Boosting Efficiency with Entrata Operations Experience Platform (OXP)

The property management industry is continually looking for ways to balance personalized service with technological efficiency. This session introduced Entrata OXP (Operations Experience Platform), a system designed to improve on-site operations by making AI and automation practical, visible, and deeply integrated. The platform aims to transform the way onsite teams work, giving them specialized daily task lists, AI-powered automations, and much more.

The Vision: AI as a Teammate

OXP is designed to help organizations understand and embrace AI, not fear it.

• Reframing AI: The platform doesn't aim to replace staff. It makes current staff more efficient and allows them to shift their focus from mundane, repetitive administrative tasks to crucial, resident-facing initiatives.

• A Non-Technical Start: OXP provides a simple entry point for adopting AI. Users can enable ELI+ agents (like Leasing AI) through simple settings and immediately see analytics and reports detailing the meaningful impact and time saved by the AI agents. This "trust but verify" approach helps overcome hesitancy by showing what the AI components are actually accomplishing, including the nature of any handoffs to human staff.

• Synergy: While OXP can be used without ELI+ (providing value through intelligent task routing and increased efficiency), combining the two creates a unified workflow that allows users to get the maximum benefit from it.

Core Components of OXP

OXP is built on several interconnected tools designed to improve daily workflows for onsite teams at every stage:

1. Intelligent Task Routing

This feature aims to eliminate ambiguity and wasted time by providing every employee with an individualized to-do list.

• Smart Routing: Tasks (e.g., property walks, lead follow-up, maintenance) are automatically routed based on the employee's roles, skills, and permissions (leveraging existing Entrata user setup).

• Mobile Efficiency: The new mobile app is essential, freeing staff from their computers and allowing them to complete tasks, address urgent needs (like checking parking lot violations), and be more available in community spaces.

• Accountability and Support: The centralized task list allows regional staff to monitor task completion across their portfolios for accountability and to identify employees who may need additional training or assistance.

2. Playbooks

Playbooks digitize company policies and procedures, providing a single source of truth for both routine and emergency situations.

• Process Automation: Users can build playbooks that, once initiated (e.g., for a fire or a winterization procedure), automatically create a series of required tasks for specific employees or teams.

• Risk and Efficiency: This capability allows corporate staff to digitize policies to reduce liability risk and ensures that no critical step is missed during chaotic events like a property fire or a sudden freeze.

• Training and Onboarding: Playbooks eliminate reliance on institutional knowledge, making it easier and faster to onboard new employees and ensure consistency across the portfolio.

3. Workflow Studio

This is the powerful automation engine that sits between human staff and AI agents.

• If/Then Automation: Workflow Studio allows users to set up custom "recipes" of "if/then" statements for processes that don't require human or complex AI intervention. A common example is screening result thresholds. If a result is below a certain number, auto-approve. If it's above a second number, escalate to a human reviewer.

• Streamlining Processes: This tool frees up staff from repetitive administrative clicks, ensuring that standard processes (like certain maintenance escalations or screening follow-ups) happen automatically in the background.

4. Universal Profile and Communications

OXP introduces a much-needed, unified view of every person engaging with the company.

• Single Source of Truth: A consolidated profile provides a complete CRM view of a resident or applicant, including related conversations, open tasks (work orders, renewals), insurance, pets, and notes. This also resolves the issue of having multiple profiles for a single person who submitted several applications.

• Contextual Communication: This profile ensures that human staff can quickly see all contextual information, making interactions more personal and making the resident or applicant feel "heard and understood."

• Comms 2.0 Platform: A new communication platform provides a consolidated inbox (mobile and web) where staff can see messages from both human and AI agents.

• Entrata GPT: A future feature that will train a generative AI model on the company's own data and policies. Site staff can ask policy-related questions and receive answers that are consistent with company policies, avoiding the risks of using public AI tools.

The Road Ahead

The initial focus of OXP is building out the task foundation, the communications platform, and the Universal Profile. These foundational elements will allow for the future development of powerful, full-lifecycle solutions, including a true Lead-to-Lease solution that seamlessly continues into renewals and maintenance management. The platform is currently in beta, with an eye toward continuous rollout and expansion.