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Insights from OPTECH Session on The Digital Renter's Journey: From Prospect to Renewal

Updated: Jan 23

Session on The Digital Renter's Journey: From Prospect to Renewal

In a dynamic session focused on the evolving landscape of digital marketing in multifamily, we had the privilege of gathering insights from some of the industry's brightest minds: Heather Williams, the VP of Strategic Solutions at Willow Bridge Property Company; Tarra Secrest, Director of Marketing and Property Development at Drucker + Faulk; Laura Merit, VP of Brand and Experience at The Scion Group; and Daniel Paulino, VP of Digital Marketing at Bozzuto. As digital marketing continues to take shape multifamily, these experts have shared their invaluable perspectives.

Embrace the Digital Advantage

First and foremost, digital marketing offers a multitude of advantages, including:

  • Increased Reach

  • Engagement

  • Cost Effectiveness

The panelists unanimously agreed on these points and that staying ahead of the curve is essential.

Out with the Old

The experts also shed light on the outdated approaches that should be cast aside.

  • Tara Seacrest believes it's time to bid farewell to outdated photography and stock photos. Instead, focus on high-quality images, lifestyle videos, and neighborhood tours.

  • Laura Merit pointed out that the era of in-person tours, especially in student housing, is fading away.

  • Daniel Paulino boldly proposed the elimination of property websites from your digital marketing strategy.

Are you ready to embrace these changes?

Generational Marketing Matters

Recognizing that one size doesn't fit all, the panelists emphasized the significance of tailoring marketing strategies to different generations.

  • Gen Xers love community websites, online reviews, and video tours.

  • Older and younger millennials share similarities with Gen X and value interactions with existing residents.

  • Gen Z, on the other hand, craves more connection, seeking to engage with current residents, chat with onsite teams, and attend events before making leasing decisions.

Understanding these generational differences is key to a successful campaign.

Data is Your Superpower

Daniel Paulino underscored the importance of harnessing the power of data for personalized marketing. He discussed the challenges and lessons learned during the transition to GA4 (Google Analytics 4) and highlighted the potential of AI and machine learning to revolutionize the industry.

Social Media's Role

Social media is pivotal in managing your property's reputation, and addressing feedback and issues publicly can turn negatives into positives. Laura Merit added that organic social media, often overlooked, is a free resource that can significantly aid in connecting with your audience.

Retention and Renewal Strategies

Keeping your residents content and engaged is paramount. Surveys, feedback-based action planning, and incentivizing residents to attend events all contribute to higher retention rates.

Creating a Seamless Digital Experience

Last but not least, the experts emphasized the importance of crafting a seamless digital experience for residents. A thoughtfully curated ecosystem that integrates all digital aspects can drive loyalty and retention, benefiting your multifamily property management business.

Livly offers a unified digital platform that streamlines management and rental experiences through one platform. By enhancing resident retention and providing a seamless, connected user experience digitally and physically, Livly is your partner on the path to success in multifamily property management. Embrace these strategies, and let Livly be your trusted ally as you embark on this transformative journey.


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