It took me a full week to process everything I heard, saw, and felt at the recent Multi-Housing Social Media Summit (#MultifamilySMS) in Napa, California. It wasn’t just a conference—it was a revelation.
Speakers, vendors, and attendees were not just talking about AI—they were using it, testing it, and shaping it to fit the unique needs of housing providers across the country. For someone who is deeply embedded in the tools of AI and has also watched the Multi-Family industry get battered by regulation and public perception, the energy at the summit filled me with something I haven’t felt in a while: hope.
At a Crossroads: Embracing Change
The multi-housing industry—whether it’s property management, real estate investment, or tenant engagement—is at a turning point. AI and automation are no longer “coming soon.” They’re here. And they’re reshaping everything from leasing to customer experiences.
But here’s the kicker: 🧑🤝🧑humans are still at the heart of it all.
The biggest takeaway from the summit? The people who work in this industry are critical to its future. We don’t need to fear AI. We need to retrain, reskill, reimagine, and reclaim the parts of our work that only humans can do.
📷Snapshot: Current Roles in Multi-Housing
Let’s look at where the Multi-Housing Industry started:
Property & Leasing
- Property Managers
- Leasing Agents
- Marketing Teams
- Maintenance Coordinators
Investment & Development
- Investors
- Asset Managers
- Developers
- Market Analysts
Finance & Compliance
- Accountants
- Compliance Officers
- HOA Managers
Operations & Maintenance
- Facility Managers
- Contractors
- Superintendents
Community Services
- Concierge
- Security
- Event Coordinators
Where AI Is Making Waves (and Making Life Easier)
🏢 AI & Property Management
- Chatbots answer questions 24/7
- Lease renewals and pricing packages are automated
- Predictive tools optimize operations, maintenance and marketing
💡 Time saved = more time for human touch.
📈 AI & Investment Decisions
- Smart data replaces guesswork
- Virtual tours open new markets
- AI sees trends we don’t
💡 Less risk, more insight.
💰 AI & Admin/Finance
- Automated and easy rent collection
- Real-time financial forecasting
- Compliance checks run in the background
💡 Precision and speed improve trust and transparency.
🔧 AI & Maintenance
- Predictive alerts before things break
- Smart buildings manage energy use
- Repairs are prioritized by AI
💡 Fewer emergencies. Happier tenants.
👥 AI & Resident Services
- Customized experiences
- Secure smart entry systems
- Resident portals that actually work
💡 Today, renters expect this level of tech.
New Roles: The Future of Work in Multi-Housing
As AI handles routine tasks, here’s what’s rising with the tides of change:
- AI-Enhanced Property Manager
- Smart Building Specialist
- Predictive Financial Strategist
- AI-Powered Marketing Testing “A to Z’
- AI-Powered Security Manager
- Personal Resident Experience Designer
📌 We’re not being replaced—we’re being refocused & transformed.
The Human Advantage
Here’s the truth:
- AI won’t replace you. But someone using AI might.
- Soft skills matter more. Empathy. Communication. Leadership.
- The future is tech + human touch. Data may drive decisions, but humans drive relationships.
NAPA State of Mind
#MultifamilySMS was more than I expected it to be. I have been following and training with AI tools for several years, and the faster it grows, the more sleepless nights I have worrying about human displacement in almost every industry. But what I heard from the AI companies represented at the summit and the phenomenal speakers who entertained and taught us is that AI doesn’t work well without the human touch.
Let’s Talk This Through
I met up with several attendees at the Summit who were “AI Doomers and Gloomers.” The good news was that I also sat in a very large conference room filled with multi-housing professionals who enthusiastically learned how to create their Digital Doppelgänger thanks to Andrew Davis aka Drewdini.
We cannot let our fears or ignorance about AI keep us from transforming. Which roles in your organization are already being touched by AI? What’s one part of your day you wish a bot could handle so you had more time to do the things you love?
👇 Comment below if you attended the Multifamily Social Media Summit #MultifamilySMS. And connect with me. Share your insights on how AI is changing your day-to-day in your work roles so we can transform together.
🔊Let’s start talking about how AI can make us better. I gained a powerful perspective at the Summit, and as I review my notes, talk to the vendors who attended, and digest the information, I will share the tools and strategies reshaping not just the Multi-Housing Industry but every workplace.
