The Power of Language in the Rental Housing Industry

The Power of Language in the Rental Housing Industry

In 2022, I wrote a blog titled, Changing the Rental Housing Industry’s Language, to emphasize the importance of the words we use in our industry. Language shapes perception, and how we describe our work and those we serve matters.

Now, three years later, I feel the need to revisit this message—not just for our partners but for our members as well. The way we speak about our industry reflects our values and our commitment to professionalism and respect.

Shifting Our Terminology

Rental Housing Provider vs. Landlord

A Housing Provider can be a homeowner or a property manager—someone who works tirelessly to uphold and protect the rental housing industry. It’s time to retire the term landlord. Why? Because landlord carries a negative connotation, often associated with neglectful or unethical practices that do not reflect who we are.

Housing providers operate with integrity, adhere to fair housing laws, and take pride in maintaining quality homes for their residents. We are problem-solvers, community builders, and professionals committed to providing safe and comfortable living spaces.

Community vs. Complex

An apartment complex may describe a collection of buildings, but an apartment community represents something deeper—a sense of belonging. A community is where residents, pets, guests, and staff come together, creating an environment of connection and engagement.

By using the word community, we reinforce the idea that we offer more than just housing—we provide a place where people can truly feel at home.

Home vs. Unit

A unit is simply a structural measurement, but a home is where people build their lives. We don’t just rent out units; we provide homes within vibrant communities, where individuals and families can live, work, and thrive.

Resident vs. Tenant

Legally, the term tenant refers to someone with a contractual right to occupy a property. However, resident carries a more personal and respectful tone. Residents are not just occupants—they are members of a community, shaping its culture and character.

Why This Matters

Words influence how we perceive our work, our industry, and the people we serve. By choosing language that reflects our dedication to professionalism, respect, and service, we elevate our industry and strengthen our communities.

Let’s continue this shift in language—not just in words, but in practice—because how we speak about our work shapes how the world sees us.