Published on July 15th, 2025
By Sean Forester

Apartmentalize 2025 was my fourth Apartmentalize, and the event remains a highlight of my year. The energy, scale, and unique blend of learning, networking, and fun make this event a standout on the industry calendar. This year’s event felt especially timely as our industry navigates transformation driven by operational pressures, technological and organizational innovation, and the need to keep pace with shifting market and regulatory dynamics.

Going in, we all probably could have predicted that AI would dominate the conversation, and that certainly proved to be the case.

AI’s Unstoppable Momentum

Someone asked whether I’d consider this year’s gathering a turning point for AI in the industry. Turning point is not quite the term I’d use. I actually think the momentum around AI has been building through countless small moments where people have been experimenting with it in their personal and professional lives. But I do believe we can confidently say we’re past the tipping point and that this represents an irreversible trend.

Before joining multifamily, I worked in healthcare, and I remember the buzz around blockchain technology back in 2015. Everyone talked about how it would solve the industry’s biggest challenges — sharing medical records between systems, access control and cybersecurity, payment fraud, waste, and abuse. Ten years later, nothing has really come of it.

And blockchain is just one example. Over the years, we’ve seen countless technology trends — everything from virtual reality to the metaverse and NFTs and even certain smart home innovations — that have been hyped as transformative, only for them to fizzle out or remain niche. In many cases, the technology either didn’t have a real, urgent business problem, needed too many different systems or companies to work together, or just wasn’t user-friendly enough to work at scale.

However, this is why I’m confident AI in multifamily won’t suffer the same fate.

At this year’s Apartmentalize, we didn’t just hear big promises, we saw the following proof points from NAA research:

• 7 fewer days from lead to move-in time
• 15% increase in retention rates
• Up to 10 hours per week saved per employee

But more than that, the tone of the conversation has shifted from curiosity to strategy. We’re not just tinkering with tools, we’re integrating AI into workflows, rethinking organizational roles, and designing for outcomes. Unlike past tech fads, AI is directly aligned with our industry’s most pressing needs: enhancing resident experiences, alleviating staffing challenges, and creating value for everyone in the real estate ecosystem.

The other reason for my confidence is that the conversation around AI is becoming far more strategic. In the past, sessions focused on playing catch-up — understanding “what is GenAI?” and “how do I use ChatGPT?” While I still think too much focus gets placed on perfecting prompts in foundation models like ChatGPT (that’s a story for another day), this year’s conversations shifted to advanced topics, such as:

• Anticipating innovations like agentic AI in workflows
• Evolving organizational design, including questioning traditional hierarchies and departments
• Evolving roles from task completers to outcome orchestrators

Cole Cason from Flournoy Properties Group and Allie Crist from Indigo Living delivered an excellent exploration in their “Press 1 for Human” session on the when, how, and who of AI implementation. They shared the following compelling examples of reimagined roles:

• Leasing Agent → Community Engagement Specialist
• Assistant Manager → Resident Experience Manager
• Property Manager → Strategic Coach
• Maintenance Technician → Service Specialist

Creating More Fulfilling, AI-Empowered Roles

The discussion around evolving roles gave me even greater confidence that the multifamily industry can be a leading example of how AI enhances human work rather than replaces it. In speaking with industry leaders, we all agreed this isn’t about removing people from the process — it’s about removing the parts of the job that feel robotic, repetitive, and draining so that our teams can focus on what truly matters.

Multifamily has always been rooted in service and human connection. While we’ve historically struggled with attracting and retaining talent, AI gives us a path forward, not by doing the work instead of us but by making that work more fulfilling. When AI takes care of the routine, people gain the time and space to focus on skills that only humans can bring: empathy, emotional nuance, conflict resolution, creative problem-solving, and relationship building.

This doesn’t just lead to better careers — it leads to better resident experiences. It’s a genuine win-win.

This vision aligns perfectly with AppFolio’s approach; AI doesn’t eliminate the need for humans, it elevates our role. It amplifies what we’re best at. By freeing teams from repetitive tasks, AI allows us to double down on delivering meaningful, human-centered service — something no algorithm can replicate.

Meeting Great People

Of course, it wouldn’t be Apartmentalize without the celebrations. Two events in particular stood out for me.

The Excellence Awards kicked off the event beautifully. This was my first time attending, and it was such a pleasure to celebrate the outstanding work that happens every day in our industry. Congratulations to all the winners who exemplify the best of what we do.

 

AppFolio’s Party Wednesday Night provided the perfect opportunity to unwind and connect with industry friends (old and new) in a more relaxed setting. These moments of connection and celebration are what make the multifamily community so special. We work hard, but we also know how to come together and enjoy each other’s company.

Looking Forward

Overall, I left Apartmentalize both exhausted (it was a busy three days) and optimistic about the future of our industry. The conversations, insights, and connections made throughout the event reinforced my belief that we’re on the cusp of meaningful positive change. AI isn’t just a buzzword for us anymore — it’s becoming an integral part of how we operate, serve residents, and create more rewarding careers for our teams.

I’d like to thank everyone I had the chance to connect with at the event. The energy and enthusiasm I encountered give me tremendous confidence in where we’re headed. See you next year!