Union review
A broad multifamily CRM connecting leasing, applicant processing, AI, and attribution.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Union is an AI-powered CRM for multifamily property operators, including owner-operators and management companies. It brings marketing, lead capture, leasing, applications, screening, income verification, renewals, and resident-funded products into a shared renter record. Teams can manage calls, texts, emails, tours, applications, unit matching, and renewals through connected workflows, with live applicant status and queues organized by property and agent.
Its strongest fit is for organizations that want CRM functions connected to applicant processing. Union supports AI web chat and AI voice interactions with warm human handoff, while Agent Assist suggests replies across calls, chat, and SMS. Applicant workflows include screening, income verification, document generation, and e-signature. Marketing teams also get attribution by source, agent, property, and campaign, helping connect lead capture with leasing activity. The product integrates with Yardi, RealPage, ResMan, Entrata, TransUnion, and Mastercard, supporting a property-management software ecosystem rather than operating as an isolated CRM.
Pricing is per unit and by product, with a quote provided after the first call, so teams should expect a sales-led evaluation before budgeting. Union is web-based, and its breadth may be more than a narrowly focused leasing operation requires. It makes the most sense for multifamily teams that need prospect management, applicant workflows, AI-assisted communication, and property-level attribution in one system. Organizations seeking only basic contact tracking or a simpler leasing tool may prefer a narrower product.
Union pros and cons
- Where it wins
- Unifies prospect timelines, leasing pipelines, applications, and renewals
- Adds AI chat, voice, and agent assistance with human handoff
- Connects with Yardi, RealPage, ResMan, and Entrata
- Where it doesn't
- Pricing requires a per-unit, product-based sales quote
- Available platform is web
- Its broad feature set may exceed narrow leasing needs
Union fact sheet, pricing and score →
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