Madeleine Goff

Director of Strategic Communications & Public Relations, Mark-Taylor Residential

‌Madeleine plays a pivotal role in shaping Mark-Taylor’s communication strategies, leading efforts to streamline internal processes, manage crisis communications and advance public relations. Some of her key efforts have included launching the organization’s first employee mobile application to address distributed workforce communication challenges and acting as a strategic advisor to C-suite and operational leaders to navigate change management or high-stakes crises. Her work fosters transparency, trust and engagement across all channels.

9:45AM - 10:30 AM

Friday Day 3-March 20

Reasonable is Boring-AI, Trust and the Bold Future of Multifamily

Multifamily is entering a new era, where AI, centralization and rapidly shifting consumer expectations are reshaping how residents experience service, communication, and care. While technology is accelerating efficiencies, trust is becoming the true differentiator. Edelman’s 2025 Trust Barometer reports that 88% of consumers rank trust equal to price and quality, yet the industry is seeing trust erode in real time through one core issue: Failure to communicate. Residents are increasingly voicing frustration through reviews and surveys — “No one’s ever in the office” or “When you reach out, over the phone or online, it’s AI answering.” In this joint session, Mark-Taylor Residential and J Turner Research will explore how industry professionals can embrace innovation without sacrificing the human connection residents still demand. You will gain a forward-looking view of the trends driving the future of apartment housing and a bold framework for being “unreasonable” through responsiveness, personalization, and white-glove service that rebuilds loyalty, strengthens reputation, and drives profitability. This is the future of multifamily: Tech-enabled, data-driven and trust-protected. Attendees will walk away with:

Clear insight into what is eroding resident trust today and why communication breakdowns represent the most costly gap in the resident experience.
Grounded understanding of evolving resident expectations and behaviors, paired with guidance on delivering differentiated, resident-first service.
A practical “Be Unreasonable” playbook, including personalization tactics and service recovery moves to diffuse conflict.
Real-world strategies that leverage AI and proven PR best practices to make residents feel heard, reduce escalation, and turn everyday interactions into trust-building moments that drive loyalty.