📄 Episode Summary In this episode of the Student Housing Insight Podcast, host Wesley Deese welcomes John Barr for the fourth installment of the Tough Talks series. John interviews Willie Butler, principal at Empower Property Management Consulting, a seasoned expert in the student housing industry known for his book “Releasing” and his work as a "leasing assassin." The conversation dives into the importance of returning to fundamental leasing practices, the pitfalls of over-relying on technology, and the value of humility in addressing leasing challenges. Willie shares his spicy take on the industry, emphasizing the need to focus on grassroots marketing and training to solve occupancy issues. The episode also touches on memorable turn stories, the impact of pride in decision-making, and advice for young professionals starting in the industry. Additionally, Wes highlights upcoming industry events and strategies for operators facing leasing shortfalls, including leveraging short-term rentals. 🕒 Time Stamps 00:01:44 – Meet Willie Butler: Empower PMC & Leasing Assassin Origins 00:02:43 – Background and experience with Campus Crest, launching Empower 00:10:04 – Interview with Willie Butler Starts 00:13:03 – Willie’s “Spicy Take” on the Today’s Industry” 00:14:00 – The case for classics: Grassroots marketing and leasing fundamentals 00:16:01 – Willie's magic wish: eliminating pride in the industry 00:19:23 – Memorable turn story: Taking the team to Cabo 00:21:01 – Advice to younger self: Don’t romanticize the product over process 00:23:56 – Final reflections on Willie’s insights 00:25:31 – Vector Travel & STR options for fall 00:28:38 – Upcoming events: Shop Talk, BIZNOW Atlanta, NMHC Topgolf Fundraiser 00:32:38 – Preview of next episode with Jacob Koscher   💡 Sponsor Spotlight: Campus Technologies Whether you're developing a new community or acquiring an existing one, Campus Technologies delivers robust internet and IT services tailored for student housing. With nearly 25 years of experience, their high-speed wired/wireless internet, combined with managed IT services, ensures operational excellence and satisfied residents. 👉 Learn more or download their white paper at: www.campustechnologies.com   🔗 Referenced Links & Resources:   Student Housing Insight Events Page – https://www.studenthousinginsight.com/events Bisnow Student Housing Event – Atlanta, July 30 – https://www.bisnow.com/events/atlanta/student-housing/atlanta-student-housing-summit-8990 “Hi, How Are You” Project – https://www.hihowareyou.org NMHC Student Housing Conference – https://www.nmhc.org/meetings/calendar/shc/2025-nmhc-student-housing-conference/ SHI's TopGolf Mixer 2025 - https://www.studenthousinginsight.com/events/2025topgolfmixer SHI: Vector Travel Episode - https://youtu.be/0T_mY1pyu18?feature=shared