Optimized: A Marketing Performance Podcast

Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

Optimized: A Marketing Performance Podcast is a business podcast hosted by Janet Rosseth, with 53 episodes on record and a Required Pod Score of 80.

Janet Rosseth hosts Optimized: A Marketing Performance Podcast, a business show with 53 episodes published.

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  Optimized: A Marketing Performance Podcast

  54 - Fewer Leads, Better Leases? Rethinking Fee Transparency in Multifamily

  Sep 22, 202643 min

  Fee transparency is no longer a niche compliance headache - it’s reshaping how multifamily marketers, operators, and leasing teams win trust, qualify leads, and close faster. Jocelyn Quall https://www.linkedin.com/in/jocelynquall/ , VP of Marketing at Engrain, brings nearly 20 years of real estate and prop tech experience, from Archstone and senior housing to launching marketing at a startup and now leading the team behind one of multifamily’s most talked-about transparency solutions. She and host, Janet Rosset, break down why the old "hide it and hope it goes away" rental fee playbook is over, and what smart teams are doing instead. They unpack how the industry got here, why marketers are carrying so much of the burden, and why the real shift is bigger than compliance - it’s cultural. In this episode: Fee transparency evolution and regulation Impact of data and industry shifts on marketing Ingrain's solutions for unit-level data and fee transparency The cultural shift towards transparency in multifamily The role of technology and integrations in fee transparency Industry statistics on adoption and benefits Strategies for educating teams and stakeholders The importance of trust and transparency as core values Chapters 00:00 Introduction to Jocelyn Quall and fee transparency 01:57 Jocelyn's career journey in multifamily and proptech 05:00 The rapid evolution of marketing data access 08:00 The challenges and benefits of fee transparency 11:58 Industry adoption statistics and market trends 16:00 Impact of fee transparency on lead quality and conversions 19:59 Cultural shift and organizational alignment for transparency 30:04 Ingrain's solutions for unit-level data and fee transparency 35:57 Educational resources and masterclasses for fee transparency 40:00 Personal optimization and trust in professional life Engrain is a property technology company specializing in interactive mapping and data visualization software designed to streamline searching, leasing, and managing real estate. Through flagship products like SightMap https://www.engrain.com/sightmap and TouchTour, the company provides real-time unit availability, upfront pricing, custom search filters, and pathfinding tools across various sectors, including multifamily, senior living, student housing, and self-storage markets. By integrating geospatial visualization directly into property websites, listing portals, and asset management platforms, Engrain helps real estate operators deliver transparent customer experiences while empowering teams with actionable performance insights. Learn more about Engrain: https://www.engrain.com Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

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  Optimized: A Marketing Performance Podcast

  53 - How to Build Marketing That Actually Supports Operations

  Sep 7, 202654 min

  Marketing teams in multifamily are often stuck with too many tools, too little data, and a conversion funnel that leaks revenue at every step. Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Jennifer Jacox https://www.linkedin.com/in/jenniferjacox/ of StuartCo. and Andy Medley https://www.linkedin.com/in/andymedley/ of PERQ for a live case study on how to break a marketing stack apart and rebuild it into a smarter, more measurable system. Explore how strategic reorganization and technology integration can transform property marketing. They share a real-world example of dismantling outdated systems and implementing data-driven solutions to boost lead generation, improve decision-making, and enhance overall performance. In this episode: The challenge of disassembling and rebuilding marketing systems The importance of data and attribution in marketing decisions How integrated tools improve lead quality and conversion rates The role of digital marketing and website optimization Strategies for managing vendor relationships and technology stack The impact of marketing on property management and leasing performance The process of implementing new marketing technology in a real estate portfolio The benefits of partnership and seamless integration in marketing Chapters 00:00 Introduction and episode overview 01:08 Jennifer Jacox's background and role at StuartCo. 04:38 Andy Medley's introduction and perspective on industry evolution 07:00 StuartCo.'s initial marketing challenges and team structure 09:06 Streamlining marketing operations and vendor management 12:03 Identifying gaps in lead generation and the role of Perk 17:03 Implementing new conversion tools and website strategies 23:08 Data-driven decision making and marketing ROI 27:05 Lease expiration modeling and budget planning 34:59 The decision to overhaul marketing technology and process 40:02 Rapid implementation and results of new systems 45:58 Team confidence and decision-making improvements 50:00 Advice for marketers considering a system overhaul PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, driving 2–3X more qualified leads using proprietary AI, and optimizing existing marketing spend by feeding real-time visitor data back into paid search campaigns Reduce your team's manual effort and advertising costs while delivering clearer ROI. Learn more about PERQ: https://bit.ly/4bQrHqP Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

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  Optimized: A Marketing Performance Podcast

  52 - The Critical Role of Data in Unlocking Marketing and Operations Synergy

  Jul 20, 202644 min

  Stephanie Sellstrom https://www.linkedin.com/in/stephanie-sellstrom-caps/ , VP of Client Operations with PERQ, joins Janet Rosseth on Optimized to explore the evolving landscape of property management technology, marketing, and operations. They discuss how integrated tools and data-driven strategies are transforming leasing, marketing, and vendor relationships. In this episode: The evolution of property management technology The importance of data integration and analytics How marketing and operations can collaborate effectively PERQ's marketing intelligence platform Supplier relationships and tech stack evaluation Consolidation of marketing tools and systems The impact of technology on leasing performance Strategies for marketing ROI and lead nurturing Chapters 00:00 Introduction to the Synergy Between Suppliers and Operators 04:08 Stephanie's Journey in Property Management 06:42 The Challenges of Tech Adoption in Property Management 10:08 Transitioning from Operations to Supplier Side 12:47 Understanding the Dynamics of Marketing and Operations 15:59 The Importance of Data in Marketing 18:47 PERQ's Evolution and Marketing Intelligence Solutions 25:08 Empowering Marketers with Time and Insights 30:58 Consolidating Tools for Enhanced Efficiency 37:16 Transforming Lead Management and Nurturing 39:56 Key Questions for Demos 42:10 Personal Optimization Strategies Learn more about PERQ: https://bit.ly/4bQrHqP Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

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  Optimized: A Marketing Performance Podcast

  49 - Budget Optimization w/ Gunnar Blakeway-Walen

  May 4, 202656 min

  Join Janet Rosseth and Gunnar Blakeway-Wallen https://www.linkedin.com/in/gunnar-blakeway-walen/ as they explore budget optimization, marketing strategies, and innovative tactics in multifamily property management. Gunnar shares his unique journey from arts to marketing, insights on budget planning, vendor relationships, leveraging AI and automation for success, and building out a marketing engine when there wasn’t one previously. This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP Chapters 00:00 Introduction to Budget Optimization 06:13 The Art of Marketing and Learning 09:24 Smart Investments in Marketing Budgets 11:49 Evolving Budget Writing Processes 15:17 Protecting Budget Essentials 19:28 Balancing Long-term Investments and Quick Wins 22:36 Building Credibility with Ownership 25:07 Choosing the Right Vendors 26:52 Ensuring Ad Spend Efficiency 30:05 Marketing Strategies for Real Estate 30:48 The Role of Reputation in Marketing 31:40 Brand Storytelling and Its Importance 33:19 SEO and Digital Marketing Tactics 35:06 Learning from Competitors 36:52 Innovative Marketing Approaches 39:44 Adapting to Market Changes 43:26 Empowering Teams in Marketing 46:42 The Importance of Brand Voice 49:12 Advice for New Marketers 50:56 Daily Practices for Improvement This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #budgetoptimization #multifamily #multifamilymarketing

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  Optimized: A Marketing Performance Podcast

  48 - Budget Optimization w/ Katie Nelson

  Apr 27, 202651 min

  In this episode of Optimized!, Katie Nelson https://www.linkedin.com/in/katie-nelson-69597a5/ from Lustra Multifamily Consulting shares expert insights on optimizing marketing budgets, performance-driven strategies, and building a strong brand foundation in multifamily property management. Main Topics: - Building intentional, flexible marketing budgets with contingency planning - The importance of analyzing fees and transparency to increase trust and lead quality - Leveraging the marketing funnel, brand foundation, and reputation for sustained success - How to protect performance levers like leasing velocity, lead quality, and rent integrity during budget tightening - Practical tips for social listening and reputation management in a competitive market Chapters 00:00 Introduction to Optimizing Marketing Budgets 04:03 Building Budgets with Intentional Flexibility 06:44 The Importance of Fee Transparency 09:53 Understanding the Marketing Funnel 15:52 Branding as a Foundation for Trust 21:02 Making Marketing Dollars Work Harder 28:12 The Importance of Brand Consistency 29:07 Understanding Renter Psychology 31:11 Adapting Marketing Strategies 33:51 Protecting Rent Integrity 38:36 Evolving Marketing Tactics 41:38 Reputation as a Strategic Asset 48:05 Optimizing Marketing for Better Performance This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #Optimized #Multifamily #MMN #BudgetStrategy #MultifamilyBudget #MultifamilyInvesting #MarketingEfficiency #ROIOptimization

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