Multifamily Women® Podcast
The Multifamily Women® Podcast explores insightful discussions on the importance of not only elevating women in leadership but also becoming mentors and helping shape the future of the Multifamily industry. As technology advances at rapid pace, you will hear from top experts on the ever-evolving roles women play in multifamily organizations, how they got started in the industry, roadblocks they’ve faced along the way, and what they’re doing now to build and strengthen their current organizations.
Multifamily Women® Podcast
Empowering Career Growth and Inclusivity in Multifamily with Cindi Reed and Kim Lendway from MRI Software
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Unlock the secrets to career growth and inclusivity in the multifamily industry with Cindi Reed, Director of Sales, and Kim Lendway, Director of Business Development from MRI Software, sponsors of the upcoming Multifamily Women® Summit.
Kim takes us through her remarkable 25-year journey in the field, celebrating a milestone five-year anniversary with MRI, while Cindi shares her transition from ApartmentData.com to her pivotal role at MRI. We explore MRI's rich history since 1971, its comprehensive technology platform, and heartfelt commitment to Diversity, Equity, and Inclusion (DEI). Cindi highlights essential support groups like Women and Allies, Women in Leadership, and PRISM, all aimed at fostering employee empowerment and career advancement.
Discover how MRI Engage, a flexible CRM and communications tool, revolutionizes multifamily housing management by optimizing leasing results and enhancing resident communication. We'll delve into the power of customization, automated income verification, and seamless integrations with point solutions.
Cindi and Kim offer career advice, underscoring the importance of mentorship, continuous learning, and building genuine connections that become vital resources for problem-solving and career growth in multifamily. Don't miss this opportunity to gather practical solutions and innovative ideas from two industry trailblazers.
Connect with Multifamily Women®:
Multifamily Women® Summit: https://multifamilywomen.com/
Carrie Antrim on LinkedIn: https://www.linkedin.com/in/carrieantrim/
Be a Guest on the Podcast or at the Summit: https://apps.multifamilywomen.com/speakingrequest
Multifamily Women® Leadership Series: https://apps.multifamilywomen.com/join
Empowering Women in Multifamily Industry
Speaker 1Welcome back to another episode of the Multifamily Women's Podcast . We are super excited today to have some amazing guests who are sponsors of the Women's Summit this year . From MRI Software , we have Cindy Reed , Director of Sales , and Kim Lendway , Director of Business Development . We're so happy to have you here today .
Speaker 2We're happy to be here .
Speaker 3Yes very happy to be here .
Speaker 1Let's start with Kim Kim . So you , let's tell us a little bit about who you are , what you do for MRI and what your role is .
Speaker 3Yes , so I live in Southwest Florida . I've been in the multifamily industry for 25 years . I started on the property side and I just celebrated my five-year anniversary with MRI yesterday actually , congrats . I am just starting in a new role as a strategic account executive , working with some of the top 50 NMHC accounts .
Speaker 1Wow , that's amazing . Well , congrats on your anniversary . And next we have Cindy . Tell us a little bit about yourself .
Speaker 2Well , thank you , I'm Cindy Reed . I have been with MRI just for a few short years . Mri acquired a company that I have been working with for the last 10 years called apartmentdatacom , so we are now MRIapartmentdatacom , and so I run that division , the sales for that portion of our North America living team with MRI .
Speaker 1Very nice and tell us , Kim , a little bit about the journey of MRI and kind of where it started and how it got to where it's at now .
Speaker 3Yes , so MRI started as a real estate financial company in 1971 . And I think some people don't realize that they pioneered the real estate software industry for 50 years now and we are open to change but never wavering in the focus to be the industry's most flexible , comprehensive and connected technology platform . So our background means we really understand multifamily , we serve the top 10 property management companies and we also work with almost 90% of the top NMHC 50 . Wow , so we really work with a lot of companies throughout the whole industry .
Speaker 2Our roots are deep and our branches go wide .
Speaker 1That's really impressive , yeah , and I just thought just looking at the website , there's such a huge suite of products . It just seems like it just expanded and expanded , which is pretty incredible . And so , cindy , I know you , y'all are going to be sponsors this year , which we're so excited about for the Women's Summit , and so what ? What inspires you about working with women in multifamily , especially specific to MRI ? Oh , wow .
Speaker 2I have been in this industry for well over 35 years . My roots go very deep , especially in Texas , but all over the nation , and you know it's a constant work in progress , trying to create a more inclusive world including , you know , women and MRI . The thing I really love about working for this company is that we have a very strong DEI mission within MRI . It promotes kindness , it promotes respect , honesty , inclusion . We have a group of very empowering women and men , for that matter that promote the inclusion of everybody within our company . You know I use the analogy a lot that as working women , we're spinning plates . You know you picture the sticks with all the plates spinning around you and we're all just spinning . I'm trying to keep it all going and you know we're . We're working mothers . You know we're working mothers . We are running households , many are single mothers , many of us are helping our aging parents , many of us travel , we're volunteering in association work and so forth . We have so many plates that we're spinning that we need that empowerment and that support in order to keep that going . And this is one of the reasons I'm so excited about attending this conference , because we are going to be surrounded by these empowering women to share our ideas and how do you do it . And we're going to get so many more tools to put in our toolbox to be stronger at what we're already doing .
Speaker 2And MRI you know I mentioned our DEI program here , but we have one specifically that we call Women and Allies and we have it's a pride resource group , and when I say pride at MRI , we call all the employees or member of a pride like a lion's pride , and so we gather together to support each other . So one of our pride resource groups is this women and allies group . Part of our business plan in 2024 was to be able to offer more professional services , more training , more resources both human resources and in training things that can help us better our careers , make us better at what we do , make us better mentors . Our careers make us better at what we do , make us better mentors . So it's pretty exciting . We have part of that group which is called Women in Leadership empowers women pride members to gain support , access , knowledge , tools , everything we need to progress our careers . We really promote women moving up the ladder and getting more responsibility within their roles . Another part of that group is what we call our Women's Health and Wellness , this resource group . We do things like breast awareness campaigns . Recently we did a self-defense class where any of the females within the company could join that .
Speaker 2You know , understanding domestic abuse if that's something that you're struggling with at home , Understanding domestic abuse if that's something that you're struggling with at home , you have a support group to help you with that . Mentorship programs for those of us that are working with caregivers , whether it be for the elderly or children . There's groups that support each other on that . So that's part of the Women as Allies . And we also have a motherhood at work group . You know , a working mother whether you're a single mom or not , either way it's , it's a challenge , and so we offer support for that .
Speaker 2A couple of the other groups that we have within our Pride Resource Group it's a group called PRISM and that's where we're supporting the LGBTQIA group support groups to help you manage that , you know , within your life and working in the workforce .
Speaker 2We have a group called RISE , and RISE is a pride resource group that supports physical , mental , social , financial wellness .
Speaker 2So they get together and we talk about how we can have personal development to help us in all of those different areas .
Speaker 2And then we also have one that's actually upcoming that we're just getting started . It's called SOLE S-O-L-E and this group is supporting our Black pride members in helping them integrate into MRI and offer any kind of support that they might need . And then we have one that's coming up very soon and it's going to be centered around accessibility . We have one that's coming up very soon and it's going to be centered around accessibility and that is helping women that might have disabilities or neurodivergence problems or things that they might need some support with . So MRI is all in and committed to this DEI , helping women in our industry . And I believe that this all starts internally and when our company nurtures that culture and we all live it and breathe it and have adopted it , we go out into the workforce , we go out and visit our clients , we are spreading that energy and that culture out to all the properties and the property management companies and suppliers that we work with and it just creates a more wholesome , respectful environment to work with .
Speaker 1Wow , well , that's incredible . First of all , because a lot of people have DEI , deib communities and they're doing ERG groups within their community or their companies . But we always say and this is really important to me as well we're building products and we're building solutions and we're building buildings for people who are diverse . So if our people are not diverse and we're not , you know , acknowledging the differences and the struggles and you know , really leaning into those initiatives , then how are we even supposed to build products for everybody , right , exactly , I think that's really smart and I think any business that's leaning in as hard as you are , I just commend that and I think that's really smart , and I think any business that's leaning in as hard as you are , I just commend that and I applaud that because I just it's really important and it sounds like you , it really sounds like MRI is taking it to the next level from anything I've even seen .
Speaker 1Right To not just have a women's group but to have a women's group that spoke , focuses specifically on motherhood , that focuses specifically on different elements of being a woman , because it's not all inclusive , right , and it's not just okay . Being a woman means you're these five things . It's like . No , it could mean a lot of different journeys , and so I think that's really incredible .
Speaker 2Well , and that culture needs to start at the top , and it does . Within MRI , our CEO is very , very engaged in this and drives it and believes in it and really pushes it down , and it's a beautiful culture to work in and to share with the rest of our industry .
Speaker 1Well , no doubt you are going to love the Women's Summit , because this is what we're about . We're all about how do we acknowledge the differences and the sets of unique circumstances that come with being a woman in our industry and how do we address that ? How do we acknowledge the differences and the sets of unique circumstances that come with being a woman in our industry and how do we address that ? How do we all elevate together and work towards the solution of innovation ? So I love all of this . I think it's wonderful . And so what are you excited ? Let's go over to Kim Kim . What are you excited about at the future of MRI Kim ?
Speaker 3what are you excited about at the future of MRI ? So , mri , the way our products are set up is and it ties into a lot of the things that you were both saying too is that we provide products and solutions for the places that people work , live and play . So we try to have different products where you can choose what works best for your company and for your community , and we have what's called like a plug and play option , so our products you can purchase many of them separately , because not everything works for everybody . So maybe there's something that you're missing out in the industry that you really need , and we have so many different solutions , as you mentioned in the beginning , and one of the things that I wanted to mention is several products that we have are Checkpoint ID , callmax , apartment data , as Cindy mentioned , multifamily renter's insurance , resident screening and rent payments are just a few things that are crucial to the industry to not only lease apartments , tour apartments , but to have somebody live and be a resident within the community .
Flexible CRM Solutions and Networking Opportunities
Speaker 32024 is MRI Engage , which is an integrated CRM and communications tool that helps multifamily organize and achieve leasing results , but also keep in communication with their current residents , and residents are staying at communities longer . These are their homes . I've been a long-term renter myself until I purchased a home recently , and it's so important that you want to treat them . Those are your residents and they live there . That is where they go home at the end of the day , or where they work both places . So it's really important to have a system that you can communicate with not only potential , but future residents as well . So that's what Engage CRM is going to do . It also helps with maintenance requests and communication and drives that experience throughout the whole thing . So that's what we introduced at Apartmentalize and excited to see the future of that .
Speaker 1Wow . And so how do you because it sounds like MRI has really just expanded , expanded upon its services how do you decide what's next ? Is it you're doing kind of some listening to and pulling of your customers ?
Speaker 3Yes , that's where a lot of things stem from . So , not only at Apartmentalize , but the user conference that we have every year that Cindy's going to talk about a little bit and we listen to what is needed in the industry and we look at the products that we offer . Recently we offered automated income verification . It was something we already had within our screening product and we realized that it was something that was needed in the industry as a separate product and now it's integrated through Checkpoint ID . So if you have one or the other , you can have either or both , and it just makes everything more streamlined . So I think , just listening , hearing what's needed , and we say , hey , we've got a solution for that . Let's extract that and make that an option to go ahead and use separately from anything else we might have . So that's what we do .
Speaker 2You know , we've created , truly , mri has created a beautiful , what we call our ecosystem of products . We also have , you know , 500 plus partners that are consultants and trainers on our product . We integrate with other other products out there . So it's a true ecosystem and you can , each of our clients can pick and choose what they need for their products , and that's what we do . We're consultants to help them , let them know what we have available and we just customize a package for them through our ecosystem . And then we have partners that work with us as well , that we can , you know , introduce them to and help them , you know , become better users of the product and to understand it better , and so forth . So it's , it really truly is an ecosystem .
Speaker 1Wow , that's really incredible . And I think that listening to your client and then the ability for customization is so key , because not every business we can't treat every business the same . They're all so different , right ? So you recognizing that you as a client can come in and you can hand select which pieces of this work for you , I think that's really brilliant . And so , cindy , I know you were going to talk about the Ascend conference that Kim just mentioned , so let's dive into that a little .
Speaker 2Yes , it's our annual users conference . We call it Ascend and it is going to be held October 20th through the 23rd in San .
Speaker 2Diego . It offers unique opportunities to hear from and network with other industry leaders , technology experts , industry professionals . Our professionals are going to be there teaching you how to use the products , and the partners are there sponsoring this as well . It's so well attended . Thousands of people attend this every year and it's just a huge success . So we really encourage our users to attend , and I've been a few times and I've had so much fun with it and I'm sure Kim can add her comments on it .
Speaker 3And who doesn't want to go to sunny San Diego in October ?
Speaker 1That's right . That's so awesome . And you know , client success right is really important and we talk about this . A lot of people focus , you know , on the initial onboarding and all that , and it sounds like you guys are really putting an emphasis on making sure this is the lasting relationship and throwing events like this really help even your existing clients and show them that you're on board , that you're here for them and that you really are there right . And we've been talking about implementation a lot in our council meetings and really what that looks like from a supplier side and continuing that support throughout their journey , not just as they're rolling out the product . So it sounds like MRI focuses really hard on that piece .
Speaker 2They do . I mean , the prop tech industry is evolving . There's new things being introduced constantly . I mean , kim and I and the people that we work with , you know we're learning every day . We have people training and teaching us about the new products and we're constantly improving upon our products , and so we're constantly learning . And then it's you know it's our job to go out and make sure our clients and our customers are aware of the new things that we're introducing and how we're enhancing our products , and to show them that we are listening . We're listening to what you're needing or what we may be lacking , or cheering us on for the things that we're doing , and we push it out there , and so it's an evolving industry , for sure .
Speaker 3And just to tie into that too , I think one of the things I saw a lot at the conference when I was there is you see other people using MRI products speaking to other people using MRI products , so you can really learn from each other within the industry , just like we're going to do at the multifamily women's conference . So we're excited to see that and to attend . This will be my first time attending and at the user conference . It's just nice to talk to your peers , the ones that are using the products as well , to see how they're doing it . I get asked questions that all the time . You know , can I speak to one of your current clients that are working with Checkpoint or something where I can speak to them directly ? And it's nice to have that environment to be able to do so .
Speaker 1Yeah , and I think what you're going to really love about the Women's Summit is that it's such a level playing ground where everybody takes off their hats at the door , right . So it's not as common
Career Advice and Mentorship in Multifamily
Speaker 1in our industry . I've attended events where maybe you sit at a table with your company and then the other people sit , and then there's the trade show where all the suppliers are over there . We intentionally don't create an environment where anybody is in any like you almost wouldn't even know , unless we were our name tags , you know who's who because we think it's really important to get everybody in the room and be just innovating and solving the same problems , and that's really what we're all trying to do . At the end of the day , right is just solve for problems , and some of a lot of your technology solves for problems of the people in that room . So just through a conversation , just like this is really where you're going to find the most benefit on both sides , you know . So I think that's what is a little different about us .
Speaker 2Yeah , it's fun to be in a group like that and watching all the light bulbs go off and everybody getting excited about learning something new . Yeah , it's fun .
Speaker 1It's amazing too , because I've had the pleasure of interviewing a lot of our attendees lately and they all say the same thing that they're like I know exactly who to call for what problem , just because of this conference and talking to different people and saying , okay , you're my go-to for this , you're my go-to for this , you're right , you know . And they literally build these relationships where they know exactly who to call when they have a problem . And that's really what you want at the end of the day on both sides right of the coin . So really excited for you guys to sponsor this year and just be a part of everything . So I wanna do something kind of fun really quick , and I know I didn't tell you this , but a lot of our listeners are really interested in the journey of women like you who have made it far in their careers and really done well . And so what is your advice for women who are looking to kind of expand their career in this industry ? Let's start with Cindy All right , you know , 35 years .
Speaker 2You know I started out on site and have , you know , have gone . It's been a long journey . My advice is very much about what we're talking about Listen and don't be afraid to ask questions , be brave , be respectful , just keep on the quest to learn more . You know , don't get , don't settle into a pocket and stay there . Just keep learning , keep pulling information from other people and as women . I think many women are maybe a little bit intimidated by the corporate environment , and don't be intimidated by it , because it is now full of women like us who are welcoming those questions , who want to empower you to rise up and to fill our positions as we move up and move on , or whatever the case may be . It's very appealing and very satisfying to those of us that are in leadership roles to watch that happen , and so don't be afraid to do that . Don't be afraid to ask questions and to build your career the way you want it to be .
Speaker 1Great .
Speaker 3And Kim . Yeah , so great point , cindy . And tying off of that too is I started on-site as well and I think it really has changed my career with multifamily . You learn a lot being on-site and then being on the vendor side and I think it really has changed my career with multifamilies . You learn a lot being on site and then being on the vendor side , and I've been in management roles . I've been back into a sales contributor role and then back into management .
Speaker 3Never be afraid to open up to possibilities and to different opportunities . And , like Cindy said , listening , I'm very inquisitive . You ask anybody at the corporate office . I don't hesitate to just reach out to anyone and just pick up the phone and say , hey , I need an answer on this or can you help me with this ? And I'm trying to learn . I'm trying to get the knowledge that I need to help my clients and the partners that I work with . So I'm constantly trying to evolve and learn and be better myself . So I think that that helps within the industry and also makes you a more trusting partner , and I think that that's something that I would recommend and suggest is just be open to the possibilities of different things . Recommend and suggest is just be open to the possibilities of different things .
Speaker 2Well , and if I can add to that , kim , you know Kim's talking about asking questions . She I have watched numerous times on many teams meeting she's the resource and she will just pop right in and offer herself and her knowledge to people you know that are needing help . So , on that same note , don't be afraid to ask questions , but also , please stand up and be a resource for others to help them . That helps it helps everybody .
Speaker 3Yes , great point . Thank you , cindy . Yes , you're welcome .
Speaker 1Yeah , I think that's really smart . We talk a lot on this podcast about mentorship and how important that is really . I mean , I that's the same story for me . I wouldn't be anywhere where I'm at today without my mentors and the people who have really helped me throughout this process , right ? So I think the fact that you're thinking that way and , honestly , a lot of mentor , mentee relationships have formed at these summits , just naturally , you know a lot of I've talked to both sides , right People who are really interested in mentoring before they maybe retire , and then people who are really interested that are younger in their career and are really hungry for knowledge and experience . So it's such a symbiotic relationship and so necessary . So I think it's really nice that you are thinking that way .
Speaker 2Well , it's interesting . I was going to say it's interesting because you know , when you're , when you're building your career , you're always looking for that mentor . That was something that , with whoever I was working for , I wanted that mentor . But then there comes a point in your life , when you get to be my age , where you realize you are the mentor and you turn into the mentor and it's an interesting transition because you wake up one day and you went oh , what just happened ? You know it's like now I'm mentoring and it's an interesting transition because you wake up one day and you went oh , what just happened . You know it's like now I'm mentoring and it's a fun thing to do .
Speaker 3yeah , it really is , and that's a great point too , because I have others that tell me that too , that you were my mentor and I'm like I was Wait , I still have my mentors , I'm still a kid , yeah .
Speaker 3And you see it when you're at Apartmentalize and you walk around the room at the trade shows or anywhere , and you see people that you haven't seen in years . But it's such a small family , close-knit family , but so many people involved . But you see the same people for years and years and I think we just all grow and become , just continue to be part of this family and it's very important to do so and , yeah , I love this industry .
Speaker 1I love that and I love that you're both are thinking that way , and now you're going to get a hundred requests in both of your LinkedIn inboxes for hey , can you mentor me ? So tell me what's the best way . If , if someone is really interested in learning more about MRI , about the both of you , what's the best way to reach out ? Where can we find you ?
Speaker 3Go ahead , kim . Oh sure , so for me specifically , so you can reach out to me , it's kimlendway at MRIsoftwarecom . You can also go to MRIsoftwarecom and see all the different products that we offer , or MRIlivingcom , and you can see some of the products that are geared towards multifamily specifically , so you can click on individual products . There's buttons to contact us and learn more about . If there's a specific product , like we mentioned earlier , where you can plug and play , maybe you just want to hear about that one product , so we can do that for you . Fabulous .
Speaker 2And you can reach me at cindiread , at mrisoftwarecom . I'm on LinkedIn , facebook , all the social sites , so you can find me yeah .
Speaker 1Beautiful . Is there anything else that you two want to leave our viewers with ?
Speaker 2two want to leave our viewers with oh wow . I think that what all we're doing is a work in progress and I just encourage everybody to keep doing what you're doing Go to these conferences , educate , volunteer at association levels . I feel very strongly about that . We need the leaders to lead our associations , which are doing so much work for our PACs and our legislative issues that we're fighting out there . So get involved on a local level . Last year , I was president of the Texas Products and Service Council and I loved every minute of it and I just realized how important it is , whether you're a supplier or a management person , to get involved in our industry Awesome .
Speaker 3That is so important . Cindy , and I know you're very involved , as am I , and I am a huge fan of apartment associations and I love supporting what our clients and partners are also trying to accomplish . I think we're all in this together . As I mentioned , this is a family , so really be involved and be active in all the associations that you can and show up . Go to the events . They're fun . There's so many amazing people in this group Awesome .
Speaker 1Well , ladies , we are so glad that you joined us today on the podcast . You have some really amazing stories , amazing innovative ideas , and we cannot wait to see you at the Women's Summit and to our viewers . Thank you so much for tuning in today . Visit multifamilywomencom to get your tickets for the summit and see MRI there as well . Thank you , lauren .