The Value Shift in Multifamily

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