{"id":10059,"date":"2014-05-27T05:05:51","date_gmt":"2014-05-27T12:05:51","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=10059"},"modified":"2021-02-03T15:27:54","modified_gmt":"2021-02-03T23:27:54","slug":"melissa-d-white","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/melissa-d-white\/","title":{"rendered":"Melissa D. White"},"content":{"rendered":"

Melissa D. White is a Millennial specializing in multifamily marketing, which means she is perfectly poised to understand what renters of her generation want and need from their apartment leasing experience. And thanks to fast-paced technological innovation in th\"_MG_7870\"e realm of real estate and the willingness of her employer, GFI Management Services<\/a>, to try new things, she\u2019s also able to deliver the desired experience.<\/p>\n

That\u2019s not just a win-win, but a win-win-win, with prospects, apartment front office employees, and Melissa all reaping the benefits.<\/p>\n

\u201cIt\u2019s given me the power of time. You\u2019ve given me my time back to go out and manage my team,\u201d said White, who has been working in the multifamily industry for a decade. She quickly climbed the corporate ladder to become GFI\u2019s Director of Marketing and Training, a position that puts her right in the vortex of multifamily tech advancement.<\/p>\n

\u201cI never expected that this much technology could be possible in multifamily \u2013 I think of it as a Leasing Virtual Assistant,\u201d said White, whose teams use Yardi products for their day-to-day sales operations and marketing tasks, including managing ILS listings, lead tracking, and social media content distribution.<\/p>\n

Like most Millennials, White sees the myriad benefits of technology-aided workflows. Training, distributing listings, following-up on prospect interest, advertising specials and promotions, measuring ROI in content and media, and even the act of leasing have all become more streamlined, systematic and automated in the last year, she noted.<\/p>\n

\u201cWe look at Yardi as our partner. You\u2019re not just a vendor, and we\u2019re not just a client. You\u2019re our partner in offering sustainable onsite solutions and valuable services to our residents,\u201d said White. While GFI has adopted numerous Yardi products, among her favorites is RentCafe, a comprehensive marketing solution which allows for automated ILS, SMS and social media updates.<\/p>\n

Of course, one of the most stressful aspects of implementing any new technology solution is the implementation process. Since her role encompasses both marketing and training, White has nailed down some best practices for bringing a new platform to a large, multi-faceted portfolio.<\/p>\n

A few of her best practice tips:<\/p>\n

    \n
  1. Have a plan, a realistic time frame, and patience. If something can break or go wrong, it probably will. Expect hiccups and be prepared to react to them in smart and pragmatic ways.<\/li>\n
  2. Take special care with your pilot group of trainees. They\u2019re going to spread the word to their colleagues about the new product and what to expect from it.<\/li>\n
  3. Conduct a secondary review of any content that\u2019s planned for distribution. If your implementation is spread over several months, facts and circumstances may have changed by the time your platform goes live.<\/li>\n
  4. Have a beta period post-implementation, where you are monitoring for process glitches and inefficiencies.<\/li>\n
  5. On go-live day, have a senior staff member who understands the technology on site, in addition to any outside consultants. This will ease your team\u2019s comfort level with the process and give them a trusted resource for questions and concerns.<\/li>\n<\/ol>\n

    White will teach a class at this week’s Yardi Advanced Solutions Conference<\/a> in Washington, D.C. on planning for a successful implementation and will be a participant in the Making Analytics Actionable Smart Marketing Panel. Don\u2019t miss the chance to hear from a savvy Millennial marketing and training expert!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Melissa D. White is a Millennial specializing in multifamily marketing, which means she is perfectly poised to understand what renters of her generation want and need from their apartment leasing experience. And thanks to fast-paced technological innovation in the realm of real estate and the willingness of her employer, GFI Management Services, to try new […]<\/p>\n","protected":false},"author":413,"featured_media":10752,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[589,170,40,116,586],"class_list":["post-10059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-multi-family","tag-rentcafe","tag-yardi","tag-yardi-client-profile","tag-yardi-marketing-suite"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Melissa D. 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