Stepping Up Safety: New Footwear Program Tackles Multifamily Industry's Mounting Risks

ALPHARETTA, GA – March 18, 2026 – As the multifamily housing industry grapples with a perfect storm of skyrocketing insurance rates, persistent labor shortages, and increased safety scrutiny, a Georgia-based firm is proposing a solution that starts from the ground up. Benson Integrated Marketing Solutions has launched SureStep, a centralized safety footwear program designed to protect the nearly 300,000 maintenance and grounds professionals who keep America’s apartment communities running.

The initiative provides high-performance, purpose-built footwear to onsite teams, addressing the intense physical demands of their jobs. While a new shoe program might seem like a minor operational detail, its early adoption signals a deeper strategic shift. Since its recent launch, Benson has already delivered over 14,000 pairs of shoes to 19 companies, including a portfolio-wide implementation by Greystar, one of the largest property management firms in the nation.

This rapid uptake underscores a growing recognition among property owners and operators that proactive, centralized safety measures are becoming essential tools for survival and success in a volatile market.

A Response to Soaring Costs and Risks

The launch of SureStep arrives at a critical juncture for the multifamily sector. Property operators are navigating an environment of unprecedented financial pressure. According to recent industry analyses, property insurance costs have surged by over 75% since 2019, with premiums effectively doubling in just the last three years. These increases, driven by factors from severe weather events to claims histories, are forcing operators to find new ways to mitigate risk.

Workplace injuries represent a significant and controllable component of that risk. According to the U.S. Bureau of Labor Statistics, injuries from falls, slips, and physical strain are a leading cause of lost workdays. For occupations in "Installation, maintenance, and repair," the bureau recorded over 158,000 cases involving days away from work in a single year. Each incident translates into direct costs from workers' compensation claims and indirect costs from lost productivity and staffing challenges.

By standardizing the use of footwear engineered for durability, comfort, and slip resistance, programs like SureStep offer a tangible way to reduce the frequency of these common injuries. It transforms personal protective equipment (PPE) from an individual responsibility or a line item on a property manager's expense report into a centralized, data-driven risk management strategy. This approach aims to protect not only team members but also the property owner's bottom line by creating a safer environment that can lead to a more favorable risk profile and, potentially, more stable insurance costs over time.

Investing in the Industry's Most Valuable Asset

Beyond the financial calculus, the program addresses an equally pressing crisis: the ongoing shortage of skilled labor. The multifamily industry has struggled to attract and retain maintenance technicians, with job postings often lingering for weeks and a generation of experienced tradespeople heading toward retirement. McKinsey has projected a stark imbalance of 20 job openings for every one new skilled trade employee by 2032, a trend that directly threatens the operational viability of properties.

In this fiercely competitive labor market, employee well-being is no longer a soft benefit but a strategic imperative. Providing high-quality equipment that enhances safety and comfort is a powerful statement of an employer's commitment. It demonstrates that the company values its frontline workers, which can significantly impact job satisfaction and retention.

This is particularly crucial given that an estimated 35% of all work-related injuries occur within an employee's first year on the job. A structured program that equips new hires with the proper gear from day one not only protects them when they are most vulnerable but also helps build a strong safety culture from the outset. By alleviating the daily physical toll of the job with better footwear, operators can reduce burnout and create a more sustainable career path for an essential workforce that has become increasingly difficult to replace.

The Platform Powering the Change

What makes the SureStep program scalable for an enterprise like Greystar is the technology behind it. The program is powered by Benson’s Centralized Marketing Platform (CMP), a system that extends far beyond its name. Originally designed to streamline marketing and branding procurement, the platform has evolved to handle complex operational logistics.

Through the CMP, a large property operator can curate a pre-approved catalog of safety footwear, allowing individual site managers or technicians to order what they need through a simple online portal. This process ensures that every pair of shoes meets company safety standards while eliminating the administrative burden of decentralized purchasing and expense reimbursement. The platform manages the entire workflow, from order placement and approval to direct shipping and reporting.

This model is indicative of a broader trend in property technology, where integrated platforms are being used to standardize and optimize functions across vast, geographically dispersed portfolios. For a company managing thousands of properties, such a system provides unprecedented control, consistency, and data insights, turning a logistical headache into a streamlined, efficient, and measurable program.

“As we’ve studied the evolving needs of multifamily operations, it became clear that maintenance and onsite teams deserve apparel solutions built specifically for the realities of their work,” said Brian Benson, CEO of Benson Integrated Marketing Solutions, in a recent announcement. “SureStep reflects our commitment to protecting the people who keep communities running and to delivering innovative programs that elevate safety, satisfaction, and operational excellence across the industry.”

By leveraging this technology, the company is betting that a focus on foundational safety can deliver compounding benefits, creating a positive feedback loop of reduced injuries, improved morale, and enhanced operational stability for the entire multifamily ecosystem.