20 Years of MultiFamily & PropTech Expertise.
One Mission: Your Success.

Ashley James

I'm Ashley James, Founder & CEO of Strategic PropTech Advisory LLC.
I help PropTech startups break into the MultiFamily market and assist Property developers & managers build technology stacks that actually deliver ROI.

My journey:

  • MultiFamily Operations: Started in property management, learning the day-to-day realities of running apartment communities. Specializing in Lease-ups across the country. I understand the pain points, workflows, and what actually matters to property teams & Residents.

  • PropTech Innovation: Moved into property technology, working with Smart Access Manufacturing and SaaS platforms. I learned what it takes to build solutions that property managers actually want to use and excite Prospects in your Community.

  • Global Startup Leadership: Led go-to-market strategies for PropTech companies expanding into new markets. I've seen what works—and what doesn't—when breaking into MultiFamily real estate. Relationships are key.

  • Strategic PropTech Advisory: Founded my own consulting firm in 2024 to bridge the gap between innovative technology and MultiFamily success. Launched at NAA Apartmentalize in Philadelphia that summer.

Why this matters to you:

Most consultants specialize in either real estate OR technology. I speak both languages fluently. I know what property managers need because I've been one. I know what PropTech startups face because I've led them. This dual perspective is what makes my strategies actually work.

How I Work with Clients

  • I don't believe in strategy documents that sit on shelves. Every recommendation I make is designed to drive measurable outcomes: increased brand awareness, qualified leads, strategic partnerships, and revenue growth.

    My track record:

    • 30-400% brand awareness increase tested

    • Clients consistently renew month-to-month after initial 3-month retainer

  • I don't just tell you what to do—I create the content, build the strategies, and help you execute. You get case studies, sales collateral, LinkedIn content calendars, ROI calculators, and more. Everything you need to actually implement.

  • I'm not paid by vendors to recommend their products. My advice is based solely on what will work best for your specific situation. If a strategy won't work, I'll tell you. If a vendor isn't the right fit, I'll say so.
    **If I am promoting a product I offer complete transparency into the relationship regarding compensation.

  • Every technology investment should pay for itself. I help you position your solutions (or select technologies) based on financial outcomes, not features. My typical ROI models show 14-30 month payback periods—numbers that CFOs and property executives actually care about.

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The Insider Advantage You Won’t Find Elsewhere

  • Operational Expertise

    Nearly 20 years in MultiFamily Operations

    Understand property management from the inside

    Know what decision-makers actually care about (ROI, not features)

    Experience with smart access implementation in live communities

    Speak the language of property managers, regional directors, and C-suite executives

  • PropTech Knowledge

    Deep expertise in Smart Access Manufacturing

    SaaS platform experience across the PropTech stack

    Global startup leadership and market expansion

    Understand integration challenges and technical limitations

    Stay current on emerging trends and technologies

  • Industry Network

    Connections with Greystar, LATCH, Allegion, SALTO, RealPage, Livly, and more

    Relationships with top 50 property management companies

    Active in NAA, NMHC, and industry conferences

    Regular attendee at RETCON, ISC West, Apartmentalize, NMHC Annual, Blueprint

    Access to decision-makers and industry intelligence

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What I bring to the Table

    • Comprehensive GTM frameworks for PropTech in MultiFamily

    • Market segmentation and target account identification

    • Competitive positioning and differentiation

    • Pricing strategy ($3-$5/unit models)

    • Partnership development and channel strategy

    • Case studies that showcase ROI and operational benefits

    • Sales collateral (one-pagers, pitch decks, leave-behinds)

    • LinkedIn content strategies that drive engagement

    • Webinar and demo scripts

    • Thought leadership positioning

    • Smart access control systems (LATCH, Allegion, SALTO, ILOQ, Dormakaba, ICT, Defigo)

    • Property management software (RealPage, Yardi, Entrata, etc.)

    • IoT and smart building systems

    • Resident experience platforms

    • Integration architecture and data flows

    • Deep knowledge of top 50 property management companies

    • High-growth market insights (Dallas/Austin, Atlanta, Phoenix, Denver)

    • Emerging trends in PropTech and MultiFamily

    • Competitive landscape analysis

    • Regulatory and compliance considerations

    • Conference selection and ROI optimization

    • Pre-event, during-event, and post-event strategies

    • Speaking opportunity development

    • Networking and partnership facilitation

    • Event-specific content and follow-up

Qualifications & Memberships

  • Fully insured for client protection

  • Active in NAA (National Apartment Association), NMHC (National Multifamily Housing Council), and SIA (Security Industry Association)

  • Regular attendee and participant at NAA Apartmentalize, RETCON, ISC West, OpTech, NMHC Student Housing Conference, Blueprint and other key industry events

  • Established connections with Mosino One, Greystar, Asset Living, DOOR -fka LATCH, Allegion, SALTO, ILOQ, Dormakaba, ICT, Defigo, RealPage, Livly, ElevatedOS , Venn and more.

What I Believe about PropTech & MultiFamily

Technology Should Drive ROI, Not Just Innovation

I love innovative technology, but innovation for its own sake doesn't help property operators or PropTech companies. Every solution should deliver measurable financial outcomes: operational savings, revenue growth, or risk reduction. If it doesn't, it won't get adopted.

Integration is the Future

The days of standalone point solutions are ending. The future belongs to platforms that integrate seamlessly with existing systems and each other. Whether you're building technology or selecting it, integration strategy is critical.

The Retrofit Market is Underserved

Everyone focuses on new construction, but the retrofit market represents a massive opportunity. Yes, budgets are tight with current interest rates—but solutions that demonstrate fast ROI (14-30 months) and operational savings are winning deals.

Relationships Still Matter

MultiFamily real estate is relationship-driven. The best technology in the world won't succeed without trust, credibility, and industry connections. That's why my network is such a valuable part of what I offer.

Honesty Beats Hype

I'd rather tell you the truth about what will work than overpromise and underdeliver. If your solution isn't ready for the market, I'll tell you. If a strategy won't work for your situation, I'll say so. Long-term success is built on honest advice, not sales pitches.

Life Outside PropTech

I'm based in Greater Philadelphia with my family. Balancing a growing business with family life is important to me—I believe the best work comes from people who have fulfilling lives outside of work.

How I maintain balance:

  • Morning routine focused on mindfulness , fitness & snuggles with my 8 year old.

  • Reading and continuous learning

  • Prioritizing sleep and hydration

  • No meetings before 10 AM, minimal work after 6 PM Eastern

This balance helps me bring fresh energy and perspective to every client engagement.

Ready to Break Into the MultiFamily Market?

Download the PropTech GTM Playbook
Book Your Free Strategy Session

Contact Information

  • Email: ashley@strategicproptechadvisory.com

  • Phone: +1 (281) 883-9000

  • Linkedin

  • Location: Greater Philadelphia, PA Serving clients across the USA & Those looking to break into the US Market