#NFTM

Another note from the margin entry – being the first mover in a group means nothing these days. It’s more full of meaning to have the right story ready on the right day.

Further Fragmenting

Look around the multifamily space;

• Every property management company has a website
• Every property they manage has a property page
• Every page has a unique URL
• Some still use print
• Twitter and Facebook are in full swing
• Portals are popular
• Separate landing pages for prospects and residents
• Online Community on NING or other less mainstream sites
• Review sites keep popping up all over the place – each one promising a richer experience for the end-user
• And, the list goes on and on and on…

The otherwise clear point here is that the idea of first mover is a borderline thing of the past. What replaces it? The right story on the right day. Be where the people are with the right story tip of tongue at the precise moment they need to hear it.