At some point over the next year or two, the United States is likely to see a recession, a word that is sure to send a shiver down the spine of anyone involved in multifamily marketing. The business of trying to get people to spend their money on a given property can be difficult, especially at a time when most are justifiably reluctant to do so.
However, even when facing a downturn, a solid, recession-proof marketing strategy can make all the difference for retaining residents and attracting new ones. So how can those in the multifamily industry best improve their marketing?
Optimized automation: doing more with less
Some see a potential downturn as not so much a burden, but an opportunity for those in multifamily marketing to tighten up their skills. Sean Landsberg, senior vice president of operations, Dasmen Residential, adopts such a view. “I’m thinking about optimizing our performance in today’s market,” he said. “How can I get more, better-qualified leads spending less money?”
For Landsberg, much of this is brought about by leveraging automation. Dasmen Residential uses Meet Elise, an artificial intelligence-based chatbot that can communicate with prospective residents in real time. “It’s incredible to see that somebody can send an email to our property at 4 a.m. on a Saturday, and at 4:02 they get an extremely detailed response targeting any question that they asked,” Landsberg said.
In an age of instantaneous communication and the oftentimes just-in-time nature of...
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