Sean Breslin
Analyst · Scotiabank
Yes, Nick. This is Sean. Happy to take that one. As it relates to Q1, as you pointed out, we certainly had some things go our way as well as a pretty good comp as it relates to last year. So it certainly had some benefit on the marketing side, certainly on the utility side. As you noted, maybe property taxes were basically 1% in the first quarter. As we move through the year, you start to see things pick up in some of these other categories. So for example, over the next couple of quarters, you'll see merit increases kick in on the payroll side. You'll see more normal property tax growth in the first quarter. We had the benefit of an appeal that kicked in, which was helpful to us as well as a rate reset in Seattle. And so you've got some of those one-off things in the first quarter that helped us that will not recur in the second quarter, and then we have a tougher comp on utilities in Q2 and things like that. So we certainly had a benefit across multiple categories in Q1, except -- expect to see a tick-up a little bit in Q2, and so you'll start to see that pattern.
As it relates to maybe payroll and some other things and how you should think about it over the next couple of years, maybe just a couple things to mention. So in the property tax side, assessments have grown materially this cycle. We don't have a lot of 421-a exposure. So I expect that the property tax growth should be less over the next couple of years than it's been in the last 2 or 3 years.
And then maybe just to touch on a couple of other things that are certainly working well for us in terms of being able to contain OpEx growth, maybe mention a couple of categories. One is payroll, which, as you know, is about 24% of our OpEx. We've been investing in a number of initiatives that will continue to allow us to contain payroll growth in the future. And just to cite a few examples, through additional potting and other consolidation efforts, we reduced on-site office headcount by about 3.5% year-over-year in Q1. In addition, during Q1, we launched an AI platform to facilitate interactions between an automated agent and our prospects. While it's still early, we're seeing better conversion rates from a platform that runs 24/7 and doesn't require interaction with our on-site staff.
And overall, I mean, we're investing in other opportunities to use technology to enhance the self-service experience for our customers, but also allow our staff to be more efficient and effective. And that's all being done by leveraging both automation and centralization, which is allowing us to think about maybe a little bit different sales and service model at our communities. So that's certainly helpful, not only as we think about payroll this year, but over the next couple of years. And we're also making investments in other areas in terms of utilities and our renewable energy efforts and other sustainability initiatives, and on the marketing side, doing a lot of great things with organic search for our website and a number of self-service tools that we launched about 18 months ago, where we're seeing great penetration from our customers so they can schedule tours online, bypassing the call center, which reduces some of those costs.
So overall, while we're facing pressure in some areas, maybe like repairs and maintenance, we do think investments in some of these other areas are going to pay off for us over the next couple of years.