I ran it
I own it
Bars at 21. A bar of my own at 25, and the loss. A leasing office. Nine thousand units. A company that runs without me. Nothing here is a theory.
Founder & CEO, Repli
200+
multifamily
companies
and
8,000+
properties
run
their
marketing
on
MultiHub
What I don’t buy
I’ve
never
been
able
to
take
anyone’s
word
for
it
Popups are annoying.
My last six months at Cortland, I put special-offer popups with lead forms on every property website I had. Leads from those sites nearly doubled what the other regions were getting, and my boss asked what I was doing differently. Annoyingly effective.
Send the traffic to the website.
Every other industry ran search ads to landing pages. Multifamily sent renters to a homepage built for residents. We were the first in the industry to run ours to landing pages, with the data to prove it, and about a year later everyone else did too.
Buy the top ILS package.
Operators love to hate the ILS and keep buying the biggest tier anyway. Be visible on every channel. Pay for the top tier on none of them. Then actually read the numbers across all of them, which almost nobody does.
You can buy a product from a contractor.
Four years and two contractors got MultiHub almost working. In October 2024 engineering came inside the building, and we built more in three months than in the four years before it. You cannot buy a product from people who don’t live in it.
The company
Eight
years
in,
it
runs
Not
on
me
Repli, since 2018
I started it with a year of revenue signed, clean books, and one rule: do it right. Michael Estep has run the business with me since the third month. Chris Vlessis runs product and engineering from Bend. Two offices, Atlanta and Bend, Oregon.
repli360.com
MultiHub, the platform
Named in 2020. Built in house since October 2024. A property’s website, search, ads and reporting in one place, in sync with the systems operators already run. Everything I used to do by hand runs through it now.
multihub.io
8,000+
Properties marketed on MultiHub, the platform we built.
200+
Multifamily companies running their marketing on it.
#1
Website vendor for AI visibility in multifamily. Peek AI Discovery Black Book, June 2026.
2009
The bars
Assistant GM of the largest bar on the Ohio State campus at 21. Hated the college classes. Loved the college lifestyle.
2013
The Clubhouse
Bought my own bar at 25 with money I’d saved. Lost it. We had no plan, and I didn’t know yet that the boring parts are the business.
2015
The leasing office
Cortland. Ran a 240-home community. Nearly lost the job in the first six months. Turned it around.
2016
The region
Regional marketing at Cortland, Atlanta. 9,000+ units across four states, and the popups that started all of this.
2018
Repli
Left with a one-year contract signed and one rule: do it right. Cortland was the first customer.
2024
In house
Four years and two contractors later, engineering came inside the building. Chris Vlessis as CTO, a second office in Bend. MultiHub finally showed up.
Saturday mornings
I
can’t
stop
building
Before the mountain bike ride and the list from my wife, there are a few hours at the computer on whatever I was still fixated on Friday. Most of it is for the team.
Internal, for the team
Repli Business Admin
One system that pulls every platform Repli runs on into a single view, so nobody at the company is renting somebody else’s dashboard to see our own business.
Internal, for the team
Repli Claude Plugins
One set of skills for the whole company, so everyone at Repli works off the same playbook and nothing drifts.
You get humbled real fast.
You might be hot shit and feel like you're on top of the world. Well, you get humbled real fast when you go out on your own and have to build something from scratch.
Lessons
1 min
You cannot buy a product from people who don't live in it.
Four years and two contractors got MultiHub almost working. Then a job application came through the form on our website.
Building
4 min
Annoyingly effective.
The industry said popups were annoying. I put a lead form on one and a month later that property was getting twice the leads of any other I ran.
Ran it
3 min