mbrewergroup
Decide
What are you waiting on? What is it that will move your multifamily project forward?
Question: More time?
Answer: Decide
Question: More resource?
Answer: Adapt
Question: More support?
Answer: Go it alone
Question: More knowledge
Answer: Fail forward
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#apartmentmarketing: Clarity
Mike Brewer · · 1 Comment
I have written about the subjects of brevity and clarity on a number of occasions. The concept came to me from a senior leader at Equity Residential some years ago and has stuck with me ever since. At the time I had the propensity to provide reports that were beyond the time necessary to digest them and I had the knack of going on and on in my descriptions of strategies and results. That is despite all the customary body language queues that would have guided me otherwise; had I been paying attention to them.
Principle: Brevity and Clarity
When thinking about apartment marketing, exercise the principle of brevity and clarity in your print ad copy, website copy, brochure offerings [if you still do this sort of thing], Facebook posting, blog posting and the such.
It’s not sage or unique advice but nevertheless a good reminder; we live in an attention economy. As such, we have to be compelling in our remarks and mindful of the clarity in our brevity.
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#apartmentmarketing: Blog Format Question
Short and sweet today –
One of my favorite blogs, one I read everyday without fail, is Valeria Maltoni’s – Conversation Agent. First rate content always.
Apartment Blog Trunk
I gave up on RSS feed reading about a year ago as I spend more time in my inbox. Nearly every blog I read is done through Outlook now and as such I give more time and attention to the things I read. In other words, I generally do not skim the headline and move on.
About a month ago Valeria made the decision to truncate her email subscription delivery meaning we only see a portion of the message and are forced to click on a link to see the rest.
Result: I read fewer of Valeria’s material to the end. Sorry Valeria.
I understand the reasons for cited in her Saying it in 200 Characters post back on Aug 10, 2011.
My question – should apartment marketers truncate their blog post offerings? We are trying it a Mills [Shameless plug – the Mills Blogging Team is Putting a Dent in the #STL market place].
Would love to hear this communities thoughts? And, thank you in advance for taking the time.
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Good or Bad Strategy: Kenneth Cole
I really like the Kenneth Cole brand and have been for a long time. There was a stretch of six years where I purchased the same black KC Reaction dress shoes because they were perfect. As of late they shifted a piece of their marketing strategy to include some real hot bed social issues –
I am even more intrigued with their brand as a result…
How about you? Good? Bad? Indifferent?
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#apartmentmarketing: Twitter
The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information. – Tim O’Reilly & Sarah Milstein – The Twitter Book
For those veterans out there in the media space this seems like a no brain-er but in a world steeped in tradition, it seems like the right thing to do. Take a new medium, insert old practices and principles and voila, we experience success. Except that we don’t.
Apartment Twitter Marketing in Saint Louis
Just this week, I followed up some new #STL Twitter handles [new apartment deliveries in the city proper]. I will admit, I was very encouraged to see their use of the medium included push marketing. Special after special, floor plan after floor plan, us – us – us & look at me copy – it all makes me smile inside.
It makes me smile because I don’t think it’s what those who use the space expect or even want to see. In other words, it’s a big turn off and at best it’s ignored and left to rot in a digital dump-ground way off over there in the dark ‘Cloud.’
Not that we at Mills Properties have it all figured out and are knocking it out of the park as a result. That being said, we do seem to experience a ton of participation from the people that work with and for us, the people that they serve in our some fifty properties in the Saint Louis Apartment Market and our coaches and mentors in the multifamily industry. All by using just the opposite approach and all for which we are immensely thankful. We keep experimenting, failing, learning, tweaking, experimenting & thanking those who give us feedback along the way.
Push Marketing on Twitter
Back to the point at hand; is there a time and place where this works? Have we reached that point or are we approaching a time where the masses that frequent Twitter, Facebook and the like expect, heck even desire to see some push marketing for goods and services?
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