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Hi everyone! I’m interested in learning how marketing is handled between your corporate office and individual communities. Specifically, do communities have the flexibility to create their own marketing materials, like flyers and social media content, or are these created at the corporate level and passed down? If materials are passed down, what does that process look like? How are they distributed? How often do you receive new content or... Show more

Leah Love Smaller companies, yes, they care a little less about brand standards. Your big companies (Greystar) that’s an approval process and doubtful you’re creating your own.
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Barbara Savona Some companies take a corporate-driven approach, where all marketing materials—flyers, social content, and outreach materials—are created at the corporate level and distributed to onsite teams. This ensures brand consistency, compliance, and efficiency, but it can sometimes feel rigid for onsite teams that want to localize their messaging.
Others adopt a hybrid model, where corporate provides a library of pre-approved content (sometimes in platforms like Canva, Sprout, or an internal portal), allowing onsite teams to personalize materials while staying within brand guidelines. This offers a great balance between consistency and flexibility.
Then there are companies that give full creative freedom to individual communities, trusting them to generate their own marketing materials while providing brand guidelines as a safeguard. This can be great for hyper-local engagement but may create inconsistencies across a portfolio.
I’ve seen all three work.
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Janet Rosseth Even small companies have the ability to put forth consistent branding using Canva or similar products, if a central department can set-up materials and expectations that sites can follow. I think every marketer I know would tell you that it does matter, and you should have a consistent branding using brand message and experience. There are plenty of resources to create the brand and guidelines without hiring internally if that’s not in the cards. I’d be happy to chat more about options.
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