With decades of experience, multifamily industry leaders Tami Siewruk and Jamie Gorski have launched Journey Lens. The firm, co-founded by the duo, will specialize in customer and associate journey research to help firms and real estate investors boost rent revenue and maximize net operating income (NOI).
"Journey Lens goes beyond being a research firm—we’re a driver of progress. Our team combines visionary thinking with decades of customer experience expertise to build strategies that transform experiences and deliver tangible results, driving NOI growth and long-term success for multifamily,” Gorski says.
Their unmatched blend of deep industry expertise will aim to provide not only data and improved experience but empower management teams and operations. Siewruk and Gorski share more about the new company below.
What prompted the launch of Journey Lens?
Siewruk: It all started with a conversation between Jamie and myself as we discussed how the multifamily industry approaches customer and associate experiences. With our combined decades of expertise, we recognized a critical gap: the need for data-driven insights that focus on the human elements of multifamily operations.
Gorski: We observed that while many companies collect data, they often struggle to translate it into actionable strategies. Journey Lens was created to bridge this gap in understanding both the resident and associate experience within multifamily housing. We create comprehensive, data-driven journey maps that uncover pain points and opportunities, empowering property management firms to make informed decisions that enhance customer experiences and drive measurable NOI improvements.
What inspired the name Journey Lens?
Gorski: The name symbolizes our mission to provide a clear, focused perspective on the customer and associate journey. It's not just about gathering data—it's about uncovering the story behind each interaction and experience.
Siewruk: Like a lens that brings clarity to what we see, our company helps multifamily professionals gain sharp insights into every touch point of their operations, from the renter's first interaction to long-term resident satisfaction and employee engagement.
Can you elaborate on what your "customer and associate journey research" entails?
Gorski: Our research focuses on key stages in the life cycle for both residents and associates. For residents, we examine their leasing journey, living experience, and renewal process. For associates, we explore their employee journey, from recruitment to daily workflows and career development.
Siewruk: We employ sophisticated approaches including data analytics, heat mapping, and voice of customer programs using our bird’s-eye method. We analyze everything from customer relationship management (CMR) systems and survey feedback to user behavior tracking and predictive analytics. This comprehensive approach allows us to identify gaps between expectations and delivery, providing actionable insights that drive both satisfaction and revenue.
What are your top concerns for the multifamily industry this year?
Gorski: Three key areas stand out:
- Operational Efficiency with Artificial Intellegence (AI) and Automation: As companies embrace AI and automation, maintaining a seamless transition without compromising the human touch is critical. AI should be considered not just a tool but rather a "transformative force" that can fundamentally change how we operate, enhance decision-making, improve customer experience, and drive revenue.
- Employee Retention and Engagement: High turnover rates remain a challenge. Creating meaningful roles and development opportunities for site teams is vital.
- Resident Satisfaction in a Competitive Market: With more options available, standing out requires an intentional focus on personalized experiences.
Siewruk: I'd add that we're seeing specific challenges at different journey stages. For instance, affordability concerns immediately influence property selection during the pre-leasing stage. During active residency, the digital experience becomes crucial for daily interactions, and service delays can significantly impact resident satisfaction and likelihood to renew.
Are there areas often overlooked when aiming to improve rent revenue/NOI?
Siewruk: We can overlook significant revenue optimization opportunities by failing to adopt a holistic, data-driven approach.
One often overlooked area is strategic amenity monetization. Simply offering amenities isn't enough. A thorough analysis of amenity usage and resident preferences can unlock revenue through tiered access, premium options, or partnerships with external providers. For example, charging extra for premium or reserved parking, Beans AI creates parking maps and apps that enhance implementation, and the same parking plan reduces the age-old issue of lack of parking disputes. Another example is to offer paid access to premium fitness equipment.
Another is water conservation technology. Smart irrigation systems, water-efficient fixtures, and greywater recycling will become standard features in new developments.
Gorski: One frequently overlooked area is the trade-off between integrating new technology and increasing complexity for both customers and associates. Similarly, the connection between associate satisfaction and overall operational performance is often underestimated. Engaged employees create better resident experiences, which directly impacts retention and revenue.
How are you focusing on the human experience in your research?
Gorski: At Journey Lens, we prioritize empathy and understanding. Our research goes beyond metrics to include qualitative methods such as interviews, surveys, and behavioral observation.
Siewruk: Our Clarity Suite report employs ethnographic research methods, including deep-dive interviews and day-in-the-life observations. We focus on real-time feedback collection at key touch points rather than just annual surveys. This helps us understand what people do and why they make certain choices.
Looking further into this year, what trends do you see on the horizon?
Jamie: The adoption of AI and automation will start expanding across all aspects of the business—not just leasing or customer service. Companies will shift to an 'AI and automation first' mindset, integrating into their overall business strategy.
Siewruk: Several key trends come to mind: The multifamily landscape in 2025 will be significantly shaped by increasing concerns on environmental, social, and governance (ESG) factors. The devastating weather events of 2024 will accelerate the adoption of weather-resilient designs, including elevated foundations, backwater valves, smart glass for temperature regulation, and renewable energy sources. Site selection will prioritize areas less vulnerable to extreme weather. Simultaneously, a stronger emphasis on ESG reporting and the meticulous tracking of amenity utilization and return on investment (ROI) will become crucial for developers seeking to build sustainable and profitable communities.
Natural and man-made disasters, as well as heightened investor scrutiny of ESG performance, are compelling a shift toward resilient and sustainable multifamily development. This trend will not only mitigate risks associated with extreme weather events but also enhance property values and attract environmentally conscious residents, creating a long-term competitive advantage.
Integrating construction technology transforms the industry by enhancing collaboration, improving efficiency, and reducing costs and risks through tools like building information modeling (BIM), drones, prefabrication, project management software, and AI. These evolving technologies are crucial for the future of multifamily construction.
