Busyness is not a business model. Multifamily operators have been trapped in a cycle of constant motion—reacting, adjusting, pivoting, iterating. But in 2026, the game
If you’re choosing between talent and management, you’re already behind. Talent-driven organizations unleash brilliance.Management-driven organizations engineer stability.You don’t have to choose. In the multifamily space,
Risk signals direction. Risk shapes opportunity. Multifamily doesn’t struggle with risk. Multifamily struggles with denial. Risk aversion defines cultural posture. Risk-averse behavior reveals personal limits.
Strategy is not a meeting. It’s a muscle. Most multifamily leaders treat strategy as something you calendar.An offsite. A retreat. A two-day PowerPoint parade. Then
That’s the core of the “Jobs to Be Done” theory—and it should become your primary lens for decision-making in multifamily. Residents don’t lease granite countertops.
We’ve been sold the wrong gospel: that convenience wins the leasing war. That’s false. Convenience is table stakes. Attention is the prize. By the way,
Cortland’s recent $1.6 billion acquisition of nearly 6,000 units from Elme Communities is a roadmap into how disciplined capital, strategic liquidity, and operational scale move
Hope won’t fix occupancy. Hope won’t cut or manage expenses. Hope won’t lease the last five units before quarter-end. But without hope, nothing extraordinary ever
Damocles sat beneath the sword, frozen. The blade dangled from a single horsehair above his head. The feast before him went untouched. The music, unheard.
Luck isn’t magic. It’s cause and effect. You put in effort. You persevere. You show up even when no one is watching. And then, one
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