Workshop 1: Shopping & Consideration
Optimizing your resident journey starts with attracting and engaging prospective renters
OPTECH 365 kicks off its virtual workshops with a focus on the Shopping and Consideration categories, delivering a conversation and an exclusive product showcase geared toward multifamily marketers. Industry leaders will share their personal stories, mistakes made, and lessons learned. Following the owner and operator-led discussion, attendees will get a first look at some of the latest innovations designed to address shared pain points, ultimately empowering marketers with the tools and strategies needed to create winning, scalable renter experiences end-to-end.
Meet Our Panelists
Kyra Lambo
AVP, National Marketing
Kyra Lambo is the AVP of National Marketing for Equity Residential. In her role, Kyra oversees the strategy and execution of all digital marketing efforts for the national portfolio of 300 communities. Her team owns the content, user experience, analytics and feature roadmap of the company’s website, which is the top lead source for all communities. She and her team also manage paid and organic search, resident portal feature enhancements, reputation management, social media, internet listing site strategy, email marketing, and display advertising.
Joya Pavesi
President - Brand & Strategic Services
Joya Pavesi is the President of Brand & Strategic Services for RKW Residential. She is a dynamic and passionate marketer with more than 17 years of multifamily marketing experience across Class A lease up, stabilized and value-add assets. In her executive role, Joya has directly contributed to RKW’s growth under eight years and across eight states from 2,000 units to 35,000 units under management and consulting in under seven years. She has played a pivotal role in RKW’s expansion into new markets, helping to grow the company’s footprint across eight states.
Under her direction, RKW’s marketing team has built an award-winning reputation management platform earning the organization Top Ten placement in the J Turner Elite ORA Rankings along with numerous community-level awards. They have also been an industry leader in the adoption of forward-thinking technologies including AI-powered virtual leasing and self-guided tours.
Prior to joining RKW, Joya worked for Greystar and Camden Property Trust. Her specialties include marketing and brand strategy, customer experience and loyalty, digital marketing, social media, and reputation management. She is recognized as an industry thought leader and conference speaker. Joya served on the Greater Charlotte Apartment Association Board of Directors and PR Committee and graduated from the Leadership Lyceum program.
Laurel Zacher
Founder + CEO
Laurel Zacher is a Fractional CMO/CXO and Marketing Strategy Consultant, and founder of LZ Strategic Consulting. She delivers executive-level marketing and CX leadership to multifamily real estate organizations and proptech innovators. With a specialization in fractional CMO/CXO services, Laurel focuses on assessing strategies, optimizing performance, and driving measurable growth. Her expertise lies in data-driven marketing, CX intelligence, and actionable solutions that differentiate brands and elevate ROI in the multifamily space. In her 20+ years experience in real estate and media, Laurel’s driven success in marketing and customer experience across portfolios valued at $16.3B+ and also currently serves on Zillow’s Rentals Advisory Board, providing strategic guidance and insights to Zillow Rentals.
Vendor Showcase
Six vendors take the stage to demonstrate how their technology solves marketer challenges.
Conversion Logix® is a multifamily performance marketing solution that turns interest into leases—faster and more efficiently. With strategic ad management, high-performing lead generation software, and AI-powered insights, we enable multifamily marketers to reach the right audience, convert more leads, and reduce wasted ad spend. Conversion Logix doesn’t just generate traffic—we help you to track, nurture, and close more leases with unmatched attribution visibility and high-performing campaigns.
Presenting Speaker
Martin Stein, Chief Analytics Officer
Martin Stein is the Chief Analytics Officer at Conversion Logix and a seasoned data scientist with over 20 years of experience in AI, machine learning, and data science. As a co-founder of Bend.ai, an AI and machine learning company acquired by Conversion Logix, Martin brings deep expertise in developing advanced MarTech solutions that empower marketing leaders to make data-driven decisions and maximize their marketing investments.
Throughout his career, Martin has held significant roles at industry-leading companies including Apple, IDG/IDC, G5, and RStudio, as well as startups like FileThis, Defined.ai, and Union.ai. His proven ability to build and scale products to over $200 million in revenue showcases his entrepreneurial spirit and technical prowess. At Conversion Logix, Martin focuses on leveraging AI and machine learning to create innovative marketing solutions that uncover full marketing attribution to make data-driven decisions and drive revenue growth for clients in multifamily housing, senior living, and student housing.
In multifamily, the only thing worse than having a problem is not knowing what it is.
Let me know if this feels familiar:
You get blamed for factors you don't control
You know where things go south, but can't prove it
The cycle continues, and the problem never gets addressed
Stop wondering what's happening with leasing. Start knowing.
Want to see how? Tune into our pitch on Workshop 1 - Shopping & Consideration.
Presenting Speaker
Eden Chai, Co-Founder & CMO
Eden, co-founder & CMO of Flair, started working in multifamily in 2019 after several years at different MarTech startups. He's passionate about finding smart ways to use technology to get better results without needing more time or money (hence the startup experience). His favorite quote is "'Marketing success should be based on the size of your brain, not your wallet,' and inspired Flair's mission statement "Lease more with less". Outside of the office, you can find Eden ordering Mediterranean take-out for the 3rd time in a row or praying for the Lakers to reach the finals.
Realync, A Grace Hill Company, provides multifamily teams with scalable virtual tours and video solutions that attract prospects and convert leases. Realync makes it easy for prospects to explore properties through live video tours, self-guided videos, and 360 tours — helping teams meaningfully connect with renters at every stage of their journey. Realync is the perfect solution for organizations focused on enhancing the renter experience, closing more leases, and driving better property results.
Presenting Speaker
Ani Rangarajan, Co-Founder of Realync and Product Strategy Officer
In college, Ani was a part of a soccer analytics start-up, and ever since he knew there was one thing for him: Entrepreneurship. Ani graduated from Northwestern University with degrees in Industrial Engineering & Management Sciences and Economics. Shortly after graduation, Ani began his career as a Management Consultant at Accenture.
During his time at Accenture, Ani participated in a variety of projects ranging from mergers and acquisitions to org transformations. After three years of consulting, Ani took the leap into full-time entrepreneurship and started Realync with Co-founder Matt Weirich to revolutionize the way people see and show real estate.
At Vida, we know AI should do more than just automate—it should enhance the way teams work. That’s why we built Vivian, an AI leasing assistant designed to feel personal, intuitive, and human. She remembers names, stories, and past interactions, creating seamless, natural conversations across every channel. But Vivian isn’t here to replace your leasing team—she’s here to empower them. By handling inquiries, follow-ups, nurturing, and data tracking, she frees up your team to focus on what they do best: building relationships, closing leases, and delivering exceptional resident experiences. Vida bridges the gap between technology and humanity, ensuring that AI doesn’t just work for you—it works with you. Because in today’s world, the best AI doesn’t replace people. It helps them shine.
Presenting Speaker
John-Paul Gaconnier, Chief Product Officer
JP Gaconnier, Chief Product Officer at Property Vista, is a seasoned strategic product leader with a proven track record of delivering impactful solutions across Fortune 100, FTSE 100, Wall Street firms, government entities, and market-leading property management technology companies. His expertise spans product delivery, transformation, and team leadership across diverse industries.
Before joining Property Vista, JP served as Head of Product at ExamSoft, the leading provider of educational assessment technology. He built and scaled the Product and UX teams, led major product transformations, and launched new offerings that fueled customer growth and revenue expansion—culminating in ExamSoft’s acquisition by Turnitin.
Previously, JP led the online leasing products at RealPage. There, he successfully launched a mobile-first online leasing experience, sunsetted two legacy platforms, and orchestrated a seamless customer migration, significantly improving the user experience.
With deep expertise in product strategy and a passion for user-centric design, JP continues to drive innovation and growth in the property management technology space.
Founded as an ILS, Zumper has evolved into your all-in-one marketing solution. As the largest privately-owned residential rental marketplace, we help partners fill vacancies with a range of solutions like premium ILS ads, GBP optimization, reputation management, social media engagement, Matterport tours, and more - offering a holistic approach to reaching renters every step of their journey.
Presenting Speaker
Allison Nesbitt, Vice President, National Sales & Strategic Initiatives
Allison Nesbitt is the Vice President of National Accounts and Strategic Initiatives at Zumper, where she seamlessly integrates Sales, Product, Partnerships, and Marketing to spearhead innovative solutions and go-to-market strategies. With over two decades of expertise in multifamily marketing, Allison is a seasoned leader in both paid and organic digital strategies, delivering impactful results to multifamily owners and operators across the country. Allison holds a BA in Economics from The University of Oklahoma and is certified in Google AdWords, Google Analytics, and Certified Apartment Supplier designation. She currently lives in Frisco, TX, with her husband and two daughters.
Hyly.AI harnesses Data + AI to modernize multifamily, empowering teams with clean, unified data, seamless automation, and scalable growth.
Traditional tech stacks rely on outdated, fragmented infrastructure, leading to bad data, inefficiencies, and limited scalability. Hyly.AI solves this by consolidating, cleansing, and crystalizing data into a unified Intelligence Fabric — breaking down data silos, enabling ownership trust, and unlocking smarter decision-making at every level.
By rebalancing AI, BI, and human intelligence, we streamline operations, improve visibility, and enable autonomous yet highly informed strategies. With Hyly.AI, owners, operators, and onsite teams gain the tools they need to optimize performance while staying focused on what matters most — delivering exceptional experiences.
Presenting Speaker
Robert Lee, Chief Operating Officer
Robert Lee is one of the driving forces behind Hyly.AI’s innovation, bringing over 12 years of multifamily experience to his role as Chief Operating Officer.
With a background in luxury lease-ups and a deep understanding of marketing and technology, Robert is passionate about building solutions that solve real challenges for multifamily teams. His ability to translate industry pain points into cutting-edge, practical innovations has made him a leader in redefining how multifamily leverages data and automation.