Obviously, marketing training for on-site employees is a must. What’s less clear is how to go about it.
Is it a one-time thing or ongoing? What do you cover? How do you communicate the overall marketing message?
We addressed those questions and more in this week’s #AptChat; here are the highlights:
@AptChat Sharing marketing results should be involved. Everyone likes to see how their contribution impacts the company. #aptchat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@StephanieOehler @AptChat Yes, and have to show them the “why”, not just the “how”. #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@AptChat ensuring the on-site teams know what mktg is out is valuable. List “where we can be found this month”. #aptchat #TrackThatTraffic
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@AptChat I think training the on site staff for marketing should be done quarterly plus monthly check in/learning emails #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat we don’t even come close to training them on the site level marketing responsibilities. Let alone the grassroots stuff #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat adapting the marketing message, redefining who our target is, affirmative marketing plans, and special projects #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat they should be the ones performing their own quarterly audits of the ILS sites & adjusting spending to match lead density #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat staffing on lean side keeps these jobs off the site level shoulders though- that doesn’t grow thinkers, just survivors #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@artchickhb @AptChat ILS audits & what a good one looks like needs 2 be taught. It’s more than just updates to pricing & tag lines #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@AptChat worked w/ companies where onsite team has 0 idea what the marketing message is. @ the very least, they should know that #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat it’s more and more @ the cop level – hence the disconnect to the front line. #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@artchickhb @AptChat I ❤️ leasing math.They don’t always know how many leads they need to hit their leasing goals.But they should. #aptchat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@StephanieOehler @AptChat totally – there is a method to what we do and how we do it – that’s something they should know #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat @Marketing_Mommy not really. Usually that rolls down from Corp at the bigger cos. Smaller cos, maybe. #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat @artchickhb Not in creating it, but in pushing it to the customer. Front line HAS to be able to eloquently tell the story #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@AptChat @StephanieOehler no. I do not train sales & marketing in the same class. Overlap,yes but They’re very different topics. #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat there is overlap (ex. Lead Gen: inbound & outreach). But sales training is @ sales process & mktg is @ message & method. #AptChat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
A1: Can we agree Sales & Marketing are different? Closely related & dependent upon one another, but mktg is often confused w/sales #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@Marketing_Mommy wicked different, but your sales methods should carry through w/brand voice and messages #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@artchickhb Totally Agree! Can’t have one w/out the other but I’ve seen sales/leasing training labeled as “marketing” #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@Marketing_Mommy unless ur training outreach – REAL outreach not just getting coupons – or GR. But usually…it’s just sales 🙁 #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat @Marketing_Mommy if you’re not doing those things then you should be. #aptchat
— Heather Blume (@artchickhb) November 1, 2016
@AptChat @artchickhb I’ve seen training be much more in-depth on lease ups (personas, etc.) than on stabilized sites. #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@Marketing_Mommy Recently saw this on LinkedIn. Agree it aligns for our industry? #aptchat pic.twitter.com/JZCZ7UguH8
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@StephanieOehler @Marketing_Mommy Based on that, should most properties have a marketing person *and* a sales team? #AptChat
— Mike Whaling (@mwhaling) November 1, 2016
@mwhaling @Marketing_Mommy I am proposing a mktg team, regional team, & a sales coach/sales mgr. #ShakeItUp #aptchat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@StephanieOehler @mwhaling Yes! I proposed this model, too. Sales & Mktg are equally important but need good attention #AptChat
— Kristi Fickert (@Marketing_Mommy) November 1, 2016
@AptChat Teams get overwhelmed & skill sets are often all over the place so you get inconsistent implementation of mktg plans. #aptchat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
@AptChat include motivational elements so mktg plan execution doesn’t seem like another item on the never-ending to-do list. #aptchat
— Stephanie Oehler (@StephanieOehler) November 1, 2016
Shout-out to Stephanie Oehler for giving us this week’s awesome #AptChat topic! If you’ve got something you’d like to talk about, feel free to drop us a line on Twitter or in our #AptChat group on Facebook.
Our next #AptChat is slated for Tuesday, November 8, 2016 at 12 pm Eastern. We’ll be discussing how to deliver bad news to residents. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
