Apartment Marketing Stars

Melanie McIntyre

9 years ago

At the very least, tech savvy and a keen understanding of the on-site sales process are required to become an outstanding marketer in today’s apartment industry.

What other knowledge and traits are required to attain marketing all star status, and to whom should we look for inspiration and innovation?

Those questions and more were discussed in the latest #AptChat; here are the highlights. (Click on the links to jump straight to a specific question.)

Q1: What do you think it takes to be an apartment marketing star today? What are the important skills that stand out in your mind?
Q2: What are you doing to stay on top of the latest marketing trends? What are your go-to resources, conferences, blogs, podcasts?
Q3: Who are the apartment marketing stars you’re learning from today? Who are the up-and-comers we should know about?
Q4: What are some ways to get corporate and onsite marketing working together? How do we cultivate the marketing stars in our orgs?
Q5: What’s one thing we can do to help you be the industry’s next marketing star? What do you want to learn/improve/discuss more?

What do you think it takes to be an apartment marketing star today? What are the important skills that stand out in your mind?

@AptChat Must be good with people, skilled using digital tools and knowledgeable about new media trends A1 #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@jasminemarkets Good stuff. What are the digital tools that would be at the top of your list? #AptChat

— Apartment Chat (@AptChat) March 1, 2016

@AptChat AdWords, social media management tools like HootSuite & SproutSocial, Facebook Business Manager, CMS for websites #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

Marketers must MEASURE. Otherwise, we are disposable. A1 #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

We’re hopping on the trend bus in #KC! Innovative thinking, knowing your consumer, and amazing #socks! #AptChat https://t.co/5bQzX4GUzo

— P&L Apartments (@PandLBuilding) March 1, 2016

@AptChat Being able to adapt! Methods and tech are constantly changing. #AptChat

— Giovanna Ventre (@VentreG) March 1, 2016

Testing, analyzing and tweaking are all things that make a marketing star #aptchat

— NAA (Natl Apt Assn) (@NAAhq) March 1, 2016

@NAAhq Do you think there’s a greater need for separation between creative marketers and marketing analysts? Is that the same role? #AptChat

— Apartment Chat (@AptChat) March 1, 2016

@AptChat @NAAhq I think it can be one and the same. I studied poetry, but grew up on baseball stats, and now use analytics to shape content.

— Jerry Ascierto (@Jascierto) March 1, 2016

A1: An understanding of technology is key. Terms like http_referrer, seo, retargeting should not be foreign #AptChat

— RokitNow (@RokitNowInc) March 1, 2016

A1. Grasping psychology, consumer behavior, & a *deep* understanding of the onsite sales process are essential #aptchat

— Holli Beckman (@Apartmentalist) March 1, 2016

@Apartmentalist Definitely agree an understanding of onsite procedures and how prospects react is super important. #aptchat

— Giovanna Ventre (@VentreG) March 1, 2016

@Apartmentalist OMG Yes! Marketing efforts done in vain if the brand you’re building does not translate to the sales team. #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@AptChat We have to be aware of what is working to get leads in the door. Follow up skills are the most important for immediate contact.

— New Longview Living (@ResidencesatNL) March 1, 2016

Be REAL! Customers are people just like us. We all have experienced marketing campaigns that are clueless #AptChat https://t.co/0T0WaWYqiX

— Whitney Ross (@whitthecm) March 1, 2016

A1: Understanding how to connect the communication needs of your demographic with marketing trends and your on-site teams. #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

What are you doing to stay on top of the latest marketing trends? What are your go-to resources, conferences, blogs, podcasts?

@AptChat Everyday experiences. When I visit the mall, the car dealership, receive emails – all learning opportunities. A2 #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@AptChat And of course there are blogs and industry publications that we can learn from. A2 #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@jasminemarkets Any favorites you can share? Or are you keeping those to yourself? 🙂 #AptChat

— Apartment Chat (@AptChat) March 1, 2016

@AptChat LOL. I like reading other companies’ experiences and opinions in UNITS and Student Housing Biz. #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@AptChat Outside of that, I just Google a LOT and read whatever’s interesting. Facebook friends post interesting articles, too. #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@AptChat Ideas and information are everywhere. #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

@jasminemarkets @AptChat I agree! It’s just a matter of being able to creatively think about “how can that work for US” #AptChat

— Kristi Fickert (@Marketing_Mommy) March 1, 2016

A2. Outside the industry I’m a fan of @AmyPorterfield‘s marketing podcast! I’ve learned so many applicable techniques! #aptchat

— Holli Beckman (@Apartmentalist) March 1, 2016

A2: One way to stay current is being a copycat – look what the competition is doing #AptChat

— RokitNow (@RokitNowInc) March 1, 2016

@RokitNowInc Actually I think that’s the best way to make sure you’re *not* innovating… #AptChat

— Mike at 30 Lines (@30lines) March 1, 2016

@30lines Completely agree – I should’ve said researching what the competition is doing and unerstand it – not just an exact copy #AptChat

— RokitNow (@RokitNowInc) March 1, 2016

@RokitNowInc I sometimes look to see how they market in other countries, too, for the same product. #AptChat

— Mindy Sharp (@MsMin) March 1, 2016

A2: ?d getting caught up on the presentation by @caseyVyoga @kategood + more from Chicago conf, a lot of great mktg ideas #AptChat (drones)

— Jessica Mabry (@jessicamabry) March 1, 2016

Q2: Following major brands, reading blogs from Google, Moz, etc. Social Media Marketing World, etc. #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

Who are the apartment marketing stars you’re learning from today? Who are the up-and-comers we should know about?

@AptChat I like what @bpettit3‘s doing over at Pillar, smart stuff

— Jerry Ascierto (@Jascierto) March 1, 2016

@AptChat we profiled him a year or so ago https://t.co/BdI23tBZJL He’s young, and he has a vision… @bpettit3

— Jerry Ascierto (@Jascierto) March 1, 2016

@AptChat I learn a great deal from the leaders at EdR. Also learned a lot from the partner of the last co. I worked with A3 #aptchat

— Jasmine R. Brooks (@jasminemarkets) March 1, 2016

.@AptChat not necessarily apt marketing, but @jaybaer had some amazing tips for apt marketers at @LandlordWebCon last year. #AptChat

— Places4Students (@Places4Students) March 1, 2016

A3- we’ve had great success bringing in employees with no multifamily experience #WithOurPowersCombined #AptChat https://t.co/EjWGoekRfI

— P&L Apartments (@PandLBuilding) March 1, 2016

A3. I’m a big fan of Dana at @MatrixRes. She’s always someone I watch for inspiration! #AptChat

— Holli Beckman (@Apartmentalist) March 1, 2016

A3: @Apartmentalist – love listening to her ideas – she’s bringing marketing trends to #Multifamily. #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

What are some ways to get corporate and onsite marketing working together? How do we cultivate the marketing stars in our orgs?

A4: you have to integrate, not micromanage. Develop a Corp program that the properties can tailor and customize to their needs #AptChat

— Jessica Mabry (@jessicamabry) March 1, 2016

@AptChat Mentor them! I never understand why “Corporate” has to separate itself so much. #AptChat Interaction builds trust.

— Mindy Sharp (@MsMin) March 1, 2016

@MsMin Have you seen anyone with a great mentoring program? Is that happening virtually? Lots of travel between properties? #AptChat

— Apartment Chat (@AptChat) March 1, 2016

@AptChat @MsMin @Bozzuto‘s always been good there, and I’ve heard Village Green’s got their Village Green University program …

— Jerry Ascierto (@Jascierto) March 1, 2016

@AptChat @MsMin I think it has to be both, if you have a successful property employee, allow them to mentor a struggling prop emp virtually

— Jessica Mabry (@jessicamabry) March 1, 2016

@AptChat I experienced it with a small start-up & it’s WONDERFUL. Lots of phone calls/sharing/property visits were less/supporting #AptChat

— Mindy Sharp (@MsMin) March 1, 2016

A4: Ensure both corp & on-site are rallied around similar values & incentives to reach goals together. Teamwork is dreamwork! 😉 #aptchat

— Nicole Mintiens (@Nicole_Mintiens) March 1, 2016

A4: Explain mktg trends and why something is happening to on-site. Be more transparent when possible! #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

A4: @HoorayMel runs a private Facebook group where all of her property teams can share info and discuss what’s working. #AptChat

— Mike at 30 Lines (@30lines) March 1, 2016

@30lines @HoorayMel This is a great idea! There used to be a fear behind SM but it should be used as a forum to connect teams/ideas #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

What’s one thing we can do to help you be the industry’s next marketing star? What do you want to learn/improve/discuss more?

A5: Continue to provide a forum for us to share ideas and be recognized. <3 getting to know everyone and learn strengths! #AptChat

— Danielle C. Noel (@daniellecnoel) March 1, 2016

@AptChat Naming resources helps. Having this open group helps. Talking about new technology helps, too. #AptChat

— Mindy Sharp (@MsMin) March 1, 2016

A5: Accurate, reliable & current data about customer, geographic and industry trends accessible via API. #pleasesanta #aptchat

— Nicole Mintiens (@Nicole_Mintiens) March 1, 2016

Our next #AptChat will be Tuesday, March 8, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!