Kadi Mancuso Rice

Vice President of Leasing & Marketing, Tailwind Group

Kadi leads national leasing, marketing and resident experience strategies across a growing multifamily portfolio. With more than 15 years of experience in student and conventional housing, she is recognized for building high-performing teams, driving operational excellence and creating marketing strategies that deliver measurable results. A respected industry speaker and thought leader, Kadi is passionate about helping multifamily professionals challenge the status quo, embrace innovation and strengthen both the customer and employee experience. Known for her collaborative leadership style and practical approach, she shares actionable insights that empower teams to elevate performance while keeping people at the center of every decision.

11:30 AM - 12:00 PM

Thursday Day 2-February 25

When Marketing Works but Attribution Doesn't: How Modern Marketers Measure Memorability and Build the Business Case for It

Marketing has never had more data, yet one of its greatest strengths remains one of its hardest outcomes to measure: memorability. As renter journeys become increasingly fragmented across streaming TV, AI-powered search, social media, reviews and offline experiences, traditional attribution models tell only part of the story. Decades of marketing science have shown that people are more likely to choose the brands - and in multifamily, the communities—that are mentally available when a buying decision arises. As AI reshapes how consumers discover information and organic visibility becomes less predictable, multifamily marketers have an even greater opportunity to invest in marketing that happens well before a renter begins shopping. In many ways, what we've traditionally called "top of funnel" is no longer the true top of the funnel. This session explores the science behind memorability and mental availability, practical ways to identify the leading indicators that marketing is building future leasing demand and frameworks for making the business case for marketing investments that create lasting influence—not just immediate tours or leases. You'll leave with new ways to identify and measure the marketing happening above the traditional funnel, where future demand is created long before attribution can see it.

Learn how to challenge the traditional view of the marketing funnel and learn where multifamily marketers have untapped opportunities to influence renters long before leasing intent exists.
Take a deep dive into the science of measuring memorability, using leading indicators and non-traditional multifamily metrics to better understand marketing's influence, renter intent and where to optimize next.
Build a stronger business case for brand-building marketing by translating marketing strategies and analytics into business outcomes that resonate with non-marketers, like operations leaders, asset managers and executive stakeholders - so strategic marketing investments gain the support they deserve.