Optimized: A Marketing Performance Podcast

Janet Rosseth
  • 5.0 (1)
  • Marketing
  • Updated Weekly

Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

  1. Sep 23

    54 - Fewer Leads, Better Leases? Rethinking Fee Transparency in Multifamily

    Fee transparency is no longer a niche compliance headache - it’s reshaping how multifamily marketers, operators, and leasing teams win trust, qualify leads, and close faster. Jocelyn Quall https://www.linkedin.com/in/jocelynquall/, VP of Marketing at Engrain, brings nearly 20 years of real estate and prop tech experience, from Archstone and senior housing to launching marketing at a startup and now leading the team behind one of multifamily’s most talked-about transparency solutions. She and host, Janet Rosset, break down why the old "hide it and hope it goes away" rental fee playbook is over, and what smart teams are doing instead. They unpack how the industry got here, why marketers are carrying so much of the burden, and why the real shift is bigger than compliance - it’s cultural.In this episode:Fee transparency evolution and regulationImpact of data and industry shifts on marketingIngrain's solutions for unit-level data and fee transparencyThe cultural shift towards transparency in multifamilyThe role of technology and integrations in fee transparencyIndustry statistics on adoption and benefitsStrategies for educating teams and stakeholdersThe importance of trust and transparency as core valuesChapters00:00 Introduction to Jocelyn Quall and fee transparency01:57 Jocelyn's career journey in multifamily and proptech05:00 The rapid evolution of marketing data access08:00 The challenges and benefits of fee transparency11:58 Industry adoption statistics and market trends16:00 Impact of fee transparency on lead quality and conversions19:59 Cultural shift and organizational alignment for transparency30:04 Ingrain's solutions for unit-level data and fee transparency35:57 Educational resources and masterclasses for fee transparency40:00 Personal optimization and trust in professional lifeEngrain is a property technology company specializing in interactive mapping and data visualization software designed to streamline searching, leasing, and managing real estate. Through flagship products like SightMap https://www.engrain.com/sightmap and TouchTour, the company provides real-time unit availability, upfront pricing, custom search filters, and pathfinding tools across various sectors, including multifamily, senior living, student housing, and self-storage markets. By integrating geospatial visualization directly into property websites, listing portals, and asset management platforms, Engrain helps real estate operators deliver transparent customer experiences while empowering teams with actionable performance insights.Learn more about Engrain: https://www.engrain.com🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

  2. Sep 7

    53 - How to Build Marketing That Actually Supports Operations

    Marketing teams in multifamily are often stuck with too many tools, too little data, and a conversion funnel that leaks revenue at every step. Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Jennifer Jacox https://www.linkedin.com/in/jenniferjacox/ of StuartCo. and Andy Medley https://www.linkedin.com/in/andymedley/ of PERQ for a live case study on how to break a marketing stack apart and rebuild it into a smarter, more measurable system.Explore how strategic reorganization and technology integration can transform property marketing. They share a real-world example of dismantling outdated systems and implementing data-driven solutions to boost lead generation, improve decision-making, and enhance overall performance.In this episode:The challenge of disassembling and rebuilding marketing systemsThe importance of data and attribution in marketing decisionsHow integrated tools improve lead quality and conversion ratesThe role of digital marketing and website optimizationStrategies for managing vendor relationships and technology stackThe impact of marketing on property management and leasing performanceThe process of implementing new marketing technology in a real estate portfolioThe benefits of partnership and seamless integration in marketingChapters00:00 Introduction and episode overview01:08 Jennifer Jacox's background and role at StuartCo.04:38 Andy Medley's introduction and perspective on industry evolution07:00 StuartCo.'s initial marketing challenges and team structure09:06 Streamlining marketing operations and vendor management12:03 Identifying gaps in lead generation and the role of Perk17:03 Implementing new conversion tools and website strategies23:08 Data-driven decision making and marketing ROI27:05 Lease expiration modeling and budget planning34:59 The decision to overhaul marketing technology and process40:02 Rapid implementation and results of new systems45:58 Team confidence and decision-making improvements50:00 Advice for marketers considering a system overhaulPERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, driving 2–3X more qualified leads using proprietary AI, and optimizing existing marketing spend by feeding real-time visitor data back into paid search campaignsReduce your team's manual effort and advertising costs while delivering clearer ROI.Learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

  3. Jul 20

    52 - The Critical Role of Data in Unlocking Marketing and Operations Synergy

    Stephanie Sellstrom https://www.linkedin.com/in/stephanie-sellstrom-caps/, VP of Client Operations with PERQ, joins Janet Rosseth on Optimized to explore the evolving landscape of property management technology, marketing, and operations. They discuss how integrated tools and data-driven strategies are transforming leasing, marketing, and vendor relationships.In this episode:The evolution of property management technologyThe importance of data integration and analyticsHow marketing and operations can collaborate effectivelyPERQ's marketing intelligence platformSupplier relationships and tech stack evaluationConsolidation of marketing tools and systemsThe impact of technology on leasing performanceStrategies for marketing ROI and lead nurturingChapters00:00 Introduction to the Synergy Between Suppliers and Operators04:08 Stephanie's Journey in Property Management06:42 The Challenges of Tech Adoption in Property Management10:08 Transitioning from Operations to Supplier Side12:47 Understanding the Dynamics of Marketing and Operations15:59 The Importance of Data in Marketing18:47 PERQ's Evolution and Marketing Intelligence Solutions25:08 Empowering Marketers with Time and Insights30:58 Consolidating Tools for Enhanced Efficiency37:16 Transforming Lead Management and Nurturing39:56 Key Questions for Demos42:10 Personal Optimization StrategiesLearn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

  4. May 5

    49 - Budget Optimization w/ Gunnar Blakeway-Walen

    Join Janet Rosseth and Gunnar Blakeway-Wallen https://www.linkedin.com/in/gunnar-blakeway-walen/ as they explore budget optimization, marketing strategies, and innovative tactics in multifamily property management. Gunnar shares his unique journey from arts to marketing, insights on budget planning, vendor relationships, leveraging AI and automation for success, and building out a marketing engine when there wasn’t one previously. This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqPChapters00:00 Introduction to Budget Optimization06:13 The Art of Marketing and Learning09:24 Smart Investments in Marketing Budgets11:49 Evolving Budget Writing Processes15:17 Protecting Budget Essentials19:28 Balancing Long-term Investments and Quick Wins22:36 Building Credibility with Ownership25:07 Choosing the Right Vendors26:52 Ensuring Ad Spend Efficiency30:05 Marketing Strategies for Real Estate30:48 The Role of Reputation in Marketing31:40 Brand Storytelling and Its Importance33:19 SEO and Digital Marketing Tactics35:06 Learning from Competitors36:52 Innovative Marketing Approaches39:44 Adapting to Market Changes43:26 Empowering Teams in Marketing46:42 The Importance of Brand Voice49:12 Advice for New Marketers50:56 Daily Practices for Improvement This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #budgetoptimization #multifamily #multifamilymarketing

  5. Apr 27

    48 - Budget Optimization w/ Katie Nelson

    In this episode of Optimized!, Katie Nelson https://www.linkedin.com/in/katie-nelson-69597a5/ from Lustra Multifamily Consulting shares expert insights on optimizing marketing budgets, performance-driven strategies, and building a strong brand foundation in multifamily property management.Main Topics:- Building intentional, flexible marketing budgets with contingency planning- The importance of analyzing fees and transparency to increase trust and lead quality- Leveraging the marketing funnel, brand foundation, and reputation for sustained success- How to protect performance levers like leasing velocity, lead quality, and rent integrity during budget tightening- Practical tips for social listening and reputation management in a competitive marketChapters00:00 Introduction to Optimizing Marketing Budgets04:03 Building Budgets with Intentional Flexibility06:44 The Importance of Fee Transparency09:53 Understanding the Marketing Funnel15:52 Branding as a Foundation for Trust21:02 Making Marketing Dollars Work Harder28:12 The Importance of Brand Consistency29:07 Understanding Renter Psychology31:11 Adapting Marketing Strategies33:51 Protecting Rent Integrity38:36 Evolving Marketing Tactics41:38 Reputation as a Strategic Asset48:05 Optimizing Marketing for Better PerformanceThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #BudgetStrategy #MultifamilyBudget#MultifamilyInvesting #MarketingEfficiency #ROIOptimization

  6. Apr 14

    48 - From Lease-ups to Long-term Savings: The Power of Data-Driven Screening

    In this episode, Janet Rosseth interviews Jess Tierney https://www.linkedin.com/in/jltierney/ from Verifast https://www.linkedin.com/company/getverifast/ to explore innovative solutions in fraud detection within the multifamily industry. Jess shares her journey from property management to proptech innovation and Verifast’s unique approach to transparent and configurable screening that reduces fraud and provides valuable data insights for operators.The conversation dives into how data influences marketing strategy and applicant quality, the significance of bank data linking for fraud detection, best practices for pilots, and future industry trends and advice for operators on screening policies.Chapters00:00 Introduction to VeriFast and Fraud Challenges02:43 Jess Tierney's Journey in Property Management06:33 VeriFast's Unique Approach to Screening10:40 Data-Driven Insights for Property Managers14:26 Understanding Fraud and Its Impact18:41 The Cost of Fraud in the Industry20:48 Optimizing Marketing with VeriFast22:29 Understanding Fraud Detection Tools25:03 Analyzing Applicant Behavior26:41 Navigating Difficult Conversations28:35 Reporting Fraud and Blacklisting29:53 Future of Fraud Protection31:44 Data-Driven Decision Making34:02 Pilot Testing Screening Tools36:52 Return on Investment in Fraud Prevention38:33 Optimizing Daily Performance🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #MultifamilyFraud #fraudprotection #PropTech

  7. Apr 7

    47 - Resident Experience - Letting Data be Your Guide

    In this episode, Anne Baum https://www.linkedin.com/in/annebaum1/ from Town Properties shares how data-driven strategies and KPIs can transform the resident experience in multifamily. Discover practical insights on measuring brand, improving resident satisfaction, and leveraging AI tools for better decision-making.Chapters00:00 Introduction to the Resident Experience04:56 Data-Driven Insights on Resident Experience09:50 Measuring the Resident Journey17:05 Focus Groups and Resident Feedback24:40 Ownership of the Resident Experience27:47 Enhancing Resident Engagement29:44 Measuring Success: Satisfaction and Community31:05 Linking Improvements to Financial Metrics33:18 Sustaining Progress: Year Two Plans35:45 Building Trust Through Communication39:54 Data-Driven Insights for Resident Experience44:27 Aligning Brand and Resident ExperienceThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #residentexperience #CX

  8. Mar 30

    46 - Resident Experience: Everyone in the Organization Owns It! With GoldOller

    In this episode, Lisa Moore https://www.linkedin.com/in/lisa-moore-4a076827 from GoldOller https://www.linkedin.com/company/goldoller-real-estate-investments/ shares insights on creating a long-term, engaging resident and employee experience, leveraging technology, and fostering a supportive company culture. Discover how GoldOller's innovative approach enhances retention, brand loyalty, and operational success.Chapters02:21 Lisa Moore's Background and Role at GoldOller04:22 GoldOller's Presence at NAA Conference07:36 Defining the Resident Experience and Ownership09:04 The Role of Technology in Resident and Employee Experience12:17 Measuring Success and Retention Impact21:41 Long-term Employee and Resident Growth Strategies27:22 Handoff and Resident Engagement Through Tech36:31 Continuous Improvement and Tech Optimization38:36 Daily Practices for Energy and SuccessThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #PropertyManagement #MultifamilyInnovation #CX #residentexperience

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Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

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