The Lease-Up

Every multifamily company varies in how it integrates technology

Steeg brings almost 30 years of professional experience in the real estate industry, previously working at Reach by RentCafe and other multifamily companies. In her current role Steeg is responsible for the oversight of the strategic direction of the company’s marketing efforts. She also ensures that the Waterton brand voice is cohesive across all platforms.

Now, Steeg is working on integrating a more centralized approach to her marketing and navigating the ways in which automation and AI impact Waterton. From the career pipeline to property websites to the resident experience, these systems and platforms are having an impact on almost every aspect of the company.

Tune in to hear Rothberg and Steeg chat about:

·        How Steeg got to her current role at Waterton (1:00)

·        Where luxury retail marketing experience overlaps with multifamily (2:00)

·        The two platforms she utilizes and how they’re leading to quicker move ins (4:00)

·        Automation and AI in property websites and a mobile-first experience (7:45)

·        Why Steeg may or may not consolidate systems in the future (10:45)

·        How Waterton is using a CRM to help onsite and leasing teams (12:35)

·        The process of integrating a centralized approach and its impact internally (14:50)

·        An all-user interface upgrade and what that means (19:20)

·        How the resident experience is impacted by these systems (21:40)

·        Technology’s effects on the lead to lease funnel (25:30)

Welcome back to Management Diaries, MHN’s property management podcast, where we bring you new trends, innovative strategies and real-world insights from industry experts on everything from increasing NOI to creating vibrant communities.

In this episode, I welcomed Jacqueline Rogers, chief communications and operating officer at Capital Square.

Rogers provided an overview of her company’s expansion into property management and emphasized the importance of understanding your brand identity and clearly defining the relationship between your sub-brand and main brand as a critical first step.

Here are some highlights from our conversation:

Returning to Multi-Housing News’ quarterly podcast

Wilson Géno holds more than 30 years of experience in the housing industry. Having served counsel both in-house and outside for various organizations, she is well versed in housing law and policy, government and non-government contracts, nonprofit organizations, legislation and policy around affordable housing and more.  

In this episode, Wilson Géno and Multi-Housing News Associate Editor Jordana Rothberg discuss legislation and policy that Géno remains hopeful about, what building codes need to change to free up multifamily developers, changing renter sentiment and much more.

Follow along as the two dive into:

·        How the outlook for multifamily has shifted since Q1 (1:00)

·        What 2024 has held so far in terms of legislation and policy (3:45)

·        What Wilson Géno is remaining hopeful for prior to the election (6:45)

·        Shifting renter preferences and what they mean for multifamily (8:00)

·        The importance of investing in the perception of

·        Increasingly restrictive building codes and how they drive challenges (13:45)

·        What might ease the difficulties that building

·        How NMHC is educating multifamily about codes

·        What the rest of 2024 might hold (20:20)

Recorded July 2, 2024

As regional banks continue to pull back—and capital for new development becomes scarcer and more expensive—more borrowers are looking outside traditional capital sources, with alternative lending becoming more of a complement to conventional financing sources.

"There’s a lot of market inefficiency that borrowers are seeing, and alternative lenders are really stepping in to fill that gap," Sandra Ferenz, managing director, portfolio manager & product strategy with Trez Capital, told Multi-Housing News Senior Editor Laura Calugar in this Mission Success: Women in Multifamily podcast episode.

Tune in for the entire conversation!

Sometimes in multifamily, building one cohesive brand means building a thousand smaller ones. For Greystar, each of its communities is a brick in the foundation of the overall company’s story. In this episode of Top Marketers, Scott Berka, senior managing director of brand and customer experience, talks about how the Greystar Family of Brands came to be.

In his current role, Berka heads up consumer and property brand strategy for Greystar as well as its global portfolio of brands. He also partners with operations and technology teams to provide strategic oversight for customer experience as well as oversees the Greystar website and social media presence.

Berka has been with Greystar since 2019. During his tenure, the company has developed an initiative that it hopes will turn the company into a common renter-household name. In a conversation with Multi-Housing News Associate Editor, Jordana Rothberg, Berka explains why and how the vision came to be.

Tune in to hear about:

·        How Berka got to multifamily marketing in the first place (1:10)

·        What the Greystar Family of Brands really is (4:25)

·        How the hospitality industry helped to inspire the idea (6:10)

·        The kickoff and launch process of Family of Brands (7:05)

·        Consumer research that made the difference (10:35)

·        Integrating the branding process for Family of Brands into the larger Greystar vision (12:30)

·        Berka’s favorite brand to talk about (15:30)

·        How Greystar aims to build and change its relationship with consumers (19:10)

·        Actionable steps Greystar is making to become a household name (24:20)

·        What renters can look forward to (26:30)

·        Marketing goals that Berka hopes these initiatives hit (28:00)

As the property management landscape continuously evolves, effective leadership during times of change becomes paramount. Whether you're dealing with market fluctuations, technological advancements or shifts in roles

Creating a culture of resilience involves staying agile and

In this episode of Management Diaries, Jones joins

Here's a preview of what they talked about:

A study recently released by the National Apartment Association found that rent control leads to a reduction in housing quality. The research examined the empirical link between the quality of housing and rent control penetration, and one of the main conclusions of the analysis is that the increase in the number of rental homes that are subject to rent control in a particular community is strongly correlated to increasing reports of housing inadequacy, interior deficiencies and neighborhood problems.

The ⁠rising demand for student housing⁠ has pushed developers and designers to think outside conventional solutions and come up with mixed-use developments or even innovative construction strategies to tackle costs.

In this podcast episode of Student Housing Unlocked MHN Associate Editor Olivia Bunescu explores current design trends shaping the sector, how are architects building communities faster and the surge of mixed-use properties with BKV Group’s Managing Partner and Senior Design Leader Jack Owen Boarman.

Tune in for the discussion!

Construction industry veteran Helena Finley started in the hotel business and got her first experience in multifamily 25 years ago. Among site visits, project budgets and everything that goes into her managing director & executive vice president role at EMBREY, she still finds time for an activity that has not only brought her lots of satisfaction, but it also helps her relax.   

Tune in to learn about what construction and adventure races have in common!

Digital advertising has come a long way. From the times of low regulation and plenty of data to a digital awakening and an increase in competition, marketers have had to stay on top of a drastically shifting landscape. And through it all, Noah Echols, vice president of customer experience, The RMR Group, has aligned his strategies to stay on top.

In his current role, Echols heads up creative marketing strategies for the company’s corporate and property brands. He brings more than 17 years of experience in the digital transformation space working in industries including finance, real estate and retail. Echols has worked for CARROLL, recently acquired by The RMR Group, for more than 6 years.

Together with Jordana Rothberg, associate editor, Multi-Housing News, Echols delves into where his strategies have had to change. And as a result, Echols talks about how an award-winning campaign came to be.

Listen in as Rothberg and Echols talk about:

·        Echols’ path into multifamily marketing (1:00)

·        The multifamily marketing industry when Echols stepped on the scene (3:30)

·        How digital advertising transformed through the pandemic (5:00)

·        Echols’ strategies during a transformative time for marketers (7:25)

·        Data first, marketing second (9:30)

·        How new technology impacts what renters respond to (10:10)

·        Why marketing is moving towards a more multichannel approach (12:50)

·        The Sounds of Summer 2022 campaign and what Echols regrets (14:15)

·        Sounds of Summer 2024 and what’s different this time around (19:50)

·        The marketing goals of the campaigns (21:40)