There are more opportunities for automation in multifamily marketing than ever before. Still, marketers must take care not to go overboard. The heart of the business is the fact that people trust their homes and their lives with us; don’t squash that goodwill by bombarding your prospects and residents and losing your human touch.
An engaged resident base is more loyal and more valuable to the community. If you can get residents to engage with you online, and if you can capitalize and grow relationships in the right way -- it’ll be infinitely more valuable. And if you don’t? You’re missing a huge opportunity.
Multifamily marketing is changing fast. There are a variety of exciting technological tools, analytics and techniques, but don’t let yourself get bogged down with all the gadgetry. The important themes are true across the board: Mobile is king. Storytelling is important. Being memorable and different are the keys to building a great brand with rock-solid customer loyalty.
Today’s multifamily marketers are lucky to have a steady supply of automated tools — virtual assistants, chatbots and virtual and augmented reality machinery — at their disposal. But which of these items deliver a meaningful productivity boost, and which are merely empty hype? Which (if any) of these things threaten to do more harm than good? The panelists discussed the ways they use these tools in their own practice, as well as what we can expect for the future.
From prospect to move-out, the renter lifecycle is ripe with opportunities for better business practices. In this eye-opening panel discussion, multifamily leaders will explore what drives acquisition and retention and discuss how you can create a better living experience for your residents. The panel will walk through case studies of the entire leasing and resident experience. Learn how to attract excellent prospects, heighten your conversion rate, and drastically improve property performance using the critical touchpoints as revealed in this session.
We all know that creating customer experiences is important. But which of those experiences should take priority? How do we justify long-term investments in things like data and personalization—and tie them to business outcomes? We need customer experience strategies that go beyond just making sure a customer’s journey is smooth. We must invest in next-generation experiences that build movements, transform relationships, and result in exponential growth. Charlene Li goes beyond the platitude of “customer obsession” and shares what it takes to build a culture that keeps customers at the center every day.
Technological developments are truly transforming our known world into something out of science fiction. As tempting as it is to be scared or panicked, that’s not necessary. On the contrary, robots and machines are much more likely to free up our valuable bandwidth and resources to accomplish great things that only humans could ever do. The key is to be open and accepting of all the fantastic innovations that the future will bring.
Three distinguished multifamily C-suite executives discussed how they broke into the industry, the moment they knew they wanted to make their mark on it and all the various challenges they’ve faced along the way. All panelists -- as well as the moderator -- were female. Because of this, the panel had a timely motif, as the women explained the various gender-related challenges they’d faced in their careers.
High performance is a double-edged sword: Great marketing teams need a healthy balance between technology and the human touch. Don’t get caught up in being an early adopter at the expense of your overall service strategy. Link all your touchpoints as much as possible.What's this item about? What makes it interesting? Write a catchy description to grab your audience's attention...
In times of tragedy, leaders must be honest, human and empathetic. Show you care — even if you don’t have the best information. Be transparent. Honesty is crucial when it comes to mistakes. Scary information is better in small bites, and bad news stinks when it gets buried. Above all, remember that disaster is a customer service event.
Fully unattended leasing isn’t here yet, but it’s close. By automating certain parts of the renter journey — from the shopping phase all the way to handing over keys (or enabling access on the keyless entry system) — property managers have a prime opportunity to remove friction and increase efficiencies without diving headfirst into the brave new world of robo-leasing.
The world of visual media is changing rapidly — in multifamily as well as in other industries. A variety of exciting technological applications exist, and they can be readily adapted to your multifamily marketing strategy as appropriate. But remember: Don’t use fancy technology just for the sake of it, and don’t forget the importance of human emotion and connection. What's this item about? What makes it interesting? Write a catchy description to grab your audience's attention...
“Millennial” is a popular buzzword in marketing. But what does it mean? And how can multifamily marketers act on that information? By examining not only the desires and priorities of this key consumer group — but also how they’re likely to evolve in the coming years — marketers can gain valuable insights to inform important choices online and in real life.
Today’s renter is exposed to a variety of ads, promotions and messages before he or she ever sets foot in your leasing office — or clicks over to your website. How do the vanguard of multifamily marketing handle lead attribution and ad spend? The answer is complex, company-specific and constantly evolving.
Multifamily marketers looking to revamp their content, branding and advertising strategy need only consider their own day-to-day habits. Do you do most of your web browsing on your phone? Do you keep a bunch of tabs open in your browser? Do you speak into your smart watch or ask questions of your virtual assistant? Renters are doing all those exact things, too. Make sure you’ve implemented the right technologies to cater to those behaviors.
Nine entrepreneurs presented the big ideas behind the startups they either founded or help run. This session was structured like a hybrid pitch/promo — the startups were not judged against each other, but each entrepreneur offered a concise argument for why his or her company might be the “next big thing” in multifamily innovation.
In 2018, the multifamily industry faces many of the same problems that have bedeviled it for decades -- along with some new ones. How should technology be harnessed to improve both the bottom lines of the investors as well as the experiences of the residents who call these properties home? The answer isn’t easy, nor is it fully settled. But there are many exciting developments to watch for in the fields of homesharing, construction and creative lease-up solutions.
The 2018 AIM Video Awards recognize the cream of the crop in marketing, advertising and internal culture videos for a variety of multifamily companies. The entrants that performed best were the ones that embraced current events and pop culture and those that weren’t afraid to make fun of themselves.