Tammy Yeargan, Director of Marketing at Fogelman Properties, discusses the evolving landscape of multifamily marketing amidst a challenging market. With 27,000 apartment homes across 13 states, Fogelman Properties saw shifts in client expectations, including increased relocations and new construction projects, which led to the need for faster industry adaptation. Yeargan highlights several strategies:
- Investment in Technology: Fogelman Properties is centralizing operations and integrating technology like chatbots and virtual tours. These innovations streamline leasing processes, allowing leasing agents to focus on high-impact activities like lead follow-ups while reducing in-person tours, even for older residents.
- Digital Marketing Focus: The company has reduced its reliance on internet listing services and shifted resources towards in-house digital campaigns. By enhancing property websites, focusing on SEO, and keeping content fresh, Fogelman aims to improve visibility and attract more prospects.
- Customer-Centric Approach: Yeargan emphasizes the importance of balancing digital efficiency with human touchpoints, particularly for resident events and communication. Upskilling teams and embracing innovative technologies are key to staying ahead of industry trends.
- Strategic Budgeting: Through effective digital marketing and continuous innovation, Fogelman aims to improve ROI while adapting to the fast-changing multifamily landscape, ensuring their marketing efforts are both cost-effective and impactful.
Yeargan’s approach is centered on leveraging technology and data-driven strategies to enhance marketing operations, streamline processes, and create a better customer experience while staying within budget constraints.
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