What Wins Renters in a Concession-Heavy Market │ Marcella Eppsteiner, CXO at Mission Rock Residential

Marcella Eppsteiner holds one of the most unique titles in multifamily, and she makes the case that it's about to become essential. As Chief Experience Officer at Mission Rock Residential, she owns both the customer experience and the team member experience, spanning marketing, revenue management, learning and development, and people and culture. Marcella has spent more than 20 years in the industry, starting onsite for student housing and rising through sales and marketing leadership into the CXO seat.Jacob Kosior and Marcella get into why experience, not price, is the real differentiator in a concession-heavy market, what a micro moment is and why every interaction is one, why staff turnover is more of a clarity problem than a pay problem, and how the onsite role is being redefined as AI absorbs the busy work. They also talk about the data she watches every day, why she reads every resident review herself, and why she believes the human layer only grows more valuable when added on top of AI.Timestamps:01:09  This or That02:04  The rare CXO seat, and what it actually includes04:06  Why experience beats price in a concession-heavy market04:32  Every interaction is a micro moment06:25  The data she reads every single day08:44  Centralization: centralizing functions, not just roles13:40  Two causes of turnover you can actually control15:50  A leasing consultant in 2026 vs one index card in 200317:05  The human layer, and why it grows more valuable with AINew episodes twice a month. Follow the show so you never miss one. In Good Company is a multifamily podcast by EliseAI. 🔗 Learn more: https://meet.eliseai.com/4nSeP7b