Northwood Ravin is replacing several systems for prospect and resident interactions with Funnel’s CRM and artificial intelligence tools across more than 10,000 multifamily units.
Funnel, a provider of CRM and AI software for multifamily operators and property managers, is rolling out its technology to the Charlotte-based multifamily developer, builder and property management company operating in the Southeast and the Mid-Atlantic.
The rollout includes Funnel’s CRM and AI capabilities, along with AI-powered call analysis and coaching. Northwood Ravin plans to use the platform as it looks to centralise more of its property management operations.
Northwood Ravin consolidates separate property technology systems
Northwood Ravin previously used several tools for different parts of the prospect and resident experience. Mick Hix, vice president of property management at the company, said the systems did not fully communicate with one another and that Northwood Ravin was not fully utilising AI.
Technology integration was already a feature of Northwood Ravin’s industry activity. Jay Rawls, the company’s senior director of operations and technology, spoke at NMHC OPTECH 2024 during a session on APIs, integrations and multifamily data standards. The session covered data exchange between systems used for lead management, property marketing, lease applications and resident screening.
Northwood Ravin has now opted for a single platform to replace separate systems and to expand its use of AI. Funnel brings prospect and resident interactions into the same system rather than handling them through separate applications.
At the same time, Northwood Ravin aims to retain the personalised service associated with its luxury apartment communities.
“Not all apartments are the same, and neither is the way we operate them,” Hix said. “Funnel consolidates those point solutions into a single renter-centric platform, finally puts AI to work across the entire renter journey, and gives us a clear path to scale centralisation.”
Funnel rollout supports centralisation plans
The portfolio-wide rollout is also linked to Northwood Ravin’s plans to centralise more of its operations. Funnel’s AI is designed to work alongside property teams, while the call analysis and coaching tools focus on staff interactions with prospects and residents.
Funnel has previously secured larger portfolio-wide rollouts. In January 2025, the company announced that US multifamily REIT UDR would introduce its CRM, AI, fraud-prevention, online application and syndication products across nearly 60,000 units. UDR was also seeking to reduce its reliance on multiple systems as part of its centralisation plans.
Northwood Ravin has spent 15 years developing and managing luxury multifamily communities and operates resident programmes, including NWR Cares. It ranks 13th on the 2026 NMHC Top 25 Developers list.
Unlike a trial at selected properties, the Funnel rollout covers Northwood Ravin’s entire portfolio of more than 10,000 units. Tyler Christiansen, CEO of Funnel, said the companies would use the rollout to consolidate Northwood Ravin’s technology, expand its use of AI across the renter journey and support its plans for greater centralisation.
