Transforming Cities

We're switching things up around here! In this episode, Chris Arnold is joined by Authentic’s Creative Director, Melody Sorenson, for an inside look at what truly goes into creating a standout brand experience. Whether you’re in real estate, hospitality, or just love great design, you won’t want to miss this conversation. Real Wins Episode 18 | Creating a Leading Multifamily Brand

Get to know Melody Sorenson, Authentic’s Creative Director! Melody’s journey into branding began in the world of printmaking, where she taught screen printing and developed a passion for showing how art and design can elevate everyday life. That passion evolved into a career as a brand designer, with a strong focus on hospitality, real estate, and food & beverage industries. Her work with developers and hoteliers has always centered on crafting brands that reflect and amplify a lifestyle—not just visually, but experientially. It’s no surprise that her love for cooking plays a role in her creative vision, as she sees parallels between designing memorable brands and curating unforgettable meals: both are about connection, joy, and storytelling. Learn how Melody approaches creating leading property brands in Episode 18 of Real Wins!

Luxury properties are everywhere. But what residents truly seek isn’t just another high-end space—it’s an authentic lifestyle. There’s something powerful about reflecting that lifestyle through thoughtful design, branding, and amenities. It shows respect. It says, “We’re investing in you, not just the property.” Because at the end of the day, that’s what people want: to feel seen, valued, and understood. So, how are you shaping a lifestyle that resonates with your residents? Melody Sorenson in Episode 18 of Real Wins | Creating a Leading Multifamily Brand #ResidentExperience #Multifamily #ResidentialDevelopment #RealEstate

Property brands matter way more than you think... Building a property brand isn’t just about aesthetics; it’s about respect. When you invest in a brand with soul—a brand with thoughtful layers that speak to your residents' lifestyles—you’re sending a powerful message: "We value you. We respect you. This is more than just a lease; this is your home." On the flip side, a shallow, soulless brand can signal the opposite. It says you're more interested in treating your neighbors like "tenants in units" than fostering community. So, ask yourself: is your brand sending the right message? 💡 Melody Sorenson, Creative Director at Authentic on Episode 18 of Real Wins | Creating a Leading Multifamily Brand #Multifamilybranding #Residentexperience #Development #TransformingCities

A brand-new episode just landed this morning! Have you had a chance to listen yet? This week, Chris Arnold teams up with Bryant Hughes, cofounder of Authentic to explore the multifamily playbooks that shape their approach. What exactly are these playbooks? How do they function? Can they keep up with the ever-changing industry? Discover all this and more by clicking the link below. Happy listening!

New episode drop! 🚨 "What's a more direct reflection of who someone is than the place they call home?" In the latest episode of Real Wins, Chris Arnold welcomes Authentic Creative Director Melody Sorenson Discover how to craft a brand experience that resonates with your ideal audience based on lifestyle motivations. This episode is a must-listen for developers eager to create experience-driven buildings that stand out in a market of boxy and boring #apartmentbrands. Tune in! 🎧

Transforming Cities Wrapped just dropped! 🎁 Are you ready? 👇 Most Listened to Episode: Pushback To Starting Multifamily GTM Early with Michael DiMella + Chris Arnold Most Loved Episodes: The Developer's Driveway with John T Pugh 🏀 Lifelong Learning In Multifamily with Jay Parsons Positioning Properties That Renters Love with Victoria L. The Centralization Pod Model with Michael DiMella Most Watched Live Debate: The Revenue Management Debate with Dom Beveridge and Michael DiMella Most Read Insight: This Leasing Mistake Is Hurting Your New Development by Victoria L. Thank you so much to our incredible alumni of guests, subscribers, and supporters who made 2024 such an incredible year. Here's to an even bigger 2025! 🏗️

Zoning laws. Building codes. Permitting headaches. Sound familiar? The reality is stark: residential development is about meeting one of the most basic human needs—housing. Yet, every step of the process seems designed to make it harder, not easier. It’s time to face the facts: zoning reform isn’t just a policy issue; it’s a housing crisis solution. If we don’t streamline the system, we’ll keep falling short on providing the homes people so desperately need. Learn everything in episode 17 of Real Wins: Rapid Fire Multifamily with Michael DiMella

Here’s the thing: most properties put their least experienced employees on the front lines to drive revenue. Think about that for a second—it doesn’t make sense. Too often, leasing agents who are new to the game are the ones meeting prospective residents at the door, answering questions (or struggling to), and trying to close deals. Yet, they hold the keys to driving revenue for the entire property. The reality is that these leasing agents are often not trained in sales, and that’s a major problem. How can we expect them to hit revenue goals when they don’t have the proper tools or training to succeed? This is exactly why the current approach doesn’t work—and why it’s time for a change. #ResidentialLeasing #MultifamilyOperations #SalesTraining #PropertyOperations CHARLESGATE Michael DiMella Chris Arnold

Let’s address the real issue in multifamily leasing. 👀 Leasing is one of the most critical functions when it comes to driving NOI, property value, and resident experience—yet it’s often treated like an afterthought. Too many companies place entry-level employees in leasing roles with minimal training and little support, then expect them to succeed. This leads to dysfunction and unrealistic expectations. A 94% occupancy rate? That’s considered “good enough.” But here’s the truth: It’s not! Leasing should be treated as a professional sales function with a strategic focus on driving better performance, increasing occupancy, and enhancing the resident experience. This is the shift the industry needs. What do you think? RW16 with Michael DiMella and Chris Arnold #Leasing #PropertyManagement #MultifamilyRealEstate #ResidentExperience #PropertyOperations