Rentana Just Proved the Future of Revenue Management Isn’t a Black Box

We’ve been waiting for someone to finally challenge the legacy systems strangling the heart of multifamily revenue management. That moment is here, and Rentana brought the receipts. 29th Street Capital (29SC), an institutional player managing over 12,000 units, recently ran a high-stakes, 90-day pilot to choose a revenue management partner that would help them grow their assets, be easy to use, and give them complete control over their data.
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Their options? Eight top software vendors they assessed over two months, and then narrowed to two of the newest leading platforms: One of the latest new entrants from an industry leader vs. a fast-scaling AI-powered upstart named Rentana.
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The results? Rentana won driving higher ROI across the board:

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● $4.6M in added valuation
● 3.5% stronger NRI performance
● 21x faster onboarding

● 36x faster support: 5-minute average response time vs. 3-day ticket delays
● 125 features shipped in 90 days
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Rentana didn’t just show up for the challenge; they outpaced, out-delivered, and out- strategized the competition. I’m calling it a mic-drop moment in Multifamily! But consider this more than just a Proptech cage-match dominating win! It’s a philosophical shift for the industry.
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For nearly three decades, multifamily constituents tolerated black-box revenue management systems that were slow to evolve, difficult to onboard, and downright painful to operate. We accepted them because there was no better alternative.
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That story is over! 29SC’s VP, Robert Waz, put it plainly: “The UI is miles ahead. We trust their data security. Rentana gives us a strategic advantage to grow our assets.” Why does this matter to you?
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Decisions made in the C-suite about pricing, performance, and platform strategy don’t live in the abstract; they become action items that impact every level of your operation. And if your systems are slow, your end-users suffer. Speed to market matters on every level.
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Rentana’s edge? A dynamic AI engine tuned to real-time market shifts, intuitive dashboards, and workflows your team will actually use. The platform analyzes public market trends alongside each customer’s private rental data exclusively for your company’s individual use. It delivers actionable insights tailored to each property and enables leaders to make faster, more, informed decisions.

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This matters more than ever because of the market's uncertainty, resident behavior is shifting, fundamentals are changing at an accelerated pace, and the teams doing the work deserve better tools. The industry has been waiting for a platform that respects speed, transparency, ease of use, and decision-making precision. Rentana won because they were built for this moment!
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It’s time to stop making decisions based on what was “safe” in the first 25 years of the 2000s. Looking back now, that caution cost the industry a fortune regarding value. And if this isn’t your wake-up call, your competitor’s already answering it.



Operational excellence is a decision, and Rentana seems to have become the easiest decision in 2025. Please don’t take it from me, review those receipts again.

Recent Posts

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Riding the AI Wave in Multifamily: Insights from RETCON’s Expert Panel

By Justin Dilley • February 10, 2026
AI in Multifamily: Artificial intelligence is no longer a distant concept. It’s here: transforming all industries, including multifamily real estate. At the recent RETCON conference, the panel "AI Strategies in Multifamily: How to Ride the Wave" explored AI’s real-world impact on leasing, accounts receivable, and customer service. Moderated by Rich Hughes , SVP AI Strategy & Innovation at RealPage , the discussion featured insights from Kyle Nelson ( Snappt ), Anil Singh ( Veritas Investments ), and Nicole Jones ( Veris Residential ). ‍ AI is streamlining critical business functions, automating time-consuming tasks, and enhancing operational efficiency. In accounts receivable, it speeds up payment cycles by automating invoice management. In customer service, chatbots and virtual assistants provide instant responses, reducing resolution times and improving satisfaction. AI also accelerates leasing and tenant screening, processing vast amounts of data in seconds and improving credential verification, allowing teams to focus on high-value interactions. ‍ Beyond automation, AI is reshaping the customer journey. Prospects now receive rapid, consistent responses, eliminating long wait times and frustrations. AI-driven personalization tailors interactions, making engagements more relevant, while automated leasing reduces errors and speeds up approvals for a seamless move-in experience. Meanwhile, AI’s ability to analyze massive datasets is a game-changer for decision-making. From fraud detection to predictive analytics, AI identifies inefficiencies, detects patterns, and provides real-time insights that optimize workflows and business strategies. ‍ As AI adoption accelerates, companies must strike a balance between automation and human interaction. While AI enhances efficiency, human judgment remains essential for complex decision-making, emotional intelligence, and relationship-building. Ensuring AI aligns with a company’s brand identity is equally as important: figuring out how to strike the balance of leveraging AI for efficiency, while preserving the human touch. The panel collectively emphasized that the most successful AI strategies start small, with incremental deployments that demonstrate quick wins and build confidence. The importance of training AI models to maintain authentic, on-brand messaging was often highlighted. ‍ Looking ahead, AI’s role in multifamily will only deepen. AI agents will soon manage more complex tasks like lease negotiations and financial transactions. Specialized AI solutions tailored to industry needs will continue to emerge, and advancements in computer vision and robotics will reduce the need for physical site visits, making property evaluations faster and more cost-effective. ‍ "AI is now embedded in the fabric of everything we do. With that, we need to think about it as an efficiency mechanism that drives business outcomes. If we start thinking about it as a category, we lose sight of the problems we were trying to solve in the first place." - Kyle Nelson, VP of Corporate Strategy ‍ AI is no longer just about automation, it is now a strategic asset that has the power to redefine entire business models. But success depends on thoughtful integration and human oversight. Companies that harness AI to enhance efficiency while preserving the human touch will not only keep pace with innovation but will shape the future of the industry. As the RETCON panelists made clear, the AI revolution in multifamily is just beginning.
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RETCON 2025: Where Innovation Meets Human Connection in Multifamily

By Janet Rosseth • February 10, 2026
The RETCON 2025 Conference was recently held in Las Vegas, and it’s clear that our industry is standing at the intersection of rapid innovation and the need to double down on human connection. Here’s a look at the top takeaways and trends that multifamily leaders are focusing on right now: 1. Blending Tech and Humanity It’s not about choosing between technology and people — it’s about making them work in harmony. Tech should simplify processes and free up time for your team to focus on what matters most: resident relationships. 2. Centralization is Gaining Momentum Companies are streamlining operations by centralizing admin tasks, leasing support, and even maintenance troubleshooting. The result? On-site teams can focus on delivering an elevated resident experience and becoming community leaders rather than being buried under admin tasks. 3. Change Management is Non-Negotiable Technology rollouts require careful planning and communication. Piloting programs, explaining the "why," and involving on-site teams from the start are key to successful adoption. 4. Data + Curiosity = Smarter Decisions Operators are relying heavily on data, but they also recognize the power of curiosity. Listening to frontline teams and continuously asking questions ensures decisions are both informed and people-focused. 5. AI: The Ultimate Assistant (Not a Replacement) AI is streamlining everything from lead qualification to maintenance requests. But everyone agrees: human handoffs need to be seamless. Done right, AI is your team’s best assistant — not their competitor. 6. Hospitality is the Future of Multifamily Your community isn’t just a property; it’s an experience. From concierge-style services to activated amenity spaces, the industry is taking cues from hotels and hospitality brands. 7. Speed is Everything Leads don’t wait — 45% of opportunities disappear if not responded to within four hours. Two-hour response times are the new norm. CRMs with built-in AI are no longer a luxury. 8. Build a Flexible Tech Stack APIs and integrations are key. One-size-fits-all solutions won’t cut it anymore. Operators are building customized tech ecosystems designed to evolve with their business. 9. Urban Markets Are Watching Closely Urban cores are beginning to show signs of resurgence, but there’s still caution in the air. Creativity will be key to navigating the urban-suburban balance in the coming years. 10. Foster a Culture of Curiosity Curiosity leads change. Companies that encourage learning, experimentation, and open dialogue will be best positioned to lead.  In Summary The biggest lesson from RETCON 2025? Success in multifamily comes down to balancing innovation with human connection. Thriving in this next chapter will require investment in technology and a shift in hiring strategy to highly trained tech administrators, and skilled customer service teams to master the tech hand-off. Stay curious. Stay connected. And most importantly, stay human.
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The New Discipline in Build-to-Rent: Long-Term Thinking for Uncertain Times

By Eric Tall • February 10, 2026
The real estate market, particularly in the multifamily and build-to-rent (BTR) sectors, is undergoing a recalibration—not a retreat. A recurring message at this year's industry gathering was clear: fundamentals are back in focus. Quick flips and speculative upside have given way to strategic patience, with seasoned players emphasizing time-tested strategies over trend-chasing. ‍ Despite macro uncertainty, the BTR sector continues to hold long-term promise. The term “missing middle” surfaced repeatedly, reflecting the growing recognition of a structural housing gap between traditional multifamily rentals and single-family home ownership. BTR, increasingly seen as a permanent asset class rather than a transitional one, offers a compelling solution. These developments aren't just a sign of optimism—they're a signal that the sector is maturing. ‍ DR Horton , the most active seller in the current cycle, has leaned heavily into forward BTR transactions. Their strategy is volume-driven, a function of public-market accountability rather than a harbinger of distress. They’re not running from BTR—they’re monetizing what they’ve built and cycling capital efficiently. That’s a nuance many investors miss. Their activity does not reflect weakening market fundamentals but a corporate imperative to show lot sales volume. ‍ Capital markets remain in price discovery mode. Inventory for sale is light, and both buyers and sellers appear willing to hold their breath a little longer. Deals are getting smaller—not because opportunity is shrinking, but because developers are moving down the ladder in deal size and unit count to stay active without outsized risk. This is survival through adaptation, not contraction. ‍ Financing, however, may be the most dynamic piece of the puzzle. A notable number of lenders from the single-family world are showing up with creative structures, often tailor-made for sponsors in the BTR space. The blurring of asset class lines here is both tactical and opportunistic. Lenders are recalibrating as much as developers are. ‍ For operators, hold periods are being reconsidered—hard stop. Three years isn’t a strategy; it’s a hope. The smartest capital is extending horizon expectations to 5, 7, even 10 years. That’s where stable returns and operational efficiencies emerge, especially as BTR management remains an evolving capability. No one’s cracked the code on managing these assets at scale yet—but whoever does will define the next generation of BTR returns. ‍ Lastly, geographic diversification is being approached with caution. Instead of seeking the next “hot” market, investors are retrenching into places where they have the deepest insight and networks. Comfort and context are trumping speculation. ‍ This isn’t a pause—it’s a reset. And it may be the healthiest signal the BTR market could send. ‍ RECAP from IMN Build to Rent Conference 
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