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25 Years In The Multifamily C-Suite: Why The Onsite Role Must Change │ Jamie Gorski, Founder & President at Catchpoint Collective

Summary

Jamie Gorski started in multifamily as a groundskeeper in Baltimore, in a role that taught her something she has never forgotten: this industry matters because we provide homes and help people. Now, she has 25+ years of C-suite multifamily experience across marketing, operations, and resident experience. Through her companies Catchpoint Collective and Journey Lens, she advises operators, proptech companies, and investors. Jacob Kosior and Jamie get into why the onsite role has to change as AI and centralization reshape multifamily operations. They talk about tours that have not changed in years, residents getting a better experience buying a purse than renewing a lease, centralized leasing teams that can improve speed and consistency, and much more.

I remember someone telling me “I had a better experience buying a purse than renewing my lease."

In This Episode

Takeaways

  • Centralized leasing can improve speed and consistency, but only if residents still feel connected. Jamie sees real upside in centralized leasing: faster responses, stronger brand consistency, better measurement, and deeper expertise. The risk is that residents only build a relationship with the centralized team and lose connection to the people at the property.
  • The onsite role cannot stay the same after centralization. Jamie says centralization starts to break when operators move work offsite and new tools, but do not change what the onsite team does, how they sell, or what playbook they follow. The strongest operators redesign around both the customer and the onsite staff. 
  • Renewals need to feel like resident experience, not administration. Jamie’s example of someone having better experience buying a purse than renewing their lease lands because it shows how much care other industries put into a purchase that may cost far less than a renewal. Multifamily has an opportunity to make renewals feel more thoughtful, especially when AI can help give teams more time back.
  • The tour is not a feature dump. Jamie calls the in-person tour one of the most crucial moments in the leasing journey, but says too many tours still feel like a list of amenities. The better version is more empathetic, more personal, and more aware that the renter is making a major decision about their next home.