The future of apartment marketing is going to focus more on the whole apartment living experience. In the past apartment marketing teams sat on the periphery of an apartment development organization — the apartments were built, and plans were made, and then marketing was told: “OK, now go market it.” But apartment marketing becomes central to the whole process because they have the pulse of the residents at their fingertips.
If you make a great product and focus on the whole lifestyle experience, everything takes care of itself, in my mind. You receive positive reviews from residents, and you don’t have pricing pressure, you can ensure that you are not commoditized. I see so many apartment companies out there where marketing is the last thought. I have seen decisions being made that are based on the experience of developers and management teams from five or even two years ago.
You have to see the future and understand clear what is coming. For example I recently saw a very smart developer listen to advise that given to him two years ago. The advice taken was a mistake a huge mistake, it dates the project before it even opens. Apartment Marketing Teams and Apartment Leasing Teams should be involved in the entire development/rehab/management process. Every decision should to be looked at from a resident experience, leasing, marketing view point.
The Future of Apartment Marketing is here! How do you agree with Tami? Share your comments.