Optimized: A Marketing Performance Podcast

Marketing gets a reputation for being creative, flashy and sometimes a little complicated. But underneath it all? There’s a whole lot of math, science and solid fundamentals. In this episode of Optimized!, Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Derek Miller (https://www.linkedin.com/in/derkmill/) of Sterling Group to unpack the multifamily marketing foundations that still matter, and a few common myths that can steer teams in the wrong direction.
They dig into the full marketing funnel and why “we need more leads” is rarely the whole story. From websites, SEO and Google Business Profiles to lead sources, conversion and resident retention, Derek makes the case for investing in the assets you own, following the data, and understanding where your funnel is actually breaking down before simply spending more.
And, of course, they tackle AI. Buying the technology is one thing; successfully implementing it is another. Derek and Janet talk about mapping the prospect journey, defining where humans belong, training teams, testing the experience and continuing to refine after launch. Because whether you’re implementing AI, adjusting your ad spend or improving conversion, great marketing isn’t about perfection. It’s about testing, learning and getting a little better with every iteration.
Timestamps
00:00 - Janet introduces Derek Miller and the multifamily marketing foundations behind his LinkedIn series
00:55 - Derek shares his background in multifamily, finance, and the value of stepping outside the industry
03:40 - Why marketing is math and how Derek’s finance degree shaped his perspective
04:38 - The early days of multifamily marketing and how the role has evolved
07:18 - Derek’s LinkedIn series: the multifamily marketing operator
08:10 - Why the full funnel matters beyond lead volume
09:31 - Tracking show rate, application rate, move-ins, and net move-ins
11:45 - Turnover costs, renewals, and why retention is part of marketing
12:18 - Market-specific strategy in oversaturated markets like Huntsville
15:00 - Why small rent growth often does not offset turnover cost
16:10 - Website, SEO, and Google Business as owned storefront experiences
17:09 - Why rented traffic stops the moment you stop paying for it
18:05 - How SEO still feeds AI-driven search and discovery
20:24 - Where ILSs still fit, and why overspending on them creates diminishing returns
23:45 - Why strong foundations beat fad-dependent tactics
25:53 - Using funnel data to guide spend and identify where leads are breaking down
28:02 - Coaching different leasing styles and matching them to lead sources
31:58 - Buying AI versus implementing AI across the renter journey
33:13 - Mapping automations, touch points, and human intervention
35:35 - The launch and leave it syndrome and why training still matters
37:00 - Using AI to gather information so humans can personalize the experience
38:46 - The future of marketing as human brand and in-person experience
40:11 - The rollout question: what broke because no process changed or no journey was mapped
41:15 - Why behavior shifts must happen alongside technology adoption
42:24 - The need for feedback loops with on-site teams after implementation
46:42 - Marketing as science, experimentation, and data-driven iteration
47:53 - Data as the equalizer in team and executive conversations
50:36 - Derek’s personal 1 percent better habit: solving for one clear goal in a 90-day cycle
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

Fee transparency is no longer a niche compliance headache - it’s reshaping how multifamily marketers, operators, and leasing teams win trust, qualify leads, and close faster.
Jocelyn Quall https://www.linkedin.com/in/jocelynquall/, VP of Marketing at Engrain, brings nearly 20 years of real estate and prop tech experience, from Archstone and senior housing to launching marketing at a startup and now leading the team behind one of multifamily’s most talked-about transparency solutions.
She and host, Janet Rosseth, break down why the old "hide it and hope it goes away" rental fee playbook is over, and what smart teams are doing instead. They unpack how the industry got here, why marketers are carrying so much of the burden, and why the real shift is bigger than compliance - it’s cultural.
In this episode:
Fee transparency evolution and regulation
Impact of data and industry shifts on marketing
Ingrain's solutions for unit-level data and fee transparency
The cultural shift towards transparency in multifamily
The role of technology and integrations in fee transparency
Industry statistics on adoption and benefits
Strategies for educating teams and stakeholders
The importance of trust and transparency as core values
Chapters
00:00 Introduction to Jocelyn Quall and fee transparency
01:57 Jocelyn's career journey in multifamily and proptech
05:00 The rapid evolution of marketing data access
08:00 The challenges and benefits of fee transparency
11:58 Industry adoption statistics and market trends
16:00 Impact of fee transparency on lead quality and conversions
19:59 Cultural shift and organizational alignment for transparency
30:04 Ingrain's solutions for unit-level data and fee transparency
35:57 Educational resources and masterclasses for fee transparency
40:00 Personal optimization and trust in professional life
Engrain is a property technology company specializing in interactive mapping and data visualization software designed to streamline searching, leasing, and managing real estate. Through flagship products like SightMap https://www.engrain.com/sightmap and TouchTour, the company provides real-time unit availability, upfront pricing, custom search filters, and pathfinding tools across various sectors, including multifamily, senior living, student housing, and self-storage markets. By integrating geospatial visualization directly into property websites, listing portals, and asset management platforms, Engrain helps real estate operators deliver transparent customer experiences while empowering teams with actionable performance insights.
Learn more about Engrain: https://www.engrain.com
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

Marketing teams in multifamily are often stuck with too many tools, too little data, and a conversion funnel that leaks revenue at every step. Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Jennifer Jacox https://www.linkedin.com/in/jenniferjacox/ of StuartCo. and Andy Medley https://www.linkedin.com/in/andymedley/ of PERQ for a live case study on how to break a marketing stack apart and rebuild it into a smarter, more measurable system.
Explore how strategic reorganization and technology integration can transform property marketing. They share a real-world example of dismantling outdated systems and implementing data-driven solutions to boost lead generation, improve decision-making, and enhance overall performance.
In this episode:
The challenge of disassembling and rebuilding marketing systems
The importance of data and attribution in marketing decisions
How integrated tools improve lead quality and conversion rates
The role of digital marketing and website optimization
Strategies for managing vendor relationships and technology stack
The impact of marketing on property management and leasing performance
The process of implementing new marketing technology in a real estate portfolio
The benefits of partnership and seamless integration in marketing
Chapters
00:00 Introduction and episode overview
01:08 Jennifer Jacox's background and role at StuartCo.
04:38 Andy Medley's introduction and perspective on industry evolution
07:00 StuartCo.'s initial marketing challenges and team structure
09:06 Streamlining marketing operations and vendor management
12:03 Identifying gaps in lead generation and the role of Perk
17:03 Implementing new conversion tools and website strategies
23:08 Data-driven decision making and marketing ROI
27:05 Lease expiration modeling and budget planning
34:59 The decision to overhaul marketing technology and process
40:02 Rapid implementation and results of new systems
45:58 Team confidence and decision-making improvements
50:00 Advice for marketers considering a system overhaul
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, driving 2–3X more qualified leads using proprietary AI, and optimizing existing marketing spend by feeding real-time visitor data back into paid search campaigns
Reduce your team's manual effort and advertising costs while delivering clearer ROI.
Learn more about PERQ: https://bit.ly/4bQrHqP
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

Stephanie Sellstrom https://www.linkedin.com/in/stephanie-sellstrom-caps/, VP of Client Operations with PERQ, joins Janet Rosseth on Optimized to explore the evolving landscape of property management technology, marketing, and operations. They discuss how integrated tools and data-driven strategies are transforming leasing, marketing, and vendor relationships.
In this episode:
The evolution of property management technology
The importance of data integration and analytics
How marketing and operations can collaborate effectively
PERQ's marketing intelligence platform
Supplier relationships and tech stack evaluation
Consolidation of marketing tools and systems
The impact of technology on leasing performance
Strategies for marketing ROI and lead nurturing
Chapters
00:00 Introduction to the Synergy Between Suppliers and Operators
04:08 Stephanie's Journey in Property Management
06:42 The Challenges of Tech Adoption in Property Management
10:08 Transitioning from Operations to Supplier Side
12:47 Understanding the Dynamics of Marketing and Operations
15:59 The Importance of Data in Marketing
18:47 PERQ's Evolution and Marketing Intelligence Solutions
25:08 Empowering Marketers with Time and Insights
30:58 Consolidating Tools for Enhanced Efficiency
37:16 Transforming Lead Management and Nurturing
39:56 Key Questions for Demos
42:10 Personal Optimization Strategies
Learn more about PERQ: https://bit.ly/4bQrHqP
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

Join Janet Rosseth and Gunnar Blakeway-Wallen https://www.linkedin.com/in/gunnar-blakeway-walen/ as they explore budget optimization, marketing strategies, and innovative tactics in multifamily property management.

Gunnar shares his unique journey from arts to marketing, insights on budget planning, vendor relationships, leveraging AI and automation for success, and building out a marketing engine when there wasn’t one previously.

This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP
Chapters
00:00 Introduction to Budget Optimization
06:13 The Art of Marketing and Learning
09:24 Smart Investments in Marketing Budgets
11:49 Evolving Budget Writing Processes
15:17 Protecting Budget Essentials
19:28 Balancing Long-term Investments and Quick Wins
22:36 Building Credibility with Ownership
25:07 Choosing the Right Vendors
26:52 Ensuring Ad Spend Efficiency
30:05 Marketing Strategies for Real Estate
30:48 The Role of Reputation in Marketing
31:40 Brand Storytelling and Its Importance
33:19 SEO and Digital Marketing Tactics
35:06 Learning from Competitors
36:52 Innovative Marketing Approaches
39:44 Adapting to Market Changes
43:26 Empowering Teams in Marketing
46:42 The Importance of Brand Voice
49:12 Advice for New Marketers
50:56 Daily Practices for Improvement

This Episode is brought to you by PERQ.
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.
To learn more about PERQ: https://bit.ly/4bQrHqP
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!

📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

#budgetoptimization #multifamily #multifamilymarketing

In this episode of Optimized!, Katie Nelson https://www.linkedin.com/in/katie-nelson-69597a5/ from Lustra Multifamily Consulting shares expert insights on optimizing marketing budgets, performance-driven strategies, and building a strong brand foundation in multifamily property management.
Main Topics:
- Building intentional, flexible marketing budgets with contingency planning
- The importance of analyzing fees and transparency to increase trust and lead quality
- Leveraging the marketing funnel, brand foundation, and reputation for sustained success
- How to protect performance levers like leasing velocity, lead quality, and rent integrity during budget tightening
- Practical tips for social listening and reputation management in a competitive market
Chapters
00:00 Introduction to Optimizing Marketing Budgets
04:03 Building Budgets with Intentional Flexibility
06:44 The Importance of Fee Transparency
09:53 Understanding the Marketing Funnel
15:52 Branding as a Foundation for Trust
21:02 Making Marketing Dollars Work Harder
28:12 The Importance of Brand Consistency
29:07 Understanding Renter Psychology
31:11 Adapting Marketing Strategies
33:51 Protecting Rent Integrity
38:36 Evolving Marketing Tactics
41:38 Reputation as a Strategic Asset
48:05 Optimizing Marketing for Better Performance
This Episode is brought to you by PERQ.
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.
To learn more about PERQ: https://bit.ly/4bQrHqP
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#Optimized #Multifamily #MMN #BudgetStrategy #MultifamilyBudget
#MultifamilyInvesting #MarketingEfficiency #ROIOptimization

In this episode, Janet Rosseth interviews Jess Tierney https://www.linkedin.com/in/jltierney/ from Verifast https://www.linkedin.com/company/getverifast/ to explore innovative solutions in fraud detection within the multifamily industry.
Jess shares her journey from property management to proptech innovation and Verifast’s unique approach to transparent and configurable screening that reduces fraud and provides valuable data insights for operators.
The conversation dives into how data influences marketing strategy and applicant quality, the significance of bank data linking for fraud detection, best practices for pilots, and future industry trends and advice for operators on screening policies.
Chapters
00:00 Introduction to VeriFast and Fraud Challenges
02:43 Jess Tierney's Journey in Property Management
06:33 VeriFast's Unique Approach to Screening
10:40 Data-Driven Insights for Property Managers
14:26 Understanding Fraud and Its Impact
18:41 The Cost of Fraud in the Industry
20:48 Optimizing Marketing with VeriFast
22:29 Understanding Fraud Detection Tools
25:03 Analyzing Applicant Behavior
26:41 Navigating Difficult Conversations
28:35 Reporting Fraud and Blacklisting
29:53 Future of Fraud Protection
31:44 Data-Driven Decision Making
34:02 Pilot Testing Screening Tools
36:52 Return on Investment in Fraud Prevention
38:33 Optimizing Daily Performance
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#Optimized #Multifamily #MMN #MultifamilyFraud #fraudprotection #PropTech

In this episode, Anne Baum https://www.linkedin.com/in/annebaum1/ from Town Properties shares how data-driven strategies and KPIs can transform the resident experience in multifamily. Discover practical insights on measuring brand, improving resident satisfaction, and leveraging AI tools for better decision-making.
Chapters
00:00 Introduction to the Resident Experience
04:56 Data-Driven Insights on Resident Experience
09:50 Measuring the Resident Journey
17:05 Focus Groups and Resident Feedback
24:40 Ownership of the Resident Experience
27:47 Enhancing Resident Engagement
29:44 Measuring Success: Satisfaction and Community
31:05 Linking Improvements to Financial Metrics
33:18 Sustaining Progress: Year Two Plans
35:45 Building Trust Through Communication
39:54 Data-Driven Insights for Resident Experience
44:27 Aligning Brand and Resident Experience
This Episode is brought to you by PERQ.
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.
To learn more about PERQ: https://bit.ly/4bQrHqP
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#Optimized #Multifamily #MMN #residentexperience #CX

In this episode, Lisa Moore https://www.linkedin.com/in/lisa-moore-4a076827 from GoldOller https://www.linkedin.com/company/goldoller-real-estate-investments/ shares insights on creating a long-term, engaging resident and employee experience, leveraging technology, and fostering a supportive company culture. Discover how GoldOller's innovative approach enhances retention, brand loyalty, and operational success.

Chapters
02:21 Lisa Moore's Background and Role at GoldOller
04:22 GoldOller's Presence at NAA Conference
07:36 Defining the Resident Experience and Ownership
09:04 The Role of Technology in Resident and Employee Experience
12:17 Measuring Success and Retention Impact
21:41 Long-term Employee and Resident Growth Strategies
27:22 Handoff and Resident Engagement Through Tech
36:31 Continuous Improvement and Tech Optimization
38:36 Daily Practices for Energy and Success

This Episode is brought to you by PERQ.
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.
To learn more about PERQ: https://bit.ly/4bQrHqP

🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!

📰 Sign up at https://multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#Optimized #Multifamily #MMN #PropertyManagement #MultifamilyInnovation #CX #residentexperience

Join Janet Rosseth https://www.linkedin.com/in/janetrosseth/ in a deep dive with Melania Armenta https://www.linkedin.com/in/melaniaarmenta/ from Gallery Residential as they explore innovative resident experience programs, including the impactful Artist in Residence initiative, and how these efforts are transforming multifamily communities.
This Episode is brought to you by PERQ.
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.
To learn More about PERQ https://bit.ly/4bQrHqP
Chapters
03:53 The Role of Creative Strategy in Resident Engagement
06:44 Gallery Residential's Unique Approach to Community Culture
09:47 The Artist in Residence Program Explained
12:56 Engaging Residents Through Unique Events
15:51 Feedback and Impact of the Artist Program
19:00 Success Stories and Performance Metrics
23:06 Enhancing Resident Experience Through Art
25:42 Navigating the Artist-Client Relationship
27:39 Celebrating Wins and Overcoming Challenges
30:15 Measuring Success: ROI in Art Programs
32:46 Starting Your Own Resident Engagement Initiatives
36:03 Personal Growth: The Power of Meditation
🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations!
📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#ResidentExperience #ArtinResidence #CXStrategies #CustomerSatisfaction #CompanyCulture #MultifamilyLeadership #PropertyManagement