03/15/2026
The Evolution of Multifamily
This floppy disk used to hold one of my quarterly market studies.
If you started in the multifamily industry before the internet… you probably remember exactly what this means.
When I started, there were no internet listings, no CRM systems, no AI tools, and definitely no online applications.
Leasing was done with guest cards, paper files, and a lot of phone calls, outreach marketing, and creativity.
Then we progressed to DOS systems and floppy disks like this one. Back then, you were just hoping the file saved before the computer decided it had other plans.
Marketing meant newspaper ads, locator books, signage on the property, partnerships with local businesses, and resident events to help with retention.
In other words… you had to get creative, because Google wasn’t coming to save you.
Today, our industry runs on digital marketing, data, automation, and technology platforms that connect everything from leasing to operations.
And while the technology has changed dramatically, I still believe some of those old-school fundamentals are just as important today.
Building relationships.
Being creative.
Actually talking to people.
But the biggest change I’ve seen over the years isn’t technology.
It’s people.
The workforce has evolved across multiple generations, each bringing different strengths, expectations, and leadership needs.
One thing I’ve always believed is that great leadership means learning how to connect with people where they are - not expecting them to adapt to you.
Every generation entering this industry has pushed me to grow, learn new leadership styles, and rethink how we develop teams.
The multifamily industry will continue to change.
Technology will evolve.
Marketing strategies will shift.
But one thing will always remain the same:
Communities succeed when we invest in people and help them grow.
After more than 30 years in this industry, that’s still my favorite part of the job.
For those who’ve been around the industry for a while…
What’s the biggest change you’ve seen in multifamily over the years?
