More Than a Lease: Human-Centered Innovation in Action

At this year’s Entrata Summit, one breakout session drew significant attention with its insights: not about occupancy or revenue, but about people.

In More Than a Lease: Human-Centered Innovation in Action, Entrata’s Sara Lencheck led a heartfelt conversation with Jenn Cassidy (Cardinal Group), Casey Peterson (The Tailwind Group), and Jonathan Bove (Landmark Properties) about how the student housing industry is tackling one of its toughest challenges: resident mental health.

From Crisis to Coalition

When the pandemic upended student housing in 2020, operators across the country began meeting weekly to navigate new realities. What started as crisis management turned into something deeper, a spirit of collaboration.

Soon, leaders noticed a worrying trend: an increase in mental health incidents across communities. That shared concern sparked the College Student Mental Wellness Advocacy Coalition, a partnership now spanning 30 organizations and serving nearly 800,000 students nationwide.

Working with groups like The Jed Foundation and the Hi, How Are You? Project, the coalition’s mission is simple but profound: make it easier for both residents and onsite teams to access the help they need, when they need it.

Tools for Tough Moments

“Sometimes saving a life starts with simply having the right resource within reach.” —Jenn Cassidy

One of the coalition’s first major projects was the Postvention Toolkit, a guide that gives property teams a clear framework for responding after a crisis. It covers everything from how to communicate with residents to how to care for staff who may also be affected.

From there, they developed short peer-to-peer training videos, quick, approachable lessons that teach onsite teams how to recognize distress and connect residents with professional help. The goal isn’t to make property staff counselors; it’s to help them feel confident and compassionate when it matters most.

Technology That Makes Space for Humanity

Technology alone won’t fix mental health challenges, but it can make a meaningful difference.

Lencheck shared how Entrata integrated the Hi, How Are You? Project directly into its Homebody app, giving residents an easy way to access mental wellness resources and receive encouraging reminders. Meanwhile, operators are using tech for smarter roommate matching, self-service tools, and even on-demand therapy partnerships.

When technology removes friction and answers questions at 2 a.m., onsite teams get their time back: time to listen, to connect, and to truly support residents.

Connection as a Wellness Strategy

Coalition research shows that students who feel connected to their community report higher overall wellness. Yet more than half of struggling students say they don’t know where to find help.

That insight is driving changes in how communities are designed and managed, from natural light and flexible gathering spaces to better communication during high-stress times like finals or move-in. Even small gestures, like remembering a resident’s birthday or checking in after a tough week, can make a lasting impact.

As Peterson put it, “We’re not putting a man on the moon,  we’re just putting our heads together and driving toward a common mission.”

Caring for the Caregivers

The panelists also emphasized that resident wellbeing starts with team wellbeing. Many companies are incorporating mental health breaks, wellness events, and open conversations about stress into their culture.

“When our teams feel supported,” Cassidy said, “they can show up as their best selves, and that’s what residents deserve.”

The Bigger Picture

What began as a student housing initiative has lessons for everyone in multifamily. Whether you manage student, affordable, or conventional housing, the takeaway is clear: this work doesn’t require huge budgets, just empathy, organization, and a willingness to start the conversation.

In Jonathan Bove’s words, “If you’re in housing, you’re in the business of people. Mental wellness is part of the job.”