THOUGHT LEADERSHIP
The New Renter Roadmap: Authenticity Wins Every Time
by Jeff Proebstle
Modern renters are navigating housing decisions through a lens shaped by authenticity, transparency and trust. Leasing strategies built around polished marketing alone are losing ground to genuine storytelling, resident experiences and consistent online engagement. Communities that align branding with real-life living conditions, responsive communication and honest representation are more likely to earn tours, applications and long-term loyalty from increasingly skeptical, research-driven renters.
Read the article in The Multifamily Journal
Why Reservations About Hotel Conversions Are Subsiding
by Patricia Kirk
Hotel-to-housing conversions are gaining momentum as developers and municipalities look for faster, lower-cost ways to add affordable and workforce housing. Adaptive reuse projects can deliver units in nearly half the time and cost of ground-up construction. Success still depends on careful due diligence, zoning cooperation and community engagement.
Growth Starts With People, Process and Platform
by Leah Jensen
Sustainable multifamily growth depends less on chasing rapid expansion and more on strengthening internal operations. Investing in people, refining processes and building scalable technology platforms creates the foundation for long-term performance. Operators that align culture, workflow and technology are better positioned to adapt to market shifts.
INDUSTRY NEWS
Mill Creek Announces Start of Preleasing at Modera Bridle Trails
by Paul Willis
Mill Creek Residential has launched preleasing at Modera Bridle Trails, a new 369-home community in Kirkland, Wash., designed to meet growing housing demand across Seattle’s Eastside tech corridor. Located near major employers and Bridle Trails State Park, the development blends upscale amenities, smart-home features and outdoor connectivity. The community reflects continued multifamily investment in high-demand suburban markets where access to jobs, recreation and transit remain key leasing drivers.
Read the article in The Multifamily Journal
Trump Pushes To Pass Bill With BTR Forced-Sale Provision
by Noah Zucker
Debate around the 21st Century ROAD to Housing Act is intensifying as lawmakers push measures targeting institutional ownership of single-family rentals. Critics warn forced-sale provisions may disrupt development and reduce investment in much-needed rental housing. Many lenders and investors have already halted funding in the face of uncertainty.
NYC Solves Deficit, Mamdani Axes Property Tax Hike Fears
by Anthony Russo
Mayor Mamdani’s $124.7B budget removes a previously floated 9.5% property tax hike, easing homeowner concerns as the city closed a multibillion-dollar deficit through a deal with Albany. State support, including new revenue from second-home taxation, helped stabilize finances. Critics question the reliance on temporary fixes and uncertain long-term fiscal solutions.
MULTIFAMILY TECHNOLOGY
Proptech Overlooked Affordable Housing. AI Is Starting to Fix It
by Franco Faraudo
Affordable housing operators are beginning to benefit from a new wave of proptech innovation powered by AI. These tools are helping organizations manage compliance requirements, improve resident communication and reduce administrative workloads that have long hampered affordable housing operations. As technology providers increasingly focus on this underserved sector, AI is emerging as a practical solution for improving efficiency, scalability and accessibility.
Verification Mistakes Managers Make (and How to Fix Them)
by Tiffany De Alva
Property managers can reduce fraud and leasing delays by avoiding common verification mistakes such as inconsistent screening procedures, incomplete document reviews and overreliance on manual processes. Stronger verification practices, clearer workflows and better staff training help improve accuracy while protecting communities from risk.
What Large Portfolios Know About Renter Behavior
by Corina Stef
In this latest The Lease Up, Josh Draughn, SVP of marketing and centralized operations at Hillpointe, explains how marketing strategy is evolving alongside renter expectations. Data, branding consistency and cross-portfolio insights are being used to improve occupancy and retention at scale. Marketers emphasize the importance of aligning messaging with real renter behavior.