Anne Marie Stephenson Multifamily Training Speaking Consulting : Consulting

Consulting / Professional Marketing Strategies:

When the market “yins” you have to be able to “yang” without a moment’s hesitation! In order to do this, you have to be able to quickly analyze the current status of your properties – which I believe always falls into three categories:

People
Product
Price

Price always being the last thing that gets changed. Why? Well, if the first two categories aren’t operating at peak performance, then you can’t possibly make an educated decision about your pricing strategy.

One thing is for certain . . . there is no such thing as “One Size Fits All” when it comes to strategic marketing. You can’t stick to a basic cookie cutter strategy because each property is unique. What knocks the #’s out of the park for one property could completely flat-line at another property.

Whether you have an existing property that isn’t meeting proforma or a brand new community that needs help converting your vision into a successful reality, Anne Marie can light the way!

Areas covered (Detailed Descriptions Below):

Target Market Determination / Analysis
Theme Analysis / Development
Website Analysis / Design
Floorplans / Community Layout
Curb Appeal Analysis / Development
Clubhouse / Models / Office Décor and Design
Competitive Market Analysis

Target Market Determination / Analysis:
This is one of the most critical and key factors of all marketing plans and strategies. You have to properly define the target market you’re trying to reach while making sure that your product can be properly positioned to attract that same target market. Quite often, owners and developers build and/or position a property to attract one target market and when the property doesn’t produce the results they intended, they’re left scratching their heads wondering what happened. In reality, additional research and probing could have helped to find the “true” target niche/markets that their particular product would best be suited to attract.

Theme Analysis / Development:
Once you’ve defined your target niche market, you must develop an effective marketing campaign to help carry it out. This is the 2nd most important step in properly positioning a property and this will carry out into all of the remaining marketing materials, so you have to make this choice wisely. Unless you’re 100% “gung-ho” from the beginning on this theme, you shouldn’t proceed! It is far better to take your time until you feel that it is the “best” as it is quite costly and a lot of time and energy can be wasted if you later decide to switch gears in the middle of a marketing campaign or lease-up.

Social Media / Website Analysis & Design:
With the internet being the #1 marketing source today, this is an area that is an absolute MUST with today’s customers. We can assist in analyzing and developing your current website presence, as well as assist with on-going changes/support.

Marketing Collateral Analysis:

We can help coordinate and pull together your marketing campaigns and giveaway items are an important part of this program. They must help produce the appropriate theme and “feel” that your marketing campaign has been designed for to create brand recognition for your company.

Current Ads Analysis – Both Print and Online
Future Ad Development – Both Print and Online
Collateral Analysis / Development (Brochures, Stationery, Business Cards, Thank You Notes, etc.)
Promo / Giveaway Items

Floorplans / Community Layout:
With new lease-up communities, we can help consult with your general contractors / architects in the initial design phase to help ensure that there is optimal functionality for your apartment floorplan layouts, as well as the entire community’s layout. It’s much better to get these right from the “get go” before building something that doesn’t sell.

Curb Appeal Analysis / Development:
Sometimes it takes an outside “eye” to see things more clearly. We can offer effective analysis and suggestions to help your curb appeal produce more traffic and leases at your community.

Clubhouse / Models / Office Décor and Design:
Part of “setting the stage” is exactly that - making sure that everything is selected and placed properly so as to project the exact feeling, mood, and overall marketing “theme” that you’re trying to make with your marketing campaign. Since “perception is reality”, this is also a critical step in the successful marketing of a community. Sometimes just the simple change of color or rearrangement of an existing community’s furnishings can change the entire feeling and produce great results from your leasing efforts!

Competitive Market Analysis:
We have a few different formats for this and can put together a comprehensive, detailed, market analysis to help give you a better “true” picture of who you’re actually competing with and where you stand in your market.

Budget Analysis / Development:

Anne Marie has an exceptional budget template format - both for brand new lease-up communities and for stabilized properties. We can also utilize our extensive experience in this area to assist in analyzing existing budgets and give valuable input that can immediately improve your portfolio’s NOI.

Resident Retention Program Analysis / Development:

Well, your leasing team got the property leased up . . . so now what?

Close the door! (No, not literally - just close the “back” door).

Now that you have residents - you've gotta keep ’em! The Stephenson Group can create a customized resident retention program, including proven results-oriented activities that residents will r-a-v-e about! These programs will keep your leasing teams motivated and excited about their property. Plus, they will not only help ensure that your residents will want to stay at your property long-term, but that they'll also want their family, friends, and colleagues to live there too!