What’s more valuable: the brand of a property or the brand of the company behind it?

In this episode of Unscripted, host Andrew Bowen sits down with Tony Sousa, CEO and Founder of Sousa Consulting, to dig into the evolution of brand strategy in multifamily—from personal to company to asset—and why reputation is really what moves the needle.

Recorded live in Las Vegas ahead of RETCON, this conversation dives into:

• Why company brands may be overtaking asset brands in 2025
• The real difference between personal brand and professional reputation
• How smaller teams can actually move faster and make a bigger branding impact
• What it actually takes to build a brand that builds trust, influence, and connection
• Why authenticity isn’t optional—and what most people get wrong when trying to “build a brand”

Whether you're leading operations, building a marketing strategy, or navigating visibility in the digital space, this episode is a crash course in thinking more critically (and creatively) about brand in today’s multifamily landscape.

About LeaseLock:

LeaseLock helps rental housing providers drive performance and eliminate bad debt with a fully integrated lease insurance platform. By replacing security deposits with lease insurance, operators remove friction from leasing, reduce bad debt, and unlock operational efficiencies. Learn more at https://www.leaselock.com

Created and Presented by LeaseLock, Inc.

Host: Andrew Bowen, LeaseLock

Executive Producer: Jonas Dominique, LeaseLock

Graphics and Artwork by Tricia Principe

Producer / Editor: Jaime Livas