Optimized: A Marketing Performance Podcast

In this episode of Optimized, host Janet Rosseth and guest Julese Dortch https://www.linkedin.com/in/jdortch/ delve into the intricacies of portfolio marketing within the multifamily sector. They explore Julese's journey from retail to multifamily marketing, the importance of understanding marketing responsibilities, and the critical role of reputation management. The conversation emphasizes the need for internal audits, building trust with teams, and the significance of user experience. They discuss various marketing team structures, the necessity of leading by influence, and strategies for scaling marketing efforts effectively. The episode concludes with practical tips for marketers, including the use of project management systems and the importance of quantifying marketing efforts.

Chapters
00:00 Introduction to Portfolio Marketing
03:43 Journey into Multifamily Marketing
06:25 Transitioning to Marketing Roles
09:44 Understanding Marketing Responsibilities
12:37 The Importance of Reputation
15:29 Conducting Internal Audits
18:36 Building Credibility with Facts
21:38 User Experience and Marketing
24:45 Marketing Team Structures
27:29 Leading by Influence
29:48 Building Trust Through Community Engagement
33:17 Scaling Effectively in the First Year
39:10 Creating Efficient Processes with Ticketing Systems
47:09 Maximizing Productivity and Creativity
49:59 Finding Daily Inspiration and Resetting Mindset

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#CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

In this episode of the Optimized podcast, host Janet Rosseth welcomes Justin Godwin, https://www.linkedin.com/in/justinmgodwin/ Director of Marketing Strategy and Innovation at Cushman & Wakefield, to discuss the evolving landscape of marketing in the multifamily sector. The conversation kicks off with Justin sharing his journey into the industry, which began nearly two decades ago when he stumbled into a marketing role while signing a lease. As the discussion unfolds, Justin highlights the critical role of marketing in driving qualified leads and enhancing the on-site experience, emphasizing the need for a synergistic relationship between marketing and operations to build trust and improve resident experiences.

The episode delves into the restructuring efforts Justin has undertaken within his marketing department, aimed at creating a more proactive and efficient team. He explains how Cushman & Wakefield's marketing team, despite being lean, is focused on delivering high-quality service across a vast portfolio. Justin shares insights on the importance of auditing processes, establishing clear communication channels, and leveraging vendor relationships to streamline operations. The conversation wraps up with Justin discussing his approach to personal growth and leadership, emphasizing the significance of setting realistic priorities and fostering a culture of continuous learning within his team.

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Chapters
00:00 Introduction to Portfolio Management for Marketers
02:30 Justin's Journey into Multifamily Marketing
04:32 The Evolving Role of Marketing in Multifamily
05:08 Restructuring the Marketing Department
12:24 Balancing Work and Restructuring
21:08 Streamlining Transitions and Onboarding
27:16 The Importance of Quality Data
28:48 Innovative Training Methods for Marketing Teams
31:06 Leveraging Vendor Partnerships for Training
32:44 Restructuring Marketing for Better Support
35:18 Balancing Marketing Efforts Across Properties
37:07 A Holistic Approach to Marketing Challenges
39:20 Implementing a New Marketing Structure
46:02 Justin's Unpopular Opinions in Marketing

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In this episode of Optimize, host Janet Rosseth speaks with Josh Hinchley, https://www.linkedin.com/in/joshhinchley/ VP of Leasing and Marketing at Sentinel Properties, about the intricacies of multifamily marketing. They discuss Josh's journey in the industry, the role of marketing in property management, and the importance of collaboration with on-site teams. The conversation also covers key performance indicators, the four P's of marketing strategy, and innovative initiatives like concierge services to enhance resident experience. Josh shares valuable insights for new marketers and emphasizes the importance of continuous learning and networking in the industry.
Chapters
00:00 Introduction to Portfolio Management for Marketers
08:48 Understanding Sentinel's Portfolio and Business Structure
14:50 Scaling Marketing Efforts with On-Site Teams
21:59 Engaging Prospects Through Personalization
27:37 Refreshing Marketing Strategies for Modern Needs
35:49 Advice for New Marketers: Continuous Learning and Networking
🔔 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!
#CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

Find it here! The unofficial, unscripted recap of 2025 with MMN! Host Janet Rosseth turned the mics on MMN founder Mike Brewer, and VP of Marketing & Sales, Jennifer Carter to discuss what has evolved - including the increase in podcast hosts, the importance of community and relationships in the industry, and the strategies for sponsorship and marketing. The conversation also highlights the significance of authentic conversations and the role of influencers in shaping the industry. Looking ahead to 2026, they share plans for new initiatives and events, emphasizing the importance of collaboration and storytelling.
00:00 Introduction to Multifamily Media Network
03:39 Growth and Evolution of the Network
06:28 The Role of Hosts and Their Impact
09:28 Sponsorship and Partnership Opportunities
12:22 Podcast Palooza and Event Highlights
15:29 Influencer Dynamics in the Industry
18:28 Authenticity in Podcasting
21:20 Reflections on the Year and Future Goals
28:52 Unpacking Industry Insights
30:29 Surprises and Unexpected Successes
32:29 Emerging Voices in the Industry
34:23 Hosts and Guests: New Dynamics
38:02 Vision for 2026: Expanding Horizons
41:14 Building Relationships and Community
45:24 Sponsorship Opportunities and Strategies
🔔 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 www.multifamilymedianetwork.com to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

In this episode of Optimized, host Janet Rosseth speaks with Amy Baricelli, SVP of Sales Acceleration at RR Living, about the evolving landscape of marketing in the multifamily housing industry. They discuss the importance of structuring marketing departments to be proactive, the integration of AI in marketing strategies, and the need for continuous training and data-driven decision-making. Amy shares insights on how her team focuses on enhancing resident experiences and the critical feedback loops between marketing and operations. The conversation also touches on personal optimization and the future trends in marketing.
00:00 Introduction to Marketing Evolution
03:51 The Role of Sales Acceleration in Marketing
06:45 Amy's Journey in the Marketing Industry
09:46 Insights from the Blueprint Conference Roundtable
12:48 The Changing Landscape of Marketing Accountability
15:51 The Technical Side of Marketing
18:56 Aligning Operations and Marketing Teams
21:48 The Structure of the Acceleration Team
26:37 Navigating Post-COVID Sales Strategies
27:35 Measuring Success Across Teams
29:05 Future Planning and Adaptation
30:02 The Evolving Role of Content and AI
32:54 The Importance of Resident Experience
34:11 Continuous Learning and Team Development
36:24 Data-Driven Marketing Strategies
40:57 Personal Optimization and Leadership
45:05 Connecting with the Audience
🔔 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 www.multifamilymedianetwork.com to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

In this episode of Optimized, host Janet Rosseth speaks with Mark Cukro, a maintenance expert and consultant, about the critical relationship between marketing and maintenance in the property management industry. They discuss Mark's extensive experience in the field, the importance of training for maintenance teams, and how personal experiences, such as an apartment search with his daughter, highlight the significance of customer service.
00:00 Introduction to Maintenance and Marketing Synergy
03:56 Mark Cukro's Journey in the Industry
06:52 The Importance of Training in Maintenance
09:51 A Personal Experience: Apartment Hunting with My Daughter
12:42 First Impressions Matter: The Tour Experience
15:52 The Impact of Staff Interaction on Prospective Renters
19:01 Finding the Right Fit: The Search for an Apartment
21:41 The Power of Genuine Customer Service
24:50 Navigating the Rental Process: Challenges and Solutions
27:43 The Role of Reviews and Online Presence
30:51 The Future of Customer Engagement in Rentals
32:26 The Importance of Personal Touch in Leasing
33:32 Building Brand Through Service Teams
36:16 Creating Community Connections for Renters
38:31 Insights from the Swift Bunny Survey
43:59 Managing Interruptions in Maintenance
47:22 Training for Impactful Resident Experiences
51:47 Celebrating Success in Maintenance Teams
57:27 Optimizing Personal Growth and Discipline
🔔 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 www.multifamilymedianetwork.com to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

In this episode of Optimized: A Marketing Performance Podcast, host Janet Rosseth sits down with Nicholas Putz, Director of Marketing at Wanguard Partners and Chair of their AI & Technology Committee. Together, they unpack how artificial intelligence is transforming multifamily marketing—from prospect engagement to data governance.
Nicholas shares how the next era of search, powered by AI tools like ChatGPT and Gemini, is shifting the way residents discover properties, and why marketers must prepare now for this new landscape. They also discuss the balance between curiosity and skepticism when adopting new tools, the importance of internal guardrails to protect data, and how operators can future-proof their strategies.

What happens when a seasoned hospitality leader steps into the world of multifamily marketing? 🌐 In this episode of Optimized, host Janet Rosseth sits down with David Keinert, https://www.linkedin.com/in/dkeinert/ Executive Vice President at Aeon, to unpack how marketing drives transformation — not just in business, but in people and culture.
From navigating organizational change to redefining the customer experience in affordable and nonprofit housing, David shares how strong leadership, clear communication, and data-driven marketing can bridge the gap between departments and move companies forward. You’ll also hear how AI and continuous learning are reshaping the future of marketing in multifamily.
Whether you’re a marketing professional, team leader, or part of a mission-driven organization, this episode is packed with practical wisdom and forward-thinking strategies for thriving through change.
🎙️ In This Episode, We Cover:
✔ Why marketing is central to leading successful change in multifamily organizations
✔ What challenges arise when adapting strategies for nonprofit and affordable housing
✔ The rise of AI is transforming marketing and redefining performance optimization
✔ How continuous learning and cross-department communication fuel organizational success
💡 Are you ready to rethink how marketing drives change?
🎧 Tune in now to hear how David Keinert blends leadership, learning, and innovation to optimize every level of performance.
👉 Click subscribe @MultifamilyMediaNetwork on YouTube and stay up to date on our vast network of multifamily professionals hosting podcasts on all the industry hot topics!
🌐 Visit www.multifamilymedianetwork.com
to sign up for our newsletter and browse our extensive library of podcasts and blogs from today’s multifamily leaders!
💬 Join the Conversation!
Share your takeaways and tag us with
#OptimizedPodcast #MultifamilyMarketing #Leadership #ChangeManagement #CustomerExperience #AIInMarketing #NonprofitHousing #PerformanceOptimization #MarketingLeadership

What makes student housing more than just a place to sleep? 💡 It’s about creating a community where students feel seen, supported, and inspired. In this episode, host Janet Rosseth sits down with Alyson Fitzpatrick https://www.linkedin.com/in/alyson-fitzpatrick/ of Subtext Student Housing to dive deep into what makes student living unforgettable — from innovative branding to wellness-focused resident experiences.
With over 15 years of experience in student and multifamily housing, Alyson shares how Subtext has turned move-in day into a “wow” moment, how they keep up with evolving marketing trends, and how focusing on wellness and community keeps residents coming back. Whether you’re a marketer, property operator, or housing professional, this episode will inspire you to rethink what “home” means for today’s students.
🎙️ In This Episode, We Cover:
✔ Why focusing on resident experience is key to retention and brand success.
✔ What Subtext is doing differently to make move-in day memorable and stress-free.
✔ The wellness and engagement programs driving higher satisfaction in student housing.
✔ How on-site student teams bring authenticity and energy to marketing and operations.
💬 Ready to learn how to turn housing into a holistic experience?
👉 Tune in to this episode of Optimized and discover how Subtext is shaping the future of student living!
👉 Click subscribe @MultifamilyMediaNetwork on YouTube and stay up to date on our vast network of multifamily professionals hosting podcasts on all the industry hot topics!
🌐 Visit www.multifamilymedianetwork.com
to sign up for our newsletter and browse our extensive library of podcasts and blogs from today’s multifamily leaders!
🔗 Join the Conversation!
Share your thoughts with us using
#OptimizedPodcast #StudentHousing #ResidentExperience #PropertyMarketing #SubtextLiving #LeasingStrategy #Branding #WellnessAtWork #MultifamilyMarketing

What can running teach us about leadership? And how can the right technology transform the way we approach property management?
In this episode of Optimized, host Janet Rosseth sits down with Alyssa Crinieri, VP of Sales at Elevate OS, to explore the unexpected parallels between endurance running and leading in the multifamily industry. Alyssa shares her personal journey, the role mindset plays in success, and how Elevate OS is redefining client satisfaction and resident retention with innovative, people-first technology.
It’s a conversation about resilience, accountability, and the future of property management you won’t want to miss.
🔑 What You’ll Learn in This Episode:
-Why running can teach us powerful lessons about resilience and leadership.
-What Elevate OS is doing to simplify and elevate property management.
-The app improves resident satisfaction and retention through streamlined experiences.
-How mindset and accountability shape both personal growth and professional success.
👉 Tune in now to hear Alyssa’s inspiring journey and discover how leadership, technology, and mindset come together to drive transformation. Stay Optimized!
🔔 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 www.multifamilymedianetwork.com to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!
#OptimizedPodcast #MultifamilyIndustry #ElevateOS #Leadership #RunningAndLeadership #PropertyManagement #TechForGood #ClientSuccess #ResidentExperience #MindsetMatters