The Digible Dudes

In this episode of the Digital Dudes Podcast, we dive deep into the untapped potential of franchising within the multifamily property management industry. Join us as we sit down with Grady Newman, Founder of Resi, to explore how a franchising model could disrupt the way property management companies operate and scale. Grady brings a fresh perspective on why the multifamily sector has yet to adopt a franchising model, despite its proven success in the hospitality industry. We discuss the power of brand consistency, the challenges of scaling property management operations, and the potential for increased resident satisfaction through a more standardized approach. Key Topics & Highlights: Discover why franchising could be the game changer the multifamily industry needs to scale operations and build stronger, more recognizable brands. Explore the parallels between hospitality and multifamily management and why property management companies can learn from the successes of hotel chains like Marriott Bonvoy. Learn about the challenges and opportunities in adopting a franchise model in property management, including quality control, brand loyalty, and operational scalability. Understand the potential for franchising to enhance the resident experience, driving higher retention rates and creating long-term value for property owners and investors. Grady shares his insights on how property management companies can start small and gradually build the brand power needed to make franchising a viable option in the multifamily sector. Join us as we uncover the possibilities and challenges of bringing franchising to the multifamily industry and explore how this model could transform property management as we know it. Digible:⁠ ⁠⁠⁠https://digible.com/⁠⁠⁠⁠ Fiona: ⁠https://www.myfiona.com/ Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠ Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠ (00:00) Preview and Intro (03:56) Franchise Owners in Hospitality vs. Multifamily (06:29) The Role of Loyalty Programs (11:25) The Challenges of Franchising in Property Management (17:25) The Power of Brand Consistency (22:38) Agency in a Box Concept (25:51) The Shift Towards Resident Experience (27:55) Why Hasn’t Franchising Happened in Multifamily Yet? (33:02) Benefits of Franchising

Join us on episode #171 of the Digital Dudes Podcast, where David and Reid share their comprehensive recap of Retcon 2024.  In this episode, our hosts dissect the highlights of Retcon 2024, examining the pivotal role AI plays in transforming the multifamily sector. They provide a candid look at the discussions, debates, and revelations that emerged from this year's conference, offering listeners a front-row seat to the future of real estate technology. Key Highlights & Takeaways: AI Integration: Exploration of innovative AI solutions presented at Retcon and their potential to elevate multifamily real estate. Insights into successful case studies of AI application in the multifamily industry, showcasing tangible benefits and challenges. Conference Dynamics: A behind-the-scenes look at Retcon 2024's structure, from the curation of sessions to the strategic planning behind attendee and vendor engagement. Future Trends: Predictions for the evolution of AI in the multifamily sector and anticipations for next year's conference themes. Networking Nuances: The significance of networking opportunities at Retcon and how they foster meaningful industry connections and collaborations. Don't miss this comprehensive breakdown of Retcon 2024, filled with critical insights, forward-thinking analysis, and a glimpse into the future of multifamily real estate technology. Subscribe to the Digible Dudes Podcast for more episodes like this, and join the conversation by sharing your own experiences and takeaways from industry events you’ve attended.  Digible: ⁠https://digible.com/⁠ Fiona: ⁠https://www.myfiona.com/⁠ Leave a Spotify Review: ⁠https://spoti.fi/3LfoEdU⁠ Leave an Apple Review: ⁠https://apple.co/3AA2zRj⁠ (00:00) Preview  (01:00) Unpacking AI: The Heart of Retcon 2024 (05:25) Real-World AI Applications in Multifamily (10:17) Innovations and Disruptions in Multifamily Real Estate (15:37) Reflecting on AI's Current and Future Impact (20:04) Conference Dynamics and Planning Insights (24:26) Networking at Retcon: Creating Meaningful Industry Connections (28:59) The Vendor-Attendee Balance: Striking the Right Ratio (32:16) Future Trends: Predictions for AI in Multifamily Real Estate (35:00) Closing Thoughts and Key Takeaways from Retcon 2024

Join hosts David Staley and Reid Wicoff on episode #146 of Digible Dudes as we delve into the revolutionary impact of technology on the multifamily real estate industry. In this episode we sit down with Zach Sloan, the co-founder of Rentgrata, a lead nurture platform that is revolutionising the residential rental landscape. Through our conversation, Zach Sloan provides unique insights into the platform's journey, its growth, and its continuous impact on the residential rental market. Discover firsthand how Rentgrata ingeniously connects prospective tenants with current residents, granting them authentic and invaluable insights into their potential new homes. We wrap up with some hot takes on the evolution of the real estate industry and the role of technology in this transformation. This conversation is a fascinating exploration of the intersection of technology and real estate, and is guaranteed to leave you with a fresh perspective on the residential rental market.  If you find this episode helpful, please leave a 5-star rating on Spotify and a review on Apple Podcasts. Digible: https://digible.com/ Fiona: https://www.myfiona.com// Leave a Spotify Review: https://spoti.fi/3LfoEdU Leave an Apple Review: https://apple.co/3AA2zRj (0:00) Preview and Introduction (14:18) Startup Journey and Reflections on Success (20:30) Rentgrata's Evolution and Growth (24:26) The Future of Rentgrata and their Competition (30:13) Benefits of Resident Referrals (36:25) Resident Vetting and Customer Journey (46:36) Residential Rental Conversations and Opportunities (52:03) Churn Management and Competitive Advantage (1:08:54) Challenges in the Real Estate Market (1:16:34) Bold Predictions and Hot Takes

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 AIIn 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_descriptionLearn 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_descriptionTimestamps:00:00 Preview & Intro03:02 11: Stop Budgeting Like it's 199905:17 12: Pacing Campaigns Evenly09:18 13: Stop Assuming Your Agency Is A/B Testing12:08 14: Educate Yourself on Fee Transparency13:56 15: Start Benchmarking Data at the Property Level18:53 16: Following the Page Views25:15 17: Continue Asking About ChatGPT (But Be Patient)28:38 18: Marketing Through the Whistle32:05 19: Continue Defining Your Differentiators

In this episode of Riffing with Reid, SEO Strategist Bailey Trevithick joins Reid to break down how AI and generative search are transforming SEO in the multifamily real estate industry.Bailey explains why keyword strategy alone isn’t enough anymore, how apartment marketers can stay visible in a world dominated by Zillow and Apartments.com, and why FAQ-driven content and Google Business Profile optimization are the new SEO power plays.They also dive into how ChatGPT, Claude, and generative search will influence how renters discover properties — and what marketers can do right now to future-proof their websites for AI-driven search results.Whether you’re a property marketer, digital strategist, or multifamily operator, this conversation gives you the roadmap to elevate your SEO strategy in 2025 and beyond.Learn More About Digible: https://digible.com/?utm_source=dd_podcast&utm_medium=episode_descriptionLearn More About Bailey Trevithick: https://digible.com/team/bailey-trevithick/?utm_source=dd_podcast&utm_medium=episode_description 00:00 Preview & Intro02:06 Keywords vs Reality in Multifamily04:56 Local SEO via Google Business Profile and Maps06:03 Generative AI’s Impact on SEO09:38 Is GPT a New SEO pillar?12:21 Make FAQs a Priority14:50 Using Resident Insights for Content

In this episode of Riffing with Reid, Reid sits down with Matt Slankard, Paid Media Strategist at Digible, to break down exactly how geofencing works, why it matters, and how property marketers can use it to lower costs and drive more qualified leads.From defining what geofencing really is (and isn’t) to best practices for creative, budgets, fence design, and compliance, Matt shares practical strategies that apartment marketers can use to turn local awareness into real leases. You’ll also hear how pairing geofencing with search, social, display, and PMAX campaigns can significantly reduce your cost per acquisition and improve lead quality.Whether you’re a property manager, marketing director, or leasing professional, this episode will give you a clear playbook for using geofencing effectively as part of a modern multifamily marketing strategy.Learn More About Digible:⁠ https://digible.com?utm_source=dd_podcast&utm_medium=episode_description(00:00) Geofencing as an Awareness Strategy  (01:14) Introducing Matt Slankard (02:35) What Geofencing Really Means in Digital Advertising  (05:19) Creative Best Practices for Geofencing Ads  (12:10) The Role of Calls-to-Action & Professional Imagery  (16:46) Defining Acquisition: Qualified Leads vs Vanity Metrics  (19:08) Multi-Channel Mix: How Geofencing Lowers CPA  (24:30) Budgeting & Designing Effective Geofence Campaigns  (27:32) Retargeting After the Fence: Capturing “Doom Scrollers”  (28:49) Fair Housing, Compliance, and Fence Location Challenges  (31:30) Reporting, Attribution & “Walk-In” Measurement Limits  (34:36) Geofencing as the Digital Billboard for Multifamily Marketing  

Stop wasting ad spend and start turning every click into a lease.In this episode of Riffing with Reid, Melissa Morris, Paid Media Manager at Digible, joins us to break down the only paid media strategy you need to win in 2025.Melissa shares hard-won lessons from managing campaigns with budgets as small as $1K and as large as six figures and reveals how to make AI, PMAX, and DemandGen work for you instead of draining your budget.What’s your biggest challenge with paid media right now?Let us know in the comments below and subscribe to Riffing with Reid for more multifamily marketing insights!Learn More About Digible:⁠ https://digible.com?utm_source=dd_podcast&utm_medium=episode_description(00:00) Intro(01:45) Melissa’s Journey(06:38) Lessons from Nonprofit Marketing & Why She Joined Digible  (09:14) Rethinking Paid Media(11:13) The Evolution of Google Ads(14:26) Balancing Privacy, Data Security & Lead Quality  (15:28) Building Full-Funnel Strategies (21:11) Smarter Keyword & Creative Strategies (26:18) Making Attribution Work(30:52) Regional Budgets & Scaling Data (32:26) PMAX & DemandGen Explained (39:03) Budget Allocation & Seasonality(43:10) Optimizing Campaigns(48:19) Front-Loading Budgets & Measuring Marginal ROI  (54:20) Why Human Strategy Still Matters in the Age of AI  (01:01:15) Uniting Paid Media, SEO & ILS

Reid Wicoff, CEO and co-founder of Digible, has officially gone solo… kind of. With David off running ultra-marathons (literally) and spending more time with his family, Reid decided to launch a new spinoff of The Digible Dudes called Riffing with Reid.Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing.For his debut, Reid came out swinging with the first 10 of 100 no-BS multifamily marketing principles he plans to share. And instead of sugarcoating, he leaned into a framework we all know (and sometimes love to hate): Stop. Start. Continue.This episode is equal parts actionable strategy and candid industry reflection — perfect for marketers, operators, and anyone passionate about getting real results in multifamily.Subscribe now, share your takeaways (or disagreements!), and get ready for 90 more principles coming your way.Learn More About Digible:⁠ https://digible.com?utm_source=dd_podcast&utm_medium=episode_description(00:00) Welcome to Riffing with Reid(03:00) The Mission: 100 Multifamily Marketing Principles(04:08) Using the Start / Stop / Continue Framework(06:15) Start: Define What Failure Looks Like(09:20) Stop: Chasing Multi-Touch Attribution(12:30) Stop: Obsessing Over Fees vs ROAS(15:45) Stop: Prioritizing Website Sizzle Over Conversions(21:05) Stop: Treating SEO Like a Box to Check(26:45) Start: Make Your Content Smart(29:29) Start: Open Up Your Data Kimono(42:29) Continue: Push for Deeper Integrations(43:23) Continue: Ask Harder Questions(43:49) Continue: Rethink Your ILS Strategy

Fitzrovia is redefining purpose-built rentals in Canada. In this episode of the Digible Dudes podcast, Ryan Funt (VP of Marketing) and Jordan (Marketing Manager) share how they’re transforming multifamily real estate with a fully vertically integrated model, from development and design to leasing, property management, childcare, and cafés.We cover Fitzrovia’s flagship communities like The Sloan at Yorkdale, how they build brand loyalty in rentals similar to hotels and airlines, and why they market their homes as refined living experiences instead of “luxury."Ryan and Jordan also discuss the future of multifamily marketing, the rise of social media as a search engine, and how tools like ChatGPT are changing apartment leasing strategies. Plus, they reveal what’s next for Fitzrovia, including a new corporate website and the launch of Loxley, a nationwide brand focused on adding value to stabilized rental assets.If you want insights on Toronto real estate, multifamily trends, and rental marketing innovation, this episode is a must-watch.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

How Video is Revolutionizing Multifamily Leasing | Kristi Fickert on Digible DudesIn this episode of the Digible Dudes podcast, we sit down with Kristi Fickert, VP of Enterprise Growth at Realync, to unpack the power of video in multifamily marketing and leasing. With over 25 years of experience in the industry, Kristi shares actionable insights on how video can do more than just attract attention—it can humanize the leasing journey, drive conversions, and create scalable operations without sacrificing authenticity.We dive deep into how Realync helps operators go beyond generic video content to deliver personalized experiences that resonate with renters. From using video to preempt objections to deploying it across renewals, maintenance, and onboarding, Kristi explains why video should be viewed as an operational tool, not just a marketing asset.Whether you're a property manager, marketer, or operator looking to future-proof your leasing strategy, this episode is a must-watch.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) The Power of Video in Multifamily Marketing(00:47) Intro: Meet Kristi Fickert from Curie(03:04) Kristi’s Role and Background in Multifamily + AI Exchange(05:30) What is Curie? A New Video-First Brand for Leasing(07:29) Why Creating Fresh Video Content at Scale Matters(10:05) How Curie Uses AI + Human Editors to Build Videos(13:05) Overcoming Creative Fatigue with Smart Video Strategy(16:10) Building a Mission-Driven Team at Curie(20:01) Educating Teams Without Overwhelming Them(23:49) Avoiding Burnout: The Case for Pacing Innovation(25:20) Why Streaming TV Creates Unskippable Renter Moments(28:18) Rethinking ROI: Explaining Top-Funnel Impact to Owners(30:13) The Bizzuto Case Study & Streaming TV Brand Awareness(31:39) The Future of Multifamily Marketing

Windell Mollenido, VP of Marketing and Technology at The REMM Group, joins us to reveal the real impact of AI in multifamily. This isn’t about hype or quick wins. It’s about what actually happens when automation hits the front lines.AI doesn’t reduce workload overnight. It increases it—more calls, more tours, more pressure on your team. But done right, it exposes inefficiencies, uncovers missed opportunities, and helps build smarter, more resilient operations.We dive into REMM’s “Robot Wars” pilot, the shift from SEO to AI-powered search, and why authenticity will become the most valuable asset in a tech-saturated world. This episode blends innovation with realism and shows why empathy is just as important as efficiency.If you want the real playbook for using AI in property management, this is it.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

Digible is giving away a fully managed 12-month digital marketing package for one multifamily property.Apply now: https://content.digible.com/100k-lease-stakesIn this episode, we sit down with Dani Black, Chief Revenue Officer at AppWork, to uncover how their platform is transforming the world of multifamily maintenance—one work order at a time.AppWork is more than just maintenance software. It’s a purpose-built, tech-first platform that overlays your existing property management system to digitize everything from make-ready boards and inspections to work orders and technician performance.This episode will reshape how you view maintenance. Not as a backend function, but as a reputation engine and a scalable ops advantage.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) Preview + Recap(01:47) Introducing AppWork: A Tech-First Maintenance Platform(05:30) AppWork’s Integrations(07:29) The Benefits of Maintenance Reviews(10:20) Building Trust Through Transparency in Work Orders(14:27) Common Mistakes That Damage Resident Experience(16:50) The Role of Soft Skills in Modern Maintenance Teams(18:23) Gamifying Maintenance(22:53) The Impact of AppWork on Efficiency and Team Performance(23:28) Visualizing Maintenance Issues (28:02) Overcoming Adoption Challenges and Scaling Across Portfolios(31:15) AI, Automation, and Micro-Training with Maintenance Academy

Digible is giving away a fully managed 12-month digital marketing package for one multifamily property.Apply now: https://content.digible.com/100k-lease-stakesIn this episode, we sit down with Pratik Dhebri, VP of Product Management at AvalonBay Communities, to explore how one of the largest multifamily operators in the U.S. is transforming resident experience through strategic tech integration, in-house innovation, and AI adoption.We dive deep into:- How AvalonBay decides what tech to build vs buy- The power of platforms over point solutions in PropTech- Why a seamless resident journey requires centralizing data- Balancing AI tools with human connection in leasing & renewals- The challenges of change management in legacy operations- Guardrails for using AI and LLMs safely in multifamily organizationsThis episode delivers actionable insights from one of the industry's most forward-thinking product leaders.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

What if the reason you're losing leases isn't your marketing budget… but your broken customer journey?In this episode, we sit down with Shelly Steitz (Cadence Marketing Solutions), Anne Baum (Towne Properties), and Brian Rosenblatt (Goldfarb Properties) to unpack the hidden friction points that are quietly costing multifamily teams thousands in lost conversions.From mismatched CRMs and broken form fills to the myth of the “perfect lead,” this trio shares real-world insights on how to diagnose, audit, and fix your prospect-to-lease journey. You'll hear why personalized touchpoints still matter, how to run smarter audits, and what every marketing leader needs to know about bridging the gap between tech and team.If you're serious about creating a smoother, more profitable customer experience in multifamily, this episode is your playbook.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) Why Customer Journey Matters in Multifamily(03:52) Meet the Guests: Shelly, Anne & Brian(10:05) What’s Breaking the Leasing Process?(13:48) The Actual Impact of Tech Issues(17:20) Why Definitions Like "Lead" and "Prospect" Must Be Aligned(20:44) Human Touch vs Automation(24:17) The Domino’s Tracker Analogy (27:13) Accountability in Cross-Functional Teams(30:30) The Hidden Cost of Training Gaps (34:22) Metrics That Matter for Multifamily Marketers(38:14) Tips for Running Monthly Journey Audits(42:01) Building a Culture of Feedback(44:50) How to Build a Smoother Prospect Journey

In this episode of the Digible Dudes Podcast, we sit down with Justin Jones, better known as The Multifamily AI Guy and AI Evangelist at Hyly.AI.From mindset shifts to machine learning, Justin brings a refreshing, human-first perspective to one of the most talked-about trends in property management: artificial intelligence. Whether you're a marketing exec, on-site leasing agent, or maintenance pro, this conversation will reshape how you think about AI’s role in multifamily.This isn’t about tech for tech’s sake. It’s about using AI to restore humanity to our workflows, empower teams, and help people find home.Like and subscribe for more!Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) AI in Multifamily (04:45) Meet Justin Jones: The Multifamily AI Guy  (06:38) The Reality of AI Adoption  (09:46) Overcoming Job Fear in the Age of AI  (13:16) The Evolution of AI  (16:32) Building Marketing Campaigns with LLMs  (20:40) AI Literacy for Everyone  (26:44) MELDS Framework for AI Transformation  (31:19) Choosing the Right AI Stack  (35:47) Is AI in its Early Stage?(38:10) Why Fear Kills Innovation (and How to Fix It)  (40:09) Scale Linda: Retaining Tribal Knowledge with AI 

In this episode of the Digible Dudes Podcast, we sit down with Laurel Zacher, Founder of LZ Strategic and former VP of Marketing at Security Properties Residential, to explore the real state of marketing in multifamily.After leaving a high-powered VP role, Laurel launched a fractional CMO consultancy without a website, a pitch deck, or a team—just pure reputation and results. Now, she’s helping property management companies bridge the gap between marketing, operations, and revenue.This episode is a masterclass in modern multifamily marketing leadership. If you're in marketing, operations, or proptech—don’t miss it.🔗 Listen & subscribe for more conversations at the intersection of real estate, marketing, and tech.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) Laurel’s Origin Story(04:27) Starting LZ Strategic(07:50) Why Multifamily Needs Fractional Leadership(11:35) The Cost Center Myth: Reframing Marketing's Role(15:14) Coaching Teams Out of the Order-Taker Mentality(19:40) Aligning Marketing with Revenue and Leasing(24:05) Breaking Down Silos Between Marketing & Ops(29:38) Why Laurel Chose Not to Build an Agency(34:42) Giving Unfiltered Feedback as a Consultant(39:09) Branding Gaps: What You Promise vs. Deliver(43:57) Helping PropTechs Find Product–Market Fit(47:45) Redefining Leadership and Fulfillment

Digible is giving away a fully managed 12-month digital marketing package for one multifamily property.Apply now: https://content.digible.com/100k-lease-stakesWhat does it take to build truly effective vendor partnerships in multifamily real estate?In this episode, Michelle Smith, VP of Digital Strategy at Willow Bridge Property Company, takes us behind the scenes of how she’s scaled trust-based partnerships with marketing agencies and vendors across the country. From radical candor and clear KPIs to navigating acquisitions and managing owner expectations - Michelle breaks down how communication, transparency, and alignment are the real drivers of performance.Whether you're a property manager, agency partner, or operator, this episode is packed with insights on how to streamline operations, scale with confidence, and get better results from your vendor relationships.Watch now for a real-world look into multifamily marketing, digital strategy, and what it means to be a true partner in today’s landscape.Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) Introducing to Michelle Smith (01:34) The Foundations of a Strong Vendor Partnership  (08:40) How to Prepare Vendors for Growth and Scaling  (13:31) Evolving the Relationship at Director Level  (18:39) Involving Vendors in New Business and Pitches  (24:18) Streamlining Communication at the Corporate Level  (30:36) Aligning Stakeholders and Managing Owner Expectations  (33:44) Setting KPIs and Performance Benchmarks That Work  (39:26) When to Be Flexible and When to Say No  (43:09) Radical Candor and Real Partnerships

Digible is giving away a fully managed 12-month digital marketing package for one multifamily property.Apply now: https://content.digible.com/100k-lease-stakesIs physical marketing dead? Not even close. In this episode, Eric Clark from Benson Integrated Marketing Solutions breaks down why physical marketing still matters and how to make it actually work.From monument signs to personalized gifts, Eric shares how multifamily operators can transform chaotic, decentralized marketing into a centralized, efficient system that scales. You’ll learn how physical goods influence resident experience, where teams waste the most money, and why personalization always beats flashy swag. Plus, hear the unexpected story of how Benson landed a partnership with MrBeast.Whether you're a marketer, operator, or vendor in the multifamily space, this conversation will change how you think about signs, swag, brochures and the ROI behind them.(00:00) The Power of Physical Marketing in Multifamily  (01:34) Centralization in Property Marketing  (06:22) Bridging the Gap Between Physical and Digital Campaigns  (10:14) How To Build Scalable Brand Systems  (12:06) Turning Signage Into Viral Moments (ft. MrBeast)  (14:48) Creating Shareable Moments Through Physical Experiences  (17:21) Proving the ROI of Physical Goods  (22:22) Personalization vs Flashy Swag: What Really Works  (26:54) Final Insights Digible:⁠ https://digible.com/Fiona: ⁠⁠⁠https://www.myfiona.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠