Buoyed by the success of the multifamily sector in the wake of the COVID-19 pandemic proptech companies are flourishing, with both startups and stalwarts rolling out new product offerings and tools for those working in the asset class. 

 But "when adding technology you have to think about the results and impact on your business," says Robert Lee, chief operating officer at Hy.Ly Autonomous. "It's easy to get distracted by new flashy tech that promises more leads. But more leads don't always mean more leases." 

In a session at GlobeSt's upcoming multifamily conference in October, Lee will analyze the top seven most talked-about technologies using a benefit effort matrix to determine which are hype and which are beneficial for the multifamily sector. His assessment will consider  different efforts, failures, and proven successes to determine which are "quick wins," "strategic projects," "trendy tech" and experimental.