What if your marketing drove fewer leads and you celebrated? That is the mindset shift Debbie Rae Peters, Managing Director of Property Marketing and Leasing at Rose Associates, brings to this conversation. With more than 30 years in the New York metro multifamily market, Debbie Rae shares how qualified demand, strategic channel alignment, and strong collaboration with revenue management drive real performance across a growing Northeast portfolio.
We get tactical quickly. Debbie Rae explains how to align pricing strategy with marketing channels so each asset attracts the right renter, not just more clicks. She breaks down how auditing the renter journey uncovers broken phone numbers, clunky forms, and disconnects between corporate marketing and on site teams. We explore how chatbots and AI accelerate response times and touring, and where the critical human handoff must happen to preserve empathy, context, and trust. The result is stronger lead to lease conversion, better buy in from site teams, and marketing that actually supports operations.
Beyond performance metrics, this episode dives into culture. Debbie Rae shares how weekly one on ones, team huddles, transparency, and celebrating wins build resilience during growth and change. We also spotlight Rose Associates’ seven employee resource groups and how belonging, community giving, and intentional programming have elevated engagement scores and strengthened resident relationships. Her leadership philosophy is simple but powerful. Pause before reacting. Lead with positivity. Model the culture you want to see.
If you are responsible for marketing performance, leasing KPIs, or building stronger teams in multifamily, this conversation delivers both a strategic roadmap and a leadership playbook.
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Connect with Debbie Rae on LinkedIn: https://www.linkedin.com/in/debbie-rae-peters/
Connect with Rose Associates: https://www.rosenyc.com/
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