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The Referral Effect: The Quiet Influence of Multifamily’s Vendor Ecosystem

Join Kerry W. Kirby and Jimmy Lancaster, the masterminds behind the Multifamily Tech Gurus Podcast Series, as they uncover how vendors are quietly reshaping the market—leveraging connections, sharing trusted recommendations, and wielding behind-the-scenes influence that drives real change.

In this episode, Kerry and Jimmy reveal how service providers in the multifamily housing industry have moved beyond one-sided relationships to become gatekeepers, matchmakers, and catalysts for growth. They’re often tapped by ownership groups for recommendations on property management companies, leveraging their unique vantage point across the industry. With referrals, data insights, and cross-portfolio visibility, these providers wield significant influence—many working with hundreds of communities across dozens of portfolios, providing them with a rare 360-degree view of what works and what doesn't.

Kerry and Jimmy’s Words of Wisdom: “Property management companies often hold the purse strings, creating a one-sided dynamic. Vendors can find themselves constantly pitching, over-delivering, or waiting on slow payments just to stay in the game. But in today’s market—where technology, compliance, and renter expectations evolve at lightning speed—vendors are no longer just suppliers; they’re strategic enablers. The smartest property management firms are beginning to recognize this, treating vendor relationships as long-term partnerships rather than transactional checkboxes.”

Resources: Time to Rethink Yesterday's Operating Model