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Internal · Landmark leadership
LANDMARK — LEADERSHIP PREVIEW
Leadership preview · internal
A smarter Landmark — one system, built by us, to make every job here easier.
ForThe Landmark Leadership Team FromTroy Muljat The askCome with an open mind
Start with who we are

We drive change.
This is what that looks like.

It's one of our core values — we lean in, and we see possibility where others see disruption. Building our own system, on our own terms, is that value in action.

The boldest change we've taken on — and the most Landmark thing we've ever done.
Before we start — how to think today

Today, two hats:
yellow and green.

De Bono's Six Thinking Hats — one topic, looked at six different ways. Today we wear just two: the yellow hat (optimism) and the green hat (creativity). We're here to look at what's possible.

Yellow — Optimism

The upside. What's genuinely great about this.

★ Today

Green — Creativity

New ideas. “What if we…” — dream a little.

★ Today

Black — Caution

The risks, the doubts, why it won't work.

Not today

White — Facts

Just the data and the numbers.

Another day

Red — Feelings

Gut reactions and instincts.

Another day

Blue — Process

The plan, the steps, the how.

Another day
Save the black hat — the pessimism and the what-ifs-it-fails — for another day. Today, we look through an optimistic lens.
Why we're doing this

Not because AI is trendy —
because our people deserve better tools.

Three groups feel our software every day. When the tools are a mess, the frustration lands on the team — and it shouldn't. This is about fixing that, for all three.

Our team

Less friction

Less busywork — and less getting blamed for things the system should just handle.

Empowered, not overwhelmed
Our owners

A better answer, faster

Clear, quick information on their most valuable assets — the service that keeps them with us.

Confidence in Landmark
Our residents

Instant & self-serve

The fast, no-phone-tag experience today's renters actually expect.

Fewer frustrations
Easier for our people, better for our clients and residents — and it sets us up to grow. That's the why.
Let's be honest

We've bolted on sixteen tools.
It turned into fog.

Every time we hit a problem, we bought another piece of software. AppFolio, LeadSimple, ShowMojo, a dozen more — sixteen logins, $411,000 a year, and none of them talk to each other. The team ends up entering the same thing three times and chasing whatever falls through the cracks.

This isn't a people problem — it's a systems problem. And it's on us to fix it.
The idea

One system that replaces
all of it — and it's ours.

Instead of sixteen tools stitched together, one Landmark system that does everything AppFolio does and then some — a very smart, agentic version of Landmark, built around the way we actually work.

Better·Smarter·Changeable·Connected
Better because it's built for us. Smarter because it does the busywork. Changeable because we can edit it ourselves. Connected because everything finally talks to everything.
Read this one twice

This makes your job easier.
It doesn't replace you.

The system takes the repetitive, mind-numbing work off your plate — the data entry, the copy-paste, the chasing, the coding of bills. What it hands back is time — for owners, residents, and the judgment calls only a person should make.

The system does

The busywork

  • Typing the same thing into three places
  • Chasing status updates and paperwork
  • Coding bills, matching payments, first-drafting everything
You do

The work that matters

  • The relationships — owners, residents, vendors
  • The judgment calls and the exceptions
  • The care and the standard that make us Landmark
What it is

Everything in one place —
one login instead of sixteen.

The Landmark system dashboard
1
System for the whole operation — leasing, maintenance, accounting, reporting
1
Login — no more sixteen passwords and sixteen tabs
Live
Running on our real book today — this is the real thing, not a mockup
Open one place in the morning and see the whole company — not sixteen.
One thing to be clear about

It won't feel like AI.
It'll feel like software you already know.

Yes, we're using AI to build and run it — but you're not chatting with a bot all day. Day to day it looks and works like the systems you already use: click, type, done. The difference is it's all in one place, it's ours, and it can do far more.

Familiar

Works like you'd expect

Screens and flows a lot like AppFolio — no new language to learn.

And it teaches you as you go
Connected

It all talks

No more jumping between systems — enter something once and it's everywhere it belongs.

The fog lifts
Ours

We can change it

We own it, so we shape it and keep adding — even accounting and the bank are wired in and live.

It grows with us
Smart and agentic under the hood — but on the surface, just a better, simpler version of what you already do.
Your new teammates

The helpers that do
the grunt work.

The AI helpers, by area
5
Areas covered — applications, showings, leasing, maintenance, accounting
2
Every helper checks its own work — a doer and a reviewer, not a black box
You
Stay in charge — they tee up the work, you make the call
Best part: they catch what slips through the cracks — an overdue deposit, a stalled work order — and flag it before an owner or resident is ever on the phone upset.
Nobody's handing the keys to a robot

A person always says
yes or no.

The review queue — every important action waits for a person
$0
Moves on its own — no bill paid, no deposit returned, without a person
Every
Judgment call is queued with the reasoning — approve or reject in one click
7 yrs
Every decision logged — who, what, why, when
The helpers never guess with money or make a big call alone — they hand it to you.
Meet Lily

Lily answers the phones —
so the front desk can breathe.

Lily is our voice assistant. She picks up leasing, showing, and application-status calls, answers the easy ones, and routes the rest to the right person — days, nights, and weekends.

~10K
Calls a month she can take off the front desk
24/7
After-hours covered — not everything landing on one person
Warm
A calm, steady voice — and "press 1" always reaches a human
The front desk stops drowning in repeat calls and gets to actually help the person in front of them.
What it means for your people

Everyone gets time back.

And the system fits the person — each role gets its own dashboard. You open it and see your work: your vacancies, your work orders, your move-ins — not everyone else’s.

FRONT DESK

Fewer repeat calls

Lily takes the routine; you help the person who needs you.

PMS

Less data entry

One entry, not three — more time with owners and residents.

ACCOUNTING

Bills code themselves

First-draft coding and reconciliation done; you approve.

LEASING

Faster applications

Screening and paperwork move on their own.

LEADERSHIP

Real visibility

Scorecards and KPIs, live — no reports to assemble.

Same jobs, same people — just less friction and more of the work you actually like.
What we're really after

Operational efficiency —
that fuels growth.

Efficiency isn't the finish line — it's the fuel. The same team handling more doors is how we grow toward 20,000 units across six markets without losing the standard that makes us Landmark.

+40%
Leasing volume already — without adding people
−25%
Staff time on busywork — the target over 18 months
−60%
Software cost — sixteen tools down to one
Call it AI, call it agentic — at the end of the day it's the same company, running better — and growing.
Where we've been — and where we're going

From a 157-problem audit
to go-live this fall.

Early 2026

The audit

We audited ourselves — 157 problems, 16 tools, deep tech fog.

Since then

We built it

Instead of buying tool #17, we built our own agentic system.

Now

Testing & tuning

Live on our real book, adding the last pieces.

This fall

Team beta

Every team in — running side by side with AppFolio.

This fall

Go live

We switch over once the new system has earned it.

Overall progress~75%
The build is done and live — what's left is testing, team beta, and the switch. Most of the way there, and launching this fall.
What we need from you

You're the ones who
make this land.

01

Come with an open mind

This is the lab-coat, R&D look. It'll be a lot at once — that's expected.

See what's possible
02

Help shape it

See something clunky? One click — a bug, an idea, a question, or a shout-out — goes straight to the team to build. You shape it as you use it.

A ticket button, right in the system
03

Champion it

Frame it the way it's meant: this helps the team do their jobs better, not do their jobs for them.

Calm the "is this my job?" fear
And nobody’s thrown in cold — it looks familiar, like AppFolio, and it teaches you as you go, right inside the system.
Enough slides
Let's open it up —
live, on our real data.

One rule for today: don't get into the weeds. There are a thousand little things we'll tune together over the coming weeks — right now, just watch what's possible.

Next —  Live walkthrough, module by module
The short version
A smarter Landmark —
built by us, for us.

Same team, same standard, same doors — just less friction, fewer logins, and more time for the work that matters. Let's build it together.

Troy Muljat  ·  Landmark Real Estate Management The Landmark system — live at leasewa.com
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