One look at the exhibit floor at a multifamily housing conference tells a clear story: The industry has no shortage of suppliers. Whether it’s to assist with leasing, marketing, maintenance, tech or any other facet of the industry, exhibitors are available for seemingly every nuance.
With the abundance of competition, suppliers must prove to operators not only that their solution will solve pain points but also that they’ll be a trusted partner. Panelists shared ways to conquer this fierce challenge at the 2026 Apartmentalize session, “Supplier Skills: Grind with Grace—Mastering the Art of Supplier Etiquette.”
Many operators have experienced unsavory correspondence from suppliers, such as cringe-inducing emails that are either too pushy or clearly haven’t studied the company. A coastal operator, for instance, wouldn’t care about new solutions to prep for snow season.
“We all have to hustle, but there’s a way to do it with some grace,” said Tara Samuels, SVP, Strategic Partnerships at MSB, who started her career on the operator side but moved to the supplier side in 2009. “So, you have to have grit, but I think that we also have a responsibility to have some grace. There's an art to having the right etiquette and building relationships.”
Filtering the Noise
Ian Bingham, Senior Vice President at Daniel Management Group Inc., estimated he was getting about 30 to 40 supplier emails per day leading up to Apartmentalize in New Orleans.
“The email would come, and then on about a third of those I would get a cell phone call,” Bingham said. “Where did you get my cell phone number? On the heels of that, maybe 25% sent a text message when I didn't take the phone call. These are strangers. These are people I have never met, that I had no rapport with. When you see a number that you don't recognize calling you, what do you do? Decline.”
Bingham's takeaway: “If you're going to reach out to me, do the research to make sure that your product communicates with the sources within my property management software solution.”
The label matters, as well, as multiple studies have indicated that the best supplier-operator relationships occur when the operator views the pairing as a partnership rather than a contract with a vendor or supplier.
The panel shared email examples of effective and ineffective outreach, with those containing an aggressive tone and overabundant product information less favored as opposed to personalized, friendly emails that request a brief meetup.
Panelists also espoused the benefits for suppliers to respect the chain of command when reaching out to operators. They can risk losing any influence they might have by going directly to the top.
“When I was CEO of AMLI Residential, too many suppliers would reach out to me and bypass a string of individuals that held key roles within the organization," said Steve Hallsey, Partner at Sundance Barn Ranch. “If I go to my people and say, 'you need to look at this solution,' it looks like I am forcing a decision on the people that I've entrusted to make those decisions.”
Paul Willis is a Content Director for LinnellTaylor Marketing.