Brand Police: Protecting Your Brand Through Consistent Brand Standards

Jared Miller, Innovative Real Estate Companies

Mary Herrold, JVM Realty Corporation

Melanie Flaherty, Carmel Partners, Inc.

Sara Graham, The Dolben Company, Inc.

Meet The Panel

Jared Miller

President of Multifamily Ops, CMO & Principal

Innovative Real Estate Companies

Q. How did you get started in the multifamily industry?

A. I started as a part-time leasing professional while in college. As with any college student, I was trying to get reduced/free rent. As soon as I started in the business, I knew I found a home.

Meet The Panel

Mary Herrold

Vice President of Marketing & Business Development

JVM Realty Corporation

Q. How would you describe your job to a kindergartener?

A. I work on a team. My job is to do cool and wonderful things that attract cool and wonderful people to our apartment communities. Then I do cool and wonderful things that make people want to move in and stay.

Meet The Panel

Melanie Flaherty

Vice President of Marketing

Carmel Partners, Inc.

Q. If you could have lunch with anyone in the world, who would it be, and why?

A. The most interesting man in the world...for obvious reasons.

Questions? Great!

Have questions for our panel? Tweet @sarasgraham,

and include #NMHCOpTech

INNOVATIVE Who?

Meet Our Onsite Team Members.

Our average leasing

professional is 20 years

old.

Meet Our Support Team.

Our average support team

member is NOT 20 years

old.

Two Distinctly Different Product Types.

Conventional Multifamily. Off-Campus Student Housing.

Let’s go on a visual journey.

Let’s go on a visual journey.

Let’s go on a visual journey.

Let’s go on a visual journey.

Let’s go on a visual journey.

Let’s go on a visual journey.

Leveling the playing field.

Challenges to Brand Development.

1. No geographic concentration.

Challenges to Brand Development.

2. Short resident lifecycle.

3. Disparity in asset classes.

4. Unique cultural differences.

5. Average age of onsite team member and team member turnover.

6. The fast pace and constant curveballs of the marketing/leasing season.

Where did we start?

2010-2013

2013-2014

Where did we start?

TODAY

Where did we start?

Where did we start?

Where are we now?

• Images

Where are we now?

Where are we now?

• Images

Where are we now?

• Images

Where are we now?

• Images

Where are we now?

Where are we now?

Where are we now?

Moved away from more industry standard website templates and developed our own platform

Fully responsive, highly engaging

Integrated social media including Facebook, Twitter, Instagram and community blogs

Very clear lead funnel

Platform’s template can be highly customized to each property

Distinct architecture for student sites compared to traditional multifamily

Where are we now?

We have people excited about marketing. Participating in marketing. Helping to shape the brand image for their communities.

What is next?

We are working on our multifamily brand.

Taking our existing student brand to the next level.

Rolling out version 3 of our student websites.

Finally revamping our tired student housing management company website, holding company website and launching our apartment management company website.

Finalizing the platform for what appears to be rather explosive growth in 2015.

Refocusing on the onsite experience with an emphasis on all 5 senses.

What is next?

We have an immense talent pool at our fingertips and we are going to continue tapping into that.

Identity

Capabilities

Offerings

Customers

Us

Production Enrollment Placement Management

Road Show!

Systems & Automation

Online Brand Store

Systems & Automation

• Electronic Brochures