Madeleine Goff

Associate Director of 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.

11:00 - 11:45 AM

Friday March 20-Day 3

Reputation in Real Time: Leveraging PR and Tech to Stay Ahead

93% of consumers say online reviews influence their purchasing decisions, and 71% of renters reference ratings and reviews when searching for their next apartment home. Resident reviews and online sentiment have become a critical measure of performance—unfolding in real time, they leave a first impression and shape decision-making. In a world where a single post can go viral overnight and word travels in an instant, multifamily leaders need to pair timeless public relations principles with modern monitoring tools to safeguard and strengthen their reputation. This session highlights how AI-driven insights and transparent communication can amplify a brand’s core values and promise. Attendees will walk away with practical methods to understand the power dynamic of real-time reputation monitoring and a tailored communications strategy, ensuring their communities are seen as trustworthy, responsive and resident-focused. Key Takeaways:

Implement AI and monitoring tools to track and analyze resident sentiment before it escalates
Learn how to respond to disgruntled residents in real-time and in a public online setting
Adopt proactive/reactive messaging strategies that shift from defensive reputation management to long-term brand building