In this episode, Shiv Gettu sits down with Gray Lane, Director of Marketing Operations at ECI Group. He reflects on his decade-long journey in multifamily marketing. Starting as a one-man team, Gray now manages a small team, continuously evolving his skillset and adapting to the industry's changes. He shares insights from his upbringing in Woodstock, Georgia, and how his parents influenced his career path. Gray discusses the transition from individual contributor to manager, the challenges of the multifamily industry, and the growing role of technology, including AI. He emphasizes the importance of building efficiencies, addressing core business problems, and providing exceptional customer service to differentiate in a competitive market.Humans of Multifamily is presented by Zuma, the AI assistant for your full-resident lifecycle. Visit getzuma.com and follow Shiv Gettu on LinkedIn.