Twenty years in multifamily. Three companies. Here's what we've learned — and what we think comes next.
What Lisa Trosien found when she mystery-shopped 80 apartment communities should alarm every operator in this business. No human responses. AI bots sending urgency blasts at 4am. An industry that has confused automation with service.
Read the articleRenters aren't ghosting you. They already forgot you. How the industry trained itself to optimize for cost — and what that's actually costing.
ReadSelf-guided touring was supposed to serve the renter. It became a cost-cutting exercise instead. Here's the confession — and the better path.
ReadTheory is nice. But you don't sign a lease on theory. The Friday night version. The confused-prospect-in-a-parking-lot version. Where the model proves itself.
ReadTwo options dominate the conversation: stay the course, or automate everything. Both are wrong. Here's the third option — and how to get there from where you are now.
ReadThis series continues after NAA 2026. New perspectives on leasing, technology, and what actually works in the field.
Ready to see it in action?