The multifamily housing industry often prioritizes lead generation over process improvement, according to members of the MHN Executive Council. Several experts argue that the focus should shift from acquiring more leads to optimizing the handling of existing ones.
Jess Carpentier, Regional Marketing Manager at CSM Corp, suggests that before increasing marketing spend, companies should evaluate their current lead management processes. Carpentier emphasizes the importance of faster response times, better questioning techniques, and personalized follow-ups.
The Human Factor in Multifamily Marketing
A common thread among council members is the belief that people, not just marketing strategies, are at the core of successful leasing. Maria Pietroforte, President of Maria Pietroforte Consulting, states that having great technology and campaigns is useless if staff don’t answer calls, follow up promptly, or make prospects feel welcome.
This perspective is echoed by Stephanie Anderson, Senior Director at Grace Hill, who highlights the gap between attracting leads and providing a seamless customer journey. Anderson notes that while technology can enhance efficiency, it cannot fix a broken process.
Bridging the Gap Between Branding and Marketing
In multifamily housing, branding and marketing are often treated as interchangeable, despite their distinct roles. Branding, when executed correctly, is reflected in all visual elements of a property, from architecture to digital materials, creating a cohesive and clear message. Marketing, on the other hand, focuses on disseminating this message and attracting renters. However, these disciplines frequently operate independently, lacking the coordination necessary to achieve a unified goal.
Distinguishing Brand from Marketing
Another key insight from the council is the distinction between branding and marketing. Josh Kassing, Managing Principal at Mary Cook Associates, explains that a brand defines a community’s identity and promise, while marketing communicates this to the market.
Prioritizing the Resident Experience
Christina Johnson, Creative Director at Private Label International, notes that branding, when done right, is evident in all visual aspects of the property. Johnson emphasizes the importance of synchronizing branding and marketing efforts to create a memorable property.
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
