Multifamily Insiders

They're Selling Sweaters. We're Selling Apartments. Are We Missing the Point?

Fri, 06 Nov 2026 13:27:59 -0600

It's November 6th, and we're already immersed in holiday cheer. Decorations are out, commercials are rolling, and even Mariah Carey is warming up her vocals! I actually enjoy watching commercials. Most are forgettable, but one caught my attention this holiday season: L.L.Bean's "Give Presence" campaign. And there's a marketing lesson in it that mul...

Can This One Simple Fix Solve California’s Housing Crisis?

Fri, 06 Nov 2026 09:30:04 -0600

We're just putting the finishing touches on another election, and once again, we've been listening to politicians talk about homelessness, the need for more housing for the unhoused, and the need for more housing in general. This may be more of a rant than a blog this week, but I'm hoping we can start a real discussion about how to finally create a...

How your lack of efficiency in the way you put on your shoes costs you NOI

Thu, 05 Nov 2026 13:33:58 -0600

You read this correctly. How you put in your shoes in the morning is directly correlated to a loss of NOI at your property. Let me explain. First, let's start with the seemingly mundane — putting your shoes on. Now there is a caveat — we are talking about shoes and socks. Not talking about heels/clogs or other shoes where you don't wear socks. And ...

The Lies We Believe About Selling (And Why They're Costing Us Leases)

Wed, 04 Nov 2026 12:24:32 -0600

Some of the worst sales advice you'll ever receive comes from the voice inside your own head. I know. I believed some of it myself. When I started in multifamily, I struggled with selling. I enjoyed helping people, loved building relationships, and wanted to succeed. But I had some pretty strong beliefs about selling that held me back... and I didn...

AI Can Scale Your Content and Erase Your Brand

Wed, 04 Nov 2026 06:45:11 -0600

AI-generated illustration of a hypothetical work alcove, not an actual B2 floor plan. Effective copy should distinguish an open alcove from a private office and identify staged furnishings.

A useful AI brief defines the renter decision, the supporting evidence, and the limits of the promise before drafting begins.

Your newest apartment campaign sounds beautiful. So does the one across the street. Both invite renters to discover elevated living. Both promise thoughtfully designed spaces, exceptional amenities, and a vibrant community. Change the property name, swap the pool photo, and either campaign could belong to either building. Now give both teams AI and...

Apartment Not Renting? Change Its Story.

Tue, 03 Nov 2026 14:37:58 -0600

Apartment Not Renting? Change Its Story. Same floor plan. Same price. Same market. So what's missing? Every property has one. You know the one. It's clean, it's ready, the price is right, and yet it sits. Tour after tour, and still no application. What's going on? Before changing the price or trying another special, take a fresh look at how you're ...

Don't dim YOUR light!

Mon, 02 Nov 2026 12:00:09 -0600

It starts quietly in a Monday leasing meeting. A dismissed property idea. A passive-aggressive comment disguised as "feedback" on your latest operational strategy. Slowly, the confidence that once drove your highest-performing assets & boldest initiatives begins to erode. You start over-analyzing simple emails, shrinking in regional portfolio d...

$730 MILLION + $800 MILLION: CoStar’s $1.53 BILLION Push to Expand Its Real Estate Data Empire

Mon, 02 Nov 2026 09:39:23 -0600

CoStar's latest acquisition moves signal where real estate is heading: deeper data, greater visibility, and more control over how properties are analyzed and marketed.Two transactions worth watching:▪️ Vexcel | $730 MillionCoStar announced an agreement on October 27 to acquire the aerial imagery company for approximately $730 million in cash. Its i...

Beyond the Amenities: What Really Drives Resident Satisfaction

Fri, 30 Oct 2026 13:00:51 -0500

A resort-style pool, a state-of-the-art fitness center and inviting community spaces can help attract renters. But what makes them want to stay when it's time to renew? Often, it comes down to the everyday experience: responsive maintenance, clear communication, and an onsite team that follows through on its promises. For operators, understanding w...

Why Are You Making CRE Brokerage Harder Than It Needs to Be?

Fri, 30 Oct 2026 10:30:14 -0500

Over the years, I've mentored a lot of commercial real estate agents, and I've talked with many more who never formally worked with me. A lot of those conversations start the same way: "Joe, I'm struggling. I'm doing everything I can, and it's just not happening." I believe them when they say they're frustrated. I don't always believe them wh...