A Propmodo opinion piece argues that multifamily operators should define their own technology goals before letting vendors shape them, and should hire engineers from outside real estate to evaluate solutions. It cautions against rushing into AI vendor commitments and favors open APIs, operator owned data and systems that can evolve without a full rebuild.
Why it matters to multifamily marketers
Marketing teams could lose budget to AI tools that do not fit the portfolio, so apartment marketers should push for clear goals and data ownership before signing new contracts.