Today's multifamily industry is characterized by diverse and evolving resident preferences, making it crucial for professionals to base their strategies on accurate insights rather than assumptions or rules-of-thumb.

From move-in day to online reviews and then some, a panel of industry professionals challenged these assumptions at the Apartment Innovation and Marketing Conference on May 8 in Huntington Beach, Calif.

Carla Alicea, Director of Client Performance, SatisFacts Research; Stephanie Anderson, Senior Director, Communications and Social Media, Grace Hill; and Kristi Fickert, Vice President of Enterprise Growth, Realync, unraveled several assumptions through real data derived from recent industry-backed research studies (NMHC/Grace Hill, NAA, Zillow, RENT., and ApartmentRatings/SatisFacts.

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