Optimized: A Marketing Performance Podcast

About Optimized: A Marketing Performance Podcast

Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

Publisher

Janet Rosseth

Category

business

Language

en

Explicit

No

First episode

4 May 2024

Latest episode

12 Oct 2026

Latest episodes

2 of 54 episodes have a transcript.

1. 

   12 Oct 2026

   55 - Marketing Foundations & Myths That Steer You Wrong

   Marketing gets a reputation for being creative, flashy and sometimes a little complicated. But underneath it all? There’s a whole lot of math, science and solid fundamentals. In this episode of Optimized!, Janet Rosseth https://www.linkedin.com/in/janetrosseth/ (https://www.linkedin.com/in/janetrosseth/) sits down with Derek Miller (https://www.linkedin.com/in/derkmill/ (https://www.linkedin.com/in/derkmill/)) of Sterling Group to unpack the multifamily marketing foundations that still matter, and a few common myths that can steer teams in the wrong direction. They dig into the full marketing funnel and why “we need more leads” is rarely the whole story. From websites, SEO and Google Business Profiles to lead sources, conversion and resident retention, Derek makes the case for investing in the assets you own, following the data, and understanding where your funnel is actually breaking down before simply spending more. And, of course, they tackle AI. Buying the technology is one thing; successfully implementing it is another. Derek and Janet talk about mapping the prospect journey, defining where humans belong, training teams, testing the experience and continuing to refine after launch. Because whether you’re implementing AI, adjusting your ad spend or improving conversion, great marketing isn’t about perfection. It’s about testing, learning and getting a little better with every iteration. Timestamps 00:00 - Janet introduces Derek Miller and the multifamily marketing foundations behind his LinkedIn series 00:55 - Derek shares his background in multifamily, finance, and the value of stepping outside the industry 03:40 - Why marketing is math and how Derek’s finance degree shaped his perspective 04:38 - The early days of multifamily marketing and how the role has evolved 07:18 - Derek’s LinkedIn series: the multifamily marketing operator 08:10 - Why the full funnel matters beyond lead volume 09:31 - Tracking show rate, application rate, move-ins, and net move-ins 11:45 - Turnover costs, renewals, and why retention is part of marketing 12:18 - Market-specific strategy in oversaturated markets like Huntsville 15:00 - Why small rent growth often does not offset turnover cost 16:10 - Website, SEO, and Google Business as owned storefront experiences 17:09 - Why rented traffic stops the moment you stop paying for it 18:05 - How SEO still feeds AI-driven search and discovery 20:24 - Where ILSs still fit, and why overspending on them creates diminishing returns 23:45 - Why strong foundations beat fad-dependent tactics 25:53 - Using funnel data to guide spend and identify where leads are breaking down 28:02 - Coaching different leasing styles and matching them to lead sources 31:58 - Buying AI versus implementing AI across the renter journey 33:13 - Mapping automations, touch points, and human intervention 35:35 - The launch and leave it syndrome and why training still matters 37:00 - Using AI to gather information so humans can personalize the experience 38:46 - The future of marketing as human brand and in-person experience 40:11 - The rollout question: what broke because no process changed or no journey was mapped 41:15 - Why behavior shifts must happen alongside technology adoption 42:24 - The need for feedback loops with on-site teams after implementation 46:42 - Marketing as science, experimentation, and data-driven iteration 47:53 - Data as the equalizer in team and executive conversations 50:36 - Derek’s personal 1 percent better habit: solving for one clear goal in a 90-day cycle 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ (https://www.multifamilymedianetwork.com/) to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

2. 

   23 Sept 2026

   54 - Fewer Leads, Better Leases? Rethinking Fee Transparency in Multifamily

   Fee transparency is no longer a niche compliance headache - it’s reshaping how multifamily marketers, operators, and leasing teams win trust, qualify leads, and close faster. Jocelyn Quall https://www.linkedin.com/in/jocelynquall/ (https://www.linkedin.com/in/jocelynquall/), VP of Marketing at Engrain, brings nearly 20 years of real estate and prop tech experience, from Archstone and senior housing to launching marketing at a startup and now leading the team behind one of multifamily’s most talked-about transparency solutions. She and host, Janet Rosset, break down why the old "hide it and hope it goes away" rental fee playbook is over, and what smart teams are doing instead. They unpack how the industry got here, why marketers are carrying so much of the burden, and why the real shift is bigger than compliance - it’s cultural. In this episode: Fee transparency evolution and regulation Impact of data and industry shifts on marketing Ingrain's solutions for unit-level data and fee transparency The cultural shift towards transparency in multifamily The role of technology and integrations in fee transparency Industry statistics on adoption and benefits Strategies for educating teams and stakeholders The importance of trust and transparency as core values Chapters 00:00 Introduction to Jocelyn Quall and fee transparency 01:57 Jocelyn's career journey in multifamily and proptech 05:00 The rapid evolution of marketing data access 08:00 The challenges and benefits of fee transparency 11:58 Industry adoption statistics and market trends 16:00 Impact of fee transparency on lead quality and conversions 19:59 Cultural shift and organizational alignment for transparency 30:04 Ingrain's solutions for unit-level data and fee transparency 35:57 Educational resources and masterclasses for fee transparency 40:00 Personal optimization and trust in professional life Engrain is a property technology company specializing in interactive mapping and data visualization software designed to streamline searching, leasing, and managing real estate. Through flagship products like SightMap https://www.engrain.com/sightmap (https://www.engrain.com/sightmap) and TouchTour, the company provides real-time unit availability, upfront pricing, custom search filters, and pathfinding tools across various sectors, including multifamily, senior living, student housing, and self-storage markets. By integrating geospatial visualization directly into property websites, listing portals, and asset management platforms, Engrain helps real estate operators deliver transparent customer experiences while empowering teams with actionable performance insights. Learn more about Engrain: https://www.engrain.com (https://www.engrain.com/) 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ (https://www.multifamilymedianetwork.com/) to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

3. 

   7 Sept 2026

   53 - How to Build Marketing That Actually Supports Operations

   Marketing teams in multifamily are often stuck with too many tools, too little data, and a conversion funnel that leaks revenue at every step. Janet Rosseth https://www.linkedin.com/in/janetrosseth/ (https://www.linkedin.com/in/janetrosseth/) sits down with Jennifer Jacox https://www.linkedin.com/in/jenniferjacox/ (https://www.linkedin.com/in/jenniferjacox/) of StuartCo. and Andy Medley https://www.linkedin.com/in/andymedley/ (https://www.linkedin.com/in/andymedley/) of PERQ for a live case study on how to break a marketing stack apart and rebuild it into a smarter, more measurable system. Explore how strategic reorganization and technology integration can transform property marketing. They share a real-world example of dismantling outdated systems and implementing data-driven solutions to boost lead generation, improve decision-making, and enhance overall performance. In this episode: The challenge of disassembling and rebuilding marketing systems The importance of data and attribution in marketing decisions How integrated tools improve lead quality and conversion rates The role of digital marketing and website optimization Strategies for managing vendor relationships and technology stack The impact of marketing on property management and leasing performance The process of implementing new marketing technology in a real estate portfolio The benefits of partnership and seamless integration in marketing Chapters 00:00 Introduction and episode overview 01:08 Jennifer Jacox's background and role at StuartCo. 04:38 Andy Medley's introduction and perspective on industry evolution 07:00 StuartCo.'s initial marketing challenges and team structure 09:06 Streamlining marketing operations and vendor management 12:03 Identifying gaps in lead generation and the role of Perk 17:03 Implementing new conversion tools and website strategies 23:08 Data-driven decision making and marketing ROI 27:05 Lease expiration modeling and budget planning 34:59 The decision to overhaul marketing technology and process 40:02 Rapid implementation and results of new systems 45:58 Team confidence and decision-making improvements 50:00 Advice for marketers considering a system overhaul PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, driving 2–3X more qualified leads using proprietary AI, and optimizing existing marketing spend by feeding real-time visitor data back into paid search campaigns Reduce your team's manual effort and advertising costs while delivering clearer ROI. Learn more about PERQ: https://bit.ly/4bQrHqP (https://bit.ly/4bQrHqP) 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ (https://www.multifamilymedianetwork.com/) to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

Inside a recent episode

48 - Budget Optimization w/ Katie Nelson

Published 27 Apr 2026 · Transcript excerpt

[…] But yeah, I mean, it's amazing to me some of the fees that I see out there. I'm like, okay, we need to start here. Right. You know what amazes me too? I always go back to the conversation of vacancy loss. Nobody budgets for vacancy loss, right? But when you're so stuck on collecting certain fees, either upfront on the new lease or on a monthly basis, you know, take for example, pet fees. 95 % of your building has pets. And yet you're still charging a pet fee and yet you're sitting on vacancy loss and you're running a concession. So would it be better if you know that you're building attracts pet owners and you know that they tend to be good long term renters? […]

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

1 ratings

Spotify

5.0 / 5

2 ratings

Podcast Authority Score: 29 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

34

Social presence

0

YouTube

0

Engagement

60

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