In a move signaling the multifamily sector’s accelerating embrace of autonomous artificial intelligence, ZRS Management, the 13th-largest manager on the National Multifamily Housing Council’s Top 50 list, has selected Funnel as its enterprise CRM and agentic AI platform. The deployment spans ZRS’s sprawling 110,000-unit portfolio across nearly 350 communities in eight states and the District of Columbia, aiming to standardize leasing and resident engagement processes.

Announced on January 22, 2026, the partnership introduces Funnel’s suite—including CRM, Prospect AI, Voice AI, and Insights—to streamline operations that have propelled ZRS’s rapid growth. During a validation phase, ZRS measured leasing activity post-implementation, revealing gains in efficiency despite the firm’s already robust performance. ‘ZRS Management will roll out Funnel’s CRM, Prospect AI, Voice AI, and Insights across its more than 110,000-unit portfolio,’ stated the press release from GlobeNewswire.

This adoption comes as ZRS surpasses previous milestones, having crossed 100,000 units under management in May 2025, a 200% portfolio expansion over the past decade driven by organic growth and client trust rather than acquisitions. Ranked 13th nationally by NMHC, the firm now pushes boundaries with AI to maintain its edge in a competitive rental market.

Agentic AI’s Rise in Property Operations

Funnel’s agentic AI distinguishes itself by enabling autonomous decision-making in leasing workflows, from lead nurturing to resident interactions, reducing manual interventions. ZRS’s choice reflects a broader industry shift where top managers integrate such technologies to handle scale. IT Business Net reported that ‘the adoption of a unified, portfolio-wide platform supported measurable gains during the validation period,’ highlighting quantifiable improvements in leasing outcomes.

Prior to this, ZRS managed growth organically, as noted in its May 2025 announcement via ZRS Management’s site, where it emphasized long-term relationships fueling a jump from 30,000 to 100,000 units. The Funnel rollout builds on this foundation, deploying across diverse geographies to ensure consistent renter experiences.

Industry observers point to agentic AI’s potential to transform resident engagement, with Funnel’s tools automating voice interactions and insights generation. This positions ZRS to respond faster to market dynamics, from fluctuating occupancy to personalized leasing.

Validation Phase Reveals Efficiency Gains

ZRS conducted a structured evaluation, confirming Funnel’s impact on workflows. ‘While ZRS Management consistently delivered strong leasing outcomes, the adoption… supported measurable gains,’ per IT Business Net. These gains stem from standardized processes that eliminate silos across properties.

The platform’s renter-centric design prioritizes seamless experiences, integrating AI to handle inquiries and tours autonomously. As multifamily portfolios balloon, such unification prevents operational fragmentation—a common pitfall for large managers.

Funnel’s recent trajectory underscores its momentum. In early January 2026, the company reflected on a year of ‘AI innovation, portfolio-wide partnerships with industry-defining multifamily owners and managers,’ as detailed in Yahoo Finance, including a sold-out industry forum and platform expansions.

Strategic Fit for ZRS’s Growth Trajectory

ZRS, headquartered in Orlando, Florida, has climbed NMHC rankings aggressively, advancing six spots in 2025 with nearly 15,000 added units, according to Multifamily Dive. Funnel’s scalability aligns with this ascent, supporting fee management and operations across multifamily assets.

Executives at ZRS view the platform as a force multiplier. The GlobeNewswire release quotes Funnel emphasizing standardization ‘enabling a faster, more consistent experience for teams and renters alike.’ This is critical as ZRS navigates economic pressures like rising insurance costs and interest rates buffeting the sector.

Agentic AI’s autonomy—where systems act independently based on goals—sets Funnel apart from traditional CRM. BCG’s analysis in its publication notes such tools ‘installing intelligent virtual assistants that can analyze data and make decisions without human intervention,’ a capability now embedded in ZRS’s operations.

Industry-Wide Implications for Multifamily Tech

This deal elevates Funnel among proptech leaders, following partnerships with other NMHC-ranked firms. Posts on X highlight growing buzz around AI in real estate, with discussions on conversational CRMs automating leads and closings, though specifics tie back to broader trends rather than ZRS directly.

For competitors, ZRS’s move raises the bar. Salesforce’s push into agentic AI via Agentforce, covered by The Globe and Mail, signals enterprise CRM’s evolution, but Funnel’s multifamily focus gives it niche dominance.

ZRS’s portfolio diversity—from urban high-rises to suburban complexes—tests Funnel’s robustness. Early indicators suggest success, with standardized workflows poised to boost net operating income through higher lease velocities and retention.

Looking Ahead: Scaling AI Across Portfolios

As rollout progresses, ZRS eyes deeper integrations, potentially incorporating predictive analytics for maintenance and renewals. Funnel’s 2025 achievements, including housing equity initiatives, align with ZRS’s client-centric ethos.

The partnership exemplifies how mid-tier giants like ZRS leapfrog via tech. With 110,000 units now AI-enhanced, ZRS solidifies its NMHC stature, setting a blueprint for peers chasing operational excellence in a data-rich era.