to-rent operators can stay ahead of evolving resident preferences and industry trends, ensuring sustained high NPS scores.
5. Differentiation in a Competitive Market: In a market saturated with build-to-rent options, delivering an exceptional resident experience becomes a key differentiator. Mystery shopping identifies areas for improvement and helps build-to-rent operators stand out in a competitive landscape, attracting and retaining residents who are more likely to contribute positively to the NPS.