My dad loved golf. Loved it. One of his favorite life lessons came whenever I found myself stuck on a problem. He’d say, “Lori Ann, hit the ball and keep walking.” And before I could explain why that advice didn’t fit the big, complicated thing I was facing, he’d repeat it, calmly, with the same tone, “Hit the ball and keep walking.”
If golf metaphors aren’t your thing, Dory from Finding Nemo said it another way: “Just keep swimming.”
Technology works the same way. It doesn’t go backward. You can’t stand still. You’ve just got to keep moving forward.
In the first two parts of this series, I explored how AI is reshaping both the design process and the operational side of multifamily – from streamlining admin tasks to freeing teams for higher-value work. But technology’s influence isn’t stopping there. In this next article, I want to zoom out and look at the bigger picture: why AI isn’t a passing phase in our industry, but a permanent shift shaped by both economics and demographics.
At a recent conference in Dallas, I listened as operators and developers debated how far we should lean into AI, automation, and touchless technology. Some argued passionately for the “human touch,” insisting residents still want to talk to people, not bots. I understand that perspective – I share it, in many ways. But there’s one unavoidable truth: our residents aren’t us.
Most of today’s renters are digital natives. They grew up with smartphones, QR codes, and self-service everything. Convenience isn’t a perk; it’s an expectation. The next generation of residents isn’t comparing a leasing experience to another community – they’re comparing it to the way they reserve a table online, check into a hotel without a front desk, or get a push notification when their coffee order is ready. That’s the new standard.
The other driver behind this inevitable shift is economics. Costs are rising everywhere – insurance, taxes, labor, materials. Technology is no longer a shiny upgrade; it’s a lever for operational survival. Automation, AI-driven maintenance alerts, and digital communication tools don’t just sound modern – they reduce payroll strain, prevent downtime, and create measurable efficiencies that help assets stay competitive.
That doesn’t mean human connection disappears. It just means we have to be strategic about where we apply it. Think of it like design: not every space in a building needs to make a statement, but the ones that do should leave a lasting impression. The same goes for property operations. AI can manage renewals, respond to routine inquiries, and streamline data entry, but empathy and service still belong at the moments that matter – tours, move-ins, conflict resolution, and resident retention.
The companies that are thriving right now are the ones that understand this balance. They’re not fighting the shift; they’re adapting their staffing models and workflows around it. They’re training teams to use AI as a partner, not a competitor. They’re reimagining community experiences for a generation that values both speed and authenticity.
As leaders, our job isn’t to debate whether technology is good or bad. It’s to ensure we’re deploying it intentionally – to elevate the resident experience, not dilute it. The danger isn’t in adopting AI; it’s in ignoring it until we’re forced to play catch-up.
I think about the early days of online retail, when experts said people would never buy clothes without trying them on. Or when the first self-checkouts arrived in the grocery stores, and everyone swore they’d never use them. Now they’re part of our daily rhythm. That’s where multifamily is headed.
The firms that will lead the next chapter won’t just install new tech; they’ll integrate it into their culture, decision-making, and design thinking. They’ll view AI and automation not as threats to the human experience, but as tools to enhance it.
Because the truth is, we don’t get to decide whether technology becomes part of multifamily operations – it already has. Our only choice is how intentionally we embrace it.
