"We Don't Need a Brand," The Biggest Myth in Multifamily Marketing Walk into any ownership meeting, and you’ll hear it sooner or later: “We don’t need a brand. We just need leases.” It’s the line that makes me smile, because after nearly twenty years in this industry, I know it’s the most expensive myth we keep repeating. The Myth: Brand Isn’t Optional, It’s Inevitable Operators often treat branding like a luxury, something you do when occupancy is high and budgets are flush.

When Renters Ask Siri or Alexa, Will She Say Your Name? “Can you hear me calling? I’m searching for a place to call home…” If AI voice search had a soundtrack, it’d be a smooth '90s groove because today’s renters aren’t just browsing, they’re vibing. They’re asking questions, speaking their truth, and expecting answers that feel personal, fast, and frictionless. AI voice search isn’t a trend; it’s an R&B slow jam that’s changing the tempo of multifamily leasing. Prospects are

Build-to-Rent in 2025: The Top 5 Cities Leading the Charge

In a market where every dollar counts and every lease matters, multifamily operators are under pressure to justify spending, especially...

Technology is transforming the multifamily industry. From leasing automation to resident engagement platforms, the right tools can...

Branding in the multifamily sector is evolving rapidly, driven by shifting consumer expectations, design innovation, and a growing...

Although resident retention has always been a key goal, it is reasonable to assert that it is even more crucial today, given the current...