Tammy Yeargan argues that siloed operations—in which marketing, leasing, and property teams handle ILS listings, social media campaigns, and on-site materials independently—lead to fragmented messaging, wasted budget, and a loss of trust among prospects who experience dissonance between glossy online promotions and underwhelming real-world conditions She emphasizes that 97% of renters prefer Amazon‑style seamless interactions, yet misalignment across teams often means no one owns the post‑move‑in experience, undermining renewal rates. To counteract this, Yeargan recommends unified communication, centralized brand guidelines and assets, shared technology stacks, and KPIs focused on cost‑per‑lease, occupancy, and resident retention. This structural alignment not only ensures consistent messaging and increased budget efficiency but also builds trust and fosters long-term growth through a cohesive resident experience.
You can read the full article at www.multifamilyexecutive.com.
