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10 Step Guide to Marketing Lease-Ups

Lease Ups"Build it and they will come" isn't the makings of a great lease-up marketing strategy. In today's modern multifamily landscape, you need to have an online presence. Established communities benefit from better search rankings, reviews, real imagery and a social media presence. In this ten step guide, I'll cover the ten important steps your community can take to develop an online presence, compete with established communities, and reach sustainability. Step 1: Create a Brand When creating a brand identity for a community, it is important to consider what your unique value proposition is and who will be the most attracted to it. Start with a renter in mind. Imagine what the experience will be like when a prospect tours your community, signs a lease, moves in, and lives in your community. Why will this person choose to live in your community instead of your competitors? Do they think about the style of your interiors, the new location they have access to, or the people they plan to invite to the rooftop lounge for drinks? Put it into words. Think of two or three words or phrases that encompass what life will be like in your community. Luxurious & Tech Savvy Active Lifestyle, Near Nature & Pet-Friendly Eclectic, Expressive & Exciting Family Friendly, Convenient & Safe Once you know what you want your brand to represent and who you are attracting, you’ll need to develop brand elements and materials. Start with developing a name, imagery, font styles, copy and logos that match your brand. Ma......
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Why I Pay Twice As Much For A Cup Of Coffee

Why I Pay Twice As Much For A Cup Of Coffee
I'm at Starbucks almost every day. It's not because I'm rolling in the dough. Starting your own business means you have to be scrappy. You have to tighten up your belt. Nope, I still pay almost double for my morning cup of Joe because Starbucks pays attention to the small details.  Starbucks, in other words, is premium. Think about those two things for a second. One, offering premium services means a hyper focused attention to small details. And two, people are willing to pay ridiculous prices for your product if you do.  Here's my typical experience when I go hang out at Starbucks. Logistics Design: I walk in and order my coffee. The line is usually short but, when it's not, it moves quickly. Since I'm ordering a drip coffee, they immediately pour it for me when I get to the register. I don't have to wait behind someone that ordered a double frappuccino with skim milk, whipped cream and chocolate syrup. I hand the card to the Barista (instead of having slide the card myself.), no "debit or credit" question, no entering in a pin, no waiting for the software to log onto the internet. Nope, just hand my card, they hand it right back. Done. That is not an accident. That is a well planned logistic design strategy.  Interior Design: I grab my venti cup, walk over to a table and place my backpack on the back-end of the seat. A seat that is purposely heavier than normal chairs so the weight of my bag......
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Cookie Cutter Problem

I had the opportunity to attend a multifamily development conference last week, which is quite the contrast to my usual marketing conferences. I was surrounded by a bunch of men in dark suits discussing cap rates and labor costs. And they start very early in the morning. I enjoy these conferences, because it’s always interesting to hear how developers think. It also immediately becomes apparent that my brain works very differently. By self-admission, they tend to be a bit overzealous when the market is strong. Building without a lot of concern about market conditions post or even mid lease-up.  After all, filling the apartments is marketing’s job, right? It’s a cycle we’ve all become accustomed to and can predict. Even if they say it's different this time. Well apartment marketers, this round brings us a new challenge.  During a panel, all of the developers said they were disappointed no one was trying anything new or pushing the status quo in the development world.  All of the communities coming online right now look the same.  Same finishes, same amenities, same packages.  This is especially true in Class A apartments.  They all appear to be following a template.  How boring. And how challenging for us. The lack of strategy or vision means we have to work that much harder to tell our story and find our differentiators. It also means that the customer experience should be at the very top of your list of priorities.  You are what make your community different than all the......
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