The Apartment Department

Chris Johnson & Anne Baum
  • 5.0 (4)
  • MARKETING
  • UPDATED MONTHLY

Multifamily marketing does not stand still. Neither do we. The Apartment Department is a podcast for operators, marketers, leasing professionals, and industry partners who want to think differently about how marketing drives performance. Through conversations with operators, marketing leaders, and industry partners shaping the future of multifamily, we focus on what they are building, testing, and refining to strengthen marketing teams and drive measurable results. Our goal is simple. We want you to leave each episode with a new perspective and at least one idea worth testing. Hosted by Anne Baum and Chris Johnson, exploring how strategy, systems, and performance intersect in multifamily. Produced by Carlos Marquez.

  1. Stop Marketing in a Silo: Bridging Strategy and Site Teams

    MAR 3

    Stop Marketing in a Silo: Bridging Strategy and Site Teams

    Marketing 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    50 min
  2. Jillian Fikkert on Earning a Seat at the Table: How Marketing Leaders Build Internal Influence

    FEB 17

    Jillian Fikkert on Earning a Seat at the Table: How Marketing Leaders Build Internal Influence

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    52 min
  3. Renters Decide Before They Tour: The New Reality of Multifamily Marketing

    FEB 3

    Renters Decide Before They Tour: The New Reality of Multifamily Marketing

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    53 min
  4. Collaboration and Creativity in Multifamily with Kara Rafferty

    JAN 20

    Collaboration and Creativity in Multifamily with Kara Rafferty

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    58 min
  5. AI Fluency: Moving from Concept to Practice in Multifamily

    JAN 6

    AI Fluency: Moving from Concept to Practice in Multifamily

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    1h 5m
  6. Community Engagement Strategy for Multifamily Occupancy with Ben Pleat

    12/16/2025

    Community Engagement Strategy for Multifamily Occupancy with Ben Pleat

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    54 min
  7. Automating the Routine to Elevate the Human Experience: AI Success with Arthur Kosmider and Brent Camp

    12/02/2025

    Automating the Routine to Elevate the Human Experience: AI Success with Arthur Kosmider and Brent Camp

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    33 min
  8. Digital Curb Appeal and the Era of Authenticity with Daniel Paulino

    11/18/2025

    Digital Curb Appeal and the Era of Authenticity with Daniel Paulino

    In 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 App 400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

    26 min
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Ratings & Reviews

5
out of 5
4 Ratings

About

Multifamily marketing does not stand still. Neither do we. The Apartment Department is a podcast for operators, marketers, leasing professionals, and industry partners who want to think differently about how marketing drives performance. Through conversations with operators, marketing leaders, and industry partners shaping the future of multifamily, we focus on what they are building, testing, and refining to strengthen marketing teams and drive measurable results. Our goal is simple. We want you to leave each episode with a new perspective and at least one idea worth testing. Hosted by Anne Baum and Chris Johnson, exploring how strategy, systems, and performance intersect in multifamily. Produced by Carlos Marquez.

Information

  • Creator
    Chris Johnson & Anne Baum
  • Years Active
    2024 - 2026
  • Episodes
    44
  • Rating
    Explicit
  • Copyright
    © 2026 The Apartment Department
  • Show Website
    The Apartment Department

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