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®:
Carrie Antrim on LinkedIn: https://www.linkedin.com/in/carrieantrim/
Multifamily Women® Summit: https://multifamilywomen.com/
Be a Guest on the Podcast or at the Summit: https://apps.multifamilywomen.com/speakingrequest
Multifamily Women® Leadership Series: https://apps.multifamilywomen.com/join
Multifamily Innovation® Council: https://multifamilyinnovation.com/council/
Multifamily Innovation® Summit: https://multifamilyinnovation.com/
Best Places to Work Multifamily®: https://bestplacestoworkmultifamily.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to another episode of the
Multifamily Women's Podcast.
We are super excited today tohave some amazing guests who are
sponsors of the Women's Summitthis year.
From MRI Software, we haveCindy Reed, Director of Sales,
and Kim Lendway, Director ofBusiness Development.
We're so happy to have you heretoday.
Speaker 2 (00:20):
We're happy to be here.
Speaker 3 (00:21):
Yes very happy to be here.
Speaker 1 (00:23):
Let's start with Kim Kim.
So you, let's tell us a littlebit about who you are, what you
do for MRI and what your role is.
Speaker 3 (00:31):
Yes, so I live in Southwest Florida.
I've been in the multifamilyindustry for 25 years.
I started on the property sideand I just celebrated my
five-year anniversary with MRIyesterday actually, congrats.
I am just starting in a newrole as a strategic account
executive, working with some ofthe top 50 NMHC accounts.
Speaker 1 (00:57):
Wow, that's amazing.
Well, congrats on youranniversary.
And next we have Cindy.
Tell us a little bit aboutyourself.
Speaker 2 (01:05):
Well, thank you, I'm Cindy Reed.
I have been with MRI just for afew short years.
Mri acquired a company that Ihave been working with for the
last 10 years calledapartmentdatacom, so we are now
MRIapartmentdatacom, and so Irun that division, the sales for
that portion of our NorthAmerica living team with MRI.
Speaker 1 (01:28):
Very nice and tell us , Kim, a little bit about the
journey of MRI and kind of whereit started and how it got to
where it's at now.
Speaker 3 (01:39):
Yes, so MRI started as a real estate financial
company in 1971.
And I think some people don'trealize that they pioneered the
real estate software industryfor 50 years now and we are open
to change but never wavering inthe focus to be the industry's
(02:00):
most flexible, comprehensive andconnected technology platform.
So our background means wereally understand multifamily,
we serve the top 10 propertymanagement companies and we also
work with almost 90% of the topNMHC 50.
Wow, so we really work with alot of companies throughout the
(02:24):
whole industry.
Speaker 2 (02:26):
Our roots are deep and our branches go wide.
Speaker 1 (02:30):
That's really impressive, yeah, and I just
thought just looking at thewebsite, there's such a huge
suite of products.
It just seems like it justexpanded and expanded, which is
pretty incredible.
And so, cindy, I know you,y'all are going to be sponsors
this year, which we're soexcited about for the Women's
(02:51):
Summit, and so what?
What inspires you about workingwith women in multifamily,
especially specific to MRI?
Oh, wow.
Speaker 2 (03:01):
I 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 knowit's a constant work in progress
, trying to create a moreinclusive world including, you
know, women and MRI.
(03:21):
The thing I really love aboutworking for this company is that
we have a very strong DEImission within MRI.
It promotes kindness, itpromotes respect, honesty,
inclusion.
We have a group of veryempowering women and men, for
(03:41):
that matter that promote theinclusion of everybody within
our company.
You know I use the analogy alot that as working women, we're
spinning plates.
You know you picture the stickswith all the plates spinning
around you and we're all justspinning.
I'm trying to keep it all goingand you know we're.
We're working mothers.
You know we're working mothers.
(04:02):
We are running households, manyare single mothers, many of us
are helping our aging parents,many of us travel, we're
volunteering in association workand so forth.
We have so many plates thatwe're spinning that we need that
empowerment and that support inorder to keep that going.
(04:23):
And this is one of the reasonsI'm so excited about attending
this conference, because we aregoing to be surrounded by these
empowering women to share ourideas and how do you do it.
And we're going to get so manymore tools to put in our toolbox
to be stronger at what we'realready doing.
And MRI you know I mentioned ourDEI program here, but we have
(04:46):
one specifically that we callWomen and Allies and we have
it's a pride resource group, andwhen I say pride at MRI, we
call all the employees or memberof a pride like a lion's pride,
and so we gather together tosupport each other.
So one of our pride resourcegroups is this women and allies
group.
Part of our business plan in2024 was to be able to offer
(05:10):
more professional services, moretraining, more resources both
human resources and in trainingthings that can help us better
our careers, make us better atwhat we do, make us better
mentors.
Our careers make us better atwhat we do, make us better
mentors.
So it's pretty exciting.
We have part of that groupwhich is called Women in
(05:32):
Leadership empowers women pridemembers to gain support, access,
knowledge, tools, everything weneed to progress our careers.
We really promote women movingup the ladder and getting more
responsibility within theirroles.
Another part of that group iswhat we call our Women's Health
and Wellness, this resourcegroup.
We do things like breastawareness campaigns.
(05:52):
Recently we did a self-defenseclass where any of the females
within the company could jointhat.
You know, understanding domesticabuse if that's something that
you're struggling with at home,Understanding domestic abuse if
that's something that you'restruggling with at home, you
have a support group to help youwith that.
Mentorship programs for thoseof us that are working with
caregivers, whether it be forthe elderly or children.
(06:13):
There's groups that supporteach other on that.
So that's part of the Women asAllies.
And we also have a motherhoodat work group.
You know, a working motherwhether you're a single mom or
not, either way it's, it's achallenge, and so we offer
support for that.
A couple of the other groupsthat we have within our Pride
Resource Group it's a groupcalled PRISM and that's where
(06:36):
we're supporting the LGBTQIAgroup support groups to help you
manage that, you know, withinyour life and working in the
workforce.
We have a group called RISE, andRISE is a pride resource group
that supports physical, mental,social, financial wellness.
(06:58):
So they get together and we talkabout how we can have personal
development to help us in all ofthose different areas.
And then we also have one that'sactually upcoming that we're
just getting started.
It's called SOLE S-O-L-E andthis group is supporting our
Black pride members in helpingthem integrate into MRI and
offer any kind of support thatthey might need.
(07:19):
And then we have one that'scoming up very soon and it's
going to be centered aroundaccessibility.
We have one that's coming upvery soon and it's going to be
centered around accessibilityand that is helping women that
might have disabilities orneurodivergence problems or
things that they might need somesupport with.
So MRI is all in and committedto this DEI, helping women in
(07:41):
our industry.
And I believe that this allstarts internally and when our
company nurtures that cultureand we all live it and breathe
it and have adopted it, we goout into the workforce, we go
out and visit our clients, weare spreading that energy and
that culture out to all theproperties and the property
management companies andsuppliers that we work with and
(08:03):
it just creates a more wholesome, respectful environment to work
with.
Speaker 1 (08:09):
Wow, well, that's incredible.
First of all, because a lot ofpeople have DEI, deib
communities and they're doingERG groups within their
community or their companies.
But we always say and this isreally important to me as well
we're building products andwe're building solutions and
(08:31):
we're building buildings forpeople who are diverse.
So if our people are notdiverse and we're not, you know,
acknowledging the differencesand the struggles and you know,
really leaning into thoseinitiatives, then how are we
even supposed to build productsfor everybody, right, exactly, I
think that's really smart and Ithink any business that's
(08:53):
leaning in as hard as you are, Ijust commend that and I think
that's really smart, and I thinkany business that's leaning in
as hard as you are, I justcommend that and I applaud that
because I just it's reallyimportant and it sounds like you
, it really sounds like MRI istaking it to the next level from
anything I've even seen.
Right To not just have a women'sgroup but to have a women's
group that spoke, focusesspecifically on motherhood, that
focuses specifically ondifferent elements of being a
(09:13):
woman, because it's not allinclusive, right, and it's not
just okay.
Being a woman means you'rethese five things.
It's like.
No, it could mean a lot ofdifferent journeys, and so I
think that's really incredible.
Speaker 2 (09:25):
Well, 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 reallypushes it down, and it's a
beautiful culture to work in andto share with the rest of our
industry.
Speaker 1 (09:42):
Well, no doubt you are going to love the Women's
Summit, because this is whatwe're about.
We're all about how do weacknowledge the differences and
the sets of unique circumstancesthat come with being a woman in
our industry and how do weaddress that?
How do we acknowledge thedifferences and the sets of
unique circumstances that comewith being a woman in our
industry and how do we addressthat?
How do we all elevate togetherand work towards the solution of
innovation?
So I love all of this.
(10:03):
I think it's wonderful.
And so what are you excited?
Let's go over to Kim Kim.
What are you excited about atthe future of MRI Kim?
Speaker 3 (10:13):
what are you excited about at the future of MRI?
So, mri, the way our productsare set up is and it ties into a
lot of the things that you wereboth saying too is that we
provide products and solutionsfor the places that people work,
live and play.
So we try to have differentproducts where you can choose
what works best for your companyand for your community, and we
(10:37):
have what's called like a plugand play option, so our products
you can purchase many of themseparately, because not
everything works for everybody.
So maybe there's something thatyou're missing out in the
industry that you really need,and we have so many different
solutions, as you mentioned inthe beginning, and one of the
things that I wanted to mentionis several products that we have
(11:00):
are Checkpoint ID, callmax,apartment data, as Cindy
mentioned, multifamily renter'sinsurance, resident screening
and rent payments are just a fewthings that are crucial to the
industry to not only leaseapartments, tour apartments, but
to have somebody live and be aresident within the community.
(11:24):
2024 is MRI Engage, which is anintegrated CRM and
communications tool that helpsmultifamily organize and achieve
leasing results, but also keepin communication with their
(11:44):
current residents, and residentsare staying at communities
longer.
These are their homes.
I've been a long-term rentermyself until I purchased a home
recently, and it's so importantthat you want to treat them.
Those are your residents andthey live there.
That is where they go home atthe end of the day, or where
they work both places.
(12:05):
So it's really important tohave a system that you can
communicate with not onlypotential, but future residents
as well.
So that's what Engage CRM isgoing to do.
It also helps with maintenancerequests and communication and
drives that experiencethroughout the whole thing.
So that's what we introduced atApartmentalize and excited to
see the future of that.
Speaker 1 (12:26):
Wow.
And so how do you because itsounds like MRI has really just
expanded, expanded upon itsservices how do you decide
what's next?
Is it you're doing kind of somelistening to and pulling of
your customers?
Speaker 3 (12:43):
Yes, 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'sgoing to talk about a little bit
and we listen to what is neededin the industry and we look at
the products that we offer.
Recently we offered automatedincome verification.
It was something we already hadwithin our screening product
(13:04):
and we realized that it wassomething that was needed in the
industry as a separate productand 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 everythingmore streamlined.
So I think, just listening,hearing what's needed, and we
say, hey, we've got a solutionfor that.
Let's extract that and makethat an option to go ahead and
(13:28):
use separately from anythingelse we might have.
So that's what we do.
Speaker 2 (13:32):
You know, we've created, truly, mri has created
a beautiful, what we call ourecosystem of products.
We also have, you know, 500plus partners that are
consultants and trainers on ourproduct.
We integrate with other otherproducts out there.
So it's a true ecosystem andyou can, each of our clients can
pick and choose what they needfor their products, and that's
(13:55):
what we do.
We're consultants to help them,let them know what we have
available and we just customizea package for them through our
ecosystem.
And then we have partners thatwork with us as well, that we
can, you know, introduce them toand help them, you know, become
better users of the product andto understand it better, and so
forth.
So it's, it really truly is anecosystem.
Speaker 1 (14:17):
Wow, that's really incredible.
And I think that listening toyour client and then the ability
for customization is so key,because not every business we
can't treat every business thesame.
They're all so different, right?
So you recognizing that you asa client can come in and you can
hand select which pieces ofthis work for you, I think
that's really brilliant.
And so, cindy, I know you weregoing to talk about the Ascend
(14:40):
conference that Kim justmentioned, so let's dive into
that a little.
Speaker 2 (14:44):
Yes, it's our annual users conference.
We call it Ascend and it isgoing to be held October 20th
through the 23rd in San.
Diego.
It offers unique opportunitiesto hear from and network with
other industry leaders,technology experts, industry
professionals.
Our professionals are going tobe there teaching you how to use
(15:07):
the products, and the partnersare there sponsoring this as
well.
It's so well attended.
Thousands of people attend thisevery year and it's just a huge
success.
So we really encourage ourusers to attend, and I've been a
few times and I've had so muchfun with it and I'm sure Kim can
add her comments on it.
Speaker 3 (15:25):
And who doesn't want to go to sunny San Diego in
October?
Speaker 1 (15:28):
That's right.
That's so awesome.
And you know, client successright 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 youguys are really putting an
emphasis on making sure this isthe lasting relationship and
throwing events like this reallyhelp even your existing clients
(15:48):
and show them that you're onboard, that you're here for them
and that you really are thereright.
And we've been talking aboutimplementation a lot in our
council meetings and really whatthat looks like from a supplier
side and continuing thatsupport throughout their journey
, not just as they're rollingout the product.
So it sounds like MRI focusesreally hard on that piece.
Speaker 2 (16:10):
They do.
I mean, the prop tech industryis evolving.
There's new things beingintroduced constantly.
I mean, kim and I and thepeople that we work with, you
know we're learning every day.
We have people training andteaching us about the new
products and we're constantlyimproving upon our products, and
so we're constantly learning.
And then it's you know it's ourjob to go out and make sure our
(16:33):
clients and our customers areaware of the new things that
we're introducing and how we'reenhancing our products, and to
show them that we are listening.
We're listening to what you'reneeding or what we may be
lacking, or cheering us on forthe things that we're doing, and
we push it out there, and soit's an evolving industry, for
sure.
Speaker 3 (16:52):
And just to tie into that too, I think one of the
things I saw a lot at theconference when I was there is
you see other people using MRIproducts speaking to other
people using MRI products, soyou can really learn from each
other within the industry, justlike we're going to do at the
multifamily women's conference.
So we're excited to see thatand to attend.
(17:13):
This will be my first timeattending and at the user
conference.
It's just nice to talk to yourpeers, the ones that are using
the products as well, to see howthey're doing it.
I get asked questions that allthe time.
You know, can I speak to one ofyour current clients that are
working with Checkpoint orsomething where I can speak to
them directly?
And it's nice to have thatenvironment to be able to do so.
Speaker 1 (17:35):
Yeah, and I think what you're going to really love
about the Women's Summit isthat it's such a level playing
ground where everybody takes offtheir hats at the door, right.
So it's not as common in ourindustry.
I've attended events wheremaybe you sit at a table with
your company and then the otherpeople sit, and then there's the
trade show where all thesuppliers are over there.
We intentionally don't createan environment where anybody is
(18:00):
in any like you almost wouldn'teven know, unless we were our
name tags, you know who's whobecause we think it's really
important to get everybody inthe 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 isjust solve for problems, and
some of a lot of your technologysolves for problems of the
people in that room.
So just through a conversation,just like this is really where
(18:23):
you're going to find the mostbenefit on both sides, you know.
So I think that's what is alittle different about us.
Speaker 2 (18:30):
Yeah, it's fun to be in a group like that and
watching all the light bulbs gooff and everybody getting
excited about learning somethingnew.
Yeah, it's fun.
Speaker 1 (18:38):
It's amazing too, because I've had the pleasure of
interviewing a lot of ourattendees lately and they all
say the same thing that they'relike I know exactly who to call
for what problem, just becauseof 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'reright, you know.
And they literally build theserelationships where they know
exactly who to call when theyhave a problem.
(18:59):
And that's really what you wantat the end of the day on both
sides right of the coin.
So really excited for you guysto sponsor this year and just be
a part of everything.
So I wanna do something kind offun really quick, and I know I
didn't tell you this, but a lotof our listeners are really
interested in the journey ofwomen like you who have made it
far in their careers and reallydone well.
(19:21):
And so what is your advice forwomen who are looking to kind of
expand their career in thisindustry?
Let's start with Cindy Allright, you know, 35 years.
Speaker 2 (19:36):
You know I started out on site and have, you know,
have gone.
It's been a long journey.
My advice is very much aboutwhat we're talking about Listen
and don't be afraid to askquestions, be brave, be
respectful, just keep on thequest to learn more.
(19:57):
You know, don't get, don'tsettle into a pocket and stay
there.
Just keep learning, keeppulling information from other
people and as women.
I think many women are maybe alittle bit intimidated by the
corporate environment, and don'tbe intimidated by it, because
it is now full of women like uswho are welcoming those
(20:21):
questions, who want to empoweryou to rise up and to fill our
positions as we move up and moveon, or whatever the case may be
.
It's very appealing and verysatisfying to those of us that
are in leadership roles to watchthat happen, and so don't be
(20:41):
afraid to do that.
Don't be afraid to askquestions and to build your
career the way you want it to be.
Speaker 1 (20:48):
Great.
Speaker 3 (20:49):
And Kim.
Yeah, so great point, cindy.
And tying off of that too is Istarted on-site as well and I
think it really has changed mycareer with multifamily.
You learn a lot being on-siteand then being on the vendor
side and I think it really haschanged my career with
multifamilies.
You learn a lot being on siteand then being on the vendor
side, and I've been inmanagement roles.
I've been back into a salescontributor role and then back
(21:12):
into management.
Never be afraid to open up topossibilities and to different
opportunities.
And, like Cindy said, listening, I'm very inquisitive.
You ask anybody at thecorporate office.
I don't hesitate to just reachout to anyone and just pick up
the phone and say, hey, I needan answer on this or can you
(21:33):
help me with this?
And I'm trying to learn.
I'm trying to get the knowledgethat I need to help my clients
and the partners that I workwith.
So I'm constantly trying toevolve and learn and be better
myself.
So I think that that helpswithin the industry and also
makes you a more trustingpartner, and I think that that's
(21:55):
something that I wouldrecommend and suggest is just be
open to the possibilities ofdifferent things.
Recommend and suggest is justbe open to the possibilities of
different things.
Speaker 2 (22:02):
Well, and if I can add to that, kim, you know Kim's
talking about asking questions.
She I have watched numeroustimes on many teams meeting
she's the resource and she willjust pop right in and offer
herself and her knowledge topeople you know that are needing
help.
So, on that same note, don't beafraid to ask questions, but
(22:23):
also, please stand up and be aresource for others to help them
.
That helps it helps everybody.
Speaker 3 (22:28):
Yes, great point.
Thank you, cindy.
Yes, you're welcome.
Speaker 1 (22:31):
Yeah, I think that's really smart.
We talk a lot on this podcastabout mentorship and how
important that is really.
I mean, I that's the same storyfor me.
I wouldn't be anywhere whereI'm at today without my mentors
and the people who have reallyhelped me throughout this
process, right?
So I think the fact that you'rethinking that way and, honestly
, a lot of mentor, menteerelationships have formed at
(22:53):
these summits, just naturally,you know a lot of I've talked to
both sides, right People whoare really interested in
mentoring before they mayberetire, and then people who are
really interested that areyounger in their career and are
really hungry for knowledge andexperience.
So it's such a symbioticrelationship and so necessary.
(23:14):
So I think it's really nicethat you are thinking that way.
Speaker 2 (23:17):
Well, it's interesting.
I was going to say it'sinteresting because you know,
when you're, when you'rebuilding your career, you're
always looking for that mentor.
That was something that, withwhoever I was working for, I
wanted that mentor.
But then there comes a point inyour life, when you get to be
my age, where you realize youare the mentor and you turn into
the mentor and it's aninteresting transition because
(23:38):
you wake up one day and you wentoh, what just happened?
You know it's like now I'mmentoring and it's an
interesting transition becauseyou wake up one day and you went
oh, what just happened.
You know it's like now I'mmentoring and it's a fun thing
to do.
Speaker 3 (23:45):
yeah, it really is, and that's a great point too,
because I have others that tellme 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.
And you see it when you're atApartmentalize and you walk
around the room at the tradeshows or anywhere, and you see
people that you haven't seen inyears.
But it's such a small family,close-knit family, but so many
(24:07):
people involved.
But you see the same people foryears and years and I think we
just all grow and become, justcontinue to be part of this
family and it's very importantto do so and, yeah, I love this
industry.
Speaker 1 (24:23):
I love that and I love that you're both are
thinking that way, and nowyou're going to get a hundred
requests in both of yourLinkedIn inboxes for hey, can
you mentor me?
So tell me what's the best way.
If, if someone is reallyinterested in learning more
about MRI, about the both of you, what's the best way to reach
(24:43):
out?
Where can we find you?
Speaker 3 (24:46):
Go ahead, kim.
Oh sure, so for me specifically, so you can reach out to me,
it's kimlendway atMRIsoftwarecom.
You can also go toMRIsoftwarecom and see all the
different products that we offer, or MRIlivingcom, and you can
see some of the products thatare geared towards multifamily
(25:07):
specifically, so you can clickon individual products.
There's buttons to contact usand learn more about.
If there's a specific product,like we mentioned earlier, where
you can plug and play, maybeyou just want to hear about that
one product, so we can do thatfor you.
Fabulous.
Speaker 2 (25:25):
And you can reach me at cindiread, at mrisoftwarecom.
I'm on LinkedIn, facebook, allthe social sites, so you can
find me yeah.
Speaker 1 (25:35):
Beautiful.
Is there anything else that youtwo want to leave our viewers
with?
Speaker 2 (25:46):
two want to leave our viewers with oh wow.
I think that what all we'redoing is a work in progress and
I just encourage everybody tokeep 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 ourassociations, which are doing
so much work for our PACs andour legislative issues that
(26:07):
we're fighting out there.
So get involved on a locallevel.
Last year, I was president ofthe Texas Products and Service
Council and I loved every minuteof it and I just realized how
important it is, whether you'rea supplier or a management
person, to get involved in ourindustry Awesome.
Speaker 3 (26:28):
That is so important.
Cindy, and I know you're veryinvolved, as am I, and I am a
huge fan of apartmentassociations and I love
supporting what our clients andpartners are also trying to
accomplish.
I think we're all in thistogether.
As I mentioned, this is afamily, so really be involved
and be active in all theassociations that you can and
show up.
Go to the events.
(26:48):
They're fun.
There's so many amazing peoplein this group Awesome.
Speaker 1 (26:53):
Well, ladies, we are so glad that you joined us today
on the podcast.
You have some really amazingstories, amazing innovative
ideas, and we cannot wait to seeyou at the Women's Summit and
to our viewers.
Thank you so much for tuning intoday.
Visit multifamilywomencom toget your tickets for the summit
and see MRI there as well.
Thank you, lauren.
Welcome back to another episode of the
Multifamily Women's Podcast.
We are super excited today tohave some amazing guests who are
sponsors of the Women's Summitthis year.
From MRI Software, we haveCindy Reed, Director of Sales,
and Kim Lendway, Director ofBusiness Development.
We're so happy to have you heretoday.
Speaker 2 (00:20):
We're happy to be here.
Speaker 3 (00:21):
Yes very happy to be here.
Speaker 1 (00:23):
Let's start with Kim Kim.
So you, let's tell us a littlebit about who you are, what you
do for MRI and what your role is.
Speaker 3 (00:31):
Yes, so I live in Southwest Florida.
I've been in the multifamilyindustry for 25 years.
I started on the property sideand I just celebrated my
five-year anniversary with MRIyesterday actually, congrats.
I am just starting in a newrole as a strategic account
executive, working with some ofthe top 50 NMHC accounts.
Speaker 1 (00:57):
Wow, that's amazing.
Well, congrats on youranniversary.
And next we have Cindy.
Tell us a little bit aboutyourself.
Speaker 2 (01:05):
Well, thank you, I'm Cindy Reed.
I have been with MRI just for afew short years.
Mri acquired a company that Ihave been working with for the
last 10 years calledapartmentdatacom, so we are now
MRIapartmentdatacom, and so Irun that division, the sales for
that portion of our NorthAmerica living team with MRI.
Speaker 1 (01:28):
Very nice and tell us , Kim, a little bit about the
journey of MRI and kind of whereit started and how it got to
where it's at now.
Speaker 3 (01:39):
Yes, so MRI started as a real estate financial
company in 1971.
And I think some people don'trealize that they pioneered the
real estate software industryfor 50 years now and we are open
to change but never wavering inthe focus to be the industry's
(02:00):
most flexible, comprehensive andconnected technology platform.
So our background means wereally understand multifamily,
we serve the top 10 propertymanagement companies and we also
work with almost 90% of the topNMHC 50.
Wow, so we really work with alot of companies throughout the
(02:24):
whole industry.
Speaker 2 (02:26):
Our roots are deep and our branches go wide.
Speaker 1 (02:30):
That's really impressive, yeah, and I just
thought just looking at thewebsite, there's such a huge
suite of products.
It just seems like it justexpanded and expanded, which is
pretty incredible.
And so, cindy, I know you,y'all are going to be sponsors
this year, which we're soexcited about for the Women's
(02:51):
Summit, and so what?
What inspires you about workingwith women in multifamily,
especially specific to MRI?
Oh, wow.
Speaker 2 (03:01):
I 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 knowit's a constant work in progress
, trying to create a moreinclusive world including, you
know, women and MRI.
(03:21):
The thing I really love aboutworking for this company is that
we have a very strong DEImission within MRI.
It promotes kindness, itpromotes respect, honesty,
inclusion.
We have a group of veryempowering women and men, for
(03:41):
that matter that promote theinclusion of everybody within
our company.
You know I use the analogy alot that as working women, we're
spinning plates.
You know you picture the stickswith all the plates spinning
around you and we're all justspinning.
I'm trying to keep it all goingand you know we're.
We're working mothers.
You know we're working mothers.
(04:02):
We are running households, manyare single mothers, many of us
are helping our aging parents,many of us travel, we're
volunteering in association workand so forth.
We have so many plates thatwe're spinning that we need that
empowerment and that support inorder to keep that going.
(04:23):
And this is one of the reasonsI'm so excited about attending
this conference, because we aregoing to be surrounded by these
empowering women to share ourideas and how do you do it.
And we're going to get so manymore tools to put in our toolbox
to be stronger at what we'realready doing.
And MRI you know I mentioned ourDEI program here, but we have
(04:46):
one specifically that we callWomen and Allies and we have
it's a pride resource group, andwhen I say pride at MRI, we
call all the employees or memberof a pride like a lion's pride,
and so we gather together tosupport each other.
So one of our pride resourcegroups is this women and allies
group.
Part of our business plan in2024 was to be able to offer
(05:10):
more professional services, moretraining, more resources both
human resources and in trainingthings that can help us better
our careers, make us better atwhat we do, make us better
mentors.
Our careers make us better atwhat we do, make us better
mentors.
So it's pretty exciting.
We have part of that groupwhich is called Women in
(05:32):
Leadership empowers women pridemembers to gain support, access,
knowledge, tools, everything weneed to progress our careers.
We really promote women movingup the ladder and getting more
responsibility within theirroles.
Another part of that group iswhat we call our Women's Health
and Wellness, this resourcegroup.
We do things like breastawareness campaigns.
(05:52):
Recently we did a self-defenseclass where any of the females
within the company could jointhat.
You know, understanding domesticabuse if that's something that
you're struggling with at home,Understanding domestic abuse if
that's something that you'restruggling with at home, you
have a support group to help youwith that.
Mentorship programs for thoseof us that are working with
caregivers, whether it be forthe elderly or children.
(06:13):
There's groups that supporteach other on that.
So that's part of the Women asAllies.
And we also have a motherhoodat work group.
You know, a working motherwhether you're a single mom or
not, either way it's, it's achallenge, and so we offer
support for that.
A couple of the other groupsthat we have within our Pride
Resource Group it's a groupcalled PRISM and that's where
(06:36):
we're supporting the LGBTQIAgroup support groups to help you
manage that, you know, withinyour life and working in the
workforce.
We have a group called RISE, andRISE is a pride resource group
that supports physical, mental,social, financial wellness.
(06:58):
So they get together and we talkabout how we can have personal
development to help us in all ofthose different areas.
And then we also have one that'sactually upcoming that we're
just getting started.
It's called SOLE S-O-L-E andthis group is supporting our
Black pride members in helpingthem integrate into MRI and
offer any kind of support thatthey might need.
(07:19):
And then we have one that'scoming up very soon and it's
going to be centered aroundaccessibility.
We have one that's coming upvery soon and it's going to be
centered around accessibilityand that is helping women that
might have disabilities orneurodivergence problems or
things that they might need somesupport with.
So MRI is all in and committedto this DEI, helping women in
(07:41):
our industry.
And I believe that this allstarts internally and when our
company nurtures that cultureand we all live it and breathe
it and have adopted it, we goout into the workforce, we go
out and visit our clients, weare spreading that energy and
that culture out to all theproperties and the property
management companies andsuppliers that we work with and
(08:03):
it just creates a more wholesome, respectful environment to work
with.
Speaker 1 (08:09):
Wow, well, that's incredible.
First of all, because a lot ofpeople have DEI, deib
communities and they're doingERG groups within their
community or their companies.
But we always say and this isreally important to me as well
we're building products andwe're building solutions and
(08:31):
we're building buildings forpeople who are diverse.
So if our people are notdiverse and we're not, you know,
acknowledging the differencesand the struggles and you know,
really leaning into thoseinitiatives, then how are we
even supposed to build productsfor everybody, right, exactly, I
think that's really smart and Ithink any business that's
(08:53):
leaning in as hard as you are, Ijust commend that and I think
that's really smart, and I thinkany business that's leaning in
as hard as you are, I justcommend that and I applaud that
because I just it's reallyimportant and it sounds like you
, it really sounds like MRI istaking it to the next level from
anything I've even seen.
Right To not just have a women'sgroup but to have a women's
group that spoke, focusesspecifically on motherhood, that
focuses specifically ondifferent elements of being a
(09:13):
woman, because it's not allinclusive, right, and it's not
just okay.
Being a woman means you'rethese five things.
It's like.
No, it could mean a lot ofdifferent journeys, and so I
think that's really incredible.
Speaker 2 (09:25):
Well, 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 reallypushes it down, and it's a
beautiful culture to work in andto share with the rest of our
industry.
Speaker 1 (09:42):
Well, no doubt you are going to love the Women's
Summit, because this is whatwe're about.
We're all about how do weacknowledge the differences and
the sets of unique circumstancesthat come with being a woman in
our industry and how do weaddress that?
How do we acknowledge thedifferences and the sets of
unique circumstances that comewith being a woman in our
industry and how do we addressthat?
How do we all elevate togetherand work towards the solution of
innovation?
So I love all of this.
(10:03):
I think it's wonderful.
And so what are you excited?
Let's go over to Kim Kim.
What are you excited about atthe future of MRI Kim?
Speaker 3 (10:13):
what are you excited about at the future of MRI?
So, mri, the way our productsare set up is and it ties into a
lot of the things that you wereboth saying too is that we
provide products and solutionsfor the places that people work,
live and play.
So we try to have differentproducts where you can choose
what works best for your companyand for your community, and we
(10:37):
have what's called like a plugand play option, so our products
you can purchase many of themseparately, because not
everything works for everybody.
So maybe there's something thatyou're missing out in the
industry that you really need,and we have so many different
solutions, as you mentioned inthe beginning, and one of the
things that I wanted to mentionis several products that we have
(11:00):
are Checkpoint ID, callmax,apartment data, as Cindy
mentioned, multifamily renter'sinsurance, resident screening
and rent payments are just a fewthings that are crucial to the
industry to not only leaseapartments, tour apartments, but
to have somebody live and be aresident within the community.
(11:24):
2024 is MRI Engage, which is anintegrated CRM and
communications tool that helpsmultifamily organize and achieve
leasing results, but also keepin communication with their
(11:44):
current residents, and residentsare staying at communities
longer.
These are their homes.
I've been a long-term rentermyself until I purchased a home
recently, and it's so importantthat you want to treat them.
Those are your residents andthey live there.
That is where they go home atthe end of the day, or where
they work both places.
(12:05):
So it's really important tohave a system that you can
communicate with not onlypotential, but future residents
as well.
So that's what Engage CRM isgoing to do.
It also helps with maintenancerequests and communication and
drives that experiencethroughout the whole thing.
So that's what we introduced atApartmentalize and excited to
see the future of that.
Speaker 1 (12:26):
Wow.
And so how do you because itsounds like MRI has really just
expanded, expanded upon itsservices how do you decide
what's next?
Is it you're doing kind of somelistening to and pulling of
your customers?
Speaker 3 (12:43):
Yes, 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'sgoing to talk about a little bit
and we listen to what is neededin the industry and we look at
the products that we offer.
Recently we offered automatedincome verification.
It was something we already hadwithin our screening product
(13:04):
and we realized that it wassomething that was needed in the
industry as a separate productand 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 everythingmore streamlined.
So I think, just listening,hearing what's needed, and we
say, hey, we've got a solutionfor that.
Let's extract that and makethat an option to go ahead and
(13:28):
use separately from anythingelse we might have.
So that's what we do.
Speaker 2 (13:32):
You know, we've created, truly, mri has created
a beautiful, what we call ourecosystem of products.
We also have, you know, 500plus partners that are
consultants and trainers on ourproduct.
We integrate with other otherproducts out there.
So it's a true ecosystem andyou can, each of our clients can
pick and choose what they needfor their products, and that's
(13:55):
what we do.
We're consultants to help them,let them know what we have
available and we just customizea package for them through our
ecosystem.
And then we have partners thatwork with us as well, that we
can, you know, introduce them toand help them, you know, become
better users of the product andto understand it better, and so
forth.
So it's, it really truly is anecosystem.
Speaker 1 (14:17):
Wow, that's really incredible.
And I think that listening toyour client and then the ability
for customization is so key,because not every business we
can't treat every business thesame.
They're all so different, right?
So you recognizing that you asa client can come in and you can
hand select which pieces ofthis work for you, I think
that's really brilliant.
And so, cindy, I know you weregoing to talk about the Ascend
(14:40):
conference that Kim justmentioned, so let's dive into
that a little.
Speaker 2 (14:44):
Yes, it's our annual users conference.
We call it Ascend and it isgoing to be held October 20th
through the 23rd in San.
Diego.
It offers unique opportunitiesto hear from and network with
other industry leaders,technology experts, industry
professionals.
Our professionals are going tobe there teaching you how to use
(15:07):
the products, and the partnersare there sponsoring this as
well.
It's so well attended.
Thousands of people attend thisevery year and it's just a huge
success.
So we really encourage ourusers to attend, and I've been a
few times and I've had so muchfun with it and I'm sure Kim can
add her comments on it.
Speaker 3 (15:25):
And who doesn't want to go to sunny San Diego in
October?
Speaker 1 (15:28):
That's right.
That's so awesome.
And you know, client successright 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 youguys are really putting an
emphasis on making sure this isthe lasting relationship and
throwing events like this reallyhelp even your existing clients
(15:48):
and show them that you're onboard, that you're here for them
and that you really are thereright.
And we've been talking aboutimplementation a lot in our
council meetings and really whatthat looks like from a supplier
side and continuing thatsupport throughout their journey
, not just as they're rollingout the product.
So it sounds like MRI focusesreally hard on that piece.
Speaker 2 (16:10):
They do.
I mean, the prop tech industryis evolving.
There's new things beingintroduced constantly.
I mean, kim and I and thepeople that we work with, you
know we're learning every day.
We have people training andteaching us about the new
products and we're constantlyimproving upon our products, and
so we're constantly learning.
And then it's you know it's ourjob to go out and make sure our
(16:33):
clients and our customers areaware of the new things that
we're introducing and how we'reenhancing our products, and to
show them that we are listening.
We're listening to what you'reneeding or what we may be
lacking, or cheering us on forthe things that we're doing, and
we push it out there, and soit's an evolving industry, for
sure.
Speaker 3 (16:52):
And just to tie into that too, I think one of the
things I saw a lot at theconference when I was there is
you see other people using MRIproducts speaking to other
people using MRI products, soyou can really learn from each
other within the industry, justlike we're going to do at the
multifamily women's conference.
So we're excited to see thatand to attend.
(17:13):
This will be my first timeattending and at the user
conference.
It's just nice to talk to yourpeers, the ones that are using
the products as well, to see howthey're doing it.
I get asked questions that allthe time.
You know, can I speak to one ofyour current clients that are
working with Checkpoint orsomething where I can speak to
them directly?
And it's nice to have thatenvironment to be able to do so.
Speaker 1 (17:35):
Yeah, and I think what you're going to really love
about the Women's Summit isthat it's such a level playing
ground where everybody takes offtheir hats at the door, right.
So it's not as common in ourindustry.
I've attended events wheremaybe you sit at a table with
your company and then the otherpeople sit, and then there's the
trade show where all thesuppliers are over there.
We intentionally don't createan environment where anybody is
(18:00):
in any like you almost wouldn'teven know, unless we were our
name tags, you know who's whobecause we think it's really
important to get everybody inthe 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 isjust solve for problems, and
some of a lot of your technologysolves for problems of the
people in that room.
So just through a conversation,just like this is really where
(18:23):
you're going to find the mostbenefit on both sides, you know.
So I think that's what is alittle different about us.
Speaker 2 (18:30):
Yeah, it's fun to be in a group like that and
watching all the light bulbs gooff and everybody getting
excited about learning somethingnew.
Yeah, it's fun.
Speaker 1 (18:38):
It's amazing too, because I've had the pleasure of
interviewing a lot of ourattendees lately and they all
say the same thing that they'relike I know exactly who to call
for what problem, just becauseof 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'reright, you know.
And they literally build theserelationships where they know
exactly who to call when theyhave a problem.
(18:59):
And that's really what you wantat the end of the day on both
sides right of the coin.
So really excited for you guysto sponsor this year and just be
a part of everything.
So I wanna do something kind offun really quick, and I know I
didn't tell you this, but a lotof our listeners are really
interested in the journey ofwomen like you who have made it
far in their careers and reallydone well.
(19:21):
And so what is your advice forwomen who are looking to kind of
expand their career in thisindustry?
Let's start with Cindy Allright, you know, 35 years.
Speaker 2 (19:36):
You know I started out on site and have, you know,
have gone.
It's been a long journey.
My advice is very much aboutwhat we're talking about Listen
and don't be afraid to askquestions, be brave, be
respectful, just keep on thequest to learn more.
(19:57):
You know, don't get, don'tsettle into a pocket and stay
there.
Just keep learning, keeppulling information from other
people and as women.
I think many women are maybe alittle bit intimidated by the
corporate environment, and don'tbe intimidated by it, because
it is now full of women like uswho are welcoming those
(20:21):
questions, who want to empoweryou to rise up and to fill our
positions as we move up and moveon, or whatever the case may be
.
It's very appealing and verysatisfying to those of us that
are in leadership roles to watchthat happen, and so don't be
(20:41):
afraid to do that.
Don't be afraid to askquestions and to build your
career the way you want it to be.
Speaker 1 (20:48):
Great.
Speaker 3 (20:49):
And Kim.
Yeah, so great point, cindy.
And tying off of that too is Istarted on-site as well and I
think it really has changed mycareer with multifamily.
You learn a lot being on-siteand then being on the vendor
side and I think it really haschanged my career with
multifamilies.
You learn a lot being on siteand then being on the vendor
side, and I've been inmanagement roles.
I've been back into a salescontributor role and then back
(21:12):
into management.
Never be afraid to open up topossibilities and to different
opportunities.
And, like Cindy said, listening, I'm very inquisitive.
You ask anybody at thecorporate office.
I don't hesitate to just reachout to anyone and just pick up
the phone and say, hey, I needan answer on this or can you
(21:33):
help me with this?
And I'm trying to learn.
I'm trying to get the knowledgethat I need to help my clients
and the partners that I workwith.
So I'm constantly trying toevolve and learn and be better
myself.
So I think that that helpswithin the industry and also
makes you a more trustingpartner, and I think that that's
(21:55):
something that I wouldrecommend and suggest is just be
open to the possibilities ofdifferent things.
Recommend and suggest is justbe open to the possibilities of
different things.
Speaker 2 (22:02):
Well, and if I can add to that, kim, you know Kim's
talking about asking questions.
She I have watched numeroustimes on many teams meeting
she's the resource and she willjust pop right in and offer
herself and her knowledge topeople you know that are needing
help.
So, on that same note, don't beafraid to ask questions, but
(22:23):
also, please stand up and be aresource for others to help them
.
That helps it helps everybody.
Speaker 3 (22:28):
Yes, great point.
Thank you, cindy.
Yes, you're welcome.
Speaker 1 (22:31):
Yeah, I think that's really smart.
We talk a lot on this podcastabout mentorship and how
important that is really.
I mean, I that's the same storyfor me.
I wouldn't be anywhere whereI'm at today without my mentors
and the people who have reallyhelped me throughout this
process, right?
So I think the fact that you'rethinking that way and, honestly
, a lot of mentor, menteerelationships have formed at
(22:53):
these summits, just naturally,you know a lot of I've talked to
both sides, right People whoare really interested in
mentoring before they mayberetire, and then people who are
really interested that areyounger in their career and are
really hungry for knowledge andexperience.
So it's such a symbioticrelationship and so necessary.
(23:14):
So I think it's really nicethat you are thinking that way.
Speaker 2 (23:17):
Well, it's interesting.
I was going to say it'sinteresting because you know,
when you're, when you'rebuilding your career, you're
always looking for that mentor.
That was something that, withwhoever I was working for, I
wanted that mentor.
But then there comes a point inyour life, when you get to be
my age, where you realize youare the mentor and you turn into
the mentor and it's aninteresting transition because
(23:38):
you wake up one day and you wentoh, what just happened?
You know it's like now I'mmentoring and it's an
interesting transition becauseyou wake up one day and you went
oh, what just happened.
You know it's like now I'mmentoring and it's a fun thing
to do.
Speaker 3 (23:45):
yeah, it really is, and that's a great point too,
because I have others that tellme 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.
And you see it when you're atApartmentalize and you walk
around the room at the tradeshows or anywhere, and you see
people that you haven't seen inyears.
But it's such a small family,close-knit family, but so many
(24:07):
people involved.
But you see the same people foryears and years and I think we
just all grow and become, justcontinue to be part of this
family and it's very importantto do so and, yeah, I love this
industry.
Speaker 1 (24:23):
I love that and I love that you're both are
thinking that way, and nowyou're going to get a hundred
requests in both of yourLinkedIn inboxes for hey, can
you mentor me?
So tell me what's the best way.
If, if someone is reallyinterested in learning more
about MRI, about the both of you, what's the best way to reach
(24:43):
out?
Where can we find you?
Speaker 3 (24:46):
Go ahead, kim.
Oh sure, so for me specifically, so you can reach out to me,
it's kimlendway atMRIsoftwarecom.
You can also go toMRIsoftwarecom and see all the
different products that we offer, or MRIlivingcom, and you can
see some of the products thatare geared towards multifamily
(25:07):
specifically, so you can clickon individual products.
There's buttons to contact usand learn more about.
If there's a specific product,like we mentioned earlier, where
you can plug and play, maybeyou just want to hear about that
one product, so we can do thatfor you.
Fabulous.
Speaker 2 (25:25):
And you can reach me at cindiread, at mrisoftwarecom.
I'm on LinkedIn, facebook, allthe social sites, so you can
find me yeah.
Speaker 1 (25:35):
Beautiful.
Is there anything else that youtwo want to leave our viewers
with?
Speaker 2 (25:46):
two want to leave our viewers with oh wow.
I think that what all we'redoing is a work in progress and
I just encourage everybody tokeep 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 ourassociations, which are doing
so much work for our PACs andour legislative issues that
(26:07):
we're fighting out there.
So get involved on a locallevel.
Last year, I was president ofthe Texas Products and Service
Council and I loved every minuteof it and I just realized how
important it is, whether you'rea supplier or a management
person, to get involved in ourindustry Awesome.
Speaker 3 (26:28):
That is so important.
Cindy, and I know you're veryinvolved, as am I, and I am a
huge fan of apartmentassociations and I love
supporting what our clients andpartners are also trying to
accomplish.
I think we're all in thistogether.
As I mentioned, this is afamily, so really be involved
and be active in all theassociations that you can and
show up.
Go to the events.
(26:48):
They're fun.
There's so many amazing peoplein this group Awesome.
Speaker 1 (26:53):
Well, ladies, we are so glad that you joined us today
on the podcast.
You have some really amazingstories, amazing innovative
ideas, and we cannot wait to seeyou at the Women's Summit and
to our viewers.
Thank you so much for tuning intoday.
Visit multifamilywomencom toget your tickets for the summit
and see MRI there as well.
Thank you, lauren.
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