THE PROPERTY PLAYBOOK

Rory Anderson
  • 5.0 (9)
  • Management

The property management podcast that unlocks leadership lessons from experts in the trenches of multifamily. The Property Playbook goes beyond doors and rent rolls — it’s where real property management pros share real stories, real challenges, and real leadership insights from the field. Whether you're managing a 50-unit community or leading a national portfolio, this show gives you the strategies, systems, and stories you won’t hear in a textbook. Each episode features candid conversations with property managers, leasing agents, maintenance technicians, asset managers, owners, vendors, and industry leaders who have lived the work — and learned the lessons. You’ll hear: Leadership and team-building insights from on-site and regional prosLeasing, operations, and resident experience strategies that actually workCareer journeys, breakthrough moments, and “I’ll never forget that day…” storiesHow property professionals grow people, drive results, and protect asset value Who’s it for? Property managers, leasing professionals, maintenance technicians, asset directors, ownership groups, vendors, and future leaders considering a career in multifamily. If you're in the multifamily business — or thinking about it — this is your playbook.

  1. 35m ago ·  Video

    You Don't Have to Be An Influencer To Make An Impact with Derek Miller (Part 6)

    You don't have to be an expert to have something valuable to share. In the final episode of The Property Playbook's six-part Multifamily Marketing Mini-Series, Rory Anderson and marketing strategist Derek Miller shift the conversation from marketing properties to building your own professional influence and making a difference in the multifamily industry. Why should we share our best ideas, experiences, and strategies with others—even when there's nothing financially to gain? Derek shares how putting his ideas out on LinkedIn, speaking at industry conferences, and connecting with other professionals has helped him refine his thinking, build relationships, and become a better leader. Rory and Derek also discuss overcoming the fear of speaking up, embracing different perspectives, and why collaboration makes the entire industry stronger. And Derek leaves listeners with a powerful leadership principle: Listen to actually hear, not just to respond. The takeaway? You don't need a title, a platform, or years of expertise to make an impact. Start sharing what you're learning, stay open to feedback, and help someone else solve a problem. 🎧 Listen now and subscribe to The Property Playbook for more conversations about leadership, professional growth, and the people making a difference in multifamily. CHAPTERS 00:00 The law of abundance in industry success 00:24 Introduction and episode overview 01:02 The future of industry innovation through collaboration 01:02 Overcoming fears of posting and sharing 01:17 The importance of listening and humility in leadership 01:37 The value of collaboration and sharing ideas 01:45 Generosity in the multifamily industry 02:03 The impact of sharing on personal and professional growth 02:26 The role of data and iteration in marketing 02:48 Final thoughts and leadership principles 02:59 The law of abundance in industry success TO CONTACT OUR GUEST: DEREK MILLER TO CONTACT OUR HOST: RORY ANDERSON KEYWORDS: Multifamily leadership, property management, professional development, multifamily industry, thought leadership, personal branding, leadership development, networking in multifamily, career growth, sharing industry knowledge RORY ANDERSON

    You Don't Have to Be An Influencer To Make An Impact with Derek Miller (Part 6)

  2. 3d ago ·  Video

    The 4 P's of Multifamily Marketing with Derek Miller (Part 5)

    More advertising won't fix a problem that isn't actually about advertising. In Part 5 of The Property Playbook's Multifamily Marketing Mini-Series, Rory Anderson and marketing strategist Derek Miller go back to marketing fundamentals with a multifamily twist: the 4 Ps—Product, Price, People, and Promotion. When occupancy is struggling, the first instinct is often to generate more leads. But what if the real issue is pricing, an outdated property, aggressive concessions from competitors, or a leasing team that needs additional training? Derek shares how his team uses the 4 Ps alongside leasing funnel data and conversion KPIs to diagnose underperforming properties. They discuss everything from evaluating competing communities and improving tour conversions to refreshing a property's digital presence without breaking the budget. The big takeaway? Not every marketing problem is a promotion problem. Understanding which of the 4 Ps needs attention can help teams make smarter decisions, improve leasing performance, and spend marketing dollars where they'll have the greatest impact. 🎧 Listen now and subscribe to The Property Playbook for more actionable multifamily marketing strategies and leadership insights. TO CONTACT OUR GUEST: DEREK MILLER TO CONTACT OUR HOST: RORY ANDERSON KEYWORDS: Multifamily marketing, 4 Ps of marketing, apartment marketing, property management, multifamily leasing, leasing conversion rates, apartment occupancy, multifamily marketing strategy, property performance, leasing funnel

    The 4 P's of Multifamily Marketing with Derek Miller (Part 5)

  3. Oct 15 ·  Video

    Your Best Lead Already Lives There with Derek Miller (Part 4)

    What if one of your biggest marketing opportunities isn’t sitting in your prospect pipeline—but is already living at your property? In Part 4 of our Multifamily Marketing Mini-Series, Derek Miller and Rory Anderson explore why marketing shouldn’t stop when a resident moves in. From resident events and newsletters to maintenance interactions, reviews, renewal campaigns, local partnerships, and simple personal touches, every interaction shapes how residents feel about your property—and whether they choose to stay. Derek and Rory also discuss why retention is about more than avoiding turnover. Residents who feel known and valued are more likely to renew, become advocates, leave positive reviews, and tell others why they should live there too. The takeaway: Sometimes the best marketing outcome isn’t another lead. It’s the resident who renews—and then tells someone else why they should live there too. 🎧 Listen now and subscribe to The Property Playbook for the rest of our Multifamily Marketing Mini-Series. CHAPTERS 00:00 Enhancing Resident Experience and Retention 00:34 The Importance of Marketing and Operations Alignment 00:34 Bridging the Gap: Communication Between Teams 00:34 Implementing Technology and Training for Success 00:34 Understanding the Customer Experience 00:34 Identifying Marketing Pitfalls 00:34 Homework for On-Site Teams 00:34 The Role of Property Managers in Marketing 00:34 Conclusion and Call to Action 04:04 Creative Community Engagement Strategies 10:57 Enhancing Resident Experience and Retention 15:38 Understanding the Cost of Resident Turnover TO CONTACT OUR GUEST: DEREK MILLER TO CONTACT OUR HOST: RORY ANDERSON Keywords: Multifamily marketing, resident retention, resident experience, multifamily renewals, property management, apartment marketing, resident engagement, resident satisfaction, apartment leasing, multifamily operations

    Your Best Lead Already Lives There with Derek Miller (Part 4)

  4. Oct 12 ·  Video

    Breaking Down the Silos with Derek Miller

    Marketing doesn’t stop when someone fills out a guest card—and operations doesn’t start when someone signs a lease. In Part 3 of our Multifamily Marketing Mini-Series, Derek Miller and Rory Anderson explore what happens when marketing, operations, and onsite teams stop working in silos and start owning the customer journey together. From AI and CRM automation to onsite feedback, technology implementation, local outreach, and the prospect experience, Derek shares why even great marketing tools can create problems when teams aren’t communicating. The challenge from this episode is simple: Find one place where marketing and operations aren’t communicating—and fix it! 🎧 Listen to Breaking Down the Silos and subscribe to The Property Playbook so you don't miss the rest of our Multifamily Marketing Mini-Series. CHAPTERS 00:43 The Importance of Marketing and Operations Alignment 01:59 Bridging the Gap: Communication Between Teams 04:41 Implementing Technology and Training for Success 07:11 Understanding the Customer Experience 09:51 Identifying Marketing Pitfalls 12:34 Homework for On-Site Teams 15:06 The Role of Property Managers in Marketing 16:31 Conclusion and Call to Action TO CONTACT OUR GUEST: DEREK MILLER TO CONTACT RORY: rorypropertyplaybook@gmail.com KEYWORDS: Multifamily marketing, property management, multifamily operations, apartment marketing, leasing strategy, marketing and operations, customer journey, resident experience, property management technology, multifamily leadership

    Breaking Down the Silos with Derek Miller

  5. Oct 8 ·  Video

    500 Leads, 5 Leases: Are You Measuring the Wrong Thing? with Derek Miller

    More leads must mean better marketing…right? Not necessarily. In Part 2 of The Property Playbook’s Multifamily Marketing Mini-Series, Rory Anderson and marketing strategist Derek Miller tackle one of the most closely watched numbers in apartment marketing: lead volume. The problem? A marketing report showing hundreds of leads can look impressive—but those numbers don't mean much if the leads never become tours, applications, leases, and ultimately revenue. Derek explains why multifamily teams need to look beyond traffic counts and start asking a better question: Are we generating the right traffic? The conversation explores the difference between high- and low-quality traffic, why prospects from different lead sources may be at completely different stages of the customer journey, and why a seemingly “unqualified” lead may simply be an uneducated lead who needs a different sales approach. Rory and Derek also break down which metrics may tell you more than raw lead volume—including scheduled tours, shows, applications, and conversion rates. If one property turns seven out of ten tours into applications while another converts only one, generating more leads may not be the answer. The real opportunity may be hiding somewhere inside the leasing experience. And what happens when the onsite team says, “It’s just slow”? Before increasing ad spend, Derek recommends looking at the data. Is traffic actually down? Are prospects seeing the property but not clicking? Is pricing out of line with competitors? Are new lease-ups offering aggressive concessions? Or is it time for the onsite team to get back to boots-on-the-ground marketing through resident referrals, preferred employers, outreach, and local relationships? The takeaway: The goal isn't to generate the most leads. It's to generate the right opportunities—and convert them. If you work in multifamily marketing, property management, leasing, operations, or asset management, this episode will challenge you to look beyond the top-line numbers and connect your marketing activity to the metrics that actually matter: tours, applications, leases, revenue, and NOI. 🎧 Listen now and subscribe to The Property Playbook for the rest of our Multifamily Marketing Mini-Series. CHAPTERS 00:00 Traffic Quality: The Right Leads Matter 00:30 Welcome to Season Two 00:30 Understanding the Marketing Funnel 00:30 The Importance of Lead Quality 00:30 Defining the Apartment Marketing Funnel 00:30 Identifying Funnel Leaks 00:30 Metrics for Struggling Properties 00:30 Improving Conversions with Human Touch 00:30 The Importance of Human Connection in Sales 00:30 Understanding Lead Quality vs. Quantity 00:30 Traffic Quality: The Right Leads Matter 11:59 Empowering On-Site Teams for Better Results TO CONTACT OUR GUEST: DEREK MILLER KEYWORDS: Multifamily marketing, apartment marketing, lead quality, multifamily lead generation, apartment lead generation, leasing conversion, multifamily leasing, property management marketing, apartment marketing strategy, leasing performance

    500 Leads, 5 Leases: Are You Measuring the Wrong Thing? with Derek Miller

  6. Oct 5 ·  Video

    Stop Throwing Money at Marketing with Derek Miller

    When occupancy starts slipping, the first reaction is often: We need more leads. But what if lead volume isn’t actually the problem? In the first episode of our six-part multifamily marketing series, Rory Anderson sits down with marketing strategist Derek Miller to break down the multifamily marketing funnel—and why throwing more money at advertising may not solve your leasing challenges. Derek explains how prospects move from lead to scheduled tour, show, application, approval, and ultimately move-in—and why understanding conversion at every stage is critical. If prospects are entering the funnel but disappearing somewhere along the way, generating even more traffic may simply mean spending more money to create the same result. Rory and Derek also discuss how marketing, operations, revenue management, and onsite teams need to work together. A struggling property could have a marketing problem—but it could just as easily have a pricing issue, staffing challenge, weak follow-up process, competitive disadvantage, or breakdown in the leasing experience. The data helps teams identify where the real problem lives before deciding how to fix it. And in a world increasingly driven by AI, automation, email, and text messaging, Derek makes the case for something remarkably simple: pick up the phone. Technology can help nurture prospects, but a real human connection can still be the difference between someone scheduling a tour and actually showing up. In this episode, you'll learn: How the multifamily marketing and leasing funnel actually worksWhy more leads don't necessarily produce more leasesWhere prospects commonly fall out of the leasing processWhich metrics property teams should examine before increasing marketing spendHow marketing and operations can work together to diagnose property performanceWhy the human element still matters in an increasingly automated leasing experienceThe big takeaway: Before you spend more money generating leads, understand what's happening to the leads you already have. If you work in multifamily marketing, property management, leasing, 🎧 Listen now and subscribe to The Property Playbook so you don't miss Part 2 of our Multifamily Marketing Series: Traffic Quality vs. Traffic Quantity. TO CONTACT OUR GUEST DEREK MILLER Keywords: Multifamily marketing, apartment marketing, multifamily marketing strategy, multifamily marketing funnel, leasing funnel, apartment leasing, lead-to-lease conversion, property management marketing, multifamily lead generation, leasing performance

    Stop Throwing Money at Marketing with Derek Miller

  7. Sep 21 ·  Video

    SEASON 2: COMING SOON!

    When I started this podcast, the goal was pretty simple: create a place where people in multifamily could learn from the people actually doing the work—the property managers, regional leaders, marketers, operators, asset managers, and industry experts who are in the trenches every single day. And this first season has been more than I could have hoped for. I’ve loved the conversations we’ve had, but even more than that, I’ve loved hearing from YOU! Thank you for listening, sharing episodes, leaving reviews, sending messages, and telling me about the ideas you’ve taken back to your teams and your properties. Hearing that something from an episode helped you approach a conversation differently, become a better leader, solve a problem, or simply look at your career in a new way—that’s exactly why this podcast exists. And we’re just getting started. Season 2 of The Property Playbook is coming, and we’re going even deeper. See you soon! Subscribe wherever you get your podcasts. KEYWORDS: property management apartments leadership CRE real estate

    SEASON 2: COMING SOON!

  8. Sep 14 ·  Video

    98% Occupancy: Is Centralization the Secret? with Keith Jones & Kara Thompson

    What if centralization could lower payroll, improve leasing performance, increase occupancy—and actually create better career opportunities for your team? In this episode of The Property Playbook, Rory Anderson sits down with Keith Jones, President & CEO of Oakwood Management Company, and Kara Thompson, Vice President of Operations, for a practical look at what centralized property management actually looks like when you move beyond the buzzwords. Oakwood has spent the past year rethinking where work should happen across its multifamily portfolio. Their philosophy is simple: centralize the repeatable work, but protect the human experience. Keith and Kara share how Oakwood moved administrative tasks like application processing, resident accounting, renewals, invoicing, and other process-heavy work away from onsite teams—allowing leasing professionals and property teams to spend more time doing what they do best: serving prospects and residents. And the results are getting attention. Keith shares that Oakwood has seen a 17% decrease in property-level payroll compared with 2024, while tour conversion increased from the low 30% range to 41%, lead conversion climbed from single digits to 17%, and portfolio occupancy reached approximately 98%—even through a time of year when occupancy historically softened. But this conversation isn't just about cutting costs. Keith and Kara explain why some functions shouldn't necessarily be centralized. They discuss how Oakwood redesigned its staffing model, created new career paths for employees, used specialists instead of forcing everyone to be a generalist, and involved onsite teams in shaping the transformation. If you're an owner, asset manager, property manager, regional leader, or multifamily executive asking whether centralized operations can actually improve NOI without sacrificing the resident or employee experience, this episode is for you. Listen now, subscribe to The Property Playbook, and share this episode with someone rethinking how multifamily properties should operate. CHAPTERS 00:00 Introduction to the episode and guests 227:40:54 What does centralization mean at Oakwood? 569:20:57 Crazy stories from property management 15388:48:25 Goals and benefits of centralization 20499:55:32 Functions and processes centralized at Oakwood 276944:22:38 Efficiency gains across operations 300555:29:33 Staffing model changes and employee morale 428055:30:35 Measurable impact on property NOI 487222:11:19 Risks of going too far with centralization 544722:11:53 Financial differences after centralization 578611:05:30 Lessons learned and leadership principles 663611:06:10 Key takeaways and balancing efficiency with resident experience TO CONTACT OUR GUESTS: KARA THOMPSON KEITH JONES KEYWORDS: property management, centralization, NOI, multifamily, operational efficiency, leadership, real estate, property management strategies

    98% Occupancy: Is Centralization the Secret? with Keith Jones & Kara Thompson
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About

The property management podcast that unlocks leadership lessons from experts in the trenches of multifamily. The Property Playbook goes beyond doors and rent rolls — it’s where real property management pros share real stories, real challenges, and real leadership insights from the field. Whether you're managing a 50-unit community or leading a national portfolio, this show gives you the strategies, systems, and stories you won’t hear in a textbook. Each episode features candid conversations with property managers, leasing agents, maintenance technicians, asset managers, owners, vendors, and industry leaders who have lived the work — and learned the lessons. You’ll hear: Leadership and team-building insights from on-site and regional prosLeasing, operations, and resident experience strategies that actually workCareer journeys, breakthrough moments, and “I’ll never forget that day…” storiesHow property professionals grow people, drive results, and protect asset value Who’s it for? Property managers, leasing professionals, maintenance technicians, asset directors, ownership groups, vendors, and future leaders considering a career in multifamily. If you're in the multifamily business — or thinking about it — this is your playbook.

Information

  • Creator
    Rory Anderson
  • Years Active
    2025 - 2026
  • Episodes
    43
  • Rating
    Clean
  • Copyright
    © 2026 Rory Anderson