{"id":15959,"date":"2016-08-10T05:00:53","date_gmt":"2016-08-10T12:00:53","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=15959"},"modified":"2020-12-24T10:07:08","modified_gmt":"2020-12-24T18:07:08","slug":"marketing-qa","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/marketing-qa\/","title":{"rendered":"Marketing Q&A"},"content":{"rendered":"

Our second Yardi Marketing Forum<\/a> of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America will meet us in Seattle to talk tech, trends, and best practices during this multi-day conference.<\/p>\n

Talented guest speakers \u2013 from within and without the real estat\"YMF-IG-QA\"e industry \u2013 are a huge part of the success of this biannual conference. In preparation for the fun and learning ahead, we asked three of them to share some insights into their marketing roles.<\/p>\n

Keep reading to learn how these marketing pros got started, what they love about their jobs, and what\u2019s inspiring them right now (spoiler alert: if you\u2019re into Snapchat<\/a> and Pok\u00e9mon<\/a>, you\u2019re not alone).<\/p>\n

Meet the speakers:<\/em>
\nKelly Cook,<\/strong> Chief Marketing Officer at Kmart<\/a>
\nAlex McGhee,<\/strong> Digital Marketing Manager at Pinnacle<\/a>
\nKaren Kossow,<\/strong> VP of Marketing at FORE Property Company<\/a><\/p>\n

Yardi: How did you get started in marketing?<\/em><\/p>\n

Kelly:<\/strong> I actually started out in finance, can you believe it?! From there, I managed a reservations call center, and was eventually asked to come to marketing to manage the new marketing IT systems. In marketing, I fell in love with inspiring our employees to deliver magic to our customers.<\/p>\n

Alex:<\/strong> I first got a taste of marketing in college when I obtained a minor in Marketing at the University of North Texas. After I graduated, I tried my hand in sales and financial services for a few years then landed a job with a small insurance startup overseeing SEO and SEM. That was really when I got hooked on the marketing career path!<\/p>\n

Yardi: What do you like best about your current role?<\/em><\/p>\n

Kelly:<\/strong> We have 100K passionate and member-focused employees at Kmart working hard every single day to transform our business. They inspire me to be a better leader, better colleague, better employee. Seeing them be the hero to our member \u2013 and seeing the member\u2019s reaction\u2026 that\u2019s the best part.<\/p>\n

Karen:<\/strong> Tough one\u2026 there are a number of things. I love that I\u2019m getting to expand my knowledge base by working with new markets. There are a lot of great people here whom I really enjoy. Although it\u2019s not a full rebrand, I am getting to be the driver of a FORE \u201cbrand tweak\u201d with new corporate brochure and website. It\u2019s a lot, but I\u2019m a bit of a challenge junky \u2013 if everything were easy, I\u2019d be bored.<\/p>\n

Yardi:<\/em> Which marketing trends are inspiring you right now?<\/em><\/p>\n

Kelly:<\/strong> I\u2019ve been on Snapchat for a long time, but now I\u2019m getting snaps from our members and their kids. My Snapchat ID is runwayroadkill (nickname \u2013\u00a0 it\u2019s long story, ha). Our members and their children snap me all of the time telling what they want more of or less of. It\u2019s super fantastic!<\/p>\n

Alex:<\/strong> Snapchat\u2019s geofilters are very intriguing at the moment. I have also very recently been exploring the benefits of piggy backing off the current global Pok\u00e9mon trend.<\/p>\n

Karen:<\/strong> Yes, I\u2019m also excited about Pok\u00e9mon Go, and not necessarily for all of the same reasons as others. I do love how people have been leveraging it through social and other marketing tools, but for me it\u2019s the fact that it\u2019s such a successful use of augmented reality. Augmented reality has fascinated me for years, and I can\u2019t wait until the costs to create\/implement come down enough that we can find lots of ways to apply it to what we do. Hopefully I\u2019ll still be alive and marketing when that happens!<\/p>\n

Yardi: What are you looking forward to most about the Yardi Marketing Forum in Seattle?<\/em><\/p>\n

Karen:<\/strong> I\u2019ve met and gotten to know so many great people at the forums I\u2019ve previously attended that I\u2019m looking forward to doing so again. I love the ability to brainstorm about the RentCafe<\/a> platform products and to be able to talk to the experts about them. And\u2026finally\u2026. I\u2019ve never been to Seattle so I\u2019m excited about seeing another new city!<\/p>\n

Alex:<\/strong> I look forward to talking about working with the RentCafe team to track how prospects are really using our property websites. I\u2019m also excited to share my great experiences with Yardi in general from a customer service perspective. I have seen nothing but top notch customer service since day one of our relationship with Yardi.<\/p>\n

Kelly:<\/strong> I just love, love, love being in a room with passionate, fun, optimistic, smart-as-hell, people who want to be extraordinary, not ordinary!<\/p>\n

Let\u2019s Keep the Conversation Going<\/strong><\/p>\n

We\u2019ll be posting live on social media throughout the event and our attendees will be too. To see what we\u2019re up to and get great tips from these guest speakers and others, interact with the hashtag #YardiMktgForum<\/a> on Twitter<\/a>, Instagram<\/a>, and Facebook<\/a>.<\/p>\n

Want to plan ahead for next year? Get the details for the first Yardi Marketing Forum in Austin, Texas<\/a>, in 2017!<\/p>\n","protected":false},"excerpt":{"rendered":"

Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America will meet us in Seattle to talk tech, trends, and best practices during this multi-day conference. Talented guest speakers \u2013 from within and without the real estate industry \u2013 are […]<\/p>\n","protected":false},"author":644,"featured_media":15962,"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":[986,1624,1625,62,1199,40],"class_list":["post-15959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-digital-marketing","tag-forum","tag-marketers","tag-marketing","tag-marketing-genius","tag-yardi"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Q&A\" \/>\n<meta property=\"og:description\" content=\"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yardi.com\/blog\/marketing-qa\/\" \/>\n<meta property=\"og:site_name\" content=\"Yardi Blog\" \/>\n<meta property=\"article:published_time\" content=\"2016-08-10T12:00:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-24T18:07:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"506\" \/>\n\t<meta property=\"og:image:height\" content=\"253\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Geneva Ives\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Geneva Ives\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/\",\"name\":\"Marketing Q&A - Yardi Corporate Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg\",\"datePublished\":\"2016-08-10T12:00:53+00:00\",\"dateModified\":\"2020-12-24T18:07:08+00:00\",\"author\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b\"},\"description\":\"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yardi.com\/blog\/marketing-qa\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage\",\"url\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg\",\"contentUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg\",\"width\":506,\"height\":253},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yardi.com\/blog\/marketing-qa\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yardi.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing Q&A\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#website\",\"url\":\"https:\/\/www.yardi.com\/blog\/\",\"name\":\"Yardi Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yardi.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b\",\"name\":\"Geneva Ives\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62\",\"contentUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62\",\"caption\":\"Geneva Ives\"},\"description\":\"Geneva Ives is the senior manager of marketing content at Yardi. She leads content initiatives for REACH by RentCafe. Writing may be her first love, but data is a close second. Geneva is based in Santa Barbara, California.\",\"sameAs\":[\"https:\/\/www.instagram.com\/hi_geneva\/?hl=en\",\"https:\/\/www.linkedin.com\/in\/genevaives\/\"],\"url\":\"https:\/\/www.yardi.com\/blog\/author\/genevai\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Yardi Blog","description":"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America","robots":{"index":"noindex","follow":"follow"},"og_locale":"en_US","og_type":"article","og_title":"Marketing Q&A","og_description":"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America","og_url":"https:\/\/www.yardi.com\/blog\/marketing-qa\/","og_site_name":"Yardi Blog","article_published_time":"2016-08-10T12:00:53+00:00","article_modified_time":"2020-12-24T18:07:08+00:00","og_image":[{"width":506,"height":253,"url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg","type":"image\/jpeg"}],"author":"Geneva Ives","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Geneva Ives","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/","url":"https:\/\/www.yardi.com\/blog\/marketing-qa\/","name":"Marketing Q&A - Yardi Corporate Blog","isPartOf":{"@id":"https:\/\/www.yardi.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage"},"image":{"@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage"},"thumbnailUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg","datePublished":"2016-08-10T12:00:53+00:00","dateModified":"2020-12-24T18:07:08+00:00","author":{"@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b"},"description":"Our second Yardi Marketing Forum of 2016 is coming up next week, and we couldn\u2019t be much more excited! Multifamily marketers from across North America","breadcrumb":{"@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.yardi.com\/blog\/marketing-qa\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/#primaryimage","url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg","contentUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg","width":506,"height":253},{"@type":"BreadcrumbList","@id":"https:\/\/www.yardi.com\/blog\/marketing-qa\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.yardi.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Marketing Q&A"}]},{"@type":"WebSite","@id":"https:\/\/www.yardi.com\/blog\/#website","url":"https:\/\/www.yardi.com\/blog\/","name":"Yardi Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.yardi.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b","name":"Geneva Ives","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62","contentUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62","caption":"Geneva Ives"},"description":"Geneva Ives is the senior manager of marketing content at Yardi. She leads content initiatives for REACH by RentCafe. Writing may be her first love, but data is a close second. Geneva is based in Santa Barbara, California.","sameAs":["https:\/\/www.instagram.com\/hi_geneva\/?hl=en","https:\/\/www.linkedin.com\/in\/genevaives\/"],"url":"https:\/\/www.yardi.com\/blog\/author\/genevai\/"}]}},"jetpack_featured_media_url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2016\/08\/YMF-TW-QA.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/15959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/users\/644"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/comments?post=15959"}],"version-history":[{"count":2,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/15959\/revisions"}],"predecessor-version":[{"id":27601,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/15959\/revisions\/27601"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/media\/15962"}],"wp:attachment":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/media?parent=15959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/categories?post=15959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/tags?post=15959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}