Multifamily Technology Decisions: Selling to the Messy Majority

Shifts in the multifamily industry are changing the go-to-market strategies that work. How will vendors and tech companies respond?

This week’s Thesis Driven is a guest letter by Dom Beveridge, principal at 20 for 20, a multifamily technology consultancy.

In technology sales, it usually pays to focus on the lowest-hanging fruit. For as long as there has been multifamily technology, vendors have focused on the decision-makers at companies that represent a natural fit for their products. But for a number of reasons, both the companies and their decision-makers have been changing, with important implications for technology vendors.

Today's letter revisits go-to-market strategy for multifamily technology in light of the industry's changing landscape. Specifically, we'll tackle:

• Decision-making practices across different types of multifamily organizations;

• Variations based on the type of technology (property-level vs enterprise);

•  Challenges of selling into certain types of owners;

• The growing importance of the "bottom-up" sales model.