Heartland Feature Archive

By Diane Batayeh, Village Green To be successful at multifamily property management involves equal parts of communication, alignment and trust. There are several stakeholder groups to consider when making decisions about how best to operate and set up an apartment community for long-term success. Between residents, employees and owners, there are differing and sometimes conflicting objectives and perspectives to consider. In today’s quickly evolving multifamily landscape, satisfying everyone can be challenging and it requires a delicate balance to maintain all stakeholders’ satisfaction while also achieving their respective goals.  With the right approach, however, multifamily executives can successfully navigate the wants and needs of all parties and effectively sustain their trust and satisfaction while positioning the property to achieve economic success. Fostering connections  In multifamily property management, everything matters — from the property’s aesthetic appearance to the friendliness of onsite staff to the property’s digital identity and website navigation experience. These touchpoints are often referenced by both prospects and residents when evaluating their living experience, making it imperative to maintain and uphold a positive impression. To protect a property’s reputation and best serve residents, it’s critical to remain aware of their impressions through regular resident surveys that measure preferences and satisfaction …

Necessity has sparked innovation across the multifamily sector. Property managers are implementing new technology platforms to streamline leasing, maintenance and resident communications because of rising operating costs, says Jim Cunningham, president of Naperville, Illinois-based Marquette Management, which owns or manages nearly 16,000 units across eight states.  Operating costs increased 7 percent last year, according to CBRE. Rising insurance costs are one of the primary drivers. Property managers are also embracing technology to enhance resident satisfaction. Wendy Deetjen, vice president of Habitat’s market-rate portfolio, says that today’s renters expect more convenience, personalization and instant communication than in the past. Chicago-based Habitat manages more than 13,000 units across Illinois, Michigan and Minnesota.  “Reputation management and resident engagement remain critical, and while staffing challenges persist industrywide, automation helps our teams focus on what matters most — delivering excellent service and building stronger communities,” says Deetjen. The automation and problem-solving capabilities that come with artificial intelligence (AI) free up property managers to devote more time to other tasks. This advancement is especially beneficial at a time when the labor supply is low.  Cunningham says that labor in multifamily management remains tight but is improving. The industry faced a 4.1 percent turnover rate in 2024, …