The State of our Industry

$29 for members / $49 late registration / Free to Pineapple Pass 

The multifamily industry is undergoing rapid, consumer-driven change—and the pace isn’t slowing. “What does the consumer want?” is no longer just a consideration; it’s the question. What once felt like emerging trends have quickly become expectations, with even more processes, technologies, and solutions on the horizon. Add in increasing disruption across the industry, shifting resident sentiment, and rising pressure on site teams, and it’s a lot to digest.

Meanwhile, forces far outside of multifamily—retail, hospitality, fintech, and on-demand services—are redefining what today’s renters expect. These external trends are driving a new level of consumerism that’s reshaping everything from communication to service delivery to brand loyalty. So how do you determine what matters most?

Join Virginia Love, Industry Principal with Entrata, as she breaks down the consumer behaviors, expectations, and cross-industry trends that are influencing multifamily today. She’ll unpack the temperature of both residents and onsite teams, highlight where disruption is hitting hardest, and share the shifts that will continue to define the apartment experience for years to come.  This session applies to all roles in multifamily, giving every associate a clear line of sight into how their role contributes to the bigger picture.

Virginia Love launched her multifamily journey over 30 years ago as a leasing consultant, earning $5.72 an hour and approximately $30 per lease. Since then, she has climbed the ranks through training, marketing, and operations roles at top firms like Summit, Watermarke, and ING Clarion. After 12 years as VP of Leasing & Marketing at Waterton, she joined Entrata in 2019 as Industry Principal, driving innovation across marketing, product, and sales. A National Apartment Association Lyceum graduate and former Chair of the Atlanta and Georgia Apartment Associations, Virginia is a recognized force, twice named a GlobeSt Woman of Influence, Connect CRE Woman in Real Estate, and inducted into the Georgia Apartment Association Hall of Fame in 2025. Virginia is a frequent speaker, an Apartment All-Star, and an exceptionally organized traveler.