In today’s Five Things You Need to Know in Multifamily, we’re talking books, market shifts, and bold moves.I just finished (almost) Barry Diller’s Who Knew? — an incredible ride from humble beginnings to industry legend. If you’re in leadership, entrepreneurship, or just love a well-told story, this is worth your time.Next, a stat that caught my attention: short-term vacation rentals saw a 12% YoY spike in May while U.S. hotels grew just 2%. This “shadow market” is pulling on hotel performance — and similar competitive pressures are brewing in multifamily.Then, a BizNow headline hit me hard: Commercial real estate investors are done waiting for a rate cut. The ice is thawing. Deals are happening. If you can pencil them, even imperfectly, now might be the time to get in the game and show the market you’re serious.We also talk about immersive media in multifamily marketing. Virtual unit tours, drone shots, neighborhood views — all designed to spark emotion. Because we buy with our hearts, then justify with our heads.Finally, the AI arms race is accelerating. Companies like OpenAI are making moves to integrate deeply into business ecosystems — property management included. Sooner than you think, AI could be your competitive edge… or your competitor’s.If you want to stay sharp in multifamily, proptech, and leadership — hit Like, Subscribe, and turn on notifications.For more engaging content, explore our offerings at the[https://www.multifamilycollective.com](https://www.multifamilycollective.com/) and the [https://www.multifamilymedianetwork.com](https://www.multifamilymedianetwork.com/)Join us to stay informed and inspired in the multifamily industry!