About MFC

Built by people who have spent their careers inside multifamily.

The industry does not need another vendor directory, another paid-placement marketplace, or another stack of disconnected reports. It needs a neutral intelligence layer that helps operators make better decisions across an ecosystem that has become too complex to manage by memory, relationships and vendor pitches alone. And it needs vendors to be able to understand those decisions without paying for influence over them.

That is what we built.

The shift

What changed.

For years the useful thing to do in this industry was to find good companies and help bring them to multifamily. We did that, and it worked.

It stopped being the hard part. The hard part became deciding, from hundreds of credible options, which ones belong in a specific portfolio, run by specific people, under contracts signed by people who have since moved on. So we built the evidence base and the decision layer that question requires.

The team

Who you work with.

Robert Turnbull

Founder and Managing Partner

robert@multifamilyconsortium.com

Robert is a longtime multifamily technology entrepreneur with nearly three decades of experience building, launching, and scaling businesses serving the rental housing industry. His background includes leadership roles with ApartmentGuide.com, Rentals.com, LivePerson, RentAdvisor, and BetterBot, along with multiple successful startup ventures and exits. At MFC, Robert leads strategy, industry partnerships, and the development of StackSmart's methodology for helping property management companies make smarter technology and vendor decisions.

Jonathan Ford

Head of Product & Architecture

Jford@multifamilyconsortium.com

Jonathan is a product and technology leader with more than 20 years of experience building digital platforms across multifamily, real estate, and consumer technology. He co-founded RentAdvisor with Robert Turnbull, helping grow the company through its acquisition by Apartment List, and has held product leadership roles with Apartment List, Optios, Gates Hudson, and Consumer Source. At MFC, Jonathan translates the StackSmart methodology into the platform, data architecture, and systems that power its recommendations.

Debbie Sehorn

Head of Operations and Delivery

Debbie@multifamilyconsortium.com

Debbie is an experienced SaaS operations and finance leader who specializes in building the systems growing organizations need to scale. As Director of Finance and later COO of BetterBot, she helped build the company's financial and operational infrastructure while supporting its growth to multi-million-dollar recurring revenue. At MFC, Debbie leads operations, financial modeling, delivery processes, and the internal systems that keep client and vendor engagements moving efficiently.

Johnny Giangregorio

Head of Vendor Intelligence

JohnnyG@multifamilyconsortium.com

Johnny brings more than 17 years of experience in real estate, business development, and network building to MFC. His background includes leading a 350+ agent real estate brokerage and building a North American professional network to more than 1,250 members. At MFC, Johnny leads vendor discovery, research, relationships, and market intelligence, helping build and continuously expand the vetted ecosystem of companies, products, and solutions behind StackSmart.

Susan Gifford

Head of Client Engagement & Success

Susan@multifamilyconsortium.com

Susan is a seasoned customer-success leader with more than a decade of SaaS experience, much of it within multifamily technology. She previously led Client Services at BetterBot and managed major strategic accounts for LivePerson, building and leading customer-facing teams across multiple countries. At MFC, Susan owns the client journey after engagement, helping PMC partners navigate onboarding, milestones, recommendations, and implementation with clarity and accountability.

Brenda Giloth

Head of PMC Pipeline and Growth

Brenda@multifamilyconsortium.com

Brenda has spent nearly three decades building relationships across the multifamily industry. Her career includes senior sales and account leadership roles with Apartment Guide, RentAdvisor, Apartment List, and BetterBot, giving her deep familiarity with the operators, executives, and organizations that shape the industry. At MFC, Brenda leads PMC relationship development and growth, helping introduce property management companies to MFC and StackSmart and guiding them through the early stages of engagement.

Principles

How we work.

Operator-first decisions.

The recommendation serves the portfolio, not a vendor relationship and not our own product roadmap.

Evidence over promotion.

Every figure in a recommendation is marked confirmed, claimed or estimated, so you can see which is which.

Vendor-agnostic recommendations.

We compare the full field in a category, not a preselected shortlist.

No commissions tied to vendor selection.

We take no placement commission, no referral fee and no success fee based on which vendor a client chooses.

Transparent disclosure.

When we have any affiliation with a vendor named in a recommendation, we say so in the recommendation itself.

Continuous learning.

The market, the products and your portfolio all keep moving. We re-run the work twice a year rather than treating a review as finished.

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