The Apartment Department

Send us Fan MailThis week, Anne and Chris welcome back Jude Chiy, founder and CEO of Flamingo, for one of their most candid and wide-ranging conversations yet. Jude opens up about the early struggles that shaped his leadership style, including hiring mistakes that pushed him to completely rethink how he builds and manages a team, and how those hard lessons led him to build a company where every role, every feature, and every decision ties back to one metric: resident retention.Jude breaks down the performance management framework that runs Flamingo, including how he writes job descriptions around outcomes instead of tasks, why he doesn't care how long something takes as long as the result is achieved, and how giving employees a clear north star actually empowers them to push back and prioritize better.The conversation also gets into the evolution of Flamingo itself, from a wellness and fitness platform called Hello Healthy to a full resident retention suite, and what Jude learned from walking the streets of Chicago for four months talking to property managers and residents. Plus, why he believes consistent resident communication is one of the fastest ways to improve retention, what authentic resident-driven engagement looks like, and why brand may be the most important long-term advantage any multifamily operator can build.If you've ever struggled to get your team aligned and moving in the same direction, this episode is worth your time.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailMarketing and operations are aligned around the same goal: stronger performance across the portfolio. In practice, that alignment often takes shape through reactive and responsive workflows.In this episode, Justin Godwin, Director of Marketing Strategy and Innovation at Cushman & Wakefield, breaks down what it actually takes to evolve that dynamic at scale.From restructuring a lean marketing team supporting hundreds of properties to redefining marketing as an extension of the leasing function, this conversation gets into the operational reality behind making marketing more proactive, not just responsive.We talk about how marketing teams operate in response to requests, what it takes to shift that dynamic, and how trust evolves when marketing starts showing up with data, recommendations, and a point of view instead of waiting for direction.The core shift is moving marketing from reactive execution to proactive performance support.This is a conversation about systems, communication, and what changes when marketing is structured to drive outcomes, not just respond to them.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailWhat role does visual content actually play in apartment performance—and why are most operators still treating it like a one-off asset instead of a system?In this episode, Anne Baum and Chris Johnson sit down with Izzy Carunungan of LCP (Lights, Camera, Pixels) to unpack how photos, 3D tours, and unit-level media are evolving from marketing “nice-to-haves” into operational infrastructure.They explore how the rise of sight-unseen renting, inconsistent unit upgrades, and fragmented property data are forcing a new approach—one where visual content becomes standardized, scalable, and deeply integrated into the leasing journey.This conversation goes beyond content creation to examine:Why your website should function as a true source of truth for prospectsThe operational challenges behind maintaining accurate, unit-level visualsHow inconsistency in media impacts trust, conversion, and leasing velocityWhat it looks like to treat content as a system—not a campaignIf you’re thinking about centralization, standardization, or how to better connect marketing to operations, this episode offers a practical lens into where the industry is heading.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailMarketing cannot operate in a silo. When strategy lives in one department and execution lives in another, performance breaks down.In this episode, Paul McClain, founder of AiinaT Brand Solutions, joins us to share how he helps bridge the gap between marketing strategy and site teams. From digital audits and attribution conversations to middle funnel exposure and renter behavior shifts, Paul breaks down what happens when marketing fluency extends beyond the corporate office.This conversation is not about adding more to a site team’s plate. It is about creating alignment. When teams understand the why behind the work, collaboration improves and results compound.If you are thinking about performance as a shared responsibility, not a departmental function, this episode will challenge and inspire you.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Jillian Fickert of Buckingham Companies joins Anne Baum and Chris Johnson for a practical conversation about what it really takes to make marketing a trusted, strategic function inside a multifamily organization.They explore how marketing leaders can move beyond the “cost center” label by building credibility through transparency, shared language, and clear performance visibility. Jillian shares specific ways her team creates alignment across marketing, asset management, and operations—and why those relationships matter just as much as the tactics.You’ll hear about:How to reposition marketing as a business driver, not an expenseCreating standardized budget guides and shared glossaries to reduce frictionRunning inclusive weekly performance calls that bring teams togetherAligning on shared KPIs to support operational goalsBreaking down silos to create a more cohesive customer journeyThe big takeaway: long-term marketing impact isn’t just about better campaigns—it’s about strong cross-functional relationships, a common understanding of the business, and consistent communication.If you’re trying to build stronger trust between marketing and operations, this episode offers a clear, actionable starting point.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode of The Apartment Department, Anne and Chris sit down with D.D. Cobb, Regional Director at Apartments.com, to unpack how the apartment search has fundamentally changed.Today’s renters are making decisions long before they ever tour a property. Powered by AI, mobile-first search, and radically different expectations around transparency, the traditional prospect journey is being replaced by a digital-first experience where research happens early and intent forms fast.D.D. shares what this shift means for multifamily marketers, including why lead volume is becoming a less reliable metric, how exposure and engagement better reflect influence, and what operators need to understand about fee transparency, mobile optimization, and visual content. The conversation also grounds the future of marketing in a simple truth: even as technology evolves, fundamentals like comfort, air conditioning, and pet-friendly living still matter.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode Anne and Chris sit down with Kara Rafferty, National Director of Sales at Apartment Geo-Fencing, for a long-anticipated conversation on what collaboration in multifamily really looks like.Kara brings a wide-ranging perspective shaped by years on the vendor side of the industry, deep involvement with apartment associations, and a passion for building relationships that go beyond transactions. The conversation explores the shared responsibility between vendors and operators, the importance of transparency and respect, and why defaulting to blame or rigid marketing templates often misses the bigger picture.The group also dives into Kara’s approach to brand awareness, including the role of streaming TV, geo-fencing, and video in reaching renters earlier in their decision-making process. Throughout the discussion, she challenges marketers to move from “checkers to chess” by prioritizing creativity, storytelling, and differentiation in an increasingly crowded landscape.The episode wraps with a look at the Multifamily Marketing Hive, a community Kara helped co-found to encourage open learning and idea sharing without a sales agenda, reinforcing the central theme of collaboration as a driver of better outcomes for the industry.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne speak with Tamela Coval and Tami Siewruk, two of the creators of Multifamily NEXT, a series of hands-on workshops designed to integrate artificial intelligence into the apartment industry. The guests explain that their "hackathon-style" events are moving beyond abstract concepts to help property owners and executives achieve AI fluency and operational efficiency. They emphasize that while AI will not replace humans, it requires a human-in-the-loop approach to maintain brand voice, manage data security, and avoid the pitfalls of "garbage in, garbage out" information. The discussion highlights the necessity for leadership and onsite teams to evolve alongside technology to prevent job displacement. By partnering with vetted implementation providers, the initiative aims to replace fragmented "Frankenstein" tech stacks with streamlined, AI-powered strategies for marketing, leasing, and renewals. The future of AI for real estate professionals is to embrace AI literacy as a standard requirement for the modern workplace.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne speak with Ben Pleat, the co-founder and CEO of Cobu. A technology platform designed to help multifamily marketers and owners drive resident satisfaction and community engagement, which in turn boosts occupancy and retention rates. Pleat shares that the genesis of Cobu was inspired by his mother's feeling of isolation despite living in a luxury Manhattan apartment building, revealing the widespread issue of loneliness. The conversation thoroughly explores how Cobu leverages user-generated content (UGC) and community building—including events and neighbor-to-neighbor interactions—to foster an authentic "vibe" for properties, which is then used to increase website conversion rates and improve SEO and AI search results. The guests and Pleet also examine broader marketing trends, such as the shift toward authenticity in branding and the impact of AI on consumer search behavior, emphasizing the importance of a positive, consistent resident experience.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, we sit down with Brent Camp of Asset Living and Arthur Kosmider of LeFrak to explore how Artificial Intelligence is reshaping property management and rental housing. Their perspective is clear: AI isn’t here to replace people, it’s here to remove the repetitive, low-value tasks that drain time and energy from on-site teams.Brent and Arthur break down how automation is transforming everyday operations, from routine follow-ups and late-rent reminders to 24/7 resident support. The impact is real: higher lead-to-tour conversion rates, stronger review scores, and teams who finally have the bandwidth to focus on the human side of the business - building trust, strengthening community, and improving retention.They also share what it takes to implement AI effectively: full organizational buy-in, ongoing education, and strong technical support behind the scenes to keep systems optimized and evolving.The conversation reinforces a simple truth. When done right, AI elevates people. It frees teams to do the work only humans can do: creating great experiences and great places to live.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Daniel Paulino, VP of Real Estate at Reputation.com discusses the growing importance of digital reputation, dubbed "digital curb appeal", for the multifamily housing industry, particularly how it affects property visibility in search engines and AI-driven recommendations. Daniel explains that a simple average star rating is no longer sufficient; Google’s algorithm uses nine different factors, including the volume, frequency, and uniqueness of responses to both positive and negative reviews. He advocates for using an integrated platform, like the Reputation Score offered by his company, to centralize data and provide actionable recommendations that bridge the gap between marketing and operations.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode of The Apartment Department, co-host Chris Johnson sits down with Minna Song, CEO of EliseAI, to discuss how artificial intelligence is transforming multifamily operations. For nearly a decade, EliseAI has helped properties automate leasing, maintenance, and resident communications—cutting lead-to-lease times from 30 days to just 14 and boosting renewal retention by 9%.Minna shares how EliseAI’s success is rooted in deep partnerships with their 700+ customers. Her team learns directly from on-site staff—observing workflows, conducting time studies, and building bespoke solutions that fit each property’s goals. It’s AI built with the industry, not just for it.The conversation also explores Elise AI’s new partnership with Zillow, where their AI Assist feature brings 24/7 renter responses directly into listings, and looks ahead to the next frontier: how robotics could soon revolutionize on-site operations.

Send us Fan MailIn this episode, Justin Jones, Shelly Steitz, and Anne Baum recap their experience at the Blueprint Conference including the vibe, their favorite takeaways for key technologies and AI, the opportunity for vendors and operators to co-build and co-collaborate, and some advice for first-timers in 2026.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne talk with Marge Enrique about her extensive journey in transforming her company's approach to marketing data, emphasizing the importance of moving beyond simple last-touch attribution to a more comprehensive multi-touch model using tools like HyLy and Remarkably. Enrique details her strategies for data cleaning, source tracking, and building in-house attribution models, contrasting the performance of different marketing channels like Zillow, Apartment Ratings, and paid social against traditional paid search. Finally, the conversation briefly shifts to a humanitarian project by her parent company, City View, to fast-track home rebuilding after the Los Angeles wildfires.  You won't want this episode to end.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailHave you ever wondered how the reputation and resident experience of your property actually impact marketing success and NOI?  In this episode, Devin Shurtleff, CEO of Opiniion, shares their data around the ROI of reputation.  In addition, the conversation highlights the critical role of resident satisfaction in multifamily marketing, emphasizing how positive online reviews and feedback directly impact key performance indicators like occupancy, retention, and net operating income. Shurtleff also addresses the future of the industry, focusing on consolidation and the increasing influence of AI in analyzing resident feedback and automating processes to enhance the resident experience.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailData is transforming how multifamily operators approach marketing, from measuring KPIs to optimizing lead conversion. Understanding which metrics matter and how to act on them is critical for improving occupancy and revenue.In this episode of The Apartment Department, Aimee Farmer, VP of Marketing at Middleburg Communities, shares how she’s redefining marketing through data-driven strategies. The conversation covers the importance of tracking key metrics like booked appointment show rates and response times, while emphasizing the impact of personal touchpoints in boosting conversions.They also explore the evolving renter decision-making process, including the value of “coming soon” campaigns and extended lead nurturing, and discuss how the rise of AI is changing search and marketing measurement in multifamily.In this episode we discuss:• Tracking meaningful metrics to improve leasing conversions• The impact of personal touchpoints in the marketing funnel• Adapting marketing strategies to longer renter decision timelines• Implementing “coming soon” campaigns and extended lead nurturing• Using data from multiple sources and integrating AI into search and marketing measurementKey Topics:multifamily marketing analytics, apartment marketing KPIs, data-driven marketing, lead nurturing strategies, AI in property marketing, renter decision-makingThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode Chris and Anne speak with Brooke Henderson, VP, US Strategic Partnerships at Yext to get an inside look at how conversational search is shifting how multifamily marketers should approach their online presence. Brooke takes us through the current search landscape and how multifamily marketers can update their SEO strategy to account for conversational search - the new trend that is being heavily driven by AI search engines.  Listeners will walk away with an understanding of how search is changing and how the basics of SEO + incorporating new tactics will keep you inline with prospect expectations.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne speak with Jami Thomas, VP of Sales at Zillow Rentals, where we cover a wide range of exciting topics including:The rumor that Zillow may be phasing out their PPL options for packages.Zillows recent partnerships with two AI powerhouses, EliseAI and Google Gemini.Best practices for creating effective Zillow listings.Utilizing your Zillow support team and data resources to maximize results.Zillow Rentals vision for the future.For any multifamily marketer or operations professional who has been dying to know what Zillow Rentals next move is after their already strong year, this episode is for you!Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne talk with Jon Simpson, about Swifty's Hyper-Effective Local Pages (HELP).  AI-powered landing pages built for how renters search — by neighborhood, landmark, and location. Jon tells us the story of how they developed HELP and how this strategy helps their clients rank quickly in Google.  And of course, no episode would be complete without predictions about the future of multifamily marketing.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, Chris and Anne sit down with Jacob Carter, founder of Nurture Boss, to discuss the how conversational AI + humans can revolutionize the leasing and resident experience by offering a customized, intuitive, responsive communication machine.  In addition, they discuss the importance of AI tools using the PMS as the data source of truth and how operators can lead the charge on creating a more open system for sharing data across vendors.  Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode Chris and Anne talk to Dorota Firek, CMO of Tour24, a state of the art self-guided touring technology, discusses how the future of apartment marketing and leasing includes meeting renters how they want to rent.  Bonus: hear how Tour24 is approaching the self-guided tour by including the entire community in the tour process.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailMaximizing organic reach, leveraging video content, and understanding leading marketing indicators are essential for multifamily marketing success.In this episode of The Apartment Department, Paul Burke, Director of Marketing and Customer Experience at Oakwood Management Company in Columbus, OH, joins Anne and Chris to share his strategies for improving SEO, creating high-quality video content, and using e-commerce insights to increase organic impressions—which can predict clicks and leads.The discussion also explores bold predictions for the industry following the recent Rent. and Zillow merger and what it could mean for multifamily marketers.In this episode we discuss:• Using SEO to increase organic reach and lead generation• Creating high-quality video content to engage prospects• How e-commerce strategies can improve marketing efficiency• Interpreting organic impressions as leading indicators for clicks• Predictions for the multifamily marketing industry after the Rent. and Zillow mergerKey Topics:multifamily SEO, apartment marketing video content, organic impressions, lead generation strategies, Rent. Zillow merger impact, property marketing trendsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailData silos, clunky platforms, and fragmented marketing systems can hold multifamily teams back from achieving their full ROI. A unified approach to marketing can simplify processes, improve performance, and give operators a competitive edge.In this episode of The Apartment Department, Grady Newman, founder of Resi, joins Anne and Chris to discuss the messy realities of multifamily marketing and how smarter tech, combined with a human touch, can transform workflows. Grady shares how Resi helps operators centralize marketing efforts, break down data silos, and improve ROI across campaigns.Marketing and operations teams will walk away with actionable strategies for centralizing campaigns, leveraging technology effectively, and collaborating more efficiently.In this episode we discuss:• The challenges of fragmented marketing systems in multifamily• How centralization can improve marketing ROI• Smarter tech solutions to simplify workflows• Balancing automation with human touch• Lessons from Resi on unifying marketing operationsKey Topics:unified multifamily marketing, apartment marketing centralization, marketing ROI, data silo solutions, property marketing technology, operational efficiencyThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailStreaming video is transforming how multifamily operators reach prospective renters. With targeted, affordable options now available, streaming TV and reusable video content are powerful tools for building brand awareness and driving leasing results.In this episode of The Apartment Department, Kristi Fickert, SVP of Growth and Marketing at Kurie, joins co-hosts Anne and Chris to explore how streaming video ads are leveling the playing field for individual properties. From creating reusable content to reaching renters where they actually spend time, Kristi shares actionable strategies for maximizing the impact of video marketing in multifamily.Listeners will learn how to leverage video and streaming ads to improve brand awareness, engage prospects, and enhance leasing performance.In this episode we discuss:• The rise of streaming TV and its impact on apartment marketing• Creating reusable video content for ongoing campaigns• How video ads can drive brand awareness and renter engagement• Affordable strategies for individual properties and portfolios• Practical tips for integrating video marketing into your multifamily campaignsKey Topics:multifamily video marketing, streaming TV ads, apartment brand awareness, renter engagement, property marketing strategy, reusable video contentThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailThe prospect journey is critical in multifamily marketing but too often, it’s fractured by outdated processes, conflicting automations, and poor contact data. Understanding how prospects experience your community can reveal hidden leaks that cost leases.In this episode of The Apartment Department, Eden Chai, co-founder and CMO of Flair, shares insights from over 600 secret shops, revealing how and why prospect journeys break. From outdated technology and misaligned automation to the pivotal role of the phone, Eden provides actionable strategies to repair the journey and improve conversions.Listeners will leave with practical tips for streamlining the leasing experience and better aligning marketing and operations. After listening, you can try Flair’s new secret shop tool to experience the prospect journey firsthand.In this episode we discuss:• How secret shopping reveals broken prospect journeys• Common hurdles in the leasing process: technology, automation, and data• The role of the phone in prospect conversions• Strategies to fix fractured prospect experiences• Using data and tools to improve the lead-to-lease journeyKey Topics:apartment prospect journey, leasing experience optimization, multifamily marketing insights, secret shopping data, lead-to-lease conversion, property marketing strategyThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailEfficiency is the new competitive advantage in multifamily marketing. By leveraging technology, AI, and smart processes, marketing teams can get more out of campaigns, reduce friction, and improve ROI.In this episode of The Apartment Department, Chris and Anne welcome back Sarah Wieman to discuss actionable strategies for building a more efficient marketing operation. Topics include supplier consolidation, tech solutions to streamline daily tasks, structuring campaigns for maximum impact, and integrating AI into marketing workflows.Listeners will walk away with practical tips to optimize marketing processes, improve efficiency, and get measurable results from their campaigns.In this episode we discuss:• How to use technology to improve marketing efficiency• Supplier consolidation strategies to reduce complexity and cost• Structuring campaigns for higher impact and ROI• Leveraging AI in marketing workflows• Practical steps to gain everyday efficiencies in multifamily marketingKey Topics:multifamily marketing efficiency, apartment marketing technology, AI in property marketing, campaign optimization, supplier consolidation, marketing ROIThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailThe multifamily industry is evolving rapidly, from AI-powered tools to new approaches in team specialization and centralization. Yet, despite all the predicted changes, one thing remains constant: humans are at the center of property operations and marketing.In this episode of The Apartment Department, Chelsea Kneeland, Innovation Insider at Multifamily Insider, shares her perspective on where multifamily innovation is heading. Chelsea explains how operators and marketers can leverage AI, adopt specialized roles, and implement centralization strategies while keeping people at the heart of their business.This conversation is ideal for anyone looking to understand emerging trends and prepare for the future of multifamily operations and marketing.In this episode we discuss:• Emerging trends in multifamily innovation• How AI is shaping marketing and operations• The rise of role specialization and team centralization• Keeping humans at the center despite technological change• Strategies for future-proofing your property and marketing teamsKey Topics:multifamily innovation, AI in property management, specialization in multifamily teams, centralization strategy, future of apartment operations, operational trendsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailOccupancy drives revenue and marketers often struggle to align budgets with operations to make the math add up. Understanding how top operators diagnose challenges and frame solutions can be a game-changer for both leasing and marketing teams.In this episode of The Apartment Department, Stacey Hampton, founder of AssetNOI and multifamily expert, shares how she helps properties solve occupancy challenges while making marketing investments understandable and impactful. Stacey explains how reframing marketing conversations around revenue gained rather than expenses spent helps teams secure support and drive results.Marketing and operations teams alike will walk away with actionable strategies to improve occupancy, measure marketing ROI, and collaborate more effectively.In this episode we discuss:• How top operators analyze and solve occupancy challenges• Reframing marketing budgets around revenue impact• Practical strategies for improving occupancy• Aligning marketing and operations for measurable results• Using data to support budget and strategy decisionsKey Topics:apartment occupancy strategy, multifamily marketing ROI, property management operations, marketing budget alignment, leasing performance, revenue-focused marketingThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn this episode, co-hosts Chris Johnson and Anne Baum reflect on their professional successes from 2024 and look ahead to 2025.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailThe future of multifamily marketing is here. Staying ahead of trends can give operators and marketers a competitive edge in driving leasing, engagement, and brand awareness.In this episode of The Apartment Department, Sarah Wieman, Regional Sales Manager at REACH by RentCafe, shares the key marketing trends multifamily operators are focusing on to set themselves apart for 2025. From emerging technology and data-driven strategies to marketing tactics that drive engagement, Sarah provides actionable insights that any marketing or operations team can implement.Fun fact: Sarah, Anne, and Chris presented together at the AIM Conference 2024, adding a unique perspective from industry thought leadership.In this episode we discuss:• The top multifamily marketing trends shaping the future• Strategies for standing out in a competitive market• How emerging technology is influencing apartment marketing• Data-driven insights and actionable takeaways• Lessons from industry presentations and thought leadershipKey Topics:multifamily marketing trends, apartment marketing strategies, data-driven marketing, emerging technology, property management marketing, leasing engagementThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailLocation-based marketing and streaming ads are transforming how multifamily operators reach prospective renters. When used strategically, geo-fencing can drive awareness, engagement, and ultimately leases.In this episode of The Apartment Department, Matthew Kilmurry, founder of ApartmentGeofencing.com, joins co-hosts Anne Baum and Chris Johnson to discuss the role of geo-fencing and streaming ads in the multifamily marketing funnel. Matthew shares actionable strategies for allocating brand and awareness budgets, measuring performance, and maximizing marketing ROI.This conversation is a must-listen for marketing leaders and operators looking to incorporate cutting-edge digital tactics into their leasing strategy.In this episode we discuss:• How geo-fencing works and why it matters in multifamily marketing• Streaming ad strategies to increase brand awareness and leads• Budget recommendations for property marketing and awareness campaigns• Integrating geo-fencing with the broader marketing mix• How operators can measure success and ROIKey Topics:geo-fencing marketing, apartment digital marketing, multifamily marketing strategy, streaming ads, property marketing budgets, lead generationThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailBrand is one of the most powerful levers in multifamily marketing—but many operators underutilize it. Understanding where your marketing and leasing process leaks leads can be a game-changer for occupancy and revenue.In this episode of The Apartment Department, Chris and Anne sit down with Lauren Dewey, founder of Lauren Dewey Consulting, to discuss why now is the time for multifamily marketers to embrace brand strategy. Lauren explains how conducting a full marketing and leasing gap analysis can uncover hidden opportunities, improve performance, and set your properties apart in a competitive market.The conversation also explores what property management companies are focusing on for 2025 and examines the viability of on-site centralization as a strategic model.In this episode we discuss:• Why brand strategy is essential for multifamily marketing• How to identify and fix gaps in marketing and leasing processes• Opportunities to stand out in a competitive market• Predictions for multifamily marketing in 2025• The role and viability of on-site centralizationKey Topics:multifamily brand strategy, apartment marketing gap analysis, marketing and leasing optimization, property management strategy, occupancy improvementThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailYour property website is one of the most important marketing assets in multifamily but is it truly designed around how renters behave?In this episode of The Apartment Department, Jon Simpson, founder of Swifty and Criterion.B, shares data-driven insights into how prospects interact with apartment websites today. From the pages renters visit most to the features they rely on, Jon highlights where marketing teams often miss opportunities to improve conversions.The conversation also explores the future of apartment websites, including dynamic content that adapts to each renter, personalized experiences, and tools to increase leasing results.If you’re responsible for marketing performance, leasing results, or digital strategy, this episode will challenge how you think about website design, measurement, and optimization.In this episode we discuss:• How renters navigate apartment websites today• Pages and features that drive engagement and leads• Common missed opportunities by marketing teams• Dynamic and personalized content for future websites• Measuring website impact on leasing performanceKey Topics:apartment website design, multifamily website strategy, renter behavior, digital leasing experience, website conversion, property marketing performanceThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailIn multifamily operations, speed is money. When AI and technology work alongside leasing and marketing teams, leads convert to leases faster—boosting revenue and reducing friction in the leasing process.In this episode of The Apartment Department, Paul Yount, Industry Principal at Yardi, joins co-hosts Anne Baum and Chris Johnson to discuss how modern tech stacks and AI solutions are accelerating lease timelines.Paul shares actionable strategies for enhancing leasing efficiency, improving collaboration between marketing and operations, and shaving days off the lead-to-lease process. He also reveals a new KPI that operators should track to demonstrate measurable leasing performance.In this episode we discuss:• How AI is enhancing apartment leasing performance• Tech solutions that accelerate lead-to-lease timelines• Collaboration between marketing and operations teams• KPIs to track leasing efficiency and impact on revenue• Practical strategies for implementing a “speed to lease” tech stackKey Topics:apartment leasing technology, AI in multifamily marketing, lease acceleration strategies, Yardi, marketing & operations efficiency, multifamily KPIsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailThe Blueprint Conference is one of the most important events in real estate, bringing together experts to discuss the future of multifamily marketing, operations, and technology.In this episode of The Apartment Department, co-host Anne Baum is joined by Shelly Steitz, fractional CMO and marketing consultant, and Justin Jones, AI evangelist, to break down the most important takeaways from the event.The conversation covers a wide range of topics that are shaping the multifamily industry, including the rise of role specialization, leveraging brand power (like the Property Brothers), AI’s growing role in marketing, centralization structures, big data strategies, and the continued importance of collaboration.In this episode we discuss:• The evolving role of AI in multifamily marketing• How branding drives engagement and leasing• Key data strategies for multifamily operators• The rise of role specialization in marketing teams• Structures of centralization in property management• Collaboration and knowledge-sharing across teamsKey Topics:multifamily marketing trends, AI in property management, apartment marketing data, Property Brothers branding, role specialization, collaboration in multifamilyThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailJanet Rosseth, founder of Cadence Marketing Solutions and Cadence Run Club, is widely recognized as a leader in multifamily marketing. In this episode of The Apartment Department, co-host Anne Baum sits down with Janet to explore her journey in the industry, the strategies that have shaped her success, and the emerging trends that operators and marketers need to know.From building meaningful connections within the multifamily marketing community to identifying the next big opportunities, Janet shares actionable insights for marketing professionals looking to stay ahead of the curve.In this episode we discuss:• Janet’s start and evolution in multifamily marketing• Key strategies that drive results for apartment marketing teams• Emerging trends and what’s next for the industry• Building networks and connecting marketers in multifamily• Lessons from running Cadence Marketing Solutions and Cadence Run ClubKey Topics:multifamily marketing strategies, apartment marketing trends, marketing leadership, multifamily marketing insights, property management marketingThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailMultifamily marketing is evolving faster than ever, from social media advertising to geofencing and interactive property experiences. Operators who test and master new tactics gain a significant edge in leasing performance.In this episode of The Apartment Department, Chris and Anne sit down with Debbie Balaker and she shares how she stays ahead of the curve by constantly experimenting with emerging marketing technologies and tactics across multifamily communities, including lease-ups and manufactured home communities.The conversation covers actionable strategies to improve marketing performance, including social advertising, branding, interactive property experiences, and location-based marketing.In this episode we discuss:• How TikTok and social advertising can drive leasing traffic• Using geo-fencing to target prospective renters• The role of branding in multifamily marketing• Interactive site maps and other property tech tools• Testing new tactics for lease-ups and community marketingKey Topics:multifamily marketing strategies, apartment marketing, lease-up marketing, TikTok advertising, geo-fencing, property branding, interactive site mapsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailApartment websites remain one of the most important marketing assets for multifamily operators—but renter expectations are evolving quickly.In this episode of The Apartment Department, Chris and Anne explore whether the traditional structure of apartment websites still matches how prospects search for and evaluate communities today.They discuss the must-have features every property website should include, how vendor partners influence website strategy, and whether the industry should begin approaching apartment leasing more like e-commerce.The conversation challenges long-standing assumptions about digital leasing experiences and explores how operators can improve website performance as renter behavior changes.In this episode we discuss:• Whether traditional apartment website formats still work• Features that improve apartment website performance• How renter behavior is shaping digital leasing experiences• The role website vendors play in website evolution• Whether leasing apartments should function more like e-commerceKey Topics:apartment website design, multifamily website strategy, apartment marketing websites, leasing conversion, digital leasing experienceThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailHow renters search for apartments is changing quickly. New discovery experiences from short-form video to AI-powered search are reshaping how people find information online.In this episode of The Apartment Department, Chris and Anne are joined by Eden Chai, co-founder of Flair, to explore how evolving search behavior is impacting apartment marketing.Eden explains how new discovery channels like TikTok and emerging AI search experiences in Google are changing how renters expect to find apartments and evaluate brands.The conversation also explores the growing role of influencers in shaping demand and how apartment operators should think about balancing brand demand generation with traditional search-based discovery.In this episode we discuss:• How renter search behavior is changing• The role of TikTok in apartment discovery• What Google’s AI-driven search experiences mean for marketers• How influencers shape renter demand• Balancing brand awareness with search-driven marketingKey Topics:apartment search marketing, renter search behavior, multifamily digital marketing, TikTok apartment marketing, AI search, apartment discoveryThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailResident retention is one of the most powerful drivers of profitability in multifamily but many operators underestimate the role branding plays in keeping residents long term.In this episode of The Apartment Department, Chris and Anne are joined by Jude Chiy, founder of Flamingo, a resident engagement and retention platform.Jude shares his perspective on why property management companies should rethink how they approach branding, community engagement, and retention strategy. Drawing on data from Flamingo research, the conversation explores how multifamily operators can challenge traditional industry benchmarks and look to other sectors, like software companies, for inspiration.This episode highlights the opportunity for operators to rethink how brand, community, and resident experience work together to improve retention.In this episode we discuss:• Why branding impacts resident retention in multifamily• How operators should rethink retention benchmarks• Data insights from Flamingo on resident engagement• Lessons property managers can learn from the software industry• Practical ways to improve retention and resident satisfactionKey Topics:resident retention strategy, multifamily branding, apartment resident experience, property management operations, multifamily engagement platformsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailDigital marketing channels are evolving quickly in the multifamily industry. From social media advertising to location-based targeting, operators have more tools than ever to reach potential renters.In this episode of The Apartment Department, Chris and Anne are joined by Austin Clem, a digital marketing strategist, to explore how apartment marketers can use TikTok advertising and geo-fencing strategies to increase brand awareness, generate leasing leads, and maintain occupancy.Austin shares how different marketing approaches should change depending on occupancy levels, budget constraints, and property type. The conversation also explores which metrics actually matter when evaluating digital advertising performance.In this episode we discuss:• How TikTok ads can work for apartment marketing• What geo-fencing is and how it targets renters• Digital marketing strategies based on occupancy levels• Budget considerations for multifamily advertising• Metrics operators should track to measure marketing successKey Topics:apartment digital marketing, TikTok ads for apartments, geo-fencing marketing, multifamily advertising strategy, apartment leasing leadsThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailOnline reviews have become one of the most powerful forces shaping renter decisions. A few stars on a listing can influence leasing traffic, brand perception, and ultimately property performance.In this episode of The Apartment Department, Chris and Anne explore how apartment ratings and reviews impact both marketing performance and onsite operations.They discuss how marketers can reframe the conversation around reputation management with operations teams, connect reviews to property performance, and demonstrate the real financial impact on NOI.Chris also shares some of his favorite strategies for generating more positive resident reviews and building a stronger online reputation.In this episode we discuss:• Why apartment reviews influence leasing decisions• How online ratings affect marketing performance• Connecting reputation management to NOI• How marketers can collaborate with operations teams• Strategies for driving more positive resident reviewsKey Topics:apartment reviews, multifamily reputation management, online reviews for apartments, property management marketing, apartment ratings, leasing conversionThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.

Send us Fan MailJoin Anne and Chris as they discuss key themes from AIM (Apartment Innovation & Marketing) Conference and items we are going to implement into our marketing strategies including revisiting online forums like Reddit, using video to your advantage, how to prepare for SGE (search generative experience), and how to build a brand that improves financial success.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailChris and Anne discuss how increasing average follow ups with prospects can skyrocket lead to lease conversions rates.  Bonus: Chris shares how he's successfully motivated site teams to increase follow ups per prospect.Produced by Carlos MarquezFlamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailEvery vacant apartment represents lost revenue. For multifamily operators, reducing the number of days a unit sits empty can have a major impact on property performance and NOI.In this episode of The Apartment Department, Chris and Anne explore why reducing average days vacant is one of the most powerful levers for improving revenue in multifamily operations.They share practical strategies for identifying stale units, improving marketing visibility, and aligning marketing and operations teams to lease apartments faster.The conversation focuses on simple tactics that onsite teams can implement immediately to reduce vacancy periods and improve occupancy.In this episode we discuss:• Why reducing days vacant significantly impacts revenue• How to identify and promote stale apartment units• Marketing strategies that help lease apartments faster• How marketing and operations teams can work together• Practical steps to improve occupancy performanceKey Topics:reduce apartment vacancy, multifamily occupancy strategy, leasing apartments faster, property management operations, apartment marketing strategyThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.

Send us Fan MailInternet Listing Services (ILS) remain one of the most debated channels in multifamily marketing. Are apartment listing sites still the backbone of leasing traffic or just an expensive line item in the marketing budget?In this episode of The Apartment Department, Chris and Anne discuss the real role ILS platforms play in today’s apartment marketing mix and how operators should evaluate their performance.They break down how multifamily teams measure ILS success, what metrics actually matter for leasing outcomes, and how operators should think about balancing listing services with other marketing channels.In this episode we discuss:• The role of Internet Listing Services in apartment marketing• How multifamily teams measure ILS performance• The metrics that actually matter for leasing success• How to balance ILS with other marketing channels• Using data to take calculated risks with marketing strategyKey Topics:multifamily marketing, apartment marketing strategy, internet listing services, apartment listing sites, leasing lead sources, property management marketingThe Apartment Department explores the people, systems, and strategies shaping the future of multifamily.Flamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Send us Fan MailYour Hosts Anne Baum and Christoper Johnson introduce themselves and talk multifamily marketing.  They  focus as a marketer - back to basics.Why they started The Apartment Department. How they are wrapping up the year.  What are they working on right now.What is something you did this year that you are really proud of.Produced by Carlos MarquezFlamingo - Resident Retention App400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.