Apartment Academy podcast Tony Sousa

Aligning Operations to Multifamily Brand Strategy

In today's competitive real estate landscape, a strong multifamily brand strategy is your key to success. Join us as we delve into the tactics and insights that can elevate your brand, engage your audience, and drive growth.

Leonardo247’s Daniel Cunningham is joined by Tony Sousa, VP of Marketing Relations for RPM Living, to discuss how a combination of training and technology can lay the foundation for the multifamily brand strategy and value proposition of operators.

Embracing the Technological Wave

Tony kickstarts the conversation by underscoring the impact of technology on multifamily property operations. Technology has been a driving force behind the automation of numerous industry processes.

While automation promises enhanced efficiency, it also raises pertinent questions about the role of human interaction in the property management landscape.

Shifting Generations and Evolving Expectations

Tony delves into the world of generational shifts and their influence on resident expectations. Baby Boomers and Gen Xers tend to place a higher premium on personal interaction.

However, as the industry caters more toward Millennials, Gen Z, and even Gen Alpha, the expectations surrounding human engagement are changing.

Future generations may grow increasingly indifferent to personal interactions, as long as their needs are met with efficiency.

Striking a Balance: Technology and Human Oversight

In this age of rapid technological advancement, Tony posits residents still yearn for a modicum of human oversight. This provides them with reassurance that, in the event of a technological glitch or a service shortfall, there exists a human safety net ready to intervene. 

Think of it in terms of having pilots on an airplane. While automation manages the bulk of the flight, human expertise comes into play during turbulence or unforeseen circumstances.

Multifamily Property Management in an Automated Future

Could the relentless march of technology pose a threat to jobs in the multifamily property management sector? 

Tony acknowledges technology has, indeed, automated several facets of the industry. 

However, he emphasizes the imperative for employees to adapt and discover ways to augment their value in an increasingly automated landscape. He champions the idea of learning how to synergize with emerging technology rather than resisting its inexorable advance.

Crafting an Exceptional Multifamily Brand Strategy through Empathy

In the closing moments of our conversation, Tony offers insights into the art of building an exceptional multifamily brand strategy. He highlights the significance of evoking emotions in residents and stakeholders. It’s not merely about what you say but, crucially, about how you make someone feel. In an industry where residents are going through the highs and lows of everyday life (death in the family, breakup, job loss), brands should aspire to offer empathetic and authentic service that transcends the transactional aspects of business.

In conclusion, multifamily property management stands at the edge of change, propelled by technological advancements and demographic transformations. Tony’s observations illuminate the delicate balance between automation and the human touch, the primacy of character in employees, and the pivotal role of empathy in constructing a brand. As the industry continues its evolution, the human element remains irreplaceable, serving as the bedrock of multifamily property management.

Episode Links:

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Follow Daniel Cunningham on LinkedIn:

Check out RPM Living on LinkedIn: 

For even more operations & maintenance tips…


0:00:00 Introduction to the episode and guest, Tony Sousa, from RPM Living

0:06:02 How your company’s multifamily brand strategy relates to its operations

0:09:42 What makes it difficult for people to consistently operate at a high level

0:13:00 Cultivating a culture of consistency in operations

0:19:14 Adapting to evolving resident expectations

0:24:54 Building the RPM Living Culture

0:30:19 What creates the basis of a great multifamily brand


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