GCNKAA TEES OFF 39TH ANNUAL GOLF OUTING PRESENTED BY YARDI ON JUNE 19
Aston Oaks Golf Course on Cincinnati’s west side will once again play host to the Annual Greater Cincinnati Northern Kentucky Apartment Association’s Golf Outing on Thursday, June 19, 2025. More than 160 golfers will hit the links in what is guaranteed to be a day filled with fun, networking and golf. This year the golf outing is presented by Yardi, who kindly stepped up as the Event Sponsor. Thank you also to Assured Partners for sponsoring the golfer giveaways this year.
Thank you to the Golf Outing Committee led by Dennis Merkle with Advanced Turf Solutions and Bob Kohlman with BRG Apartments, with the assistance of Mark Arnold with Royal Finish, Chris Carson with Rite Rug, Ross Daniel with Belfor Property Restoration, Jaime Gillespie with Integrated Protection Services, Rod Herper with National Credit Systems, Kari Hornsby with Teasdale Fenton Carpet Cleaning & Restoration, Dawson Kindall with LiquidLiner.com, Tony Krebs with Chadwell Supply, Dan Pike with Assured Partners, Dina Rancourt with ACRE Real Estate, Jessica Reeb with CORT, Chris Roll with Houchens Insurance Group, Megan Ruberg with Hays + Sons Complete Restoration, and Grant Saunders with Hays + Sons Complete Restoration.
GCNKAA SETS SAIL ABOARD BB RIVERBOAT ON JULY 18
All golfers this year have the opportunity to win one of several big awards on the course. Thank you to Assured Partners for sponsoring all of our $5000 Hole-In-One contests. You could win $5,000 on hole 4 with a hole-in-one courtesy of Ferguson Facilities Supply; $5,000 with a hole-in-one on hole 6 courtesy of Rite Rug; $5,000 with a hole-in-one on hole 15 courtesy of Roto-Rooter Services Company; and $5,000 with a hole-in-one on hole 17 courtesy National Heating and Air.
This outing is anticipated to be the biggest golf outing in GCNKAA history. Door prizes will be raffled off before the outing at the registration table so be sure to pick a number out of the bowl and see if you are a winner. Also, please be sure to stay until the end of the outing to partake in the excitement - including $1500 in cash awards - raffled off after dinner.
For outing details - including the schedule of events, current sponsors and directions to Aston Oaks - see inside this newsletter or click here. For a map or directions to Aston Oaks Country Club, 1 Aston Oaks Drive, North Bend, OH, 45052, click here.
Set sail with the Greater Cincinnati Northern Kentucky Apartment Association (GCNKAA) on Friday, July 18, 2025, as we join the BB Riverboats for an afternoon cruise along the Ohio River. We will board the River Queen at 1:45 pm and will leave the dock PROMPTLY at 2 pm.
• Captain Sponsorship ($800): Includes a reserved table for 8 guests, beverage sponsorship, company inclusion on event signage, company recognition in Apartment Advantage newsletter, company recognition on www.gcnkaa.org, verbal recognition aboard BB Riverboat
• Anchor Sponsorship ($250): Includes admission for 2 guests, food sponsorship, company inclusion on event signage, company recognition in Apartment Advantage newsletter, company recognition on www.gcnkaa. org, verbal recognition aboard BB Riverboat
• Individual Registration ($75)*
*If you register and pay directly online, you will get the discounted individual registration rate of $65 per person.
Seating is limited. Deadline to register is July 2 at 5 pm. Registrations after the deadline increase to $105 per person. No registrations will be accepted after July 10, 2025. To register, please click here.
Sponsors
HOUSING PRO PASS OFFERS UNLIMITED LEARNING FOR YOUR ENTIRE COMPANY
Subscribe to the GCNKAA Housing Pro Pass and educate your entire staff on all topics related to multifamily housing.
• CECs for the Whole Team: Employees of the subscribed company can attend unlimited seminars for free!
• Low, Predictable Cost & High ROI: At just .50 per unit, the average GCNKAA member’s savings pay for the pass after 5 people attend a single session!
• Housing Pro Pass Library Access: Can’t make a live session? Subscribers get full access to our new online on-demand learning platform.
• Discounts on All Certifications: From EPA certification to Certified Pool Operator and all National Apartment Association (NAA) designations including the Certified Apartment Leasing Professional, Certified Apartment Manager and the Certificated for Apartment Maintenance Technicians, Housing Pro Pass members enjoy a 10% discount.
Contact James@gcnkaa.org or 513-407-8612 for details.
2025 EXECUTIVE COMMITTEE
MELISSA JOY
Village Green Mgmt President mjoy@villagegreen.com
1992…Bernie Wessels ** 1992…Jerry A. Molique, CPM, CAPS ** 1991…Jay O. Ingram, Jr., CPM 1990…Ronald Bommer
1989…John Cobey
1988…Robert J. Wahlke, CAPS
1987…Robert J. Wahlke, CAPS 1986…Charles Berling
1985…Joseph Fullenkamp, CAPS 1984…John Stalnaker
1983…Jerry A. Molique, CPM, CAPS 1982…Harry Fath
**Apartment Association of N. KY merged with GCNKAA
Office Hours: Monday Through Friday 8:30 am to 5:00 pm
ADVERTISING RATES 2025
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ADVERTISING DEADLINES
Ad deadlines are the first of the month for the next month’s issue. Placement of articles and ads is limited to pre-set space and dimensions of the Apartment Advantage. Submissions may or may not be used and placement is at the discretion of the editor
Apartment Advantage is a monthly publication of the Greater Cincinnati Northern Kentucky Apartment Association, Kenwood Executive Center, 7265 Kenwood Rd, Ste. 100, Cincinnati, OH 45236; phone (513) 407-8612; fax (513) 407-7868. For up-to-date information check out our website: www.gcnkaa.org.
JUNE
Across the Board
A MESSAGE FROM THE PRESIDENT
By Melissa Joy, President
Melissa Joy
As President of the Greater Cincinnati Northern Kentucky Apartment Association (GCNKAA), I’ve come to see firsthand the profound impact that engagement—both within our association and throughout our communities—can have on our industry and the people we serve. As we head into a busy and exciting summer, I want to reflect on the importance of stepping up, getting involved, and leaning into opportunities to make a meaningful difference.
The truth is simple: When we show up, things change. And this month, we have several key opportunities to do just that.
LET’S CONNECT AT NAA APARTMENTALIZE
The National Apartment Association’s Apartmentalize Conference is happening June 11 - 13 in Las Vegas. This premier event is more than a learning experience; it’s a gathering of passionate professionals, all committed to bettering our industry. Whether you’re attending sessions, networking with peers, or discovering new innovations on the expo floor, I encourage you to engage fully. These connections and insights are the sparks that lead to transformation— both in our careers and in the communities we manage.
If you’ll be there, seek out your fellow GCNKAA members! We are stronger together, and events like Apartmentalize are a great re-
COMMUNITY
This section contains articles and information concerning the Board of Directors and Association policies.
ENGAGEMENT: PRIDE MEETUP ON JUNE 28
At GCNKAA, our commitment to diversity, equity, and inclusion isn’t just a mission statement—it’s action. That’s why I’m thrilled that our DE&I Committee is hosting a special meetup during Cincinnati Pride on June 28. We’ll be gathering at Parisian on Vine at 10 a.m. before heading to the parade.
This is a wonderful opportunity to not only celebrate our LGBTQ+ colleagues and residents but also to demonstrate what community leadership looks like. Pride is about visibility, support, and solidarity—values that shine in every community we manage.
I invite all members to join us. Whether you’re a longtime supporter or this is your first Pride event, your presence matters. When we show up with compassion and openness, we strengthen our communities and our commitment to inclusivity.
WHY ENGAGEMENT MATTERS
As housing professionals, we don’t just provide a place to live— we shape experiences, foster safety and comfort, and build community. The same is true within our association. When you volunteer, attend an event, mentor a colleague, or advocate for industry-friendly legislation, you help drive positive change.
Being impactful doesn’t always require grand gestures. Sometimes it’s as simple as showing up. Asking questions. Sharing your story. Welcoming a new member. Supporting a cause. Every small step contributes to a stronger, more vibrant industry.
As we dive into this active season, I hope you’ll take advantage
High ROI At .50 cents a unit, the average GCNKAA member’s savings pay for the pass after 5 people attend a single session!
Government & Housing Legalities
GCNKAA OPENS DIALOGUE WITH CINCINNATI CITY HALL ON CONNECTED COMMUNITIES
By Kevin Coughlin,
Greater Cincinnati Northern Kentucky Apartment Association (GCNKAA) Vice President Justin Seger and Executive Vice President Rebecca McLean recently visited Cincinnati City Hall to share GCNKAA’s concerns with the city’s Connected Communities proposal.
Meeting with Vice Mayor Jan Michele Kearney, Seger and McLean addressed the provision in the proposal that would mandate that all new development within the Connected Communities footprint include at least twenty percent of units as affordable housing. Permitting and incentives such as abatement would be tied to compliance with the mandate.
Seger and McLean suggested modifying the proposal in several ways, including limiting it to classes of housing or a small geographic area. They also proposed that the city consider a pilot project for a few years to study the impact on affordable housing.
Justin Seger, Vice Mayor Jan Michele Kearney, Rebecca McLean, and GCNKAA consultant Kevin Coughlin at City Hall.
· Countertop, Cabinet and Bathtub resurfacing
· Cabinet Door Replacement with Resurfacing of frames and boxes
· Increase Rent/Occupancy
· NEW look - Fresh Colors
Our House
This heading contains membership, staff, committee information and events.
2025 NAA APARTMENTALIZE IN LAS VEGAS: REGISTRATION NOW OPEN!
Whether you’re in management, leasing, marketing or maintenance, if you love working in rental housing, you belong at Apartmentalize. Apartmentalize provides countless chances to converse with the best in the industry through interactive activities, the NAA Exposition and structured networking events.
6 REASONS YOU SHOULD ATTEND APARTMENTALIZE
Innovative learning formats and open spaces that foster knowledge exchanges allow you to align your own education to your personal learning level, need and interests. As you design your own education experience with your professional objectives in mind, you will be able to challenge yourself to explore and find fun in your learning.
General Sessions
Hear from three accomplished general session speakers who will inspire, motivate and entertain you with stories from outside of the industry. Speakers include podcaster and author Jay Shetty, Olympic Champion Simone Biles, and motivational speaker and author Kevin Brown.
Educational Seminars
Choose from over 90 sessions throughout the conference spanning a multitude of topics including Maintenance, Operations, Leasing, Affordable Housing, Marketing, Leadership and Industry Trends. With over 250 industry experts, you’ll find a solution for every day of the week! These sessions feature industry experts and provide useful information that attendees can apply to daily work life. The full listing of Education Sessions will be available soon!
Open Space Stations
This peer-to-peer learning experience is an opportunity to en-
gage in creative conversations with fellow attendees who are passionate about the same issues and topics as you. Expert facilitators support small group discussions that explore a dedicated topic for each group, which you determine together.
Express Education
These sessions take place in a dedicated space in the NAA Exposition and are quick 30-minute interactive sessions that include quick digestible content, easily applied takeaways, Q&A and storytelling. The full listing of Education Sessions will be available soon.
Fishbowl Sessions
Fishbowl Sessions are meant to be more intimate, allowing for more active participation from all attendees, breaking down the separation between ‘panelist’ and ‘audience. A chair is left open on the panel to allow for attendees to step into the conversation.
NAA Exposition
The NAA Exposition brings together the rental industry’s top management professionals and suppliers eager to network, share ideas and the latest products and services.
Apartmentalize is scheduled for June 11-13, 2025, in Las Vegas. Details and schedule will be released soon. In the meantime, registration is now open here. Full conference includes access to everything including General Sessions, Education Sessions, NAA Exposition, Welcome Reception, Lunch on Thursday and Friday, Networking Events including Thursday Night Party , NAA Excellence Awards. Registration is currently $1080 per person through May 16, 2025. After that, price increases to $1330 per person.
Jay Shetty Author / Podcaster
Simone Biles Athlete/Advocate
Kevin Brown Motivational Speaker Author
PRIMARY
AION Management
Jessica Hoover 1 South Broad Street Philadelphia, PA 19107 (215) 999-2849
c.bruni@aionmanagement.com
Circle Development
Raymond Schneider 10988 Deerfield Road Cincinnati, OH 45242 (513) 842-2359
Kurie Kristi Fickert 569 Raleigh Place Wilmington, OH 45177 (513) 236-3154
kristi@kurie.us Advertising / Marketing
Superior Solutions Ohio
Robert Griffin 6457 Glenway Avenue PMB 120 Cincinnati, OH 45211-5233 (513) 200-0613 griffin513513@gmail.com Apartment Turns / Carpet and Flooring
THS National Guy Franklin 1050 Classic Road Apex, NC 27539 (984) 344-7693
Guy.franklin@thsnational.com General Contractors
PROPTECH LEADER INHABIT OPENS EXPANDED OFFICE IN MASON
Mason, OH – May 27, 2025Inhabit, the leading ecosystem solution provider for the residential and short-term rental industries, is pleased to announce the opening of a new office in Mason, OH. The facility further cements the company’s commitment to growth and providing employees with enhanced facilities for collaboration and innovation. The newly renovated space includes room for growth, with defined space for an additional 25 employees in the coming months.
Located at 4605 Duke Drive, Suite 300, this newly renovated 13,000 ft. office space will become Inhabit’s regional hub and the headquarters of its rapidly growing Insurance Division, including long-time Cincinnati-based ePremium Insurance Agency.
“I couldn’t be more excited to be opening this new office space to support our local team. Inhabit and ePremium have had deep roots in this community for nearly a decade and expanding on that is not only good for our employees and our business, but also for the growing business community here in southern Ohio,” said John Kristel, President and Interim CEO of Inhabit.
In celebration of the grand opening, Inhabit and its ePremi-
um Insurance Agency held a ribbon cutting ceremony at the new office location. Hosted with Mason Deerfield Chamber, guests included local Inhabit employees, as well as ePremium’s Customer Advisory Board members and members of the Greater Cincinnati Northern Kentucky Apartment Association (GCNKAA). ePremium has been a proud member of the Mason, Ohio community for nearly 10 years.
“We’re excited for Inhabit and ePremium’s growth in the Cincinnati area,” said Michele Klusman, Director of Communications and Programs for the GCNKAA. “They’ve been a valued member of our organization for years and an intrinsic partner in the multifamily industry.”
For more information regarding ePremium®, please visit epremium.com.
About Inhabit:
Inhabit is a global PropTech software company serving the residential and short-term property management industries. Our 1,100+ team members drive strategic partnerships, deliver best-in-class software solutions and services, and foster innovation and collaboration with business leaders and industry experts across software, payment processing and insurance solutions. To learn more, visit Inhabit.com.
GCNKAA 39th ANNUAL GOLF OUTING
FALL GOLF OUTING SET FOR SEPTEMBER 11 AT ELKS RUN; FOURSOME AND SPONSORSHIPS ON SALE ON JUNE 19
On Thursday, September 11, GCNKAA will host the Association’s 20th Annual Fall Golf Classic benefiting the GCNKAA Industry Defense Fund. This year’s Fall Golf Outing will once again be held at Elks Run Golf Course on the east side of the city. Registration opens at 8 am with the scramble teeing off at 9 am. All net proceeds of this outing will be used to meet our commitments to the National Apartment Association (NAA), the Apartment Association of Kentucky (AAK) and the Ohio Apartment Association (OAA) government funds as well as provide backing for the legislative committee’s political needs.
Foursome cost is $800 each and includes per person: round of golf at the golf course, breakfast, late lunch, 2 beverage tickets, snack bag, and automatic inclusion into Hole-In-One contests.
TAKE ADVANTAGE OF OUR SPONSORSHIPS
The Fall Golf Outing Benefiting the Industry Defense Fund offers several sponsorship opportunities for all our members. As a vendor, a sponsorship gives you the chance to get your company name out in front of 136 decision makers in the multifamily housing industry. As a hole sponsor, you also get the chance to take it one step further and meet and greet all golfers on your tee box. As a Primary Member, sponsorship shows your support of the legislative efforts of the Greater Cincinnati Northern Kentucky Apartment Association. After all, all net
proceeds directly benefit our Industry Defense Fund which is used to fight or support vital legislation at the local, state and federal levels. Sponsorships are limited and are listed below:
Presenting Sponsorship – $3000
Event Sponsor - $1500
Dinner Sponsorship – $500
Lunch Sponsorship – $350
Hole Sponsorships – $350 (limit of 18)
Snack Bag Sponsorship** - $250 (limit of 1)
Beverage Sponsorship – $275
Putting Green Sponsorship – $150
Driving Range Sponsorship - $150
Bag Drop Sponsorship - $350
Due to liquor license, no outside alcohol will be permitted at Elks Run Golf Course.
All sponsors receive signage at the outing, pre-event marketing exposure and public acknowledgement of sponsorship during dinner the day of the outing. Hole and beverage sponsors also have the unique all-day opportunity to create a memorable impression and build relationships at their sponsored hole/station. Dinner sponsors will also get the opportunity to give a one-minute speech during dinner. All sponsors are also invited to donate door prizes or give-aways to all participants.
Click here to reserve your foursome or sponsorship.
Looking to Join a Committee?
GOLF SPONSORS
EVENT SPONSOR Yardi Systems
HOLE SPONSORS
1. Sherwin Williams
2. Fresh Coat Painters of South Dayton
3. Calloway Cleaning & Restoration
4. Ferguson Facilitis Supply
5. Apartments.com
6. Rite Rug
7. TNT Services
8. CertaPro Painters
9. Pinnacle Paving & Sealing
10. Royal Finish
11. HD Supply
12. Impruv Painting & Contracting
13. Teasdale Fenton Carpet Cleaning & Restoration
14. Integrated Protection Services
15. Roto Rooter Services Co.
16. Chadwell Supply
17. National Heating & Air
18. Hays + Sons Complete Restoration
GIVEAWAY SPONSOR
Assured Partners
TROPHY SPONSOR
BRG Apartments
LUNCH SPONSORS
HILLS Properties
Jetz Service Co.
Rent.
CIGAR SPONSOR
National Credit System
DINNER SPONSORS
McSwain Carpets
BEVERAGE SPONSORS
ACRE Real Estate
Advanced Turf Solutions
altafiber
Apply Rite
Belfor Property Restoration
CORT
First OnSite
H-M Laundry
Houchens Insurance Group
Pella Windows and Doors
Skyline Roofing & Exteriors
TNT Services
PUTTING GREEN & DRIVING
RANGE SPONSORS
Belfor Property Restoration
Oberson’s Nursery & Landscapes
BLOODY MARY SPONSOR
Chadwell Supply
COURSE ADDRESS
1 Aston Oaks Drive, North Bend, OH
The Apartment Association Outreach, Inc.
LETTER FROM THE PRESIDENT
By Justin Seger, HILLS Properties, Outreach President
Justin Seger
Welcome to Summer 2025! As school lets out, we know the need for bags of food for the children will rise. The next two opportunities to bag food are June 25 and July 30. Please let Susan Peck with the Apartment Association Outreach (AAO) know if you - or a group from your office - would like to volunteer.
The AAO continues to be proactive and is very busy with all our programs. AAO will purchase and distribute backpacks and school supplies in August to support hundreds of students in Roll Hill and Boone County. A special thank you to ePremium Insurane Agency, PNC Bank, and Carpetland Carpet One for sponsoring our school supplies program. We appreciate your support as we help students get all the supplies they need to be successful.
The AAO is proud to sponsor Reach Out Lakota’s Play It Forward fundraiser at the Spectator Level. We are grateful for our partnership with Reach Out Lakota and all our community partners.
Our next Senior Event is June 12, 2025, from 11:30 am to 1:30 pm at Hopkins Commons. We are looking forward to serving lunch, visiting with the seniors and playing Bingo for prizes.
The AAO is proud to sponsor Roll Hill’s very 1st Ladies Volleyball Team. Lisa Hyde-Miller is teaching a team of 17 ladies how to play volleyball; and AAO is supplying t-shirts and sponsoring their entry in the Boys and Girls Club Volleyball Tournament on August 23.
Save The Date for our Night Out for Outreach on Thursday, September 4, 2025, from 5:30 pm to 7:30 pm, at the Freestore Foodbank. We have a new format this year… a casual short evening includes: a short program, appetizers, beverages, and mini tours of the Freestore. Mark your calendars! You don’t want to miss it!
Sa The Date Bourbon Tasting PAC Fundrai r
July 24, 2025 Capital Grille 5 pm watch
Trend Setting
This heading contains information on Management & Leasing.
WHAT PROPERTY MANAGERS SHOULD KNOW ABOUT PAID SOCIAL
By Ashley Tyndall CriterionB
It’s long since been recognized that social media has evolved beyond casual networking platforms to powerful business tools. With platforms that shape how we communicate, make decisions and connect with brands, how we advertise to prospective residents has fundamentally changed. Paid social campaigns offer a direct path to visibility, but only when strategically approached.
The rules are different now: Targeting, content and timing are everything. Understanding how to use paid social effectively could make or break your property’s next big move. Let’s dive into what you need to know to make the most of it.
THE IMPORTANCE OF PAID SOCIAL FOR PROPERTY MANAGERS IN 2025
With millions of potential residents spending time on social media daily, paid social advertising offers property managers an incredible opportunity to reach targeted audiences that traditional marketing methods often miss. Platforms like Facebook, Instagram, LinkedIn, TikTok and others provide an unparalleled reach, allowing you to get your message in front of the right people at the right time.
The need for effective paid social strategies has never been greater, especially as rental markets become more competitive and prospective residents increasingly turn to digital channels for apartment searches. As resident expectations shift, so too must the way property managers communicate and market their properties. By investing in paid social campaigns, property managers can not only
stay top of mind but also influence prospective residents throughout their decision-making process.
Paid social also offers precisions targeting, which is invaluable for property managers who want to focus their marketing efforts on the people most likely to convert into residents.
KEY PLATFORMS FOR PAID SOCIAL IN 2025
In 2025, property managers should consider a few key platforms for paid social advertising. Each platform offers unique advantages, so understanding which one will resonate most with your target audience is critical.
Facebook and Instagram: As the most established platforms for paid social advertising, Facebook and Instagram remain powerful tools for property managers. They allow for hyper-targeted ad campaigns and with more than 3 billion active users across both platforms, these networks provide access to a vast audience, making them ideal for driving awareness and engagement.
Instagram, in particular, is highly visual, making it a great platform for showcasing apartment photos, virtual tours and community amenities. On the other hand, Facebook’s robust ad system offers a wide range of ad formats, from carousel ads to lead generation forms, allowing property managers to run ads that directly collect rental inquiries.
LinkedIn: While LinkedIn is primarily a professional network-
ing platform, it’s also increasingly useful for property managers targeting corporate renters, remote workers, and other professionals needing high-quality housing. Sponsored content on LinkedIn allows property managers to reach decision-makers at companies or those moving for work-related purposes, making it a great choice for targeting a more specific audience.
TikTok: TikTok has quickly become among the most popular social media platforms, particularly among younger generations. For property managers, TikTok offers a more creative and engaging way to showcase properties. Short, engaging videos highlighting apartment features, resident testimonials or the lifestyle of living in a particular community can capture attention and go viral, making it an excellent platform for reaching younger audiences.
YouTube: Video content is king, and YouTube remains a dominant platform for video ads. Property managers can create video tours, client testimonials and neighborhood guides that offer a deeper look into what it’s like to live at their properties. By leveraging YouTube’s robust targeting capabilities, property managers can ensure individuals see their videos in the decision-making phase of their apartment search.
X: Though not as visually oriented as other platforms, X is still an important place for timely updates and announcements. It can be a good platform for promoting special offers, upcoming open houses, and rental availability. Paid social ads on X can help generate quick engagement and prompt action from followers.
HOW PROPERTY MANAGERS CAN MAXIMIZE THEIR PAID SOCIAL EFFORTS
Effective paid social strategies don’t just involve setting a budget and running ads. They require a thoughtful approach to targeting, content creation, and measurement. Below are some key tips for property managers to maximize their paid social investments.
Know Your Audience. Before diving into paid social campaigns, it’s crucial to understand your target audience. This includes knowing their age, lifestyle, income level and what motivates them to search for housing. Paid social platforms offer incredible targeting capabilities, so the better you understand your audience, the more you can identify the right people.
For example, if your property is near a university, you may want to target students or young professionals moving to the area. If your property offers luxury amenities, you may want to target higherincome individuals. Once you have a clear understanding of your audience, you can refine your targeting to make your paid social ads more effective.
Invest in High-Quality Visual Content. Social media is a visual medium, and great visuals are key to standing out. High-quality photos and videos of your property, amenities, and neighborhood are essential for creating an engaging ad. You might even consider creating virtual tours or 360-degree videos to give potential tenants a full
view of the space from the comfort of their homes.
Use Compelling Calls-to-Action (CTAs). Every paid social ad should have a clear, compelling call-to-action that encourages users to take the next step, whether scheduling a tour, signing up for a newsletter or submitting an application. The CTA should be simple, direct, and aligned with the goal of the ad. Examples of strong CTAs include “Schedule Your Tour Today,” “Learn More About Availability” or “Apply Now.”
Monitor and Optimize Campaign Performance. Paid social is not a set-it-and-forget-it activity. It requires constant monitoring and optimization to ensure you get the best return on investment (ROI). Property managers should regularly review metrics like click-through rates (CTR), conversion rates and engagement to gauge the effectiveness of their campaigns. Adjusting your targeting, ad copy or visuals based on performance data can help you achieve better results.
Retargeting for Increased Conversions. Retargeting is a powerful tool in paid social advertising. By running retargeting campaigns, property managers can reach individuals who have previously interacted with their content or visited their website but didn’t complete an action, such as filling out a rental inquiry form. These individuals are already familiar with your property, and retargeting ads serve as a reminder to take the next step.
THE BOTTOM LINE
Paid social media advertising is critical to any modern property manager’s marketing toolkit. With the right approach to targeting, content creation and ongoing optimization, paid social can help increase visibility, attract qualified residents and build a strong online presence for your property. By staying ahead of trends and leveraging the most effective platforms, property managers can tap into the vast potential of social media to fill vacancies and grow their brand.
In 2025, paid social is not just a trend — staying competitive in a digital-first rental market is necessary.
Ashley Tyndall is Director of Client Service for Criterion.B.
SEEING IS BELIEVING
By Andrew
Ruhland, LinnellTaylor Marketing, Reprinted courtesy of Units Magazine
Maintenance teams are vital for the successful operations of any building, but within the multifamily space, they are also essential to delivering quality living experiences and protecting the value of assets. Yet, despite their importance, many technicians are functioning with limited visibility, inefficient workflows and minimal support from outdated tools.
With data visualization emerging as a transformative solution, operators are turning to visual tools like interactive maps, dashboards and trend analyses to transform how they manage, measure and optimize maintenance teams.
THE VISIBILITY GAP IN MULTIFAMILY MAINTENANCE
Data visualization simplifies complex information and turns it into actionable insight. Tools like heat maps, performance dashboards and interactive maps are helping operators to move beyond static reports and scattered data. Instead of combing through spreadsheets, teams can now visually scan a portfolio to identify challenges, monitor technician performance and detect recurring maintenance issues in real time.
By layering maintenance data over the property layout, interactive maps enable maintenance teams to see which work orders are still open, identify any hidden maintenance issues and understand how technicians move throughout a community. This level of visibility supports faster, more informed decision-making, better coordination between techs and improved long-term planning.
In addition to significantly boosting visualization and bringing clarity to an extremely intricate job, interactive maps also address an array of problems experienced by maintenance professionals.
SOLVING PERSISTENT PAIN POINTS
Increased data visualization allows operators to tackle some of the most stubborn challenges in maintenance management. Perhaps most important, technician performance has traditionally been difficult to track. By providing real-time dashboards, supervisors can monitor productivity, recognize top performers and identify individuals who may need additional support or training.
Moreover, by including features such as leaderboards, digital badges and score cards, maintenance visualization helps teams create a sense of achievement through healthy competition among technicians. This not only encourages better performance but also builds a culture of pride and accountability within maintenance teams.
Another longstanding issue, workflow inefficiencies, is easier to pinpoint and resolve with the aid of visual tools like interactive maps. This leads to streamlined workflows and reduced technician turnover by alleviating frustration that accompanies convoluted processes or overwhelming workloads.
“When teams can see the bigger picture, technicians are better equipped to fix smaller problems before they get out of control,” Murdock said. “Visual tools make it easier to spot inefficiencies, expedite workflows and minimize the everyday friction that can lead to burnout and high turnover rates. This creates a more empowered and productive maintenance team.”
For leadership teams, one of the most common pain points is lack of actionable data. Operators need to understand where resources are being allocated, how efficiently teams are working and
where more investments are needed. Data visualization empowers operators to make decisions based on accurate trends and patterns that were once unknown.
REAL-WORLD IMPLEMENTATION
Many operators are already utilizing tools like interactive maps for maintenance data visualization in meaningful ways. One organization, Atlantic Pacific, uses performance dashboards to identify a technician whose speed and quality of work were consistently high. By analyzing and replicating that technician’s approach across the team, the company experienced noticeable improvements in overall efficiency among other technicians.
“The true power of data visualization lies in its ability to turn individual insights into collective progress,” said Michelle Fording, Vice President of Learning and Engagement at Atlantic Pacific Companies. “By highlighting standout performance, uncovering hidden patterns and revealing opportunities for improvement, these tools help teams move from reactive fixes to proactive strategies.”
At another property, heat maps revealed a cluster of plumbingrelated service requests in one section of a community. This visualization pattern prompted a deeper inspection that uncovered a failing infrastructure. Rather than piecemealing repairs, teams were able to initiate a targeted re-piping project, saving valuable time, money and reducing resident frustration.
Additionally, by integrating service reviews and feedback into the dashboard, operators are able to quickly spot patterns of resident complaints or fluctuations in satisfaction—allowing them to intervene before negative experiences impact reputation and revenue.
THE FUTURE OF MAINTENANCE OPERATIONS
The use of data visualization is the future of maintenance operations. As interactive maps, trend analysis and AI-powered dashboards become more widely used, they will continue to raise the bar for maintenance management.
“For organizations looking to embrace data visualization, start small,” Fording said. “Use internal tools to build simple dashboards or track key performance indicators, map work orders and service trends across properties. These incremental steps build upon one another and lead to significant operational gains.”
Looking ahead, automation will expand its role in data visualization—reducing manual tasks, streamlining reporting and enabling predictive maintenance strategies. The ultimate goal is to pinpoint building issues before they escalate into more costly problems. With the right tools, maintenance teams can shift from reactive fixes to proactive planning.
“Data visualization is more than just another technology upgrade—it’s a complete shift in mindset,” Murdock said. “By making maintenance data easier to understand, share and act on, operators are not just improving day-to-day operations, they’re building stronger teams, smarter workflows and more resilient properties that can sustain for years to come.”
Andrew Ruhland is an Account Executive/Content Writer with LinnellTaylor Marketing.
Platinum Sponsor ($25,000)
Gold Sponsor ($12,500)
SEGER
FAMILY FOUNDATION
MARCH FAMILY
Supporter Sponsor ($5,000)
Silver Sponsor ($7,500) THE
To become a Champion For Outreach, please contact Susan Peck - susan@gcnkaa.org
