Multifamily is now a dynamic and rapidly evolving industry. And if you’re reading this, you’re not here to settle for the status quo … you’re here to get ahead and make an impact. As an executive or aspiring leader within our field, cultivating a strong executive profile is essential for your career growth, networking, and influencing the direction of the industry as a whole. After 25+ years of learning fast (aka failing, haha), here is my top feedback on how multifamily professionals can elevate their executive presence and make a lasting impact. Know the business Understand the industry ins ..read more

As leaders gather together to advocate for the multifamily industry, it’s never been more clear that rental housing desperately needs its “Got Milk?” moment. 30 years ago, facing declining sales and market share, California’s dairy farmers commissioned the first iteration of the now-iconic campaign. it was so popular and successful that the national dairy association adopted the campaign the next year. The Department of Agriculture even put its support and massive funding behind the effort. (Can you imagine HUD launching an ad campaign to promote apartment living?!) “Got Milk?” helped to incr ..read more

You’ve been there before. You’re online, excited about purchasing a concert ticket or book a vacation rental. The price seems perfect, fitting nicely within your budget. But as you proceed to checkout, a slew of hidden fees magically appear – service charge, convenience fee, processing fee – and suddenly, the cost is way beyond what you anticipated. I’ve seen ticket prices almost double after all the fees. Frustrating, isn’t it? While fees aren’t nearly as extreme in multifamily, governments large and small like to target landlords … and they think they’ve found a story worth pursuing in fight ..read more

Leveraging the Power of Technology to Build a Brand with Mike Whaling We had the opportunity to talk with Kevin Bupp at Real Estate Investing for Cash Flow podcast about leveraging the power of technology to build a brand for both your personal business and your real estate business. We know that social media is a great tool for this, but are you set up to get the most out of it?    Let’s find out.   Owned Space v Rented Space In the online world, there are spaces that you own and spaces that you rent. Your website and email list are spaces where you control the message– you ..read more

Deep Dive Into Digital Marketing with Special Guest: Mike Whaling We sat down with Peter Lohmann and Russell Lowery at The Owner Occupied podcast to discuss all things digital marketing. We get into successfully marketing a property, the use of social media,  the power of branding, and the capabilities of automation software, such as RentPress. Marketing a Property  When marketing a property, you want to follow customer behavior throughout the process of apartment shopping – what questions do they have, where are they searching, what steps do they want to take next, etc.  &nb ..read more

Just when you thought there weren’t any more worlds to conquer in the local listings game, Apple messes around and gives us a whole lot more work.  On January 11th, Apple introduced a new tool to the digital marketing ecosystem in Apple Business Connect. The free tool allows businesses of all sizes to customize the way their information appears across Apple apps. -Apple For a while now, 30 Lines has been seeing the value in utilizing local listings like Google Business Profile (formerly Google My Business) as an additional platform for marketing efforts. Not only are these local li ..read more

Email Marketing is PropTech Have you considered how email fits with your property technology? Email marketing may already be integrated into your multifamily property management system and feel seamless to the leasing and marketing teams. An auto-generated email with details about your community, sentences describing how to tour, and pricing. It becomes a long-winded email for your prospect, especially when you start including pricing by floorplan. Email marketing in multifamily is vital to book more tours and sign leases. To improve email marketing in multifamily, property managers should ..read more

Three Trends We Learned from NAA 2022 Outstanding speakers, networking, and client success stories – we experienced it all at NAA 2022! We had many thoughtful conversations with clients and prospects. We talked about next year’s strategy and budget and three trends we spotted. Waitlist Strategy Unit-Level Marketing Amenity Promotion Waitlist Strategy Your building is leased up – congratulations! Your first instinct might be to pause many marketing tactics. Continue to collect leads and change your messaging. From: Limited Availability To: Sold Out – Join the Waitlist With those wa ..read more

Case Study: A Lightning Fast Lease-Up in an Increasingly Competitive Market We helped The Garrett Companies lease-up Drift at The Forum in record-breaking time. % Pre-lease up in 3 months Cost Per Lease ($) The Garrett Companies is a fully integrated real estate company, founded in 2019. Primarily specializing in class-A suburban multifamily projects, the company has expanded their list of specialties, to include LIHTC affordable housing, mixed-use development, and restaurant management. The Garrett Companies also provides third-party services in property management, construction, int ..read more

Wait, what’s happening? Google has turned their free Business Profiles (formerly called Google My Business … and Google+ Local … and Google Places) into a massive traffic generator for local businesses of all kinds, including apartment communities. For every type of business, Google Business Profiles show what it thinks is the most relevant, most useful content for the searcher. In what we’d call a slightly misguided decision, Google has categorized apartment buildings primarily as personal residences or lodging and not places of business. As a residence, Google’s policy takes the po ..read more