Apartment marketing
#apartmentmarketing: Enchantment
When you enchant People, your goal is not to make money from them or to get the to do what you want, but to fill them with great delight. – Guy Kawasaki
I read somewhere that if you are blogging or doing social media without the intent of selling more stuff, you are a hobbyist. I call bunk on that thought.
I’ve been blogging for nearly seven years now. And, I can tell you I don’t do it to sell more things. Moreover, I can tell you I don’t do it for a hobby. The work ethic alone in terms of keeping it up makes it much more than a hobby. I do it to be enchanted, to be enlightened, to be better at what I do.
That is not to suggest that there are some diary writers out there that are cataloging their life for no other purpose but to just do it.
I look at it like this – blogging has been a gateway to some very amazing relationships, educational opportunities and otherwise. For me, it’s value comes not in the way of consulting gigs, widget sales or other offerings but rather in the relationships I get to partake in. Now one could argue that all that leads to sales. Maybe so. But it’s not the premise for every blog and neither is every blog a hobby. Even some of the corporate types.
I would even go out on a limb to say that those who don’t set the premise as a sales oriented one but rather one of – exposure to some cool people I can learn from – end up selling more stuff.
Thoughts?
#Apartmentmarketing: The Niche
Increasingly, the mass marketing is turning into a mass of niches. – Chris Anderson
Question: Do we need to hire, train and promote subject matter experts in order to reach the ever segmenting audience?
Pic: Courtesy of Everything Technology Blogging
#Apartmentmarketing: Attention Economy
Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it. – David
Meerman Scott
Seth Godin quipped that engagement is hitting people with the right message at the right time so as to have them take action [engage]. I think we have to take that word engage and thus precise moment further. To truly engage, at least in my head, you have to be enchanted, you have to be moved, you have to yearn for more so much so that you have no choice but to act on your desires. It the deepest throes of emotion. Words like love, anger and the many nuances of each come to mind. It’s not just a like, unlike, +1 or the such. It’s deeper.
Mr. Apartment Manager Man; “I am done.”
It’s not unlike the gentleman I met with last Friday evening. He, unfortunately, was moving out of our Central West End Community. Reason? In his words, “I am done.”
You see about three weeks ago, the entire roof of his five story building blew off and landed in the parking lot beside and the street in front. Thank the one that governs it all that no one was hurt as it could have been really bad.
In response to the situation; our team entered every apartment in the building and place plastic over beds, electronics and the such. Most were thankful. Not the gentleman I met on Friday. His beef? We did not leave him a note to let him know we had been in his apartment.
Engage
Somewhere in the wake of the roof being pulled off the building by straight lined winds; his attention got engaged. The premise aside; he was moved by an aggressive deep seated emotion. He engaged with some ill language and barbed personal remarks for the onsite team and the rest of our Mills management team. He got so engaged that he ended up leaving the property.
The Point
I think we are headed toward true engagement – we are not there yet. We use the word but in it’s loosest of senses. We are in the early innings of a very long ball game that is frankly destined for infinite extra innings. Think in terms of singularity. Think in terms of love, hate and other extremes. That’s engagement. For now we are just courting. Or, at best out on a blind date and liking our mate because our friends suggested we should. Now it’s up to us and the million other people out there participating with brands to fall in love or fall in hate.
What do you think?
Photo tip to: Online Ninja Blog
Mills Properties: Blog Stats
Thought it would be fun to share our Neighborhood Blog stats from time to time in a snap shot view.
Melissa P wrote about the team in her post titled: (B)usiness (L)ove and (O)ther (G)uts whereby she laid out the overarching premise of our new marketing strategy.
Our first blog post went live on November 24, 2010 and since that time we have achieved the following.
Stats are accurate as of lat May, 2011.
Multifamily #Trust30: Writing Challenge with a Multifamily Bent
For those of you that take the time read our content here at mbrewer group; we want to thank you out loud! You really make it worth the time and effort. The dialog over the past seven years [through our various blog names] has been rich! We are morphing the site to include some new guest authors who I will highlight in the coming weeks. The content will remain somewhat random with a loose focus on every facet of multifamily as that is what we do. As we move in this new direction; I ran across what I thought would be a cool exercise. And, a big personal challenge. Write for 30 days straight using Ralph Waldo Emerson prompts as inspration.
The idea came from the following link:
My hope is that it does not come across as noise and my aim is to be brief in nature with each offering. Great thing about our blog is that it’s opt-in and/or opt-out. We totally understand. My additional hope is that we add some value and provoke some good discussion or good cause for sharing. Or even more compelling; your opting to take on the #Trust30 challenge.
In any event; have a compelling June. Make it a relentlessly awesome one.
Your taking the #trust30 challenge contributor,
M
