{"id":19998,"date":"2018-04-20T05:00:45","date_gmt":"2018-04-20T12:00:45","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=19998"},"modified":"2020-12-24T22:54:27","modified_gmt":"2020-12-25T06:54:27","slug":"ymf-beverly-hills","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/ymf-beverly-hills\/","title":{"rendered":"YMF Beverly Hills"},"content":{"rendered":"<p>The Yardi Marketing Forum happened in Beverly Hills last week, drawing a crowd of marketing geniuses from<img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-19999\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg\" alt=\"\" width=\"500\" height=\"281\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg 2001w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?resize=768,432 768w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?resize=1536,864 1536w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/> property management companies around the country. Attendees caught a show at the legendary Magic Castle, strolled Rodeo Drive and indulged in a champagne and caviar tasting at Citizen. <a href=\"https:\/\/www.facebook.com\/pg\/rentcafegenius\/photos\/?tab=album&amp;album_id=1847422401964259\">See the photos here.<\/a><\/p>\n<p>Sounds fun, right? It wasn\u2019t all swimming pools and movie stars. During the day, the forum took a deep dive into all things property marketing. Influential speakers took the stage to talk about everything from video marketing and automation to lead attribution and the future of marketing technology. By the end of two days, it was clear: property marketers need to embrace customer-centric marketing to stand out from the competition. That means putting the customer first, ahead of your properties and your brand, to ultimately win more leases.<\/p>\n<p><strong>3 Ways to Embrace Customer-Centric Marketing<\/strong><\/p>\n<p><strong>1. Connect with story<\/strong><\/p>\n<p>If you think all property marketing videos look the same, you\u2019re not alone. You\u2019re probably picturing a camera panning around an empty display model, focusing on the gleaming hardwood floors and stainless steel appliances, while a voiceover lists amenities and throws the word \u201cluxurious\u201d around.<\/p>\n<p>The thing is, those kinds of videos don\u2019t make a connection with the customer. You\u2019re not just leasing them an empty apartment, you\u2019re renting them a home, a lifestyle, a place to tell their stories. The easiest way to make an impact? Tell a story with your video marketing. A full 70% of consumers say storytelling makes them feel more connected to a brand.<\/p>\n<p>Want to learn more? Watch our keynote \u201cEmotional Impact \u2013 Marketing Lessons from a Filmmaker\u201d with cinematographer <a href=\"https:\/\/www.yardi.com\/blog\/marketing\/video-marketing\/19795.html\">Gavin Garrison<\/a> below.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/KsqlzODy04c\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>2. Be a helper, not a pusher<\/strong><\/p>\n<p>\u201cBuying today \u2013 especially for larger purchases \u2013 is fraught with tension,\u201d said guest presenter Kyle Rees, senior executive advisor at CEB, now Gartner. \u201cCustomers are looking to us for help.\u201d<\/p>\n<p>He suggests making it easier for customers to buy by updating the buyer\u2019s journey to make it easier for them to learn. \u201cInstead of mapping how to buy from us, we need to map how to buy in general,\u201d said Rees. Consider the research, questions and roadblocks that will pop up on the path to rent an apartment and then make sure your company has tools to help them along the way.<\/p>\n<p>The more resources you have in place to identify decision criteria (like floor plans and neighborhood maps) and explain pros and cons (like property reviews), the more likely you are to provide a positive customer journey and win the leases that are right for your property. Wondering what happens when you don\u2019t focus on the customer and provide a bad buyer\u2019s journey instead? It increases purchase regret by 54%, meaning those residents will be less likely to renew their leases or recommend living at your property.<\/p>\n<p><strong>3. Track the total journey<\/strong><\/p>\n<p>Today\u2019s online renters don\u2019t make a leasing decision without doing a lot of research. In fact, at least half of them visit five or more property websites before visiting a leasing office. This means that our old ways of reporting on the customer journey \u2013 using either the first or last touchpoint to attribute the marketing source \u2013 is showing only a small piece of the puzzle.<\/p>\n<p>To effectively market to your customer, you need to know where your customers are coming from and what they\u2019ve seen along the way. This means it\u2019s time to embrace <a href=\"https:\/\/blog.apartminty.com\/multifamily\/multifamily-industry-needs-multi-source-attribution\">multi-source lead attribution<\/a> for more accurate insight into the customer buyer journey. One thing attendees at the forum learned before anyone else is that <a href=\"https:\/\/www.yardi.com\/products\/rentcafe-crm\/\">RentCafe CRM<\/a> is evolving to do just that, and clients will soon have the ability to see multiple touchpoints on the prospect journey from lead to lease.<\/p>\n<p><strong>Exciting News<\/strong><\/p>\n<p>Our next Yardi Marketing Forum will take place in the Big Easy! That\u2019s right, YMF is heading to New Orleans this November. Registration isn\u2019t open just yet, but it will be soon. Interested in attending? <a href=\"mailto:Marketingforums@yardi.com?subject=Yardi%20Marketing%20Forum%20New%20Orleans\">Send us an email<\/a>, and we\u2019ll be in touch.<\/p>\n<p>Not sure what to expect? Check out the <a href=\"https:\/\/walls.io\/ymf\">Yardi Marketing Forum social wall<\/a> to see what attendees shared live during the Beverly Hills event.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Yardi Marketing Forum happened in Beverly Hills last week, drawing a crowd of marketing geniuses from property management companies around the country. Attendees caught a show at the legendary Magic Castle, strolled Rodeo Drive and indulged in a champagne and caviar tasting at Citizen. See the photos here. Sounds fun, right? It wasn\u2019t all [&hellip;]<\/p>\n","protected":false},"author":644,"featured_media":19999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[2370,2212,40,2371,1626,1500,1632],"class_list":["post-19998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-beverly-hills","tag-marketing-forum","tag-yardi","tag-yardi-event","tag-yardi-marketing-forum","tag-yardimktgforum","tag-ymf"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"The Yardi Marketing Forum happened in Beverly Hills last week, drawing a crowd of marketing geniuses from property management companies around the\" \/>\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=\"YMF Beverly Hills\" \/>\n<meta property=\"og:description\" content=\"The Yardi Marketing Forum happened in Beverly Hills last week, drawing a crowd of marketing geniuses from property management companies around the\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yardi.com\/blog\/ymf-beverly-hills\/\" \/>\n<meta property=\"og:site_name\" content=\"Yardi Blog\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-20T12:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-25T06:54:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/04\/MarketingForum.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2001\" \/>\n\t<meta property=\"og:image:height\" content=\"1125\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yardi.com\/blog\/ymf-beverly-hills\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/ymf-beverly-hills\/\",\"name\":\"YMF Beverly Hills - 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