Search Results for: 2011
Everything is marketing and in that respect we don’t even scratch the surface in today’s post. We are only aiming to make a few points on the relationship side.
Apartment marketing is thinking about and communicating with people in a more intimate way. It’s block and tackle kind of stuff. If we take the time to know people’s names, their kids names, their likes, interests and motivations – they will love us for life. Even when we muff it up.
Apartment marketing is actively servicing the people who made a mindful choice to live in our communities – giving them every chance to rock your house. Read: give them the tools and provide for them the activities that make their lives a richer experience and they will tell your story for you.
Apartment marketing is asking for feedback. Listening to it. And, most important making their feedback a part of their future experience as often as you can.
Your – remembering that everything is marketing – multifamily maniac,
Short and sweet question(s) post today.
Do you ever feel like using social media to marketing apartments is like trying to smash a square peg into a round hole? Do you get the sense that we are trying so hard to make it work just because we just want it to? As opposed to following the advice of Steve W. and clearing the tables for some hard-core study of the real impact it is or is not making?
Have we been clouded by the hint of success we have seen from any one of the many mediums out there? A lease or two from Facebook, a lead from Twitter or a conversation stimulated by a killer resident function and we are quick to tout the success.
Have you found the effort to be worth the result? Do you think the real successes are down the road and over time?
In the end, content is not king – people are. People move business. And, people in relationship talk about businesses they like to do business with. Believe it or not – they usually do that offline.
Is it time to clear the table?
Your brass tacks multifamily maniac,
photo credit: blog mosaic
Update: 4.30.12 – Social gifting, the new buzzword in e-commerce
I wrote about an idea along these lines sometime ago and Wrapp just might be the early way to get it done.
Ran across Pepsi’s Social Vending Machine Story while I was in the process of purging some old files and it got me thinking about ways that we could make paying rent an even more social experience.
Is it reasonable to think that Facebook, Twitter, G+ or even resident portals could be robust enough to allow payments by third parties unassociated with lease contracts and the such?
Following the concept of Pepsi creating a the experience of sending free sodas to friends; could you see the same thing apply to rent payments? If my buddy knows that I have fallen on hard times and wants to help; could he go to our website, log in without disclosing his identity [at least to me] and pay my rent? Or, a portion?
It already happens in the analog world. Or not, if leases are written such that you can not take third party payments [not smart in my opinion]. In the former case, parent’s pay their student’s rent via various payment methods. A process, at least at Mills Properties, that is usually administered by our onsite teams. Can we make it DIY for third parties with technology? Do you employ such a service today? Tell us about it.
Your looking to make paying the rent a more social experience multifamily maniac,
There is much ado about who owns the Twitter following you may have and or may create over the course of a work stint. This story Lawsuit May Determine Who Owns a Twitter Account – NYTimes.com over at the NY times highlights a company that is taking the matter to court to determine the answer.
Whatever the outcome, I have always been of the firm opinion that apartment management company employees should never cede to the pressure of commingling their personal brand handle in joint with the company they work for or with. For example: @Mike_MyEmployer or @MyEmployer_Mike. In my head, there is no chance and no way I would ever do that. Not in the context of personal branding world. Neither would I ever ask anyone I work for or with to do as much.
Now I am sure there a several camps out that agree or disagree and all for reasons that apply to their various interests.
But who is right?
Or, is there a right answer? And, as a company that champions social media as part of their branding/marketing strategies, should you push the issue? Would you terminate someone who refused to comply with the request to co-brand? Is it in your social media rules, regs, do’s and don’ts? Do you refuse to hire a soon to be hot personal brand superstar because he or she says – “yeah – no, my social graph is not up for discussion even if it is in the early stages of development.” “Neither am I willing to segregate business from personal?” Bold? Yes – but, it is out there.
Do you sue the guy that leaves with the list?
Don’t be afraid to get creative and experiment with your marketing. – Mike Volpe, Chief Marketing Office – Hubspot
Not another social prediction post! No, there are many really good ones already out there such as the one Mark Juleen posted with the help of Mike Whaling and Duncan Alney. Another fav is the one Brian Solis penned on the subject of social and how it relates to business in 2012.
I’m not heading for the broad angles or general predictions that seem to affront us all this time of the year. No, I would like to get a little more intimate and little more bold. To me 2012 will be the true year of pain for many of the tried and true resources that many of us have leaned on over the years to market our apartments and communities. The simple premise being that the proliferation of DIY platforms and DIY tools along with a growing level of comfort in using them have made it easier to compete.
The barriers to entry have crumbled and it’s time to ROCK!
My prediction comes in the way of a question –
Who will be your biggest apartment marketing competitor in 2012?
Print and Internet Listing Services
If you are anything like me you pay attention to everything the traditional ILS’s and print media outlets are doing in the social space and otherwise. In 2011 some of them made shrewd moves like employing our very own leasing consultant and management forces across the country to build Google Juice on their behalf. Brilliant but very un-partner like in my opinion. And, still others have stumbled; for example absolutely refusing to unbundle print from internet offerings until it was just frankly to late. Certainly soured my opinion of that specific group.
You just can’t see them as partners anymore [remember – they have to pay the light bill too] and to the extent that you can embrace that, use them where you need to [print and ILS are not broken and are still effective] and build a plan that brands you and your company first you will be better off. It’s frankly as important as sending out renewal letters and collecting the rent at this point.
Just know, anymore it’s not the building next door or across the street from you that is your biggest competitor. It’s more and more so the print media and ILS providers.
The Re-imagination of Locators in Secondary, Tertiary and Hyper Local Apartment Markets
Back in late 2004 or 2005 I met a guy named Eddie Passadore. Brilliant guy and passionate about the multifamily space. He came to work for Equity Residential and quickly went about producing some off the wall results. How? Craigslist. And, Rentwitheddie.com. That’s right he built out his own website, put his personal cell number on it, made himself available 24/7 and syndicated it via the emerging social platforms of the time. Namely Craigslist and MySpace. Result? He now runs his own property management firm in Portland, Oregon.
I recall spending countless hours brainstorming with Eddie about marketing oneself in lieu of physical buildings. It’s what inspired my personal blog [at the time called mike brewer on stuff and things] and the Portland Rocks Newsletter blog we ran back then that promoted Equity Residential’s Portland employees and properties. We talked about everything from using print to advertise our agents in lieu of our communities to building out personal websites for every single one of our agents. An idea I still think has some crazy potential [time and date stamped for future development]. And, he went and did it.
All that to suggest that the locator will have a major play in our space and many of our current day leasing consultants will be the people doing it.
If we are to contend with the fire hose of data and change that will come our way in 2012, we have to invest in ourselves. I think this is the year that those who have sat on the sidelines as observers and passive participants are going to come alive. They will finally get that if they don’t they will be cooked and standing in the unemployment lines across this great nation. This is the year that organizations raise the bar for talent. No longer will mediocrity be tolerated. And, no longer will it be just okay to muddle along.
You are your biggest competitor in 2012. You are your own benchmark. The you that you look at in the mirror today should be a distant memory by the time you make it out of bed tomorrow. And, in a more beautiful way!
Here is to us in 2012!
Go – and make it relentlessly compelling!