Flashback to March 2020:
Leasing offices were empty. Marketing strategies flipped overnight. Self-guided tours surged, and chatbots became the new front desk. Five years later, the dust has settled. Lockdowns are behind us, but the ripple effects remain.
Technology hasn’t just stayed. It’s surged ahead. And I have a hot take about it after I left this year’s Apartmentalize: Technology has gone too far.
Yes, automation and centralization are essential. But let’s be clear, renters still crave a personalized experience. They want tech that enhances, not replaces, the human touch. Luckily, you can have both. I’m Cory Leschel, a Regional Director at Gallery Residential. At Gallery, we strike the perfect balance between authenticity and AI. You can, too.
Nurture Boss was proud to sponsor Cory Leschel’s attendance at NAA, but the reflections he shared are entirely his own.
If It Doesn’t Make Life Easier, It’s Not a Fit
I recently joined a panel on resident retention, and the conversation quickly turned to a pressing issue: onsite burnout and tech fatigue. It made me pause and consider just how much our teams juggle. They’re not only mastering property-specific systems but also adapting to constant tech rollouts and frequent updates. All the while, they still feared that the technology could replace them.
In my experience, the best supplier relationships come from partners who get this reality and who design solutions with empathy. They prioritize making life easier for onsite teams, not just impressing decision-makers with shiny features.
At NAA, I spent hours on the tradeshow floor. There was one thing in particular that stood out. While some suppliers clearly strive to understand the onsite experience, there’s still a gap. The real magic happens when a product is built with the day-to-day user in mind, not just the people signing the contracts.
A product might look great on paper but I care about functionality, seamless integration, and overall ease of use. My bottom line is if it doesn’t make life easier for my onsite teams, it’s not the right fit.
Let Onsite Teams Shine
At Gallery Residential, we intentionally choose supplier partners who align with our mission: enhancing the human experience, not replacing or diminishing it. We believe technology should support our onsite teams, not shrink our staffing model or complicate their workflow.
When we introduced Nurture Boss across the lease-ups in my portfolio, it quickly became clear that we had found a partner who truly understood that mission.
It was also clear to my colleague Luisa Luperdi, our Regional Marketing Director. By integrating Nurture Boss’s Virtual Leasing Assistant, her team has saved $25,000, reclaimed 1,378 hours, and stayed focused on building strong prospect relationships.
Our goal is simple: let our onsite teams shine. They are the faces, the voices, and the connective thread that builds real community.
Creating space for our onsite teams to shine isn’t just about reducing tech burden, but it’s about honoring who they are as people. That includes building a workplace where they can be their full, authentic selves.
A Diverse and High-Performing Culture
One of my favorite aspects of being involved with NAA is its clear commitment to fostering inclusive, empowering environments where people can thrive and make an impact. There is something for everyone. Educational sessions, committee work, and the incredible initiatives led by the Affinity Groups. You can’t help but be inspired by the energy, the learning opportunities, and the meaningful connections that push our industry forward.
A standout session for me was “Rethinking Diversity: Is Neurodiversity Missing from Your Equation?” featuring Nurture Boss’s Marketing Director, Jennifer Carter, and industry thought leaders, Mike Brewer, and Latrice Leake.
This conversation opened my eyes to how essential it is to intentionally support neurodivergent associates. A truly diverse and high-performing culture must include every voice, especially those who think differently. That’s where innovation lives.
This year, I also had the pleasure of serving on the NextGen committee, led by the incredible Duy Vu, Ronald Harrington, and Betsy Cunningham. Our discussions around elevating NextGen at the local affiliate level were energizing, but my biggest takeaway came from the sheer talent within the inaugural 20 on the Rise cohort.
With over 175 applicants, these 20 rising stars stood out not just for their achievements but for their passion, vision, and early impact in our space. Mark Kemp’s leadership and personal development session for the group was powerful, and connecting with these change-makers was a true highlight.
For the second year in a row, I also volunteered with Multifamily Q Space, an affinity group that holds deep meaning for me. Led by the ever-inspiring Justin Jones, this group creates a safe, affirming space for LGBTQIA+ industry peers and allies to connect, share, and be celebrated.
The growing support from leaders across the industry is both heartening and powerful. It’s a reminder that inclusion isn’t a box to check, it’s a culture to build.
Smarter Tech + Stronger Communities
NAA isn’t just a conference — it’s a community. One that prioritizes people, purpose, and progress. The future of multifamily isn’t just about smarter tech, but it’s about stronger communities. Let’s keep choosing both.
