So who contributes to the on-site strategic marketing plan?

The recent tough multifamily years in the Houston area brought a certain focus back to the industry for many of us.  With job losses, cut work-week hours and reduced benefits for many renters, the need to get back to the basics was dreadfully apparent.  There existed a segment of leasing personnel who had only worked during the golden years just before the downturn.  Essentially, you could offer an apartment in a take it or leave it attitude.  Follow-up and effective closing techniques were not stressed nearly enough in many communities (especially at class A communities).  Emerging from the many ill-effects caused by the recession was a re-energized focus on leasing fundamentals.

This need to make it through the concession period was highlighted in many of the marketing plans being used on-site.  Admittedly, I started in the business when print shop flyers were king and raising locator fees constituted marketing for the week.  Alas, with a few years under my belt and countless hours studying the subject, I have a true respect for the intricacies of multifamily strategic marketing.  It is easy for a disconnect to exist between the various role players inside a management team.  All too often, the corporate management executives, corporate marketing personnel, owners, property manager and leasing team will each have various views and feelings about creating and executing a good marketing plan.  While my future blogs will cover some of the many aspects of a strategic marketing plan, I wanted to take this opportunity to write about the key players in its execution.  First and foremost, the on-site management team should have a unified and coherent positioning and vision statement from the owner and/or management team executives.  Next is the understanding that we are really marketing to prospects, residents, the public, vendors, management team, and owner.  Marketing is not all about advertising or promotion.  While this is an important component, the true purpose of marketing is to create, enhance, rebuild, and communicate value in relationships.  Positive relationships with vendors can help you pull strings to turn the vacant apartment that got left off the leased unit list and is scheduled to move-in within two days.  Positive relationships within the general public means that you have a good reputation and strong brand awareness.  These are important aspects of a multifamily strategic marketing plan, but we usually focus on the prospects.  So, in terms of who markets who on a daily basis, I would argue that the entire on-site team does.  Everyone from the property manager to the housekeeper is a valuable part of the marketing plan.  Whether it is apparent or not, their appearance, demeanor, and level of selfless service are constantly being communicated verbally and non-verbally. With that said, the next time you hold a marketing message meeting or begin to construct one, make sure you have the input and commitment from the entire team.