Brand Police: Protecting Your Brand Through Consistent Brand ... - …€¦ · Innovative Real...
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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.
Transcript of Brand Police: Protecting Your Brand Through Consistent Brand ... - …€¦ · Innovative Real...
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
