Resident Experts: Prioritizing Help Over Hype in Multifamily Marketing
In a recent Resident Experts webinar, Laurel Zacher, a seasoned marketing and CX strategist in the multifamily industry, shared profound insights into effective multifamily marketing. The conversation, guided by Entrata’s Virginia Love, centered on a powerful shift in perspective: moving away from traditional sales-focused approaches and embracing a philosophy of genuine helpfulness. Zacher argued that the most impactful marketing doesn't feel like marketing at all. Instead, it resonates as a genuine desire to assist.
She emphasized the importance of anticipating resident needs, proactively solving their problems, and consistently adding value to their lives. This approach, she explained, is paramount in building trust, a cornerstone of converting prospects into loyal residents and transforming residents into enthusiastic community advocates.
Zacher stressed that multifamily professionals must prioritize authentic connection, advocating for the use of resident stories, genuine reviews, and video testimonials to showcase real experiences and build credibility. She also pointed to the power of resident portals and other technology-driven solutions that empower residents with convenient self-service options.
This not only meets their evolving expectations but also streamlines operations. Additionally, the discussion highlighted the critical role of active listening and empathy-based selling in leasing interactions. Zacher urged for comprehensive training programs that equip leasing teams to understand and address individual needs, fostering a more personalized and supportive environment.
Ultimately, the webinar underscored that the future of multifamily lies in prioritizing resident well-being and building strong, trust-based relationships. By embracing a "help first" mentality and leveraging technology to enhance the resident experience, multifamily communities can create a win-win scenario: greater resident satisfaction and increased long-term success.
To watch the entire Resident Expert Webinar with Virginia Love and Laurel Zacher, click here.
