Advertise on podcast: Optimized: A Marketing Performance Podcast

Multifamily marketers are drowning in data, reports and repetitive tasks—and AI may be one way to get some of that time back.In this episode of Optimized!, Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Maria Stephens of Greystar to talk about using AI to turn hours of manual work into more time for strategy.Maria shares how she built AI-powered workflows with Claude to analyze renter journey data, spot marketing bottlenecks and deliver actionable insights faster. She also gets real about what it takes to make AI work: better prompts, constant iteration and focusing on the metrics that actually matter.Because AI can tell you where to look—but humans still have to decide what it means. Janet and Maria unpack the balance between automation and judgment, and why the real opportunity for multifamily marketers isn’t simply doing more with AI, but creating the capacity to do better work.Timestamps00:00 - Why multifamily marketers need more bandwidth01:00 - Maria Stephens' path from university to Entrata02:24 - Moving from vendor side to Greystar's operator side04:47 - Why Greystar's team restructure improved collaboration05:45 - The real work draining marketers' time07:07 - Repeating tasks, lagging reports, and reactive workflows09:26 - Why teams are building their own data systems11:31 - How the Claude skill audits the renter journey12:58 - Turning a week of work into an hour or two13:44 - Manual uploads today and Claude-powered dashboards later15:08 - Training Claude to think like the team16:26 - Six months of refinement and iteration19:30 - Why patience matters when building AI workflows21:46 - The risk of building dashboards in-house without clear goals23:53 - Why impressions are not enough for lease-up success25:22 - Full-funnel thinking across paid channels26:37 - The impact on consistency, capacity, and client support28:02 - Why human judgment still has to validate AI output29:42 - The danger of bad tracking numbers and false wins31:42 - What's next for Greystar's AI adoption33:17 - Leadership support and the AI in Action competition35:08 - Training, summits, and learning by doing37:37 - Advice for smaller teams and marketers without AI licenses40:38 - Maria's personal one percent better habit🔔 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 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.Timestamps00:00 - Janet introduces Derek Miller and the multifamily marketing foundations behind his LinkedIn series00:55 - Derek shares his background in multifamily, finance, and the value of stepping outside the industry03:40 - Why marketing is math and how Derek’s finance degree shaped his perspective04:38 - The early days of multifamily marketing and how the role has evolved07:18 - Derek’s LinkedIn series: the multifamily marketing operator08:10 - Why the full funnel matters beyond lead volume09:31 - Tracking show rate, application rate, move-ins, and net move-ins11:45 - Turnover costs, renewals, and why retention is part of marketing12:18 - Market-specific strategy in oversaturated markets like Huntsville15:00 - Why small rent growth often does not offset turnover cost16:10 - Website, SEO, and Google Business as owned storefront experiences17:09 - Why rented traffic stops the moment you stop paying for it18:05 - How SEO still feeds AI-driven search and discovery20:24 - Where ILSs still fit, and why overspending on them creates diminishing returns23:45 - Why strong foundations beat fad-dependent tactics25:53 - Using funnel data to guide spend and identify where leads are breaking down28:02 - Coaching different leasing styles and matching them to lead sources31:58 - Buying AI versus implementing AI across the renter journey33:13 - Mapping automations, touch points, and human intervention35:35 - The launch and leave it syndrome and why training still matters37:00 - Using AI to gather information so humans can personalize the experience38:46 - The future of marketing as human brand and in-person experience40:11 - The rollout question: what broke because no process changed or no journey was mapped41:15 - Why behavior shifts must happen alongside technology adoption42:24 - The need for feedback loops with on-site teams after implementation46:42 - Marketing as science, experimentation, and data-driven iteration47:53 - Data as the equalizer in team and executive conversations50:36 - 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 regulationImpact of data and industry shifts on marketingIngrain's solutions for unit-level data and fee transparencyThe cultural shift towards transparency in multifamilyThe role of technology and integrations in fee transparencyIndustry statistics on adoption and benefitsStrategies for educating teams and stakeholdersThe importance of trust and transparency as core valuesChapters00:00 Introduction to Jocelyn Quall and fee transparency01:57 Jocelyn's career journey in multifamily and proptech05:00 The rapid evolution of marketing data access08:00 The challenges and benefits of fee transparency11:58 Industry adoption statistics and market trends16:00 Impact of fee transparency on lead quality and conversions19:59 Cultural shift and organizational alignment for transparency30:04 Ingrain's solutions for unit-level data and fee transparency35:57 Educational resources and masterclasses for fee transparency40:00 Personal optimization and trust in professional lifeEngrain 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 systemsThe importance of data and attribution in marketing decisionsHow integrated tools improve lead quality and conversion ratesThe role of digital marketing and website optimizationStrategies for managing vendor relationships and technology stackThe impact of marketing on property management and leasing performanceThe process of implementing new marketing technology in a real estate portfolioThe benefits of partnership and seamless integration in marketingChapters00:00 Introduction and episode overview01:08 Jennifer Jacox's background and role at StuartCo.04:38 Andy Medley's introduction and perspective on industry evolution07:00 StuartCo.'s initial marketing challenges and team structure09:06 Streamlining marketing operations and vendor management12:03 Identifying gaps in lead generation and the role of Perk17:03 Implementing new conversion tools and website strategies23:08 Data-driven decision making and marketing ROI27:05 Lease expiration modeling and budget planning34:59 The decision to overhaul marketing technology and process40:02 Rapid implementation and results of new systems45:58 Team confidence and decision-making improvements50:00 Advice for marketers considering a system overhaulPERQ 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 campaignsReduce 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 technologyThe importance of data integration and analyticsHow marketing and operations can collaborate effectivelyPERQ's marketing intelligence platformSupplier relationships and tech stack evaluationConsolidation of marketing tools and systemsThe impact of technology on leasing performanceStrategies for marketing ROI and lead nurturingChapters00:00 Introduction to the Synergy Between Suppliers and Operators04:08 Stephanie's Journey in Property Management06:42 The Challenges of Tech Adoption in Property Management10:08 Transitioning from Operations to Supplier Side12:47 Understanding the Dynamics of Marketing and Operations15:59 The Importance of Data in Marketing18:47 PERQ's Evolution and Marketing Intelligence Solutions25:08 Empowering Marketers with Time and Insights30:58 Consolidating Tools for Enhanced Efficiency37:16 Transforming Lead Management and Nurturing39:56 Key Questions for Demos42:10 Personal Optimization StrategiesLearn 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/4bQrHqPChapters00:00 Introduction to Budget Optimization06:13 The Art of Marketing and Learning09:24 Smart Investments in Marketing Budgets11:49 Evolving Budget Writing Processes15:17 Protecting Budget Essentials19:28 Balancing Long-term Investments and Quick Wins22:36 Building Credibility with Ownership25:07 Choosing the Right Vendors26:52 Ensuring Ad Spend Efficiency30:05 Marketing Strategies for Real Estate30:48 The Role of Reputation in Marketing31:40 Brand Storytelling and Its Importance33:19 SEO and Digital Marketing Tactics35:06 Learning from Competitors36:52 Innovative Marketing Approaches39:44 Adapting to Market Changes43:26 Empowering Teams in Marketing46:42 The Importance of Brand Voice49:12 Advice for New Marketers50:56 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 marketChapters00:00 Introduction to Optimizing Marketing Budgets04:03 Building Budgets with Intentional Flexibility06:44 The Importance of Fee Transparency09:53 Understanding the Marketing Funnel15:52 Branding as a Foundation for Trust21:02 Making Marketing Dollars Work Harder28:12 The Importance of Brand Consistency29:07 Understanding Renter Psychology31:11 Adapting Marketing Strategies33:51 Protecting Rent Integrity38:36 Evolving Marketing Tactics41:38 Reputation as a Strategic Asset48:05 Optimizing Marketing for Better PerformanceThis 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.Chapters00:00 Introduction to VeriFast and Fraud Challenges02:43 Jess Tierney's Journey in Property Management06:33 VeriFast's Unique Approach to Screening10:40 Data-Driven Insights for Property Managers14:26 Understanding Fraud and Its Impact18:41 The Cost of Fraud in the Industry20:48 Optimizing Marketing with VeriFast22:29 Understanding Fraud Detection Tools25:03 Analyzing Applicant Behavior26:41 Navigating Difficult Conversations28:35 Reporting Fraud and Blacklisting29:53 Future of Fraud Protection31:44 Data-Driven Decision Making34:02 Pilot Testing Screening Tools36:52 Return on Investment in Fraud Prevention38:33 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.Chapters00:00 Introduction to the Resident Experience04:56 Data-Driven Insights on Resident Experience09:50 Measuring the Resident Journey17:05 Focus Groups and Resident Feedback24:40 Ownership of the Resident Experience27:47 Enhancing Resident Engagement29:44 Measuring Success: Satisfaction and Community31:05 Linking Improvements to Financial Metrics33:18 Sustaining Progress: Year Two Plans35:45 Building Trust Through Communication39:54 Data-Driven Insights for Resident Experience44:27 Aligning Brand and Resident ExperienceThis 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. Chapters02:21 Lisa Moore's Background and Role at GoldOller04:22 GoldOller's Presence at NAA Conference07:36 Defining the Resident Experience and Ownership09:04 The Role of Technology in Resident and Employee Experience12:17 Measuring Success and Retention Impact21:41 Long-term Employee and Resident Growth Strategies27:22 Handoff and Resident Engagement Through Tech36:31 Continuous Improvement and Tech Optimization38:36 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 Chapters03:53 The Role of Creative Strategy in Resident Engagement06:44 Gallery Residential's Unique Approach to Community Culture09:47 The Artist in Residence Program Explained12:56 Engaging Residents Through Unique Events15:51 Feedback and Impact of the Artist Program19:00 Success Stories and Performance Metrics23:06 Enhancing Resident Experience Through Art25:42 Navigating the Artist-Client Relationship27:39 Celebrating Wins and Overcoming Challenges30:15 Measuring Success: ROI in Art Programs32:46 Starting Your Own Resident Engagement Initiatives36:03 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

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. Chapters00:00 Introduction to Portfolio Marketing03:43 Journey into Multifamily Marketing06:25 Transitioning to Marketing Roles09:44 Understanding Marketing Responsibilities12:37 The Importance of Reputation15:29 Conducting Internal Audits18:36 Building Credibility with Facts21:38 User Experience and Marketing24:45 Marketing Team Structures27:29 Leading by Influence29:48 Building Trust Through Community Engagement33:17 Scaling Effectively in the First Year39:10 Creating Efficient Processes with Ticketing Systems47:09 Maximizing Productivity and Creativity49:59 Finding Daily Inspiration and Resetting Mindset 🔔 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! #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. Episode brought to you by PERQ Learn More: https://bit.ly/4bQrHqPERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic. Drives 2–3X more qualified leads using proprietary AI. Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns. Integrates with your current website, CRM, and chat tools. Reduces manual effort and advertising costs while delivering clearer ROIChapters00:00 Introduction to Portfolio Management for Marketers02:30 Justin's Journey into Multifamily Marketing04:32 The Evolving Role of Marketing in Multifamily05:08 Restructuring the Marketing Department12:24 Balancing Work and Restructuring21:08 Streamlining Transitions and Onboarding27:16 The Importance of Quality Data28:48 Innovative Training Methods for Marketing Teams31:06 Leveraging Vendor Partnerships for Training32:44 Restructuring Marketing for Better Support35:18 Balancing Marketing Efforts Across Properties37:07 A Holistic Approach to Marketing Challenges39:20 Implementing a New Marketing Structure46:02 Justin's Unpopular Opinions in Marketing 🔔 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!

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.Chapters00:00 Introduction to Portfolio Management for Marketers08:48 Understanding Sentinel's Portfolio and Business Structure14:50 Scaling Marketing Efforts with On-Site Teams21:59 Engaging Prospects Through Personalization27:37 Refreshing Marketing Strategies for Modern Needs35:49 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 Network03:39 Growth and Evolution of the Network06:28 The Role of Hosts and Their Impact09:28 Sponsorship and Partnership Opportunities12:22 Podcast Palooza and Event Highlights15:29 Influencer Dynamics in the Industry18:28 Authenticity in Podcasting21:20 Reflections on the Year and Future Goals28:52 Unpacking Industry Insights30:29 Surprises and Unexpected Successes32:29 Emerging Voices in the Industry34:23 Hosts and Guests: New Dynamics38:02 Vision for 2026: Expanding Horizons41:14 Building Relationships and Community45:24 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