Priyanka Agarwal

Director of Public Relations, J Turner Research

Priyanka Agarwal is a nationally recognized expert in reputation management and strategic communication with 25 years of experience. She leads the White Glove Response Service at J Turner Research, where she has overseen responses to more than 1.5 million resident and employee reviews. Priyanka has guided multifamily clients through reputation crises and is highly skilled in analyzing resident sentiments to uncover insights that drive trust and loyalty. Her career includes consulting for Microsoft and Hewlett-Packard and serving as Director of Communications and Alumni Relations at a leading private school in Houston. She is a prolific speaker and blogger who has presented at conferences & webinars hosted by the Multifamily Social Media Summit, NMHC OpTech, Texas Apartment Association, Multifamily Insiders, Student Housing Business Conference, and Rice University. Priyanka is the executive director of Wild Tunes, a national non-profit founded by her 10-year-old son to soothe shelter animals through live music.

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.