In this episode of Riffing with Reid, Reid sits down with Ian Hay,Senior Account Manager at Digible to explain why account management is the missing link in multifamily marketing performance.

They break down how great account managers translate digital marketing data into real leasing outcomes, why clicks and CTR don’t tell the full story, and where attribution breaks inside multifamily tech stacks.

The conversation shows how marketing only works when data, CRM insights, and leasing reality are aligned.If multifamily marketing looks good on paper but leasing lags behind, this episode explains why.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

(00:00) Preview

(00:34) Inside Digible’s account management philosophy

(01:53) Ian’s background in analytics and multifamily marketing

(03:00) Turning complex data into clear client stories

(06:50) Connecting digital metrics to real leasing outcomes

(09:36) Why benchmarks need context at the submarket level

(12:07) Visibility vs clicks in the AI-driven renter journey

(13:40) The attribution problem no one talks about

(18:24) Why zooming out matters more than obsessing over CPAs

(21:19) How AI is reshaping apartment search behavior

(24:07) Rethinking media mix: search, video, and TikTok

(27:37) How to measure TikTok without last-click attribution

(31:37) Budgeting and stair-stepping TikTok experiments

(35:30) What actually works in multifamily TikTok creative

(43:51) Community, UGC, or leasing teams: what converts best

(49:06) Creative testing when budgets and assets are limited

(53:00) Using AI in creative without losing authenticity

(56:48) Total monthly leasing price and what changes in 2026

(01:02:00) Transparency as a long-term marketing advantage

A highlight reel of the best moments from The Digible Dudes and Riffing with Reid in 2025.

Key conversations, sharp insights, and standout clips from a year of real talk on marketing, growth, and the multifamily space.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

(00:00) Zillow x Redfin's $100M Partnership

(04:21) AI In Multifamily Management

(06:18) Managing Vendor Partnerships in Multifamily

(14:41) Paid Media Strategy for Multifamily Marketers

(21:31) Building Canada's Most Innovative Rental Communities

(25:07) 10 Multifamily Principles

(38:00) Building a Brand Ecosystem

(42:14) Redefining Resident Experience With AI

(49:27) Multifamily Marketing Strategies

People don’t buy products, they buy people, stories, and values.

In this episode of the Digible Dudes podcast, Reid sits down with Darren Lee to explore how authenticity, personal brand, and human connection drive real growth across multifamily real estate and modern businesses.

The conversation breaks down why standing out in crowded multifamily markets is less about amenities and more about identity, community, and warmth. Darren explains how leaning into imperfections, personal journeys, and clear values helps brands create emotional connection and long term loyalty, even when properties or products look similar on the surface.

They also dive into content led growth, brand ecosystems versus traditional funnels, and how marketers can evoke emotion by saying what is often left unsaid in the market. Real world examples show how community, geography, and culture can become powerful differentiators for apartment brands and service based businesses alike.

Digible:⁠ https://digible.com/ 

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

How to Fix Your Multifamily Marketing Strategy in 2026

In this episode of Riffing with Reid, host Reid sits down with Mitch Risdon, Senior Account Manager at Digible, to unpack how property level variables influence marketing results and why campaign performance can never be evaluated in isolation.

Mitch Risdon breaks down the hidden forces that shape lead volume and cost including occupancy trends, pricing fluctuations, concessions, competitive supply, on site operations, website conversion quality, and brand reputation. You will learn why marketers need a full funnel strategy, how to blend AI with human decision making, and how to use user generated content to cut through noise and improve authenticity across social.

Whether you are a property manager, regional, marketing strategist, or leasing professional, this episode gives you a clearer framework for analyzing performance, optimizing budgets, and improving demand without relying strictly on CPC and surface level metrics.

How do you evaluate the real drivers behind your marketing performance?

Share your perspective in the comments and subscribe to Riffing with Reid for more insights on multifamily marketing, paid media strategy, AI search, and brand performance.

Learn more about Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn more about Mitch Risdon: https://digible.com/team/mitch-risdon/

How to Use AI Search to Transform Your Multifamily SEO Strategy

In this episode of Riffing with Reid, host Reid sits down with Digible’s SEO team to unpack how AI is transforming the way renters search for apartments and what multifamily marketers must do to stay visible. From Google’s AI Overviews to answer engine optimization and generative search, the team explains what is changing, what is staying the same, and how property websites can finally compete with ILS giants.

You will learn why strong site fundamentals still matter, how schema helps search engines understand your property, and why FAQs, renter guides, and neighborhood content now play a key role in getting surfaced in AI driven experiences. The team also breaks down the biggest content gaps across the industry and shares practical tips for using video, structured data, and question based copy to increase visibility and conversions.

Whether you are a property manager, marketing director, or on site leasing professional, this episode gives you a clear roadmap for improving your organic presence and capturing more high intent traffic in an AI first world.

How are you adapting your SEO strategy for AI search?

Share your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, SEO, and the future of search.

Learn more about Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn more about Tammy Smith: https://digible.com/team/tammy-smith/

Learn more about Rachel Jackson: https://digible.com/team/rachel-jackson/

Why Email Is Still a Powerhouse for Multifamily Marketing

In this episode of Riffing with Reid, host Reid sits down with Digible’s Email Content Manager, Kaitlyn, to unpack why email is making a major comeback in multifamily, how operators can use it to drive more qualified leads, and what makes it one of the most effective (yet underused) channels in today’s media mix.

Caitlin breaks down everything from prospecting vs. retention to subject line strategy, send-time optimization, compliance challenges, list health, and the role AI will play in email creation and personalization. You’ll learn how to structure a high-performing campaign, how email pairs with channels like PMax and display, and how to measure what actually matters beyond vanity metrics.

Whether you’re a property manager, marketing leader, or on-site leasing professional, this episode gives you a practical, data-backed look at how email can strengthen your funnel, improve renter engagement, and support a more diversified and resilient marketing strategy.

How are you using email in your marketing right now?

Drop your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, performance strategy, and the future of AI-powered advertising.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn More About Kaitlyn Kocsis: https://digible.com/team/kaitlyn-kocsis/

Opiniion is transforming how multifamily teams understand and serve their residents. In this episode of the Digible Dudes podcast, Devin (CEO of Opiniion) shares how the company evolved from a simple online review tool into a full resident experience and feedback platform powered by AI, now supporting millions of units across thousands of communities.

We cover Opiniion’s founding story, the move from basic review generation into measuring the entire resident journey, and how they centralize data from tours, move-ins, maintenance, renewals, and move-outs. Devin also breaks down the acquisition of Rentgrata, how prospect conversations and referrals complete the picture, and why their ARI engine (Actionable Renter Insights) is becoming a core layer of “resident intelligence” for operators.

Devin and the hosts discuss the link between online reputation, star ratings, and occupancy, and what it really takes to move a property from struggling reviews to a 4.0 and above. They get into Good-Better-Best packaging, the tension between collecting feedback and driving real operational change, and how Opiniion uses AI to surface patterns and recommended actions while still keeping humans at the center of leasing and resident care.

If you want insights on resident experience, multifamily operations, online reviews, and how AI can actually help teams make smarter decisions instead of replacing them, this episode is a must-watch.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

Multifamily marketing does not work in a vacuum. In this episode of the Digible Dudes podcast, host Reid sits down with Leslie Mathis, founder of Streamline Multifamily, to unpack why campaigns fall flat when operations are not aligned, how to fix the disconnect between owners, operators, and agencies, and what great alignment looks like from concept to lease up.

We cover Leslie’s career journey and how she acts as a bridge between ownership and third party management, the market shift from easy leasing to tougher conditions, and the cadence required to win. Expect clear takeaways on weekly collaboration, shared goals, and educating stakeholders on what the data actually means so decisions are based on facts, not feelings.

Leslie also breaks down where to invest for real resident value, why access control and seamless experiences often beat in unit gadget upgrades, and how to rethink concessions by reallocating a portion into targeted marketing and storytelling. We get into training gaps across on site and regional teams, outdated reporting and KPIs, and how AI should enable teams to synthesize data and deliver actionable guidance rather than generic outputs.

If you want practical strategies to align marketing and operations, improve traffic quality, and turn insights into leases, this episode is a must watch for multifamily owners, operators, and marketers.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

Designing Customer Experience That Scales: How Multifamily Teams Blend Human Touch, Process, and AI

In this episode of Riffing with Reid, host Reid Wicoff breaks down what customer experience really means in multifamily marketing, how to measure it, and how to design it intentionally across people, process, and technology. You will learn why clarity beats complexity, where agility matters most, and how to use AI to create speed without losing the relationships clients value.

Reid covers everything from role-based expectations for owners, operators, and marketers to practical pillars like communication, clear definitions, flexible workflows, and cross-functional alignment. You will get actionable tactics to separate signal from noise in your CX metrics and to build internal enablement that scales great service.

Whether you are a property manager, marketing director, or operator, this episode gives you a simple, step-by-step blueprint to improve outcomes, reduce churn, and strengthen client trust as part of a modern multifamily marketing strategy.

What is your biggest CX opportunity right now?

Drop your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, customer experience, and AI-driven execution.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn More About Nate Brandt:

https://digible.com/team/nate-brandt/

Reid Wicoff, CEO and co-founder of Digible, is back with another solo riff… kind of. With David still clocking ultra-marathon miles and family time, Reid keeps the spinoff rolling with Riffing with Reid.

Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing.

This round, Reid tackles Principles 11 through 19 under a simple framework we all know and sometimes love to hate: Stop. Start. Continue.

Stop budgeting like it is 1999. Stop pacing campaigns evenly. Stop assuming your A/B tests are telling the truth.

Start educating yourself on fee transparency. Start benchmarking at the property level. Start following the page views to diagnose your funnel.

Continue exploring how ChatGPT and AI influence the renter journey. Continue marketing through the whistle to drive renewals. Continue hammering relentless differentiators that win search, tours, and leases.

This episode is equal parts actionable strategy and candid industry reflection.

Perfect for marketers, operators, and anyone serious about putting dollars where demand actually is.

Subscribe now, share your takeaways or disagreements, and get ready for the next principles coming your way.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Timestamps:

00:00 Preview & Intro

03:02 11: Stop Budgeting Like it's 1999

05:17 12: Pacing Campaigns Evenly

09:18 13: Stop Assuming Your Agency Is A/B Testing

12:08 14: Educate Yourself on Fee Transparency

13:56 15: Start Benchmarking Data at the Property Level

18:53 16: Following the Page Views

25:15 17: Continue Asking About ChatGPT (But Be Patient)

28:38 18: Marketing Through the Whistle

32:05 19: Continue Defining Your Differentiators