THE DIGIBLE DUDE

What if the biggest problem with multifamily marketing isn't the technology—it's the messaging? In this episode, Reid sits down with Lia Nichole Smith of Spherexx to explore why brands spend too much time talking about features and not enough time understanding customer struggles. Together, they unpack the role of storytelling, trust, and strategy in an industry racing to embrace AI. From...

AI is changing apartment search—but is the industry ready for it? In the second half of Reid's conversation with Jennifer Cyphers, Founder and CEO of Pinwheel, they explore how answer engine optimization (AEO) is replacing traditional SEO, why storytelling matters more than ever, and how AI is changing the way renters discover apartments. The conversation also cuts through the AI hype, coverin...

What happens when renters start their apartment search with ChatGPT instead of Google? In this episode, Reid sits down with Jennifer Cyphers, Founder and CEO of Pinwheel, to discuss how AI is changing apartment search, leasing, and the way prospects discover communities. Jennifer shares why 30% of search is already beginning through chat interfaces, how Pinwheel is adapting to an AI-driven world,...

Most apartment operators think they know who they’re competing against. According to Jonas Bordo, they’re probably missing the bigger picture. In the second half of Reid’s conversation with the Dwellsy CEO, Jonas explains why renters don’t think in traditional comp sets, how AI could soon replace apartment search as we know it, and why the future belongs to open platforms that connect renters, pro...

Apartment search is overdue for a rebuild. In this episode, Reid sits down with Jonas Bordo, co-founder and CEO of Dwellsy , to unpack why the rental marketplace still struggles with stale listings, bad rent data, fraud, and outdated assumptions about how renters actually search. Jonas explains how final asking rent creates a more accurate picture of the market, why traditional comp sets are often...

As AI adoption accelerates across multifamily, operators are being forced to rethink how their businesses are structured, staffed, and scaled. In this episode, Dom Beveridge, Principal of 20for20 and Multifamily PropTech Expert, shares insights from his latest Annual Report research, highlighting how leading organizations are approaching AI—not just as a tool, but as a shift in operating philosoph...

Marketing today isn’t about pushing more leads. It’s about clarity, differentiation, and actually creating value people feel. In this episode of Digible Dudes, Reid Wicoff sits down with Lindsay Jacobs (Head of Marketing at Fairfield Residentiall) to break down what’s really happening in modern multifamily marketing and why most strategies fall flat. They explore why AI is repeating the same mista...

Most multifamily operators still rely on ILS and paid search as their primary marketing engine. For years, that worked. Now it’s quietly driving up cost per acquisition. In this episode of Riffing with Reid, RayAnn Corton, Account Strategist at Digible, breaks down why single-channel marketing is limiting exposure, inflating CPAs, and forcing operators to compete harder for the same renters. The c...

Most apartment communities focus on amenities. Ovation focused on experience. And it changed everything. Shellie Greer, Director of Ovation Lifestyle, shares how her team turned traditional multifamily properties into true lifestyle brands that residents feel connected to, talk about, and choose to stay in. Instead of generic events or one-off perks, Ovation built a system for community through we...

This episode is equal parts actionable strategy and candid industry reflection. Perfect for marketers, operators, and anyone passionate about getting real results in multifamily. Subscribe now, share your takeaways (or disagreements!), and get ready for 70 more principles coming your way. Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

In this episode of Riffing with Reid, Reid sits down with Ian Hay,Senior Account Manager at Digible to explain why account management is the missing link in multifamily marketing performance. They break down how great account managers translate digital marketing data into real leasing outcomes, why clicks and CTR don’t tell the full story, and where attribution breaks inside multifamily tech stack...

A highlight reel of the best moments from The Digible Dudes and Riffing with Reid in 2025. Key conversations, sharp insights, and standout clips from a year of real talk on marketing, growth, and the multifamily space. Digible:⁠ https://digible.com/ Leave a Spotify Review: ⁠⁠⁠ https://spoti.fi/3LfoEdU⁠⁠⁠ Leave an Apple Review: ⁠⁠⁠ https://apple.co/3AA2zRj⁠⁠ (00:00) Zillow x Redfin's $100M Part...

People don’t buy products, they buy people, stories, and values. In this episode of the Digible Dudes podcast, Reid sits down with Darren Lee to explore how authenticity, personal brand, and human connection drive real growth across multifamily real estate and modern businesses. The conversation breaks down why standing out in crowded multifamily markets is less about amenities and more about iden...

How to Fix Your Multifamily Marketing Strategy in 2026 In this episode of Riffing with Reid, host Reid sits down with Mitch Risdon, Senior Account Manager at Digible, to unpack how property level variables influence marketing results and why campaign performance can never be evaluated in isolation. Mitch Risdon breaks down the hidden forces that shape lead volume and cost including occupancy trend...

How to Use AI Search to Transform Your Multifamily SEO Strategy In this episode of Riffing with Reid, host Reid sits down with Digible’s SEO team to unpack how AI is transforming the way renters search for apartments and what multifamily marketers must do to stay visible. From Google’s AI Overviews to answer engine optimization and generative search, the team explains what is changing, what is sta...

Why Email Is Still a Powerhouse for Multifamily Marketing In this episode of Riffing with Reid, host Reid sits down with Digible’s Email Content Manager, Kaitlyn, to unpack why email is making a major comeback in multifamily, how operators can use it to drive more qualified leads, and what makes it one of the most effective (yet underused) channels in today’s media mix. Caitlin breaks down everyth...

Opiniion is transforming how multifamily teams understand and serve their residents. In this episode of the Digible Dudes podcast, Devin (CEO of Opiniion) shares how the company evolved from a simple online review tool into a full resident experience and feedback platform powered by AI, now supporting millions of units across thousands of communities. We cover Opiniion’s founding story, the move f...

Multifamily marketing does not work in a vacuum. In this episode of the Digible Dudes podcast, host Reid sits down with Leslie Mathis, founder of Streamline Multifamily, to unpack why campaigns fall flat when operations are not aligned, how to fix the disconnect between owners, operators, and agencies, and what great alignment looks like from concept to lease up. We cover Leslie’s career journey a...

Designing Customer Experience That Scales: How Multifamily Teams Blend Human Touch, Process, and AI In this episode of Riffing with Reid, host Reid Wicoff breaks down what customer experience really means in multifamily marketing, how to measure it, and how to design it intentionally across people, process, and technology. You will learn why clarity beats complexity, where agility matters most, an...

Reid Wicoff, CEO and co-founder of Digible, is back with another solo riff… kind of. With David still clocking ultra-marathon miles and family time, Reid keeps the spinoff rolling with Riffing with Reid. Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing. This round, Reid tackles Principles 11 through 19 under a simple framework we all know and sometimes l...

In this episode of Riffing with Reid, SEO Strategist Bailey Trevithick joins Reid to break down how AI and generative search are transforming SEO in the multifamily real estate industry. Bailey explains why keyword strategy alone isn’t enough anymore, how apartment marketers can stay visible in a world dominated by Zillow and Apartments.com, and why FAQ-driven content and Google Business Profile o...

In this episode of Riffing with Reid, Reid sits down with Matt Slankard, Paid Media Strategist at Digible, to break down exactly how geofencing works, why it matters, and how property marketers can use it to lower costs and drive more qualified leads. From defining what geofencing really is (and isn’t) to best practices for creative, budgets, fence design, and compliance, Matt shares practical str...

Stop wasting ad spend and start turning every click into a lease. In this episode of Riffing with Reid, Melissa Morris, Paid Media Manager at Digible, joins us to break down the only paid media strategy you need to win in 2025. Melissa shares hard-won lessons from managing campaigns with budgets as small as $1K and as large as six figures and reveals how to make AI, PMAX, and DemandGen work for yo...

Reid Wicoff, CEO and co-founder of Digible, has officially gone solo… kind of. With David off running ultra-marathons (literally) and spending more time with his family, Reid decided to launch a new spinoff of The Digible Dudes called Riffing with Reid. Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing. For his debut, Reid came out swinging with the first...

Fitzrovia is redefining purpose-built rentals in Canada. In this episode of the Digible Dudes podcast, Ryan Funt (VP of Marketing) and Jordan (Marketing Manager) share how they’re transforming multifamily real estate with a fully vertically integrated model, from development and design to leasing, property management, childcare, and cafés. We cover Fitzrovia’s flagship communities like The Sloan a...