How AI Will Shape Multifamily’s Next Decade

Scott Berka is a Senior Managing Director at Greystar, where he leads Brand, Loyalty, and Innovation for Greystar’s US Property Management business. In this role, Scott is responsible for shaping the Greystar brand across its global portfolio and helping evolve how we manage properties to benefit both renters and property owners. He leads brand strategy and consumer engagement efforts that strengthen Greystar’s connection with current and future residents, while overseeing marketing campaigns, loyalty initiatives, and strategic partnerships that enhance the value of living at a Greystar community. Scott works cross-functionally to ensure these efforts support both resident satisfaction and property performance. He is also a member of the Greystar Executive Committee. Prior to joining Greystar in 2019, Scott was an Associate Partner at McKinsey & Company, where he advised Fortune 500 companies on marketing and customer experience strategy. Earlier in his career, he worked in advertising, leading branding and marketing work for consumer companies across a range of industries. Scott earned his Master’s in Business Administration from the Yale School of Management, where he focused on marketing and strategy. He holds a Bachelor of Science degree in business administration (marketing) from the University of Illinois Urbana-Champaign. He is also a member of the National Apartment Association and a passionate advocate for resident-focused innovation in rental housing.