EP206: How to Leverage Tech to Scale Your Multifamily Business | Joe Summers

In this episode, we sit down with Joe Summers, Founder of Synergy Multifamily Advisors, to explore how technology and innovation are disrupting the multifamily real estate industry. 

With over two decades of experience, Joe has witnessed the industry's evolution firsthand and shares valuable insights into the key challenges and opportunities for property owners and managers.

Joe dives deep into the state of multifamily marketing, revealing why many believe it's "broken" and what companies can do to improve branding and lead attribution. We also discuss the critical role of technology in enhancing operational efficiency, from call tracking and performance management to the rise of AI and chatbots in handling tenant inquiries.

Key Topics & Highlights:

• Learn why multifamily marketing needs a fresh approach and how branding can make a big impact.

• Discover how AI and chatbots are revolutionizing call management and improving tenant experiences.

• Explore the evolution of maintenance technology and its potential to reduce costs and improve service.

• Understand the importance of supplier relationships and how they shape the future of multifamily tech.

• Get actionable insights on scaling companies and driving success in the multifamily real estate industry.

This conversation covers everything from the future of call centers to the importance of investing in maintenance technology to improve tenant satisfaction. Joe’s experience in scaling companies and positioning them for acquisition offers listeners a rare look behind the scenes of the multifamily tech landscape.

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(00:00) Introduction 

(04:45) Joe’s Background in Multifamily

(07:22) Joe’s Career Arc in Three Chapters

(11:43) Transition to Call Tracking and Lead Attribution

(14:32) First Acquisition Experience

(16:53) Scaling Companies and Choosing Entrepreneurship

(20:22) Call Centers and Their Importance

(22:05) Chatbots vs. Call Centers

(27:06) Operational Challenges in Multifamily

(28:44) Synergy Multifamily Advisors: Purpose and Vision

(32:33) Technology Adoption and Multifamily’s Growth

(40:20) Reactionary vs. Proactive Industry Practices

(43:15) Challenges with New Technology in the Industry

(47:07) Is Marketing Broken in Multifamily?

(50:45) Branding Property Management Companies

(55:48) Future of Property Management and Consolidation

(58:18) The Importance of Maintenance Technology

(01:01:25) Balancing Technology and People in Multifamily