In the multifamily industry, success means so many different things to so many different people, but one thing that remains consistent is it goes far beyond occupancy rates and net operating income. Success starts with the people managing it: how you treat them, lead them, and inspire them. Whether you’re a leasing agent, property manager, regional manager, or occupy a seat within the executive leadership sector, your personal brand is what creates connection, credibility, trust and the empowerment needed to inspire others to bring their whole selves into the space.
Let’s be transparent: In this people-driven business, your personal brand is not a logo or a curated feed (I mean, mine is a little bit, but let’s go with majority here!). It’s how you show up when no one is watching. It’s your leadership on the days with the most adversity and your presence in the norm. And most importantly, it’s a powerful tool in the kit that can unlock new opportunities.
Don’t give me your company’s core values, give me yours.
Start with the foundation: What do you want to be known for? Maybe it’s your empathy, emotional intelligence, innovation, or resilience. When you get clear on your core values, your brand becomes authentic and ultimately, more magnetic.
Think of the common elevator pitch exercise. I could just tell you, “I’m the Property Manager.” But imagine if I told you, I’m a connector of humans and homes, creating space for my residents to feel comfortable and my team to excel in their personal career goals. Through this sentiment, you may learn my core values are pillared by integrity, balance and empowerment.
Patterns don’t lie.
Your brand should feel the same across every interaction—in person, via email, on social media, and in your meetings. When people experience you as consistent, they know they can trust you. And trust builds the opportunity for you to become an expert in your subject matter.
Consistency compounds.
Gage your intentions, not your visibility.
You don’t have to be loud to be seen. Start by showing up with intention. There is such a high level of impact when you seek to be intentional versus putting a KPI on how many people you reach.
Melissa D. White once told me, “Your audience is one.” The more focus you put in the intention for your messaging and presence, the more your visibility will come. An impactful message could begin with one and be shared by many; where a message with no substance could travel to many and hold no resonation. Share behind-the-scenes moments on the way to success, the team wins, opportunities you had to learn, and insight into your leadership style. Let people see more than just what you do but why you do it.
Lead the people, not the property.
Your personal brand should center around your impact on people. And by people, I mean residents, teammates, vendors, and even those in your company’s C-Suite. While KPI’s matter, humanity matters more. Lead with integrity, empathy, and clarity and ensure your intention behind those things is with the success of all in mind.
You can have the best running asset in the world, but none of that means anything if it’s built on a culture that’s not sustainable for all the days to come. In an everchanging landscape such as the multifamily industry, the legacy you leave at communities is important. Invest in your people!
You didn’t come this far to play small. EVOLVE!
Your brand is not a static title or a bullet on a resume. It’s a real time reflection of your growth and the evolution of who you are. Don’t be afraid to stand tall and step into your power. It’s okay to pivot, it’s okay to self-reflect, but ensure you never stop evolving into the best version of yourself.
In multifamily, your title means nothing when it’s up against how your personal brand carries into your everyday. Your personal brand is your reputation, your presence, and your power. By now I hope you’re committed to lead with purpose, speak with intention, and never underestimate the doors your authenticity can open. Being myself is what has you reading these very words in this blog right now.
Permission to shine has now been granted to you.
No more playing small!
