Ever wonder how different platforms work together seamlessly behind the scenes? Integrations are the magic behind the curtain, creating a smooth user experience and delivering valuable features. As Jordan Silton, VP of Organic Growth & Integrations at Rent., puts it, “Integrations are the bridge that connects everything. They bridge gaps in the industry and deliver meaningful features that drive prospective renters and multifamily communities to our marketplaces.”

Intrigued by the process behind these partnerships? We recently sat down with Jordan, a leader in the field, to delve into his insights on establishing successful integration partnerships. In this interview, we’ll explore best practices, challenges, and the future of integrations within the industry.

Interview with Jordan Silton

Jordan, Thanks for taking the time to chat with us! To start, can you share a little bit about your background prior to joining Rent.?

“Sure, before joining Rent., I spent 15 years building my experience in the multifamily industry. In that time, I also developed a strong background in digital marketing and product management.

While I’ve enjoyed working with both B2C and B2B businesses – from automotive to home services and retail – I’ve always been drawn to marketplaces and particularly the multifamily industry. The appeal of the dual-sided marketplace model here at Rent. was too strong to resist, and I’m excited to be back!”

How do you determine the need for a new partnership?

“Partnerships are a fantastic way for companies to evolve and grow. When I’m evaluating a potential partnership, the first and most crucial factor is identifying a clear need for both renters and our clients. I ask myself questions like ‘Do renters want this offering?’ and ‘Do they have access to it currently?’ This helps guide the direction of potential partnerships. In addition to these internal discussions, I also analyze website user behavior and conduct external research to gather real-world validation from potential users.”

What are some of the key components for ensuring a smooth integration process?

“Once we’ve identified a valuable partnership opportunity, there are a few key things I consider to ensure a smooth integration process. First, we look at the overlap between our client bases and the size of the potential market the partnership could reach. Long-term plans are also important to assess if the goals of both companies align strategically.

Here’s a crucial point: integrating the technology itself isn’t always the biggest hurdle. The real challenge often lies in achieving alignment – both internally within our teams and externally with the partner company – regarding the timeline and investment required for the project.”

How do you ensure that integrations are scalable and maintainable over time?

“The most successful integrations are those that can scale and be maintained easily over time. Looking for partners who share some existing client base also helps ensure long-term sustainability. These clients can advocate for the integration and become champions within their own organizations.”

How does Rent. prepare to adapt and incorporate future trends in integration?

“The multifamily industry offers tons of potential integration partners. These partnerships keep features fresh and relevant to renters’ needs. We constantly research new industry trends to understand what attracts renters. For example, if renters are increasingly interested in a specific amenity, we need to assess if that information is readily available through Rent. If not, a partnership with a relevant vendor might be the answer.”

What is one of the most essential aspects to remember when crafting an integration partnership?

“It all starts with bringing people together and building consensus, I believe. In this role, you can’t achieve success on your own. Collaboration is key, not just for bridging gaps with potential partners, but also for driving organic growth. Organic growth fuels the marketplace, the brand, and the entire foundation of the business”, as Jordan emphasizes.

“In today’s dynamic industry landscape, focusing on both a company’s organic growth and the value that new partnerships can bring to the market are crucial considerations when evaluating future integrations. At Rent., I’m committed to fostering relationships that reinforce our mission of connecting the right renter with the right property at the right time.”