It’s estimated that nearly 90% of multifamily operators in the U.S. have implemented artificial intelligence into their daily workflow in pursuit of greater efficiency.

Operators are adopting this technology to reduce operational expenses, improve the residential experience and boost worker productivity. Yet only about 35% of companies reported fully deploying the technology, with about 55% either partially deploying it or in pilot stages.  

However, for one New York-based multifamily property manager, Rose Associates, AI has already become an integral part of day-to-day operations. Carefully implemented, it's helping the firm actively expand into new markets, said Chris Blackman, chief technology officer at Rose Associates.

The ultimate objective is to make better decisions faster, with a deeper understanding of both the resident experience and the financial performance of each asset, he said.

“Technology is central to how Rose grows into new markets where we are actively introducing our high-touch, award-winning residential services that have defined the company in New York for more than 100 years,” he said. “As we expand further into New England and other markets, we’re using AI, tech and data to create a common operating model across our portfolio.”

Blackman said Rose’s operating model relies on standardized platforms, shared reporting, structured workflows and real-time information rather than building separate processes market by market. This is particularly important as it scales across regions and there are more employees and properties to take into account. 

“We’re taking this centralized, tech-forward approach because when a new property is integrated into our portfolio, our on-site teams can apply consistent reporting, workflows and operational standards to give corporate teams a stronger insight into how each asset is performing,” he said.

Rose manages more than 40,000 units across its portfolio, Blackman said. The firm is expanding quickly throughout the Northeast, going from about 2,000 units outside of New York City to nearly 10,000 over the past several years, he said. 

For Rose, technology is not just about systems. It’s about using AI, trusted data and connected platforms to create a smart operating model, improve the resident experience and support responsible growth into new markets, Blackman said.

The firm’s current intelligence capabilities include its central intelligence and proprietary AI systems. Its CI platform helps connect people, information and operations, while its AI platform acts as an assistant for searching through Rose’s proprietary data and standard operating procedures. This allows its employees to access company-specific information and data in a more controlled environment, Blackman said.

“We're using truly agentic AI to help our site teams and our senior executives do reporting,” he said. “We want AI to help them produce reports and documents that will have a positive impact on their day-to-day operations. To me, personally, this is where technology is going to give us the biggest advantage.”

Rose combines its proprietary technology with industrywide platforms like Yardi and the Microsoft ecosystem — such as Microsoft 365, SharePoint and Copilot — to bring better visibility and greater accountability. While these are not Rose-exclusive technologies, they help create leasing activity reports, manage revenue and report trends across occupancy, concessions, retention, lead sources and more, Blackman said. 

On the residential side of the equation, implementing these technological advancements is equally important. By combining all of these technological capabilities, pertinent resident information is easy to access, service requests are easier to address, and decision-making is easier to track. This all makes for a happier resident, which is the core imperative for Rose as a company, Blackman said.  

It’s no coincidence that the No.1 factor that impacts resident satisfaction is the quality of the management teams, including how quickly they address maintenance issues and how friendly they are. It’s estimated that only about 40% of multifamily residents in the U.S. are satisfied with their property managers.

“For our teams, technology helps simplify work and improve collaboration,” Blackman said. “For owners and clients, it provides transparency into property performance. For residents, it supports a more consistent and responsive experience regardless of location.”

These aren’t the only technologies the firm uses, however. Rose’s business intelligence platform, now under development, is designed to be the next step in how the firm organizes and analyzes important data. This will be key going forward: moving the needle from reactive to proactive management, Blackman said. 

“If resident expectations are changing, we want to see that in the data through leasing behavior, service patterns, online reputations, retention trends, payment preference and engagement,” he said. “By using a common data framework, we can understand what is working, what needs to be adjusted and how to support each property and their needs accordingly.” 

As Rose continues to grow beyond New York City limits, Blackman said data gives the firm a consistent way to evaluate performance across geographies. Rose's portfolio includes properties across the entire Northeast corridor, from the Philadelphia area all the way up to greater Boston. 

Though each market has its nuances, the core data Rose and its owners and clients need to evaluate is largely similar, including leasing velocity, retention rates, expenses, tenant expectations and demand. This is critical in markets such as Connecticut or New Jersey, where Rose is focusing attention on transit-oriented projects such as 18 Dock in Stamford, Connecticut. 

Blackman said this 395-unit luxury multifamily property, which sits adjacent to a train station with direct access to New York City, is a great example of what Rose does well: scaling into new markets while keeping the same level of service and operational consistency Rose is known for in New York. 

With the AI and tech spaces evolving so rapidly, Rose’s properties and people teams are only going to become more efficient and cohesive, Blackman said. 

“Across the industry, the firms that will benefit the most are those that can connect data, operations and customer experience into a practical intelligence layer that supports both residents and operators,” he said. 

This article was produced in collaboration between Rose Associates and Studio B. Bisnow news staff was not involved in the production of this content. 

Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.