Preview the 2026 Multifamily Strategic Marketing Summit Program: What You’ll Learn in Napa
The program guide for the 2026 Multifamily Strategic Marketing Summit (MSMS) is now online—and it’s shaping up to be one of the most relevant programs yet for multifamily leaders navigating a rapidly changing renter landscape.
With preregistration closing soon, you’re getting an early look at the executive, general, and roundtable sessions, keynotes, and hands-on workshops that will define this year’s event in Napa Valley.
Designed specifically for senior multifamily marketers and property management leaders, the Summit focuses on practical strategies for the issues reshaping the industry today: AI-powered search, social-driven reputation, the evolving renter journey, and the growing demand for authentic brand experiences.
Unlike other industry events or large trade shows filled with vendor pitches, MSMS is built around operator-led insights and real-world strategies that you can bring back to your organizations and implement immediately.
Download MSMS 2026 Program Guide PDF
What to Expect from the 2026 Program
The newly released program guide highlights a mix of executive strategy sessions, hands-on workshops, and keynote presentations designed to address the most pressing challenges facing multifamily marketing teams today.
Some of the sessions generating early interest include:
Executive AI Session: A Real-World Look at AI Across the Prospect Experience
A centerpiece of the 2026 program is the Executive AI Session, designed specifically for directors, VPs, and C-suite leaders at property management companies who are evaluating how AI should fit into their marketing, leasing, and operational strategies.
AI now touches nearly every part of the multifamily technology stack—from conversational leasing agents and content workflows to analytics and reputation monitoring. At the same time, renter discovery is shifting toward AI-powered answers, summaries, and recommendation engines, changing how prospects find and evaluate communities.
This executive session focuses on what you can put to work today, including where AI is delivering measurable results and how organizations can adopt these tools responsibly and strategically.
Opening Keynote of General Session: AI for Content Strategy and Lead Generation
In the opening keynote, digital marketing expert Andy Crestodina explores how AI can do more than automate tasks—it can help marketers uncover insights, strengthen content strategies, and generate qualified leads across the marketing funnel.
The AI-Era Leasing Funnel: Winning the Renter Journey
Today’s renter journey rarely follows a straight line. Prospects move between AI-powered search, social platforms, review sites, and property listings before ever contacting a leasing office. This session explores how marketing teams can map and optimize this complex path to improve conversions.
LeaseTok & Rentstagram: When Social Media Runs Your Reputation
Prospects and residents now shape brand perception in real time through social content and reviews. This candid session explores how multifamily marketers can harness user-generated content and online conversations to build trust and influence leasing decisions.
Friday Keynote: Build, Believe, Belong — The Applied Optimist’s Blueprint for Modern Marketing
In a world defined by constant change, shifting renter expectations, and nonstop digital noise, marketing leaders are facing a deeper challenge than simply generating leads. The real question is how to build trust, belief, and belonging across brands, teams, and communities.
In this inspiring keynote, Seth Cohen, founder of Optimistic Labs, introduces the philosophy of Applied Optimism—a framework built around three essential elements: Purpose, Knowledge, and Wonder.
Reasonable is Boring: AI, Trust, and the Bold Future of Multifamily
Multifamily is entering a new era where AI, centralization, and shifting renter expectations are redefining the resident experience. While technology is accelerating efficiency, trust is becoming the true differentiator. In this forward-looking session, leaders from Mark-Taylor Residential and J Turner Research explore how multifamily operators can embrace innovation without sacrificing the human connection residents expect. Attendees will gain insight into the trends shaping the future of apartment housing and a bold framework for being “unreasonable” through responsiveness, personalization, and white-glove service that rebuilds loyalty and strengthens reputation.
From Noise to Action: What We Learned the Hard Way—and How Leaders Should Move Forward
As multifamily leaders, we’re surrounded by new ideas, tools, and tactics. But what actually works inside real property management organizations? In this candid closing conversation, senior multifamily leaders share lessons learned the hard way—initiatives that delivered results, strategies that stalled in execution or worked well, and what it takes to course-correct when teams, technology, or timing aren’t aligned.
This session will synthesize the key themes of MSMS 2026—including AI, performance marketing, content strategy, leadership, and the evolving resident experience—into a practical framework for action.
Explore the Full Program
These sessions represent just a sample of the roundtable discussions, hands-on workshops, executive and general sessions, and keynote presentations planned for the 2026 Summit.
With preregistration closing soon, now is the time to explore the Program Guide and see why the Multifamily Strategic Marketing Summit continues to be one of the industry’s most respected events for marketing leaders.
View the program and secure your seat today before pre-registration closes!