THE DIGIBLE DUDE

What started as a way to build stronger resident communities is now helping multifamily properties get discovered in an entirely new way. In Part 2, Reid continues his conversation with Ben Pleat, CEO and Co-Founder of CobuAI, to explore how authentic resident-generated content is helping properties improve their AI search visibility, build trust, and stand out as renters turn to platforms like ChatGPT to find their next home.

The conversation digs into AI mentions versus citations, the growing importance of authentic resident experiences, and how Cobu AI is turning community engagement into measurable marketing value. Ben also shares real-world examples of properties improving their visibility in AI-powered search and explains why the next competitive advantage in multifamily may come from something operators already have: the people who live there.

A strong sense of community can do more than improve the resident experience. It can become one of a property's biggest marketing advantages. In Part 1, Reid sits down with Ben Pleat, CEO and Co-Founder of CobuAI, to discuss how building meaningful connections between neighbors can improve resident retention, create more authentic property experiences, and help communities stand out in an increasingly competitive multifamily market.

The conversation also explores the story behind CobuAI, the growing challenge of loneliness, and why creating a sense of belonging takes more than offering great amenities. From resident engagement and community culture to the growing influence of AI-powered apartment searches, Ben shares how authentic resident experiences can help properties build trust, strengthen their online presence, and position themselves for a major shift in how renters discover their next home.

As AI changes where renters search, it's also challenging how multifamily marketers measure success. In Part 2, Reid continues his conversation with Shawn Mullahy, CEO of Zumper, to discuss what AI-powered discovery means for traditional apartment listing platforms and why visibility may become just as important to measure as leads and conversions. From the evolving roles of Zillow, Apartments.com, and Apartment List, to the challenges of attribution, Shawn and Reid explore how the industry may need to rethink the value of getting a property in front of prospective renters.

The conversation also digs into how Zumper is putting AI to work behind the scenes, from accelerating product development to building smarter workflows and more connected business intelligence. Shawn shares why the goal isn't simply to do more with less, but to create better experiences and new opportunities for growth. It's a look at how AI could change not just the way apartments are marketed, but the way the companies serving multifamily operate.

Apartment discovery is changing, and the properties that don't adapt could find themselves harder to find. In Part 1, Reid sits down with Shawn Mullahy, CEO of Zumper, to discuss how AI-powered search is reshaping the renter journey and why multifamily marketers need to think beyond traditional lead generation. From Zumper's evolution as a listing marketplace to the growing importance of Google Business Profiles, reputation, and social proof, Shawn shares what it takes to stay visible as renters discover and evaluate communities in new ways.

The conversation also explores declining lead volume, the potential for fewer but more qualified prospects, and why AI could create a widening gap between properties that get discovered and those that don't. As the path from apartment search to signed lease becomes more efficient, Shawn and Reid discuss why clean data, differentiated content, and a willingness to adapt could make all the difference.

The right people can change the trajectory of your career. In Part 2, Reid continues his conversation with Leslie Mathis to explore the role coaching, mentorship, and honest feedback have played in her growth as a multifamily leader. Leslie shares why investing in professional coaching became one of the most valuable decisions she made and what she looks for in the people she trusts to challenge her.

The conversation also digs into finding truth tellers, building a personal board of advisors, learning when to say no, and creating opportunities for the next generation of multifamily leaders. Leslie and Reid also explore how people across the industry can help build stronger leaders across the industry, and why real growth often starts with surrounding yourself with people willing to tell you what you need to hear.

Creating a meaningful space for women in multifamily takes more than putting people in a room. In Part 1, Reid sits down with Leslie Mathis, Founder of Streamline Multifamily Group and EmpowHER Multifamily, to discuss why she created EmpowHER and how it has evolved into an experience centered on connection, professional growth, and women supporting women.

Leslie shares how feedback has shaped the conference, why she prioritizes substance over surface-level networking, and the intentional details that make EmpowHER different. From financial education and AI to finding your voice in the boardroom, the conversation explores what happens when women at every stage of their careers have a space to learn, connect, and grow together.

AI can make marketing faster and more efficient, but only if the foundation underneath it is solid. In Part 2, Reid continues his conversation with Scott Hill, CEO and Co-Founder of PERQ, to discuss how AI is changing multifamily marketing, from reporting and attribution to team efficiency, technology development, and the way prospects discover properties.

The conversation also explores the future of point solutions versus end-to-end platforms, responsible AI adoption, quality assurance, and the growing influence of AI search on the renter journey. As prospects gain faster ways to narrow their options, Scott and Reid unpack what that could mean for property websites, lead flow, and the marketers working to make sure their communities are visible wherever renters choose to search.

Marketing metrics only matter if they connect back to real business outcomes. In Part 1, Reid sits down with Scott Hill, CEO and Co-Founder of PERQ, to discuss why multifamily marketers need better visibility into what’s actually driving leads, tours, applications, and leases. From fragmented data to disconnected vendors, Scott shares how PERQ is working to make marketing performance easier to measure and improve.

The conversation also explores attribution, website conversion, digital advertising, reporting, and the challenge of separating meaningful outcomes from vanity metrics. Scott and Reid dig into why clean data is the foundation for smarter decision-making and how a more connected marketing approach can help operators understand where their dollars are actually making an impact.

Creating more content isn’t necessarily the answer. Creating content that people and AI can actually trust is. In Part 2, Reid continues his conversation with Digible’s Kristen Powers and Cherry Johnson to explore how content strategy is changing as AI becomes a bigger part of the renter search journey.

The conversation digs into schema, AI-generated content, Reddit, authority and trust, and how LLMs decide which properties and sources to surface. They also look ahead at what happens as apartment search becomes more efficient and renters have fewer reasons to browse dozens of properties. For multifamily marketers, the opportunity is getting clearer: make your property easy to understand, easy to validate, and difficult for AI to overlook.

The rules of search are changing, and multifamily marketers need to change with them. In Part 1, Reid sits down with Digible’s own Kristen Powers and Cherry Johnson to discuss how traditional SEO is evolving alongside generative engine optimization (GEO) and why strong SEO fundamentals are still the foundation for showing up in an AI-driven search experience.

The conversation explores what matters most for SEO today, from technical site health and content to reviews, social proof, and Google Business Profiles. Kristen and Cherry also dig into the growing role of FAQs and why giving renters clear, useful answers on your website can help properties build visibility across both traditional and AI-powered search.