---
title: Multifamily Execs from Related, Greystar, and Willow Bridge to Explore Loyalty as a Leasing Engine at CREtech New York
description: CREtech New York Returns as the Flagship Event of NYC Real Estate Tech Week for Second Consecutive Year
image: https://cretech.com/hubfs/SIOR%20Partnership.png
---
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# Multifamily Execs from Related, Greystar, and Willow Bridge to Explore Loyalty as a Leasing Engine at CREtech New York
SEPTEMBER 30, 2025
**New York, NY — September 30, 2025** — [CREtech New York](https://discover.cretech.com/cretech-new-york), the leading real estate innovation conference and the flagship event of NYC Real Estate Week, has announced a Main Stage session focused on one of multifamily’s biggest untapped opportunities: loyalty. Titled **“Loyalty as a Leasing Engine,”** this forward-thinking panel will take place on **October 22, 2025**, at the **Javits Center**.
In most apartment communities, rent day is still just a transaction. But in this high-impact session, top operators will explore how the rent payment experience can evolve into a loyalty moment—driving digital adoption, resident engagement, and stronger portfolio performance.
**Moderator:**
- **Margette Hepfner**, President of Housing, *BILT*
**Panelists:**
- **Chris Schmidt**, Executive Vice President, *Related Companies*
- **Scott Berka**, Senior Managing Director – Brand, Loyalty & Innovation, *Greystar*
- **Trina Williams**, VP, Operations & Performance, *Willow Bridge Property Company*
As multifamily continues to struggle with fragmented ownership, transient residents, and transactional brand relationships, these executives will discuss why it’s time for a new approach to loyalty—one modeled after what works in hospitality, retail, and travel.
Attendees will get real-world insight into how loyalty and resident rewards programs can do more than reduce turnover—they can become the centerpiece of a differentiated, brand-driven leasing strategy.
**Attendee Takeaways:**
- Why multifamily’s fragmentation makes traditional loyalty programs difficult—and how to solve for it
- How loyalty strategies can create community connection and increase retention
- The impact of rewards on delinquency, renewals, and digital engagement
- Why personalized incentives beat one-size-fits-all concessions
- How to turn rent day into a brand moment—not just a billing event
**Session Details:**
- **Title:** Loyalty as a Leasing Engine
- **Date/Time:** October 22, 2025 | 10:20 AM – 11:05 AM
- **Location:** Main Stage, Javits Center
- **Sponsored by:**[BILT](http://bilt.com/)
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**For sponsorship inquiries, contact** [**tj@cretech.com**](mailto:tj@cretech.com)**.**
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