New year, same us: Our anti-resolution
New Year’s resolutions — the annual tradition of pretending we’ll suddenly wake up as an entirely different company or person effectively overnight. We know, technically it’s been a YEAR, but you get the idea.
Resolutions are overhyped. And guess what? At Funnel, we’re not jumping on that bandwagon. Why? Because we already know what works, and we push to hit our goals and the goals of our clients 365 days a year.
Resolution 1: Stop clinging to outdated platforms
Everyone else: “This is the year we finally fix the software our industry outgrew over a decade ago!”
Us: “This is the year we keep iterating on software that’s built for today’s operators and managers, their teams, and the renters they serve.”
Here’s the thing: most software in the multifamily space is built around the property, and not the renter as the source of truth. This fractures data insights and buries it at the property-level instead of surfacing it for portfolio-wide information that could help teams to better serve renters, and companies to insulate their business against market shifts.
Meanwhile, we did the opposite. We built Funnel around the renter as the source of truth which creates a better experience for renters and teams. Our platform was born for modern leasing. Instead of chasing short-term trends, we solve the long-term problems that have been holding multifamily back for years. That means smarter workflows, smoother experiences, and tools that actually work for companies, their teams, and the renters they serve. Innovation isn’t a buzzword here; it’s what we do, every single day.
Resolution 2: Stop lying about centralization
Everyone else: “Our software supports centralization!”
Us: “Our software is the only proven CRM architected to help leading operators centralize their operations. NO WORKAROUNDS.”
Competitors love to throw around the term “centralization,” but the truth is their platforms don’t deliver. They hyperlink guest cards or shuffle them around the CRM (muddying your marketing attribution and creating inefficient workflows for teams.) That’s not real centralization, it’s a workaround (and despite their best bandaid/duct tape approach to technology, there are still duplicate entries for the same singular human being renter). It doesn’t enable multi-property workflows or allow teams to centralize tasks and specialize roles effectively. It does allow teams to waste their time opening 14 tabs for the 14 communities that Rachel Renter inquired about and then piecing together the information from all the guest cards/digging up data buried at the community level (for no good reason).
Funnel’s platform is built with single guest card architecture, meaning for every renter there is one guest card, no matter how many communities they inquired at. By treating the renter as the source of truth and enabling workflows that span properties, we make it possible to centralize operations in ways that improve efficiency and elevate the renter experience. Centralization isn’t a gimmick; it’s a strategy, and it’s baked into the freedom we give our partners to operate their businesses flexibly.
Resolution 3: Stop thinking of renters as nameless leads
Everyone else: “We got you 3,454,567,345 new leads!”
Us: “We’re going to keep treating renters like actual human beings, not numbers. Oh, and by doing that you will increase your conversion rates along the way too.”
We don’t see renters as faceless names in a spreadsheet. They’re humans with real needs, real lives, and (let’s be honest) real questions about where the nearest dog park is to their new home. Our tools are designed for people-first customer experiences, not just numbers and metrics. You know what converts better than a resolution? Treating renters the way they deserve to be treated. Call it radical. We call it good business, and so do our partners.
Resolution 4: Stop hiding behind buzzwords
Everyone else: “Our AI-powered, quantum-leased, synergetic platform will disrupt the renter journey in 2024!”
Us: “We’ll keep making renting less complicated and more enjoyable — full stop.”
Look, we could throw buzzwords at you. We have both the industry’s most proven AI-infused CRM, and office thesaurus, too. But we’d rather talk about what actually matters: improving efficiency and saving money for our partners while also providing an exceptional experience for teams and renters.
Changing an industry isn’t about sounding “smart” or throwing out jargon. It’s about continuing to iterate on our industry-trusted solutions that assist our partners by solving problems, removing roadblocks, and empowering their teams to do what they do best. We are the conduit for and a teammate to your success long-term, not a buzzword-hyped flash in the pan.
Resolution 5: Stop making renters do all the work
Everyone else: “We’re going to streamline our processes this year.”
Us: “We’re going to keep asking: Why should renters and leasing teams work harder than they have to?”
A renter’s life is stressful enough. They shouldn’t need to either enroll in an advanced engineering degree or to go back to antiquated processes of pen and paper, to apply for an apartment. Let’s keep breaking down the barriers that make renting harder than it needs to be. Because when you make the process easy, everyone wins. (And no one needs a resolution for that.)
TL;DR: Resolutions are out, consistency is in
In an industry that loves big declarations, we’re proudly staying the course — because we’re already committed to what works. Renter-centric? Check. Innovative tools? Absolutely. Leading the charge while treating renters like actual people? Always.
So, here’s our anti-resolution for 2025: Let’s keep doing what we do best — making renting easier, smarter, and (dare we say) enjoyable.
Because our partners, their teams, and renters don’t need us to make promises for the new year. They just need us to deliver, day in and day out. We’ll keep doing that.