THE DIGIBLE DUDE

Hosted by Digible

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286

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Jun 2026

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About the show

The Digible Dude podcast brings you weekly interviews with the most influential minds in the apartment marketing world. You will learn the inner workings of multifamily marketing so you can know exactly what’s happening. Each week, Reid Wicoff sits down with guests that are at the front of multifamily marketing to share their stories. If you want to get ahead, this podcast is for you.

Listen to episodes

60 recent

June 11, 202631 min

Jonas Bordo: Apartment Search Is Still Broken & Why the Future Is Agentic (Part 2)

Most apartment operators think they know who they’re competing against. According to Jonas Bordo, they’re probably missing the bigger picture.In the second half of Reid’s conversation with the Dwellsy CEO, Jonas explains why renters don’t think in traditional comp sets, how AI could soon replace apartment search as we know it, and why the future belongs to open platforms that connect renters, properties, and intelligent agents. It’s an eye-opening conversation about technology, consumer behavior, and the forces reshaping housing.Whether you’re in multifamily, proptech, marketing, or operations, Jonas offers a fresh perspective on where the industry is headed—and why the biggest changes may arrive much sooner than most people expect.

June 4, 2026Episode 24127 min

Jonas Bordo: Apartment Search Is Still Broken & Why the Future Is Agentic (Part 1)

Apartment search is overdue for a rebuild. In this episode, Reid sits down with Jonas Bordo, co-founder and CEO of Dwellsy, to unpack why the rental marketplace still struggles with stale listings, bad rent data, fraud, and outdated assumptions about how renters actually search. Jonas explains how final asking rent creates a more accurate picture of the market, why traditional comp sets are often hilariously wrong, and how Dwellsy is building a more open, comprehensive rental marketplace.The conversation also looks ahead to an agentic future, where renters may no longer scroll through endless listings at all. Instead, AI agents could search, compare, schedule tours, and even help negotiate leases on their behalf. For multifamily marketers, operators, and anyone still pretending apartment search works just fine, this episode is a very necessary wake-up call.

April 13, 2026Episode 2401 hr 15 min

Why AI Might Not Improve Your NOI (& What Actually Will)

As AI adoption accelerates across multifamily, operators are being forced to rethink how their businesses are structured, staffed, and scaled.In this episode, Dom Beveridge, Principal of 20for20 and Multifamily PropTech Expert, shares insights from his latest Annual Report research, highlighting how leading organizations are approaching AI—not just as a tool, but as a shift in operating philosophy.Reid and Dom cover:The evolution from point solutions to AI-first platformsOperational implications of automation and centralizationData, governance, and the risks of “black box” AIThe true impact of AI on financial performanceA must-listen for leaders navigating the next phase of technology in multifamily.

March 26, 20261 hr 32 min

EP239 Lindsay Jacobs: Why Human-Centered Marketing Beats Automation Every Time

Marketing today isn’t about pushing more leads.It’s about clarity, differentiation, and actually creating value people feel.In this episode of Digible Dudes, Reid Wicoff sits down with Lindsay Jacobs (Head of Marketing at Fairfield Residentiall) to break down what’s really happening in modern multifamily marketing and why most strategies fall flat.They explore why AI is repeating the same mistakes as early digital, how most properties fail to stand out in oversaturated markets, and what it actually takes to build a brand that people choose, not just see.This conversation goes deep into the gap between marketing and operations, why concessions are often the “easy button,” and how the best-performing properties think differently about data, storytelling, and resident experience.If you’re in multifamily, real estate, or marketing, this will challenge how you think about growth, brand, and long-term strategy.Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

February 26, 202654 min

The Biggest Problem With Single-Channel Multifamily Marketing

Most multifamily operators still rely on ILS and paid search as their primary marketing engine.For years, that worked.Now it’s quietly driving up cost per acquisition. In this episode of Riffing with Reid, RayAnn Corton, Account Strategist at Digible, breaks down why single-channel marketing is limiting exposure, inflating CPAs, and forcing operators to compete harder for the same renters. The conversation moves beyond surface-level media mix advice and into the real issue: over-reliance on bottom-funnel channels without building brand demand upstream.If you’re investing heavily in ILS and PPC and watching your marketing costs rise, this conversation will challenge how you think about budget allocation, measurement, and long-term demand generation.Single-channel marketing feels safe.It’s not always efficient.This episode explains why.Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description(00:00) Why Single-Channel Marketing Is Limiting Multifamily(04:41) The Problem with Relying on ILS & PPC(06:48) Why Operators Fear Diversification(12:30) How Upper-Funnel Lowers Cost Per Acquisition(14:06) Why Gen Z Research Apartments Differently(19:40) How Much Should You Spend on TikTok?(20:50) The Right Way to Measure Upper Funnel(24:44) What Success Actually Looks Like(33:11) When You’ve Hit Diminishing Returns(45:17) AI Search, SEO, and What Changes Next

February 13, 202654 min

EP238 Shellie Greer: How Ovation Builds Apartments That Suit Every Lifestyle

Most apartment communities focus on amenities.Ovation focused on experience. And it changed everything. Shellie Greer, Director of Ovation Lifestyle, shares how her team turned traditional multifamily properties into true lifestyle brands that residents feel connected to, talk about, and choose to stay in. Instead of generic events or one-off perks, Ovation built a system for community through wellness programming, branded experiences, influencer content, and consistent resident touch points that make every property feel like home.We break down how events double as marketing, how content fuels leasing, why community takes time to build, and what most operators miss when trying to improve retention. If you care about resident loyalty, brand differentiation, or standing out in a crowded market, this is a playbook worth studying.Tap in to learn how Ovation is redefining multifamily living and why lifestyle may be the strongest competitive advantage in real estate today.Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description(00:00) Preview(00:45) Shellie’s Role at Ovation(01:27) From UFC Branding to Real Estate(04:33) Designing Immersive Event Experiences(10:20) Ovation’s Las Vegas Legacy and Model(14:25) Building the Ovation Lifestyle Program(20:29) Resident App, Feedback, and Personalization(25:24) Measuring Lifestyle ROI and Retention(29:35) Turning Events Into Marketing Content(34:01) Programming for Luxury vs 55+ Residents(43:37) Why Ovation Stays Focused on Vegas(47:21) Influencers and Organic Resident Content(53:03) The Long Game of Community Building

January 29, 202634 min

Multifamily Marketing Principles You NEED To Know

This episode is equal parts actionable strategy and candid industry reflection. Perfect for marketers, operators, and anyone passionate about getting real results in multifamily. Subscribe now, share your takeaways (or disagreements!), and get ready for 70 more principles coming your way.Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

January 22, 20261 hr 2 min

Why Multifamily Marketing Fails Without Strong Account Management

In this episode of Riffing with Reid, Reid sits down with Ian Hay,Senior Account Manager at Digible to explain why account management is the missing link in multifamily marketing performance. They break down how great account managers translate digital marketing data into real leasing outcomes, why clicks and CTR don’t tell the full story, and where attribution breaks inside multifamily tech stacks. The conversation shows how marketing only works when data, CRM insights, and leasing reality are aligned.If multifamily marketing looks good on paper but leasing lags behind, this episode explains why.Digible:⁠ https://digible.com/Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠(00:00) Preview(00:34) Inside Digible’s account management philosophy(01:53) Ian’s background in analytics and multifamily marketing(03:00) Turning complex data into clear client stories(06:50) Connecting digital metrics to real leasing outcomes(09:36) Why benchmarks need context at the submarket level(12:07) Visibility vs clicks in the AI-driven renter journey(13:40) The attribution problem no one talks about(18:24) Why zooming out matters more than obsessing over CPAs(21:19) How AI is reshaping apartment search behavior(24:07) Rethinking media mix: search, video, and TikTok(27:37) How to measure TikTok without last-click attribution(31:37) Budgeting and stair-stepping TikTok experiments(35:30) What actually works in multifamily TikTok creative(43:51) Community, UGC, or leasing teams: what converts best(49:06) Creative testing when budgets and assets are limited(53:00) Using AI in creative without losing authenticity(56:48) Total monthly leasing price and what changes in 2026(01:02:00) Transparency as a long-term marketing advantage

January 8, 202658 min

Best Moments of The Digible Dudes & Riffing with Reid (2025 Recap)

A highlight reel of the best moments from The Digible Dudes and Riffing with Reid in 2025. Key conversations, sharp insights, and standout clips from a year of real talk on marketing, growth, and the multifamily space.Digible:⁠ https://digible.com/ Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠ Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠ (00:00) Zillow x Redfin's $100M Partnership(04:21) AI In Multifamily Management(06:18) Managing Vendor Partnerships in Multifamily(14:41) Paid Media Strategy for Multifamily Marketers(21:31) Building Canada's Most Innovative Rental Communities(25:07) 10 Multifamily Principles(38:00) Building a Brand Ecosystem(42:14) Redefining Resident Experience With AI (49:27) Multifamily Marketing Strategies

December 18, 202539 min

EP237 Darren Lee: How to Build a Demand Engine With a Content Ecosystem

People don’t buy products, they buy people, stories, and values.In this episode of the Digible Dudes podcast, Reid sits down with Darren Lee to explore how authenticity, personal brand, and human connection drive real growth across multifamily real estate and modern businesses.The conversation breaks down why standing out in crowded multifamily markets is less about amenities and more about identity, community, and warmth. Darren explains how leaning into imperfections, personal journeys, and clear values helps brands create emotional connection and long term loyalty, even when properties or products look similar on the surface.They also dive into content led growth, brand ecosystems versus traditional funnels, and how marketers can evoke emotion by saying what is often left unsaid in the market. Real world examples show how community, geography, and culture can become powerful differentiators for apartment brands and service based businesses alike.Digible:⁠ https://digible.com/ Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠