Transforming Cities

Share your proudest moment as a developer...??

Here’s the thing: most properties put their least experienced employees on the front lines to drive revenue. Think about that for a second—it doesn’t make sense. Too often, leasing agents who are new to the game are the ones meeting prospective residents at the door, answering questions (or struggling to), and trying to close deals. Yet, they hold the keys to driving revenue for the entire property. The reality is that these leasing agents are often not trained in sales, and that’s a major problem. How can we expect them to hit revenue goals when they don’t have the proper tools or training to succeed? This is exactly why the current approach doesn’t work—and why it’s time for a change. #ResidentialLeasing #MultifamilyOperations #SalesTraining #PropertyOperations CHARLESGATE Michael DiMella Chris Arnold

Let’s address the real issue in multifamily leasing. ?? Leasing is one of the most critical functions when it comes to driving NOI, property value, and resident experience—yet it’s often treated like an afterthought. Too many companies place entry-level employees in leasing roles with minimal training and little support, then expect them to succeed. This leads to dysfunction and unrealistic expectations. A 94% occupancy rate? That’s considered “good enough.” But here’s the truth: It’s not! Leasing should be treated as a professional sales function with a strategic focus on driving better performance, increasing occupancy, and enhancing the resident experience. This is the shift the industry needs. What do you think? RW16 with Michael DiMella and Chris Arnold #Leasing #PropertyManagement #MultifamilyRealEstate #ResidentExperience #PropertyOperations

It's always "traditional" this and "centralize" that, but have you heard of the Pod model? It puts leasing front and center as a specialized, high-performance sales team. Why? Because it’s not just about getting leases signed; it’s about making every move-in, every experience, and every turnover faster, smoother, and better operationally for all parties involved, not just the resident and the leasing agent. Here’s the deal: ?? The Pod approach focuses on better conversions—because more leases = more revenue. ?? The Pod approach delivers a resident-first experience that sets the tone for long-term success. ?? The Pod approach speeds up leasing and turnovers to keep properties performing at their peak. This is what happens when you treat leasing like the revenue driver it’s meant to be, and not the all-in-one sales, customer service, maintenance, assistant to the property manager hybrid. RW16: Improving Post-Stabilized Leasing Performance | Michael DiMella + Chris Arnold

Let’s talk about the elephant in the room. ?? In multifamily, leasing often gets overlooked as just a part of operations. But here’s the truth: leasing is a revenue function—and when you treat it that way, everything changes. If your leasing efforts feel disjointed, dysfunctional, and unmotivating, it's time to think through a different approach. - How does our approach stand out? - Why does thinking about leasing as a revenue function matter? It’s all about breaking from the status quo to maximize performance and profitability for your property. Real Wins 16: Improving Post-Stabilized Leasing Performance with Chris Arnold and Michael DiMella #RealWins #MultifamilyLeasing #PropertyManagement #PropertyManagementOperations

Episode 16 of Real Wins is here! This week, we're digging into post-stabilized leasing performance. Most properties call it a win at 93-95% occupancy. But let me ask you this: why stop there? Good enough isn’t great when there’s money left on the table. Stabilized occupancy should be 97%, 98%, or even 99%. In this episode, we dive into: ?? Why so many properties plateau at 93%. ?? Actionable leasing tactics to blow past that number. ?? How to boost your bottom line without cutting crucial corners. Visit our link in company biography to watch the full episode. Michael DiMella | Chris Arnold #RealWins #Leasing #LeaseUp #NewDevelopment #MultifamilyDevelopment #ResidentialDevelopment

We see it all the time—visionary developers investing in stunning architecture, smart material choices, meticulously designed amenities, and flawless floor plans. They’re creating something incredible. But then... it all falls apart with a basic logo and color scheme that lack uniqueness. When your brand identity doesn’t match the high-quality experience you’re delivering on-site, you’re missing out on a huge opportunity to captivate the right audience. A strong, cohesive brand draws in a larger, more engaged community that’s genuinely attracted to your property. It’s that connection between design and branding that drives awareness and positions your development to stand out. Because when your brand speaks to your build, it’s going to hold value for years beyond the C.O. date. ?? Michael DiMella in Ep 15 of Real Wins - How Can Brand Maximize Property Value?

"Build something beautiful that a core group truly loves, not just something a thousand people kind of like." – A reminder from Airbnb's Brian Chesky that couldn’t be more relevant to residential real estate. In multifamily, it’s about crafting a brand that resonates deeply with your residents. If you build something that a dedicated group is passionate about, the results are powerful: faster lease-up, higher retention, and a better resident experience. It creates this self-fulfilling cycle—happy residents leave glowing reviews, your brand aligns with what you deliver, and they feel proud to live in a place that reflects their values. That’s how you create a brand that not only attracts but also retains. Michael DiMella in Ep 15 of Real Wins - How Can Brand Maximize Property Value? #Multifamily #Brand #PerformanceMarketing #RealEstate #TransformingCities

You've heard of carpool karaoke, but for developers, meet The Developer's Driveway. Unscripted, insightful series where development leaders share their stories from the road. ?? First Stop: Tampa, Florida with John T Pugh ?? Take a look under the hood of what it’s like to view the world through the eyes of a developer. ?? Watch the first episode here: https://bit.ly/3YZ6p3p

Imagine this: you’re planning for a 12-month lease-up period, following all the standard steps. But what if we pushed the boundaries? What if we built a go-to-market strategy that leans heavily into a strategic, creative, and impactful brand—one that maximizes your project’s value from day one? Now, take that 12-month timeline and shave it down to 9 months… even 8. Think about all of the ad-spend you saved, the faster returns, the time value of money. Think of the multiple ROI on that brand investment and how much value it brings right out of the gate. And here’s the best part: it’s about creating massive potential for the building’s future. Because sometimes, a little extra effort in the brand can give you the best gift: a big return and a faster path to full occupancy that holds value.