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In this episode, Chris and Anne talk with Marge Enrique about her extensive journey in transforming her company's approach to marketing data, emphasizing the importance of moving beyond simple last-touch attribution to a more comprehensive multi-touch model using tools like HyLy and Remarkably. Enrique details her strategies for data cleaning, source tracking, and building in-house attribution models, contrasting the performance of different marketing channels like Zillow, Apartment Ratings, and paid social against traditional paid search. Finally, the conversation briefly shifts to a humanitarian project by her parent company, City View, to fast-track home rebuilding after the Los Angeles wildfires. You won't want this episode to end.

Flamingo - Resident Retention App
400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Find more of The Apartment Department exclusively on our Substack. Subscribe for articles and new episodes straight to your inbox.

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Have you ever wondered how the reputation and resident experience of your property actually impact marketing success and NOI? In this episode, Devin Shurtleff, CEO of Opiniion, shares their data around the ROI of reputation. In addition, the conversation highlights the critical role of resident satisfaction in multifamily marketing, emphasizing how positive online reviews and feedback directly impact key performance indicators like occupancy, retention, and net operating income. Shurtleff also addresses the future of the industry, focusing on consolidation and the increasing influence of AI in analyzing resident feedback and automating processes to enhance the resident experience.

Flamingo - Resident Retention App
400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Find more of The Apartment Department exclusively on our Substack. Subscribe for articles and new episodes straight to your inbox.

Send us a text

In this episode Aimee Farmer, VP, Marketing at Middleburg Communities discusses how she is redefining the role of marketing through embracing data.

The discussion covers the importance of tracking key metrics like booked appointment show rates and response times, emphasizing the impact of personal touch points in increasing conversions.

We also examine the lengthening renter decision-making process, advocating for earlier "coming soon" campaigns and extended lead nurturing. The conversation frequently returns to the challenges and opportunities of using data from various sources and the future of search with the rise of AI.

Flamingo - Resident Retention App
400K+ units use Flamingo’s Resident Retention Platform to stop Retention Leak & hit 63%+ retention.

Find more of The Apartment Department exclusively on our Substack. Subscribe for articles and new episodes straight to your inbox.