"...you can imagine when you hit a renter with a 7% increase and they're expecting something that's sub 2%, that's problematic, and it can lead to turnover, it can lead to notices, and so really it's about managing and massaging the messaging, and it's all about the team, it's about the team component." – Ryan Funt, Live on Stage at the Affordable Housing & New Apartment Development Seminar
In this live episode of Sync or Swim, Rentsync's VP of Growth, Max Steinman moderates the Lease-up, Operations and Property Management panel at SVN Rock's Live on Stage event for Affordable Housing & New Apartment Development. The panel features marketing and leasing experts, Todd Nishimura, Senior Director, Marketing, Leasing and Communications at GWLRA, Ryan Funt, Director of Marketing at Fitzrovia and Lisa Jean, Director of Leasing at SVN Rock Advisors, who share their years of expertise helping new builds go from lease up to stabilization. In this conversation you'll hear advice from the panel about:
- The key components of a sound lease up marketing and advertising strategy in 2021/22 and how do you know when to start with these strategies?
- How can you then differentiate yourself from others and set yourself apart from the competition?
- Examples of marketing that is impactful, successful and unique
- The importance of a professionalized leasing staff
- Why training typically sets a great leasing staff aside from a good leasing staff
- How Fitzrovia connects it's leasing staff to its marketing efforts
- How GWL measures the success of its leasing staff
- Changes in the marketing strategy as an asset reaches stabilization
- The changes in leasing strategy upon stabilization
- How to mitigate high turnover post-lease up
- How operating a brand new building differs from operating a stabilized asset
- Operational decisions that either positively or negatively impact marketing and leasing efforts
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