It's easy to get caught up in dashboards and digital performance, but the best marketing still starts at the curb.I say that not just as a marketer, but as someone who's been on both sides of the leasing desk. I've worked the front lines and I've sat in the strategy room. And the campaigns that drive results, the ones that move the needle on NOI, are never the ones that live solely in a slide deck.They're the ones that start with buy-in from the ...

At the end of 2022, I joined a handful of industry professionals in making predictions about where multifamily was headed. We were fresh off a year of digital acceleration, AI buzz, and evolving resident expectations.Now, midway through 2025 with a few more market shifts (and one major layoff) under my belt, I thought it was the perfect time to look back and ask:How did those predictions hold up?Spoiler: not bad. Prediction #1: The Fut ...

A few weeks ago, I was impacted by  layoffs at my previous company.It's the kind of shake-up that makes you pause and reflect, not just on your own next chapter, but on the bigger picture and the state of the industry as a whole.In my case, that reflection and my ongoing job search brought me back to a challenge that's been around since my days as a leasing agent: 👉 Hiring onsite teams.Property management companies are still s ...

When we talk about trends in multifamily, we often zero in on technology:  AI, smart home devices, centralization. But what if we're looking too narrowly?As part of the AMA's Foresight Panel, I've been exploring a tool called STEEP, a strategic framework used to spot signals of change. It stands for: Social Technological Economic Environmental PoliticalThis isn't just for futurists. It's for marketers, operators, asset managers. An ...

Multifamily marketers: your renters aren't searching the way they used to, and your digital strategy might be stuck in 2015.At AIM 2025, a panel of industry leaders from REACH by RentCafe, Yext, and Fogelman dropped a serious reality check: Generative Engine Optimization (GEO) is already reshaping how renters discover your properties.And if your strategy still revolves around Google keywords and ILS listings… you're about to fall behind. So, ...

One of the most impactful sessions at AIM this year was "Making Sense of the Market: Data & Insights that Matter for Multifamily Marketers," led by Zillow's Chief Economist alongside execs from Lefrak and Asset Living.It was a clear-eyed look at how economic shifts are reshaping renter behavior—and what that means for marketers and operators alike.Here are four takeaways that stood out, along with recommendations I'd put into action right now ...