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.