Webinars

The Value Shift in Multifamily

April 16, 2026

1:00 PM ET / 12:00 PM CT

Renter expectations are shifting fast, and it’s not just about AI or centralization. In this session, Product Marketing Manager Eileen Cook and Entrata Industry Principal Virginia Love explore the consumer trends influencing how renters define value, build trust, and choose where to live. Plus they’ll talk about what those shifts mean for onsite performance and the leasing journey.

They’ll discuss:

How “value” messaging is replacing price-first selling
The new baseline for tours, tech, and an easy-to-lease journey
What it takes to build trust through transparency and consistency
Gen Z’s influence as both renters and onsite associates
Emerging watch-outs: fraud, social media reputation, and AI skepticism

Speakers

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Marketing in 2026 leaves little room for delay. With leaner teams, higher renter expectations, and tighter margins, small inefficiencies can have an outsized impact on leasing performance. Join Entrata’s VP of Product Billy Mungovan and Product Marketing Manager Eileen Cook as they break down how marketing, leasing, and technology must work together to drive real results, and where many teams are falling behind.

The 2026 State of Multifamily Report

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After years of disruption, multifamily housing is entering a new era of stability, and the data proves it. The 2026 State of Multifamily Report uncovers how operators are navigating today’s market with measured optimism, smarter technology, and renewed focus on resident value.

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