Will Parrish is the Co-Founder and Chief Customer Officer of Lula, a Kansas City-based proptech platform built to streamline property maintenance for property managers and their residents. Will co-founded Lula alongside CEO Bo Lais with a mission to make property maintenance smarter — pivoting the business during the pandemic to focus on property managers in the single-family rental space, a move that fueled rapid growth. Lula recently closed a $28 million Series A round and is expanding from 42 markets to 60, with heavy investment in AI and automation. Before co-founding Lula, Will spent nearly two decades in enterprise sales and business development, including a long tenure at Thomson Reuters.

(00:53) - How Lula Started
(02:34) - Trading Corporate for Startup Life
(03:29) - Is Maintenance Archaic
(05:49) - Where Work Orders Fail
(07:30) - Scaling 100K Work Orders
(12:28) - Building Vendor Trust & Quality
(13:19) - Expanding Markets
(16:16) - Flat Rate Pricing Playbook
(19:15) - Ideal Rental Customers
(21:54) - Integrations
(25:47) - AI In Maintenance
(30:21) - Future of Lula
(32:14) - ROI for Property Owners & Operators
(35:49) - Hardware play ahead?
(39:12) - Collaboration Superpower: MacGyver

🏙️ Learn more:
-Visit Lula
-Will Parrish on LinkedIn

🏙️ Connect with Tangent:
-Edward Cohen on LinkedIn
-Zach Aarons on LinkedIn
-Tangent on LinkedIn

🏙️ Events coming up:
-Residential Forum: in NYC on 5/28
-AI & Innovation Forum Q2: virtual on 6/10

-Retail & Hospitality Forum: in NYC on 6/18
-All upcoming events

Disclaimer: Commercial Observer Tangent podcast is for entertainment and informational purposes only, you should not construe any such information or other material as legal, tax, investment, financial, or other advice. Nothing contained on our program constitutes a solicitation, recommendation, endorsement, or offer by Tangent, Commercial Observer, MetaProp, or any third party guest to buy or sell any securities, public or private, other financial instruments or funds.

Don Tepman, known as StripMallGuy, is the founder of TownCentre Capital, a private equity firm focused on buying neighborhood strip centers across the United States. With over 20 years of retail real estate investing, he has completed over 45 acquisitions and raised more than $150M in LP capital, and has built one of commercial real estate's most followed voices on X, LinkedIn, and Instagram with over half a million followers.

This episode was recorded live on the red carpet at the 4th Annual Real Estate Gala in New York City, co-hosted by Don Tepman and Bob Knakal.

(00:00) – Tangent Joins Commercial Observer
(01:40) – ICSC Vegas Panel & Live Podcasts
(03:41) – Social Media & In-person Events as a Business Tool
(03:59) – StripMallGuy's AI AHA Moment
(04:18) – Why PropTech Is Hard
(05:02) – Death of the Cold Call
(5:33) - Last Tech Solution SMG Adopted
(6:45) - Collaboration Superpower: Charlie Munger
(07:31) – Rise of Tech Founders with CRE Backgrounds

🏙️ Learn more:
-Visit TownCentre Capital
-Don Tepman on LinkedIn
-StripMallGuy on X

🏙️ Connect with Tangent:
-Edward Cohen on LinkedIn
-Zach Aarons on LinkedIn
-Tangent on LinkedIn

🏙️ Events coming up:
-Residential Forum: in NYC on 5/28
-AI & Innovation Forum Q2: virtual on 6/10

-Retail & Hospitality Forum: in NYC on 6/18
-All upcoming events

Disclaimer: Commercial Observer Tangent podcast is for entertainment and informational purposes only, you should not construe any such information or other material as legal, tax, investment, financial, or other advice. Nothing contained on our program constitutes a solicitation, recommendation, endorsement, or offer by Tangent, Commercial Observer, MetaProp, or any third party guest to buy or sell any securities, public or private, other financial instruments or funds.

In this special episode of Tangent Proptech, Edward Cohen is on the red carpet at one of the most exclusive commercial real estate events of the year: the Real Estate Gala in New York City. This episode features rapid-fire conversations with founders, investors, brokers, developers, and operators across the proptech and commercial real estate ecosystem.

A big focus of the evening was on AI. Namely, this question: how is AI being used in real estate right now? And possibly more front-and-center: what’s hype and what’s here to stay? From leasing and marketing to underwriting and financial modeling, this episode explores where artificial intelligence is already driving value in real estate, where it’s falling short, and how we can close the gap.

(00:00) - Welcome to the Real Estate Gala Red Carpet Interviews
(02:30) - Cyrus Claffey (ButterflyMX): AI Across Product, Marketing, & Operations
(06:00) - Zach Molzer (Molzer Development) & Madi Bremer (CBRE): Networking & AI in Leasing
(08:30) - Gabe Einhorn (VryfID): Content, Consistency, and AI Efficiency
(10:00) - Kaylan Knitowski (Franklin Street): AI Workflows and Competing with Experience
(13:30) - David Auerbach (Hoya Capital): Driving Tech Adoption in Real Estate
(14:45) - Adam Steiner (Rick, Steiner, Fell, and Benowitz): Document Automation & Bridging Tech and Business
(16:45) - Humberto Lopes (HL Dynasty, Gotham Housing Alliance): A Human-First Real Estate Perspective
(19:15) - Jovian Lopes (Gotham Housing Alliance): AI for Research vs Human Relationships
(21:00) - Lauren O’Breza (Foresite CRE): AI in Brokerage & Underwriting
(24:30) - Pablo Barreiro (Fortec): Simplifying Tech Adoption & the Future of Financing
(26:00) - Shanti Ryle (Crexi): AI Data Enrichment & Storytelling Advantage
(30:30) - Rameen Inayat (Ryan): AI for Admin & Property Tax Insights
(32:00) - Collaboration Superpower: Priya Parker

💚 Connect with Tangent:
➡️ Edward Cohen on LinkedIn
➡️ Zach Aarons on LinkedIn
➡️ Tangent on LinkedIn

Disclaimer: Tangent podcast is for entertainment and informational purposes only, you should not construe any such information or other material as legal, tax, investment, financial, or other advise. Nothing contained on our program constitutes a solicitation, recommendation, endorsement, or offer by Tangent, Camber Creek, MetaProp, or any third party guest to buy or sell any securities, public or private, other financial instruments or funds.