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2016 Marketing Resolutions

2016 Marketing Resolutions

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It’s a new year, time for marketing resolutions!

Over the next couple of weeks, we’ll be exploring the most exciting marketing trends of 2016.  I asked some of the brightest minds in multifamily to share their thoughts on what they are looking forward to trying next.  In the spirit of New Years, I asked these leaders….

What’s your 2016 marketing resolution?

Sarah Greenough

Sarah Greenough

Chief Marketing Officer, Princeton Properties Management


Shake things up!

I try regularly to evaluate my advertising and marketing decisions to make sure I am doing things that I truly believe are in the best interest of my company and not just because “that’s the way it’s always been done.”

I find we, as marketers, often have legacy ad sources in place due to apathy, fear, or nostalgia.  The only way to really figure out if something is working or not is to test that theory.  Don’t be afraid to change up your media channels, this will reveal what is working well.  Always try to create as much revenue as possible while spending the least amount of money to do so.  It’s quite a complex game, but I really love it.


Bill Szczytko

Bill Szczytko

Director of Leasing Operations, WC Smith

Continue to make yourself relevant

Don’t back yourself into a corner. Continue to make yourself relevant. Don’t be afraid to STOP, regroup, and do something else, even if it makes you uncomfortable. Sometimes, being uncomfortable is good for you. 2015 was a really big year for me as I changed jobs and titles. It’s been a rewarding but stressful experience. Often, if all you can be is in the corner, it’s time to move on. Nobody puts Bill in the corner.

Laurel Zacher

Laurel Zacher

Director of Marketing, Weidner Apartment Homes

To take a deep(er) dive into analytics

I’m all about analytics, and we have certainly made great strides in consistency of measurement at Weidner. That being said, my resolution is to get even deeper into analytics in 2016, on both a macro and micro level in order to see the relationships between data sets. For example, exactly how is blogging affecting traffic AND leases AND SEO AND social sharing for us?  Now multiply that by about 12 different initiatives and we’ll have a good start : )

Melanie Ling

Melanie Ling

Director of Digital Marketing

Redefine ‘Living Space’

To make better decisions and get better at the basics. By that I mean, with all the options for newer, bigger, brighter in marketing and digital – there’s a lot to be said for being really good at the simple stuff.

Clear & beautiful property photos/video, solid & prompt follow up to prospects, providing exceptional service to existing residents. I think often when a property is lagging in a lease up, there is a rush to spend more to get more. But chances are  there are quite a few leads that need converting (unless traffic is at a halt which is a different matter).

In terms of digital, I’ve love to produce more content based on real demographic data. Knowing where people are coming from and what they’re looking for in a neighborhood is important.

Note: I said neighborhood and not apartment; because tastes and interiors style is ever evolving – butday to day living I would argue is just as, or almost more, important that what kind of countertops you have. You could have the most decked out space ever! But how much fun is that if you have no where to go and nothing social to do. To feed your soul.

I feel passionate not about selling an apartment, but the holistic experience of living in the area. I want to give people the opportunity for an orientation to the city and their life in it.

Sharah G. Connor

Sharah G. Connor

Community Manager, Equity Residential

Stand out from the crowd

Definitely to focus more on creating a brand for the community that I manage. Working for such a large company with hundreds of properties, its easy for a community to get mixed in with the rest. My goal is to set it apartment from all of the others!

Summer Austin

Summer Austin

Director of Strategic Marketing, Camden

Don’t let perfection stand in the way of progress!

That pretty much says it all, right?

All excellent goals!  Do you agree?  Anything you would add? Comment below and  share how you plan to conquer 2016!

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About The Author


Not one to settle for status quo, Holli has spent her 20 year career shaking up the multifamily industry. From creating unheard of building amenities to designing lounge-like leasing centers, to major Pinterest fails in the kitchen, she is ever experimenting. It’s no surprise that she created a new way to match apartment renters with their perfect home. Holli is a featured speaker and session facilitator at regional and national industry conferences. When she’s not brainstorming the next marketing campaign, you can find Holli testing the limits of bottomless brunch or climbing the Peloton Leaderboard!

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