Damian Rollison

Market Insights Senior Director

With a background in research and technology, Damian Rollison has focused his career on helping businesses understand digital trends and consumer sentiment. His interest in the local space has led to writing and speaking engagements with Street Fight, Search Engine Land, Marketing Land, Borrell, Localogy, VentureBeat, BIA/Kelsey, SMX, Social Media Strategies, State of Search, and others. His insights on the tech marketplace have appeared in Forbes, The Washington Post, NPR, AdAge, The Independent, Fast Company, USA Today, Newsweek, Entrepreneur, Kiplinger, Bloomberg, and many other publications.

2:30 - 5:30 PM

Wednesday Day 1-March 18

Executive AI Session

A Real-World Look at AI Across the Prospect Experience

Session Sponsor:

AI now touches every part of the multifamily stack, from conversational agents to content workflows to analytics. At the same time, discovery is moving toward AI-powered answers and summaries, changing how prospects find and evaluate properties. This session focuses on what PMCs can put to work today: where AI creates measurable lift, how to optimize visibility in AI-driven search experiences, and how to build practical guardrails that keep teams efficient, compliant, and on brand. You will leave with lightweight scorecards, road-mapping prompts, and immediate next steps to take home. Key Takeaways:

Pinpoint AI use cases that improve lead quality, tour conversion, and resident satisfaction, and measure impact with clear KPIs.
Optimize for AI-powered discovery with structured data, content patterns, listings hygiene, review strategy, and onsite knowledge that feed answer engines.
Design an agent-ready workflow with the right level of human review, automation boundaries, and data stewardship.
Collaborate with technology partners using a simple evaluation rubric focused on outcomes, implementation needs, and proof of lift.
Build a 12-month AI roadmap covering pilots, procurement, enablement, and change adoption.

The session will unfold in three segments as follows: 2:30 PM- 3:30 PM Segment 1: The State of AI in Multifamily, One Year Later A concise tour of what changed and what counted. We will highlight task-specific agents, content and reputation workflows, lead handling, onsite knowledge bases, and portfolio analytics. Expect practical examples and an evidence-first scorecard you can reuse with internal teams and external partners 3:45 PM- 4:30 PM Segment 2: Found, Chosen, Trusted: Optimizing for AI-Powered Search GEO (Generative Engine Optimization) emerges as the modern shape of SEO in an answer-led search landscape. We'll share practical guidance on why schema still matters (mark up FAQs, pricing, pet policies, amenities), how a steady cadence of renter-led and seasonal updates signals freshness and trust, and what AI actually rewards: trustworthy, structured, localized, and consistent signals across your website, Google Business Profile, listings, and social. We’ll also show how to close the loop between marketing and onsite by converting real renter questions and reviews into web content and campaigns, and how to use AI to assist content production while keeping human oversight for accuracy, compliance, and brand tone. 4:45 PM– 5:30 PM Segment 3: AI Leader Panel: From Pilot to Playbook PMC leaders and technology operators share where AI is delivering value, how they partner to validate outcomes, and what they are standardizing across portfolios. We will cover governance, fair-housing and brand guardrails, team training, and adoption. Soup-to-nuts, an overview of what you need to know on how to implement AI in your organization.