Posts by: Erica Rascón

The Facebook Bridge

Value-Added Content

Pretty much everybody (and their mommas) is on Facebook. With 1.44 billion monthly active users at th end of Q1 2015, you can’t afford to not be on Facebook. But you can’t afford to waste your time on the platform, either. In 2013, Facebook changed its algorithm so that your content will only reach 3– […]

Marketing

Native Marketing

Social Media Languages

Native marketing is a term that Gary Vaynerchuk made popular in his book, “Jab, Jab, Jab, Right Hook.” The term describes how social media marketing must be customized for each platform. As you can imagine, becoming an expert on two or three platforms takes time and money, which are two resources that marketing departments rarely […]

News

Property SOS

From Dated to Desirable

As much as we applaud new multifamily construction here on The Balance Sheet, we realize that it’s not good news for everyone. Owners of dated properties know that the new, shiny rentals up the street with the unbelievable move-in deals may create stiff competition. Fortunately, a few strategic updates can help your aging property feel […]

News

Data Leasing

Less Space, More Business

Large retail centers used to be revered for their prestige and variety. Getting to the 2 million-square-foot Sears and Roebuck center in Atlanta, GA was once a pilgrimage for consumers throughout the region. The days of such super-sized department stores are long gone. With the growing popularity of online shopping, brick-and-mortar stores are steadily shrinking. […]

News

How Seniors Search

For housing and health

Research funded by Google sheds light on how seniors search for housing for themselves and their aging parents. The results are helping senior housing experts improve marketing strategies and concentrate their efforts on what truly matters to America’s aging population. In October 2014, Google issued a survey to 2,000 Baby Boomers between the ages of […]

Marketing

What (Not) to Say

To Prospective Renters

You’ve explored how to get renters through the door. Now that the prospects have arrived for a tour, don’t sabotage your sale with conversational faux pas! Check out these ten conversational dos and don’ts that will help fast forward the conversion cycle. 5 Convo Faux Pas That Will Kill Your Sales Assuming (Dis)likes “Our community […]

News

Leads to Leases

Fast-forward the conversion cycle

You’ve followed the online marketing basics: you have a website with property contact info and pictures. You set up social media accounts and add some new content every week. But now you’re frustrated because your efforts aren’t paying off. What can you do? SatisFacts 2015 Online Renter Study promotes a better understanding of today’s “online […]

People

Holistic Senior Care

From Senior Star

Seniors are the fastest growing segment of the population, with more than 16 million seniors in need of housing by 2050. This previously underserved population has taken center stage as a national housing priority. Yet before the construction and investment boom began, Yardi client Senior Star was providing superior care for seniors and their families. […]

News

Self-Storage

High Demand, Limited Supply

The cat is out of the bag. Self-storage is a hot industry with hefty returns and minimal operating costs. If you haven’t explored the possibilities in this sneaky big market, you may be running out of time. Vacancy rates have gradually declined in the past seven years as rentals proved to be a more favorable […]

People

Superstar Leasing Agents

Their Top Traits

Deena Howell’s granddaughter sells an uncanny amount of Girl Scout cookies. “That’s because I taught her everything she knows about sales,” Howell smiles with a twinkle in her eye. “That’s why she’s so good at selling those cookies.” For nearly a decade, Howell worked as a leasing agent before becoming a trainer with her company. […]

News

7 Key Drivers

E-commerce conference

Accessibility on several counts tops the list of secrets to success in e-commerce. That was the determination of a session on e-commerce site and building selection at NAIOP’s second annual E.Con e-commerce conference, held late last week in Atlanta. Moderator K.C. Conway, senior vice president of credit risk management at SunTrust Bank, led the spirited […]

News

Townhouse Trends

New Competition for Rentals

National multifamily rents are no longer skyrocketing at breathtaking rates. The news could cause renters to send thank you letters to the powers that be, if they knew who or what those powers were. Primarily, renters can thank a boost in multifamily development which is helping to balance supply and demand. Secondly, they can thank the […]

News

e-Commerce Delivery

From Drivers to Drones

The NAIOP Commercial Real Estate Development Association recently held its second annual E.Con in Atlanta, a conference dedicated to e-commerce innovation. During the two-day event, last mile delivery stayed at the forefront of conversation. As the nation faces a shortage of 240, 000 truck drivers, e-commerce companies are actively seeking alternatives to traditional delivery methods. […]

News

Toronto

North America’s Greenest City

Toronto shines as North America’s greenest city according to the Sustainable Cities Index, coming in at a respectable 12th place out of 50 cities. It is the only Canadian city to make the list. European and Asian cities continue to dominate the top rankings each year but Toronto is poised for greater gains. The Arcadis Sustainable […]

News

Bettering Buckhead

A community in transformation

It’s never too late to improve livability. Buckhead, an affluent and well-developed Atlanta submarket, demonstrates that notable change can be made even in established areas. Green space and cultural engagement are key to the transitioning community’s success. Markets experiencing the strongest, most sustainable growth these days are those where residents can work, live, and play […]

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