54 - Fewer Leads, Better Leases? Rethinking Fee Transparency in Multifamily

Fee transparency is no longer a niche compliance headache - it’s reshaping how multifamily marketers, operators, and leasing teams win trust, qualify leads, and close faster.
Jocelyn Quall https://www.linkedin.com/in/jocelynquall/, VP of Marketing at Engrain, brings nearly 20 years of real estate and prop tech experience, from Archstone and senior housing to launching marketing at a startup and now leading the team behind one of multifamily’s most talked-about transparency solutions.
She and host, Janet Rosseth, break down why the old "hide it and hope it goes away" rental fee playbook is over, and what smart teams are doing instead. They unpack how the industry got here, why marketers are carrying so much of the burden, and why the real shift is bigger than compliance - it’s cultural.
In this episode:
Fee transparency evolution and regulation
Impact of data and industry shifts on marketing
Ingrain's solutions for unit-level data and fee transparency
The cultural shift towards transparency in multifamily
The role of technology and integrations in fee transparency
Industry statistics on adoption and benefits
Strategies for educating teams and stakeholders
The importance of trust and transparency as core values
Chapters
00:00 Introduction to Jocelyn Quall and fee transparency
01:57 Jocelyn's career journey in multifamily and proptech
05:00 The rapid evolution of marketing data access
08:00 The challenges and benefits of fee transparency
11:58 Industry adoption statistics and market trends
16:00 Impact of fee transparency on lead quality and conversions
19:59 Cultural shift and organizational alignment for transparency
30:04 Ingrain's solutions for unit-level data and fee transparency
35:57 Educational resources and masterclasses for fee transparency
40:00 Personal optimization and trust in professional life
Engrain is a property technology company specializing in interactive mapping and data visualization software designed to streamline searching, leasing, and managing real estate. Through flagship products like SightMap https://www.engrain.com/sightmap and TouchTour, the company provides real-time unit availability, upfront pricing, custom search filters, and pathfinding tools across various sectors, including multifamily, senior living, student housing, and self-storage markets. By integrating geospatial visualization directly into property websites, listing portals, and asset management platforms, Engrain helps real estate operators deliver transparent customer experiences while empowering teams with actionable performance insights.
Learn more about Engrain: https://www.engrain.com
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