Transforming Multifamily Marketing: The Shift from Transactional to Conversations

Speakers

Lindsay Martinez: Co-Founder of Tourus

Ronald Harrington: Training Manager at 29th Street Communities & Host of Rooms with Ronald

TL;DR Summary

Ronald Harrington and Lindsay Martinez discuss modern marketing strategies in multifamily. They focus on the shift from transactional to conversational marketing, leveraging technology for better resident and prospect engagement, and the importance of strong branding and continuous feedback loops.

In a dynamic session at Apartmentalize, Ronald Harrington and Lindsay Martinez explored the evolution of marketing in multifamily. They highlighted the shift from traditional, static forms of marketing to a more dynamic, conversation-centric approach that engages potential renters in meaningful interactions. This change aims to enhance both resident and prospect experiences, making the marketing efforts more effective and efficient.

Key Takeaways About the Evolution of Marketing in Multifamily

1. From Static to Dynamic Marketing: The session emphasized the transition from a static form-based approach to a dynamic, conversation-centered strategy. This shift allows for more meaningful interactions with potential renters, improving engagement and trust.
2. Importance of Feedback Loops: Lindsay highlighted the significance of creating feedback loops not only from residents but also from prospects. Understanding the methods renters use to contact properties and the common questions they ask can help improve responses and overall communication strategies.
3. Leveraging Chatbots and Conversational Marketing: The use of chatbots and conversational marketing was discussed as a way to gather valuable information and provide personalized interactions. Moving away from purely transactional interactions to conversations helps in better lead qualification and builds trust with prospects.
4. Strategic Branding and Marketing: The conversation touched on the importance of strong branding and being present across various channels. Effective marketing strategies should aim to stay top of mind with prospects even before they are actively looking for a property.

Actions Property Managers Should Take with Marketing

1. Implement Conversational Marketing Tools: Utilize chatbots and other conversational marketing tools to engage prospects in meaningful dialogues, gather valuable data, and provide personalized experiences.
2. Develop Feedback Loops: Create and maintain feedback loops for both residents and prospects. Regularly review and act on the feedback to improve marketing and communication strategies.
3. Enhance Brand Presence: Invest in strategic branding efforts across multiple channels to ensure the property remains top of mind for potential renters. Consider innovative advertising methods to reach prospects where they are most engaged.

By adopting these modern marketing strategies, multifamily property managers can significantly improve engagement, build trust, and ultimately drive better conversion rates.