Entrata provides a cloud-based operating system for the multifamily residential property management industry. The company's platform consolidates property operations across the rental lifecycle into a single system, covering marketing, leasing, accounting, maintenance, and resident engagement. Entrata primarily serves enterprise property owners and managers operating conventional, affordable, student, military, and single-family build-to-rent communities. The company sells directly through dedicated enterprise and inside sales teams, signing multi-year contracts priced on a per-unit, per-month basis. Entrata generates revenue from software subscriptions, required payment processing fees on resident rent transactions, resident background screening fees, and commissions on tenant insurance policies. Entrata's growth strategy focuses on converting enterprise operators from legacy systems, expanding alongside existing clients as they add rental units, and cross-selling additional products such as automated artificial intelligence tools and utility management.