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Increase in Year-Over-Year Prospect Touchpoints
Increase in Lead-to-Tour Rates
Total Communications Automated
Haley Residential, a multifamily property management firm with over ten thousand units under management nationwide, prides itself on delivering exceptional resident experiences through strategic investments in technology and customer service. Today, the company owns and operates over 60 communities across the country, from Florida to Montana to Texas and many states in between.
Driven by a commitment to continuous improvement, Brandon Thomsen, Vice President of Marketing and Sales, and Lisa Olson, Leasing & Reputation Management Director, prioritized implementing new technology in their onsite operations to stay ahead of evolving consumer expectations.
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Like many other operators striving to keep up with the rapid pace of the “on-demand economy”, Haley Residential was looking for an AI solution that could help them consistently follow up with leads and maintain a high standard of responsiveness, especially outside typical office hours. Haley Residential was also in the market for a new, more robust CRM solution that could help them as they looked to centralize aspects of their operations in order to enhance leasing conversion rates and boost resident engagement.
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Through deploying EliseAI’s LeasingAI, ResidentAI, and VoiceAI products alongside EliseCRM, Haley Residential realized significant efficiency gains. By automating routine, transactional dialogue with prospects, the average leasing agent saved 15-16 hours per week. Follow-up touchpoints per lead increased 32% on a year over year basis as a result of automation. Haley Residential’s lead-to-tour rate increased by 8% to over 21%, with responsive, round-the-clock AI-powered tour scheduling ensuring they never missed an after-hours lead. Finally, Haley Residential reached 90% total collections three days earlier on average as a result of the automation of delinquency conversations.
Having AI in place has enabled Haley’s leasing teams to focus on high-value, high-touch human interactions, boosting both resident and employee satisfaction.These enhanced human interactions continue to differentiate Haley Residential from competitors by prioritizing exceptional service quality.
EliseAI’s 24/7 availability also ensured leasing operations continued uninterrupted during staffing shortages and weather disruptions. Finally, at Haley’s corporate headquarters, centralized teams analyze conversational data and manage AI knowledge sources to ensure consistently positive resident experiences across all communities.
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In 2025, Haley Residential introduced a centralized leasing role at the corporate level to oversee and support onsite teams across its portfolio. EliseCRM has been foundational in making this role scalable and effective.
With AI-powered transcripts, conversation summaries, and community-level insights embedded directly into EliseCRM, Haley’s centralized leasing team no longer needs to chase down context from onsite staff. They can manage leasing operations across multiple communities with full visibility, monitoring AI handoffs, providing scheduling oversight, and nurturing leads. Having this centralized agent in place has enabled faster response times, reduced duplication of work, and improved service quality by providing additional support when needed.
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EliseCRM’s new centralization capabilities have unlocked even greater efficiency for their teams, including:
With built-in outbound calling, direct call transfers, and enhanced task management directly within the EliseCRM platform, Haley Residentials’ centralized teams can support a growing portfolio without needing to grow headcount at the same pace.
Brandon Thomsen is a growth-driven marketing and sales leader with 15+ years of experience building brands, leading teams, and driving results across multiple industries. His expertise spans digital marketing, demand generation, brand strategy, and performance optimization — all supported by a strong focus on collaboration, communication, and leadership. He has a proven track record of aligning executive stakeholders, improving cross-functional performance, and delivering marketing strategies that move the needle. Brandon is known for his ability to bridge the gap between big-picture vision and day-to-day execution. He brings a data-informed approach to creative strategy and a people-first mindset to performance management. Over the course of his career, he has built and scaled marketing departments, led successful rebrands, and implemented systems that drive sustainable growth.
Lisa Olson is a dedicated Leasing & Reputation Management Director with over 35 years of experience in the multifamily housing industry. She specializes in leasing, customer service, and resident retention, with a passion for analyzing market trends, making strategic adjustments, and driving sustainable success. Lisa is committed to helping Haley Residential, its employees, and investors thrive, believing that strong communities begin with empowered teams and thoughtful leadership.
Book a demo to see how EliseAI automates communication, reduces workload, and delivers real results.